Tag Archives: marketing

Content Marketing is like a mini publishing empire

18 Sep
Example of too much content

The biggest threat to content marketing is too much content marketing.

If your goals are to connect your ideas with your customers, and to connect in an authoritative and credible way, and to control your own publishing schedule, then you should create a mini publishing empire and realize those goals.

So now, marketers and businesses finally have the tools to publish to their heart’s content. Ready, Set, Go. Follow us. Friend Us. Connect with us. Content. Content. Content. Publish like crazy.

With all this content marketing freedom comes the biggest threat to your mini publishing empire. The biggest threat to content marketing is too much content marketing.

Careful, exploding content

Yes, content marketing has exploded. Actually, mentions of content marketing have exploded, much like an unattended pot of spaghetti sauce.

But if your mini publishing empire is to be successful and really leave its content mark, it will have to produce content that really helps people do their jobs. We’re talking about great ideas that both entertain, and inform. The kind of content that makes people say “I’ve just been subjected to multiple examples of muck, but this isn’t muck, why, I’m not just relieved, I’m delighted.”

You are battling not just to build a strong content mark but to separate yourself from the swill. The weak content will initially look a whole lot like the good stuff. All those snappy titles and headlines, come-hither subtitles, bright, shiny, candy-like buttons. Oh, you want to, you want to.

To bolster my case for you creating a mini publishing empire and leaving a content mark I will talk about the principals that make great content: the content user, authority, the length of the path and passion.

See you at the University of Toledo Internet Marketing Conference on October 1.

Kevin Cesarz is the Digital Strategy Leader for Communica and the former Web Editor of The Blade. His current restricted diet limits him to 1,200 mentions of content per day.


Online sales cut cookie cycle in half

19 Feb
Cookies online

Little Brownie and the Girl Scouts even provide Cookie Locators (database/map) and Cookie Alerts (RSS feed). There's an iPhone app for cookie lovers on the go.

Attention all cyber scouts and high school boosters, it’s time to start selling online. Avoid trudging street-to-street past the junkmail receptacles (those boxes on a pole that the U.S. Postal Service still uses).

Little Brownie and the Girl Scouts even provide Cookie Locators (database/map) and Cookie Alerts (RSS feed). There’s an iPhone app for cookie lovers on the go. High school boosters and drive ticket salespersons  move their product online, as well. A PayPal purchase or donate button makes things easy.

This will only eliminate one half of the cycle. Delivery (of your cookies, kettlecorn or drive tickets) will still be delivered by U.S. Postal or a cheerful scout or student. But look at all the fuel and shoe leather saved by pitching online.

Visualization: Make the elevator go up and down

17 Jan
Introductory elevator speeches have become typical and almost have the opposite effect.

Credit: Roy Luck

I learn by listening to others tell their stories. I learn a lot when people give details of their successes and failures. That saves me a few iterations and unhappy clients.

My local church networking group is struggling with providing the most valuable information for job seekers and networking business people. Introductory elevator speeches have become typical and almost have the opposite effect. I’m not learning anything new that I can share with others. We all get used to positioning our labels and revealing what others might want to hear or what might help us sell.

How about we add a gear to that short statement? “I’m a web project manager.” Now, instead of what I do, how about here’s what I’ve done. “This week I helped build a website that helps this client speak to these people. It has this one great feature. Google it, discover it and try it out.”

Give others something to do, something to imagine. Let them visualize what you do instead of trying to memorize your label.

Trying to keep up with the real-time web

7 Dec

Great post on the The Intention Web by Jeremiah Owyang.

Businesses that have a physical location like retail, events, or packaged goods can use this data to anticipate consumer demand. They may offer contextualized marketing, or increase or decrease inventory or store hours to accommodate. Don’t be surprised in the future and you walk into a store with your preferred items, meal, or drink already nicely packaged for you.

How not to get blindsided by social media

6 Oct

Hey, you screwed up. You can:

  1. Ignore
  2. Respond . . . somewhat
  3. Respond with vigor

Even an old dog like David Letterman took some great advice and got way out in front of his recent bad news. Like him or not, agree with him or not, Letterman responded quickly with great vigor.

Here’s EA Sports responding with a fix for a ‘flaw’ that had Tiger Woods walking on water.

Have you seen any other Domino’s like examples of clutch social media relief pitching?

Finish great social media content with conversation

21 Jul
Dave Hamster

Dave Hamster

OK, this Audi flash module was really annoying (turn the sound down) and the load was almost longer than I was willing to wait, but the company’s social media staff grouped conversation by Twitter, YouTube, News, and Flickr.

Organizing and highlighting Dave Hamster’s photo of an Audi R15 TDi at the Audi Sport North America event was good. Engaging the content and content creator would have been better. “That’s a wonderful photo, Dave.” “Did you know that the Audi R15 TDi . . . .”

Great content should produce great conversation, or at the very least, great conversation from social media staff.

Advertisers and consumers: Ad failure funny

5 Jul

Yes, advertisers need to redefine how they connect with consumers, but will they?

Geert Desager’s video sequel is a powerful and funny illustration of the changing media landscape. Don’t have three minutes? (“Wait, we haven’t even had our muffins yet?”) Try the nicely edited trailer.

Not everybody is as passionate about your products and ideas as you are. Begin at this point: People care about themselves and solving their problems. If you can understand this and create products and ideas that they want to consume you will have shared and gained simultaneously.

Now go watch the Nathan’s Hot Dog Eating Contest and enjoy the Fourth.