Creating great content for content marketing: don’t overthink it

April 9th, 2014 by Andrew Schulkind

Frequently, we hear our clients worry about how to keep a steady stream of content flowing. Many of them don’t realize that they’re making more of the problem than they have to.

You certainly have to devote some of your (probably too-scarce) marketing resources to content creation. You have to develop a strategy regarding the kind of content you’ll create and how you’ll distribute and promote it, but you don’t have to re-invent the wheel when it comes to actually generating the content.

A colleague recently shared something a college professor had told him years before on the subject of journalism. In a nutshell, she said, “You don’t break news. You add value to the story that’s already out there.”

This is a valuable perspective for content marketers. Think about it this way: your average, ethical journalist doesn’t go around lighting buildings on fire in order to have something to write about. Journalists don’t invent stories. They follow them, investigate them, and occasionally uncover information that wasn’t readily available or apparent.

Forget about inventing stories – ethically or otherwise – in order to have something to write about.

One of my most successful  articles recently, in terms of engagement and social sharing, was a commentary on someone else’s original idea. I didn’t invent the original concept; I simply added perspective and, I hope, insight, in ways that were useful to my audience.

You can also forget about being an investigative reporter. Even the Wall Street Journal, New York Times and other major news outlets are struggling with the economics of that model. Instead focus on being the kind of editorialist who presents a complex topic to an audience in ways that highlight the aspects of the issue that are most relevant to the audience.

Be sure to keep that audience in mind. If you’ve ever read the New York Times and the Wall Street Journal side by side (a great exercise for kids, by the way), you know that the same story can be interpreted in different ways. Be sure that you’re adding perspective that fits to your audience’s needs.

Finally, never lose site of the fact that your audience doesn’t know what you know. Don’t talk down to your audience, of course, but recognize that they’re reading because you have expertise they don’t. With that approach, you’ll realize that you have a lot more to write about than you might think at first glance.


When Should You Market Your Business? (Video)

March 19th, 2014 by Denise OBerry

If you’re like most small business owners, you’ve asked yourself at least once — Is now the right time to market my business?
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How To Get All The Help Your Business Needs

March 4th, 2014 by Jim Connolly

I’d like to share an idea with you today. It’s about how to get all the help you and your business will ever need.
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Why “experiential marketing” offers new opportunities

February 12th, 2014 by Jay Gronlund

The world of marketing is constantly changing, especially with new definitions and approaches.  The latest is “experiential marketing”, which is basically about interacting with your customer.  In light of the pervasive suspicion of traditional advertising (e.g. TV, print and radio) these days, consumers prefer to experience a product or service in the context of how they would use it in their everyday lives.
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Do Your Business Networking The Old Fashioned Way (Video)

January 22nd, 2014 by Denise OBerry

Have you connected with your business network lately?

With everything else you have to do to keep your business in the black, it can be tough to make sure your business connections are alive and well, and still have you top of mind.
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Using Your Greatness Filter to Perform at Your Best

January 15th, 2014 by John Jantsch

Last January I started a series of posts I called Recover You. They all built on the theme of actions and activities you could take to improve how you approached your work and your life. This year’s theme for the randomly dispersed posts is Greatness. The posts in this series will address how to make this the greatest year ever.
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How to Make The Most of Your Testimonials

December 17th, 2013 by Sally Ormond

Testimonials are wonderful things.
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Trying GroupHigh for Blogger Outreach Campaigns

December 3rd, 2013 by Chris Abraham

I am hereby making the jump from humans to robots for all my blogger research. In the last decade I have seen social media marketing and digital PR mature as a practice, I have seen social media metrics and analytics evolve by leaps-and-bounds.
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Gainsight Gives Customer Success Managers a Database of Their Own

November 13th, 2013 by David Raab

I had a conversation last week with a vendor whose pitch was all about providing execution systems with a shared database that contains a unified view of customer information from all sources. Sadly, they were unfamiliar with the concept of a Customer Data Platform as I’ve been developing it over the past few months and didn’t realize that they fit the definition.
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4 Ways Brands Can Use Facebook’s Expanded Graph Search

October 16th, 2013 by Jessica Lucas

When I use Facebook for personal use it’s usually to look at pictures, keep in touch with friends and scroll mindlessly through my News Feed. Twitter is where I head for that World Series game, so I can mourn with the world that the Braves will not be continuing on in the Series. With the recent expansion of Facebook Graph Search, that distinction between the two may winnow down. The expansion will allow users to search status updates, comments and photo captions. As a result, Facebook may become a bigger competitor for Twitter in regard to real-time conversation.
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