Content marketing is nothing new, and while it's going to evolve into new formats and platforms throughout 2016, as it always does, but it's definitely not going anywhere. If anything, more and more people will jump on board, especially as more traditional ad formats continue to fall short or become exorbitantly expensive. People don't like to be sold to, and the techniques, which used to be secrets within advertising circles are now common knowledge, meaning that most people are savvy to ad techniques and ignore them all but completely. That said, just 'doing' content marketing is not going to get you very far. In fact, the number of blogs out there with tens or even hundreds of posts but which still have zero engagement is astonishing. The reason for this is that people love to jump on the bandwagon of content marketing, but very few take the time to learn how to do it well. If you want to know how people get hundreds of shares on their blog posts and drive real traffic, well, look no further: 1) Do it better than anyone else has There's a technique in content marketing coined by Brian Dean called the Skyscraper Technique. The idea is to find a topic someone else has written a good article on and which has been shared around a lot, and then write something even better. Like, really dig into it. If they wrote 7 tips on how to market on Instagram, you article has 52. The main reason people don't take this approach is that they are lazy, or they don't feel they have the time, but here's a secret: Creating 14 daily blog posts will lose out to one blog post that took 14 days to create, every time. It's simply a matter of being honest about what is good enough to be shared. If it doesn't blow you away, it's not going to do it to anyone else, either. 2) Promote even more than you write Once you got an epic piece of content, your job is far from over. In fact, many people recommend spending as much as two times as much time on the sharing and promoting of your blog post than you do on actually writing it. All of a sudden, you're only writing one blog post per month, but it's performing better and getting you more traffic than if you'd written several fire-and-forget pieces. People don't just find great content, especially when you're starting out, so you have to do everything you can to put it in front of their face. 3) Reach out to those who care (and who matter) Once you've got your blog post out in the world, get a hold of experts and those who have a following and who might be interested, and ask if they might be willing to share with their social channels. Now, here's the kicker: Make sure there's something in it for them. Working with influencers in your market is about leverage, so if that means you have to offer some free services or skillsets in exchange for a tweet, so be it. All of this is to say that if you want to have content that performs better than average, you've got to be willing to put in better than average time and effort and that's just true of anything, isn't it?
Monthly Archives: March 2016
Snapchat For Business – Coming To The Mainstream
A year ago, or even six months ago, Snapchat was just a tiny blip on the radar of most marketers and entreprenerus. In fact, even that might be generous; many people who weren’t in Snapchat’s hyper-engaged teen and young adult demographic may not have even heard of the platform. If you aren’t even sure what Snapchat is yourself still, now’s the day to learn.
At its core, Snapchat is a mico-messaging app in which users can send photos, videos, or text notes to each other, view them for a set number of seconds, and then those messages self-destruct and are deleted.
Unsurprisingly, the app has been largely written off by older generations as a sorry excuse for a ‘sexting’ app. Those in the know, however, have caught on to the fact that Snapchat content is extremely easy to consume for users, and both the creation and the consumption of content is quick.
People like quick. Ironically, the fact that each individual message or publication can be consumed so quickly means that many young users use the app for hours on end (“I’ll just check one more message,” “I’ll just watch one more video,” etc. and the time flies by).
The best businesses are using Snapchat as the antithesis to Youtube, or Facebook, or their business properties where posts and content are more deliberate, planned, and highly edited and targeted. On Snapchat, you can literally record a video message by holding down your thumb for six seconds – there are no fancy editing tools.
This makes Snapchat the perfect platform for letting your customers and followers in on something “behind the scenes,” which is exactly what your competitors are doing. Now more than ever, consumers expect brands to be an extension of the people running them, and getting to know those people (or at least feeling like they have) can go a long way toward building brand trust and loyalty.
Even with its off-the-cuff nature, you still should put some planning into your Snapchat strategy. First, survey your customers and find out what they want to see – this is, of course, the most direct route to content that is going to connect with them.
Often times, inside hints and tricks, or just videos from around the factory/office, which might hint at company developments or new offerings that won’t be published for some time, can help your customers feel like they’re getting something exclusive. People like exclusive.
Aim to be consistent above anything else. Uploading a Snap every few hours and adding it to your ‘story’ will mean that people see you as someone who will regularly give them something interesting to look at. If you can add 3-6 Snaps to your Snapchat story per day, you’ll be on your way to consistency, at which point you can fine-tune the content down the road.
Snapchat gives you a simple tool to see how many views your updates receive as well, so you can gauge if your followers are taking the time out of their busy days to listen to what you have to say.
Avoid False Guru Status to Boost Credibility
Want to know what one of the fastest ways to kill your credibility is? To pretend to have it when you don’t.
It’s an unfortunate reality, but the landscape of online marketing has been invaded over the past decade by those claiming to be experts in things that they, to put it politely, aren’t. The ‘fake it ’til you make it’ bravado approach was actually wildly effective for a number of years, but the reality now is one in which potential customers are much more skeptical.
Not only are they wary of falling victim to people pretending to be something that they aren’t, they’re also realizing that much of the information that false gurus put behind a paywall is available free elsewhere on the web (indeed, the expertise of fakers doesn’t allow them to create much exclusivity based on genuine, helpful content that no one else is providing).
Enter: The transparency trend. Believe it or not, there are some people out there who are up and coming and have been killing it with their audiences even though they haven’t done a whole lot yet. Instead of pretending they’ve executed in one market or another before they really have, these players are instead simply sharing exactly what they’re going through at the time to their audiences. In a way, this approach levels the playing field and makes communications more genuine.
Over the past half decade, there has been an enormous shift from consumers wanting to be told what to do by brands, or at least being convinced that’s what they want, and their realizing that they can lead the discussion more than just have it fed to them. As a result, personal communications win, and honesty is an often sought but less often delivered trait when people go looking to something from someone else online.
For an example of the effectiveness of this approach, the Groove blog, the blog of a small remotely managed helpdesk software, has openly admitted that the number one driver of sales and awareness for their product has been their blog; the Groove blog epitomized transparency.
The company began under the premise of writing out everything they do to try and reach $500,000 in monthly recurring revenue. Ultimately, they’re a couple of years into their project, haven’t yet breached even half of their goal, and yet their posts are wildly popular. Why is this? Because the folks at Groove simply write about what they’ve done and a lesson they’ve learned each week, good or bad, success or failure.
They’re not pretending they have the software as a service game figured out, their not padding the numbers (or downright falsifying them), and they’re certainly not renting expensive cars for the day in order to take pictures with them in front of a mansion they don’t own – I’m looking at you, mid 2000’s internet marketing ‘gurus’.
So keep it honest, keep it open, and you might be surprised to find out that you actually end up making more with, well, less.
How To Use “Help A Reporter Out” For Your Blog Or Brand
Ever heard of popular PR and journalism tool “Help A Reporter Out”? If you’re not acquainted but you have a brand or expertise to market, this quickstart guide will give you the basics.
At its core, Help A Reporter Out, or HARO, is a platform to help connect journalists with sources. Users can register as either sources or media outlets – or both. For the purposes of this guide, we’ll be talking about using it as a source.
As a source, you’ll be able to sign up to HARO’s emails, which are sent out multiple times per day and include upwards of 100 stories that media outlets, from international news sites down to niche blogs, are working on.
The descriptions will call for specific experts or those with certain experiences to weigh in and share their advice, stories, and/or experiences. Clicking the reply link within HARO’s email will open up a new message window that, upon completion, will be sent off to the media outlet.
Responding to a call for sources is basically a pitch in which you can sell your brand’s story to someone who will publish a story about it. For example, you might find someone looking for B2B marketing experts for an interview. If you know about B2B products and write a great pitch to an outlet, they may publish your advice in their final piece. If this happens on a larger outlet, you can score some major exposure and credibility by being featured.
The great thing is that calls to action come in a number of categories, so even if you’re outside of the business and tech circles, there will be relevant lifestyle, fitness, travel, etc. prompts that you can respond to. You might not find anything in every email blast, but it’s easy to respond to a few relevant prompts per week.
A couple of tips:
1. Always be sure to deliver value in your pitch, and explain why the outlet’s readers are going to learn something from you. Never mention wanting your own exposure, instead focus on giving the journalist or outlet the best story and more useful information possible.
2. If a publication is listed as anonymous, try and feel out some details about the project in your first email to them to assess the value of being featured. That said, don’t be afraid of being featured in smaller projects, because these outlets are probably going to hustle to promote and squeeze every readership they can out of anything they publish.
The results of having your brand featured in a larger piece can be a huge boon for a small boon, and also help build credibility in your niche, as your input on a topic has now been published. Consistency is key with HARO; respond to every prompt that seems like a good fit, and eventually you’ll match up with someone who needs exactly what you have to offer.
Now get to pitching, good luck!