Pinterest, Instagram, Facebook, Twitter cards, infographics, everywhere you look there is more media. There is, of course, a reason why pictures are shared more.
With the intent of creating ongoing dialogue with you, every Wednesday, I’ll be posting commonly asked questions and then provide an answer to them.
Easy. Engage and listen to your customers. Talk with them and not at them.
This is the holy grail; it always has been. Social media has simply made it more obvious. But, companies are having difficulty adapting.
Why? Continue reading
Talk of social media usually ends with “it is a time suck”. There is some truth to this, if you are not doing things with purpose.
As much attention as content marketing gets, there is another (just as important) activity that doesn’t get mentioned enough: listening.
One of the biggest mistakes companies makes on social media is they stop listening. This is a result of the set-it-and-forget-it mindset that crushes so many new initiatives.
Building social capability, like innovation, isn’t a plug and play proposition where you hire a bunch of consultants to help your company establish structures and processes that will help you manage more efficiently.
Nope. Continue reading
Last Monday, I wrote about what topics make for great content. These topics sit at the intersection of your expertise, and your audience’s core needs and interests.
The Content Ideation Map has three key components:
- Think. These are the things you think, see, hear about; and, then synthesize for others.
- Know. These are things you know; it is where your expertise lies.
- Do. These are things that you are currently doing right now.
What I like to do here, is to then introduce my seven friends:
- What if?
- Why not?
Questions starting with any of my seven friends, are potential questions anybody may ask themselves. These are the questions/inquiries you can and should answer for them on your blog/website.
Remember, social media opens a vast area of opportunity to connect with people. It provides an opportunity to clear the noise and provide clarity. And, framing your content with questions helps you put yourself in your audience’s shoes.
Answering your customer’s questions is a powerful approach to creating trust and engagement (critical marketing objectives). On my next post, I’ll go deeper into this and provide you with examples.
But, for now, remember the key takeaway: Stop “selling things” to your customers and start giving advice.
This tool helps you put yourself in that state of mind.
Hat tip: Brainzooming for sharing the tool.
It is a broad question but, generally speaking, good topics are found at the intersection of your expertise, and your audience’s core needs and interests.
So, the two key questions you need to ask yourself are:
- What business am I really in?
- What are my customers real needs?
After you figure those two out, it’s time to think about specific content. For that, check out the links below:
- How to Identify Content Topics That Hit Home With Your Readers (hubspot.com)
- 12 Months of Content Marketing Ideas for SlideShare (contentmarketinginstitute.com)
- Why Content Goes Viral: the Theory and Proof (seomoz.org)
Last time I checked, there were a half dozen tactics for how organizations use social media. And, it isn’t surprising that most organizations are looking for a template that will point them to the secret recipe for success.
This is a mistake. Most organizations just jump on and start with the tactics. Let me say this again: this is a mistake.
By only following tactics, your efforts have no punch. And, when you have no punch, you lose momentum. And, when you lose momentum, herd behavior takes over and you end up copying whatever the other guys are doing.
Social media is no longer a trend; it is now an everyday way of doing business. And, the fact of the matter is, your organization needs to know why it is using social media in the first place to support the mission and goals of the business.
So, how do you figure out what initiatives to pursue? First, we have to know why your business exists in the first place. What is its aspiration? Why should I care? Continue reading