Archives for posts with tag: Content

I’m a fan of LinkedIn. It’s a great networking platform, and really good for staying in touch with people as they move around the place. Also, people tell me the Navigator premium enhancement is worth it for prospecting. Furthermore, I’ve found the LinkedIn Adwords more expensive than Google Adwords but better quality in terms of leads that go somewhere.

I tend to connect with people I either know or have worked with, at least on some level. I generally don’t connect with someone who I’ve never heard of, although I must confess that very occasionally I might try and reach out to someone influential that I don’t know, which I admit is hypocritical.

Then there’s the LinkedIn news feed. That’s another story. It’s hard to see the value of that. The majority of the news feed items are of the Facebook-type, Look-at-me! variety. Most posts come under the heading of:

  • Here I am at this event
  • Here’s a presenter from an event I’m associated directly with
  • Aren’t we great? We just got shortlisted/awarded/commended for this thing
  • Come to my event
  • And so on

There’s very little helpful content along the lines of here’s how to do something, here’s the inside track on something, here’s an introduction to something, here’s a resource you might find useful.

Good marketing is about putting out content that’s useful to the people you’re trying to reach, via a place that you know they hang out in. The direction is pulling interested people to you, not blasting out stuff to people who aren’t interested.

The majority take the me, me, me approach, or the us, us, us approach, when they should be talking you, you, you.

 

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True personalisation?

True personalisation?

I got this in my Facebook stream the other day. I can’t deny it’s eye-catching. It’s clearly a clever bit of code that allows an advertiser to drop each FB user name into their image.

It’s personalisation of a sort, but is it really personalisation, or is it simply clever code? I suspect the latter.

Context marketing has been around for a while, and is now getting some major attention as marketers get more sophisticated and better at deciding what content they can serve up to whom, when, rather than sending everyone everything.

But this isn’t context marketing, although it’s definitely targeted to me. FB is a hugely growing channel for B2C ecommerce, but as far as I’m concerned, although I’m the right person, it’s not the right content for me and it’s not delivered at the right time.

I still like it though :-).

 

The word content is everywhere. It’s the buzz word for marketing, especially digital marketing, sales and the online world. You’re nowhere and no-one without content.

Content hasn’t really changed its meaning from the original. It’s still the stuff inside that’s important.

My 2 brothers and I are in 3 completely different industries. I’m in sales and marketing consulting, brother 1 is in natural history broadcasting and publishing, brother 2 is in English language teaching literature.We all create content for a living, which is perhaps what you might expect of 3 siblings with conjoined DNA.

We’re all involved in content, but we wouldn’t call it that. We would call ourselves writers (among other things, polite and otherwise).

Don’t get hung up on the word content. It’s not a new piece of jargon to be afraid of. It’s still about writing engaging stories that your audience can identify with and derive something from.

Writing fresh content is hard work. That’s why it’s great to be able to recycle or rework it to make it go further. I find writing content mentally draining. A solid 5 hours of writing and I’m done for the day, so generally after that I will schedule in a different kind of work.

Mind you, in that 5 hours I’ve generally created a good bit of content.

Sometimes content comes slowly to us. Either we can’t get started and we put it off til the deadline is screaming at us, or perhaps we feel we haven’t got the muse today and everything feels a bit ponderous and laboured, or even we don’t feel we have the confidence, research or knowledge to put pen to paper or fingers to keyboard.

If you have to write content and it doesn’t come easy to you – and let’s face it, it doesn’t really come easy to anyone, but we can still enjoy it – then I offer the following thoughts from what’s worked for me over the years.

Find your most productive writing time in the day and make sure it’s as undisturbed as you can make it. Schedule clls and meetings for other times of the day if you can. I used to do my best writing in the afternoon and evening, but I was younger and a student, so maybe the lifestyle contributed to my choice of time. Now I’m older I do my best work in the morning, so I start as early as I can, but not too early for me to feel shattered and for it to be self-defeating. Then again, I work a lot from home and my kids and good lady are not in the house 9 til 3, so maybe that’s also a function of circumstance rather than preference.

Before you start, get everything ready: your resource material, your computer, your coffee, some conducive music. You want to be prepared for some serious cerebration, and once you get up a head of steam you don’t want to keep getting diverted. Work in a concentrated blast of about half an hour, then get up at a natural breaking point, walk around, make a drink, do something that’s not work-related for 5 minutes. Then get back into it again. As I said, I find 4 or 5 hours like this and you’ll be pretty spent, but you’ll have some good stuff under your belt. By the way, students and revisers: this approach works very well for studying for exams too.

If you’re doing a big piece of work or project that can be divided into sections, re-read and revise the major section you’ve been working on before you start the next major section. You don’t want the old thoughts overlapping into and cluttering the new. Sustained, focused bursts in each of the different areas work really well for me. I don’t find it productive to have a number of different chapters on the go at the same time.

If you can’t figure out how to get started writing, then write anything down, to get into the behavioural posture of it. Title the work, write down when the work is due, put some guiding notes under the title to get the juices flowing in the right direction.

When you get to the point when you’re making loads of mistakes typing, and having to delete and retype, and re-retype, it’s time to stop. You’ll know when this time is, because you’ll be tutting and cursing uncontrollably.

Of course, if you’ve got some additional or even completely contrary approaches that work for you, why not share them too?