Category Archives: Marketing
It’s NOT the Content of Your Character BUT the Character of Your Content
If your content sucks no one will visit, share or engage. It’s just that simple! It’s sort of like the family member that can’t cook and is always willing to cook for the holidays. Have you ever noticed that no one visits that family member during the holidays? There are always a multitude of reasons NOT to visit! Oh I have to get a root canal, my hamster needs a new cage, or oh I have a toenail fungus that is just out of control. Most will say anything NOT to visit?
Well, this is the same as bad content. WHY would a person, visit, share or engage with you page, blog or social media channel when your content is equivalent to aunt Margie’s “gone wrong” Thanksgiving Day biscuits? Just like there are so many other places to eat, there are so many other places to get great content. YOU won’t be able to compete until you step your content game up just as Aunt Margie can’t compete with the Rachel Ray of the family.
The goal in content creation is placing your company content in the position to be viewed as the GO-TO source for information, which presents your organization as the voice of the authority in your field. YOU do not; however want to be known as the creator of content that is subpar, as it is a reflection of your organization.
People have almost fully transitioned from accessing content by traditional means to reading most of their content online. So this presents organizations with the unique opportunity to provide information of value to readers. This means that organizations should be working to create quality content and in order to do this there must be an understanding of the fundamental reasoning behind content creation.
It’s NOT the Content of Your Character BUT the Character of Your Content, meaning if you are currently creating content, make sure that it is good and that it is a positive representation of your organization. You can do this by thinking of the content that you are creating as if you are producing a commercial or ad about your organization. This could be content about company capabilities, company news, fun events or something similar. The goal is to give people an idea of what your company has to offer and a bit of a peak into the culture of your organization.
So if your organization is providing bad content, that is a reflection of what your company is all about and it can have a negative impact on your brand, especially if it is subpar. The creation of great content is so important in our digitally focused world. This is especially the case with the creation of online content because anything posted online could always remain a part of your organizations digital footprint indefinitely. Content posted online cannot be pulled back, once it is out there it’s out there.
The take away:
Step your content game up, present your organization in a positive way and make a conscious decision to ROCK your digital footprint!
60 Percent Of Marketers Confidence In Their Skills Suck
I just read a report about marketers, their confidence in their own marketing strategy and their companies effectiveness based on their own marketing experience. The issue seems to be that most traditional marketers are being left in the dust by the new digital marketing strategies that have all but taken over this industry.
I have noticed that people with, just traditional marketing experience and that lack technology experience seem to be struggling more than marketers with digital AND traditional experience. The report also states that traditional marketers feel as if the marketing industry has changed more in the past two years than it has in the last fifty years. I would say that this is the primary issue with the ineffectiveness of those traditional marketers that have not embraced digital marketing and consequently are struggling.
It is imperative that organizations recognize WHEN their digital marketing strategies are not going in the direction that they desire. The first step is to LOOK at the credentials of the person in charge of the marketing department, their lack of knowledge about digital marketing could be derailing digital strategies. IF they have experience in traditional marketing ONLY and are not up to date on digital marketing strategies they will lack the experience in this ever changing space to lead your marketing department in the right direction. Traditional marketers that LACK digital marketing experience simply are NOT qualified to lead digital marketing strategies. This is not a negative statement only a keeping it real kind of statement. Would you go to a podiatrist if you needed advice on your heart? It’s the same thing if you entrust a traditional marketer that is untrained in digital marketing strategies to run digital marketing initiatives. The only outcome can be less than positive.
The bigger issue with traditional marketers that are put in place to lead digital initiatives stem from organizations lack of ability to recognize that the world has changed and the old school methods of marketing are no longer as successful as they once were. IF understanding of the importance of digital marketing starts at the upper management level, and the upper level of management has a firm understanding of changes, addressing it should not be the problem. So, the ultimate issue here is that the entire organizational structure must recognize the need for change before any change to digital will happen. If those at the top lack knowledge so will others. Change needs to happen at the upper management level, without that change there will be a continuous flow of unqualified, incompetent marketers flubbing their way through the digital marketing space at the expense of the organization.
Take a look at the slide show below, it will give you an idea of marketers feel they are doing in the digital marketing space.
We are quickly reaching the point where flubbing through the digital marketing space by incompetent marketers will cause harm to the entire organization.
Steps that you should take:
- Analyze your current traditional marketing strategies.
- Track the effectiveness of your traditional marketing campaign.
- Determine what percentage of your marketing campaign should be traditional and how much should be digital.
- Hire a QUALIFIED Digital Marketer/Strategist and allow them to do their job.
- DON’T try to apply traditional marketing strategies to digital marketing.
- Embrace digital marketing because it’s not going away.
This is NOT a post about politics! I repeat, this is NOT a post about politics. I never considered myself much of a political person, but the older I get the more I have an interest in my future. Politics tends to bring out strong feelings in most people and actually that is quite understandable as one person literally has your future in their hands for increments of four years.
However this is not really about politics as it is only the purpose behind the vehicle driving the most fascinating social media campaign that I’ve ever seen. I mean really regardless of your political affiliation we are really living during a historical time depicting almost literally in real time, the transition or death as it were, of traditional media in lieu of social media and digital marketing.
The political campaign although fascinating as a person that has an interest in my own future but so very compelling to watch as a digital marketer. So much so that if I were an organization that has not moved in the digital marketing area, I would be literally stalking the online presences of both parties. The ongoing social media surge, engagement and viral content is mind boggling. Both political parties are sharing content which is producing engagement of the likes that I have never seen. It is quite fascinating.
The Digital Media assault is endless and relentless by both candidates but the end result is exposing millions of people to your message. That is after all, what social media is all about. Social Media allows a unique kind of engagement and interaction that traditional media just has never been able to get. This political campaign is a HUGE example of the power of social media.
For those companies that are not involved with social media, I suggest you get involved with your political candidate of choice by way of their social media channels. Look, listen and learn because they are really showing the world HOW to rock a social media campaign.
Take a look at the Infographic below to give you an idea of how much content is out there and how both campaigns are really focusing a lot of attention on social media and utilizing social content to reach the masses.
Social media platforms have grown at a super quick pace. So quickly in fact, that it seems as if there is another social media platform popping up every day. A lot of the platforms probably are hoping to duplicate just a percentage of the success that Facebook is having. We should all be so lucky, right? I’m not sure that duplicating any platform is exactly the right route to take but I guess you can’t blame them for trying.
One of the things that set Facebook apart from others has been it’s differences and it’s ability to transform so often. Due to his, duplication of its platform is next to impossible. I see that as a good thing because there is one Facebook and if I’m involved with Facebook already, why would I want a duplicate platform. Social Media platforms that gain in popularity now are the ones that dare to be different, step outside of the box and have no idea what the box is, like Pinterst and Instagram. The popularity of those platforms, I believe is due to the totally different route they’ve taken.
Before the popularity and mainstream social media dominance, there was a small social media platform, now PAID called Ning. This platform was one that allowed its users to set up small FREE niche social media platforms. I was a part of Ning and really thought it had potential to be one of those out of the box social networking channels, because of its uniqueness. The ability to create my own social network based on my interest and invite friends with similar interest held a great appeal to me, it still does.
The potential of Ning was very short lived due the platform change, from a free to a paid service. So early in the game of social media, this was a real deal breaker for Ning. However the thought of creating my own unique, smaller, niche social media platform still remains at the top of the “Oh so cool” list. Although Ning doesn’t offer this service anymore there is a NEW kid on the block and guess what? It is what Ning was suppose to be before it changed. Now you can Create a social network Free of charge, your niche, your way with Groupiest! I don’t like it, I LOVE it and ideas are brewing
Ning was really just a social media platform that was a little bit ahead of it’s time because it was introduced Pre-social media boom. So, ultimately Groupiest is the platform that NING was suppose to be. With social media platforms that have members in the billions, this may be a great addition, especially if you have an interest on a niche focus area.
I would love your thoughts!