Fri, 16 January 2015
Jason Miller is the Senior Content Marketing Manager at LinkedIn, where he leads the global content marketing and social efforts for LinkedIn Marketing Solutions. He is also the author of the Amazon #1 Best Selling Book, Welcome to the Funnel.
In Welcome to the Funnel, and in life, Jason advocates for content marketing teams to be put together like rock bands, specifically KISS...
1. Paul Stanley (guitar) = Social Media. Entertaining, out there in front.
2. Gene Simmons (bass) = Content. Writing the bulk of the songs/content.
3. Peter Criss (drums) = SEO. Laying the beat/foundation for everything. He's a part of the band, as an SEO person should be part of the marketing team, not off in a corner somewhere.
4. Ace Frehley (guitar) = Demand Gen. Pulling it all together.
5. Doc McGhee (band manager) = PR. PR and marketing need to work together to make sure they're not mixing messages.
6. KISS Army (fans) = The community. Like Seth Godin says, if you don't have somebody to consume your content, you don't have anything.
Each person in the team has an individual role that comes together to create a beautiful final product. For KISS, it's a record. For marketers, it's "Big Rock" content, content that has high value and can be repurposed and "sliced and diced" over and over again.
Mon, 5 January 2015
Ann Handley is the Chief Content Officer for MarketingProfs, a company that offers real-world education for modern marketers through training, best practices, research, and other content. She also literally wrote the book on how to create great marketing content with her bestseller, Everybody Writes.
In this episode of Content Pros, Ann reiterates that writing isn’t reserved for a chosen few: “Our words are our ambassadors. They’re carrying messages for us. So when I hear from marketers sometimes, ‘I’m not a writer’ or ‘I don’t write,’ I call BS on that, because I think we are all writers. We are all communicators and we’re all communicating.” The first step is getting over the initial fear of the blank page and just get it out, whether through dictation or on the page. Then, on the rewrite, you can ask questions with the reader in mind: “Am I saying this as clearly as I could? Could I say this more briefly?”
On an organizational level, Ann talks about the six essential roles needed for a successful content marketing team, and the importance of setting goals and measuring success. Everything should connect back to an overall business strategy, but at the same time, that business strategy must be customer-centric. Talking about ourselves rather than how to help ease the customers’ pain points won’t do the job. Obviously the harder goals of leads and sales should be measures, but Ann also measures softer goals: awareness and shares. As someone who must be tuned into what resonates with her audience, she is not one to discount the validity of shares.
Visit ContentProsPodcast.com for more insights from your favorite content marketers.
Fri, 2 January 2015
Jason Falls is the Senior Vice President of Digital Strategy (& Director of Bourbon Integration) at Elasticity, a digital marketing and public relations firm. Think digital-era Don Draper (especially with the bourbon). Jason produces a ton of content, not only for clients, but he has two books of his own.
On this episode of Content Pros, Jason shares that whatever the content, long-form or short, there are two things to remember:
Check out ContentProsPodcast.com for further insights from Jason and other Content Pros Podcast guests!