Content Pros Podcast

Categories

content marketing
general

Archives

2017
June
May
April
March
February
January

2016
December
November
October
September
August
July
June
May
April
March
February
January

2015
December
November
October
September
August
July
June
May
April
March
February
January

2014
December

June 2017
S M T W T F S
     
        1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30

Syndication

This BONUS episode of the Content Pros Podcast is brought to you by the Convince & Convert Podcast. Enjoy!

Can you create a content marketing super brand that is trusted enough to get people to share your content automatically? Jay Baer says yes, if you apply your it factor appropriately. Read the full post: http://www.convinceandconvert.com/content-marketing/can-you-build-a-content-marketing-super-brand/

Subscribe to the Convince & Convert Podcast on iTunes, Stitcher, or Soundcloud!

Direct download: BONUS_Convince__Convert_Episode_For_Content_Pros.mp3
Category:content marketing -- posted at: 12:00pm EDT

 

Nick Westergaard, Chief Brand Strategist of Brand Driven Digital, drops by the Content Pros Podcast today to discuss the importance of building your brand from the bottom up and how it will help improve your content.

 

Special thanks to our sponsors:

Visit ContentProsPodcast.com for more insights from your favorite content marketers

Direct download: Content_Pros_-_Nick_Westergaard.mp3
Category:content marketing -- posted at: 9:00am EDT

Jason Keath, Founder & CEO of Social Fresh, drops by the Content Pros Podcast today to discuss content via conference presentations and the advantages of keeping things simple.

Special thanks to our sponsors:

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Content_Pros_-_Jason_Keath.mp3
Category:content marketing -- posted at: 9:00am EDT

Mark Schaefer, Executive Director and Founder of Schaefer Marketing Solutions, stops by the Content Pros Podcast today to discuss the rise of the lazy marketer and the education and qualifications needed to avoid being one in today's information-dense digital marketing environment.

Special thanks to our sponsors:

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: The20Rise2028and20Fall2920of20the20Lazy20Marketer.mp3
Category:content marketing -- posted at: 8:00am EDT

Scott Stratten, President of UnMarketing, stops by the Content Pros Podcast to discuss the advantages of sarcasm, the value of quality over quantity, and the dangers of shiny-object syndrome.

Special thanks to our sponsors:

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Scott_Stratten_-_Content_Pros_Podcast.m4a
Category:content marketing -- posted at: 8:00am EDT

Rachel Truair, Chief of Staff at PetRelocation.com, stops by the Content Pros Podcast today with PetRelocation's Content Marketing Specialist, Caitlin Moore, to discuss the vital role of marketing automation in a small content marketing team, the power of user-generated content to connect emotionally with potential customers, and the ability to leverage your sales and customer care teams' pool of knowledge.

Special thanks to our sponsors:

 

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Pet20Relocation20-20Content20Pros.mp3
Category:content marketing -- posted at: 8:00am EDT

Erik Qualman, founder of Equalman Studios, stops by the Content Pros Podcast to discuss the huge increase in video content consumption, the importance of utilizing customer and employee content, and the how to be flawesome.

Special thanks to our sponsors:

 

Visit ContentProsPodcast.com for more insights from your favorite content marketers.

Direct download: Erik_Qualman_-_Content_Pros.mp3
Category:content marketing -- posted at: 8:00am EDT

Tom Webster, Vice President of Strategy and Marketing at Edison Research, stops by the Content Pros Podcast today to discuss strengthening content with trusted research as well as remembering to be curious, and create content you are proud of to resonate with your audience.

Direct download: Tom_Webster_-_Content_Pros.m4a
Category:general -- posted at: 8:00am EDT

Carlos Abler was given the opportunity to jump in as the "content czar" at 3M after he had been working for the company as a contractor in 2010. From a cross-vertical customer-focused perspective, the opportunity to work in that capacity for a multibillion-dollar company with tens of thousands of products in every vertical there is was hugely attractive.

He has been working hard to evolve the culture of content marketing ever since.

One of his major initiatives includes a program called Content to Customer, a toolkit that helps various areas within 3M achieve content excellence while focusing on technology, process, and strategy. And for the past few years, Carlos has been taking this content acceleration framework and applying it across all levels of the organization. Through workshops, visual storytelling, and information design, he helps everyone from marketing to sales to customer care anchor themselves around strategically managing the customer experience.

"Content is an interface at all those touch-points and across all those things."

It isn't always easy to introduce content marketing to those who haven't bought into it yet. As with anything new, there is an adoption curve.

Carlos recognizes that being up front about the challenges that transitioning into content marketing presents goes a long way. Once it's out in the open that not everyone will "get it" right away (which is okay), it's much easier to create a positive atmosphere. And, as will happen with early-adopters in any realm, it's important to reward those who are ready to pilot content marketing programs and bring others along for the ride.

Another key to adopting content marketing lies in the hands of the top-level management at the organization. The organization needs to manage expectations, and say, "As leadership in a company who's expecting our culture to adapt to these new imperatives in marketing and customer relations, we also understand that we have a responsibility, as organizational leaders, to give people some time to get it right."

The organization must invest in training, resources, and outside assistance to support those who are left to implement the new initiative. Introducing something new and then leaving employees to fight their way through it without the proper resources is a recipe for disaster.

What did you want to be when you grew up?

Carlos wanted to be a lot of things, but one of the big ones was an Egyptologist or an archeologist, "discovering buried miracles of past civilizations and that type of thing." Perhaps he was influenced by the Indiana Jones "sexy guy with a bullwhip" version of an archeologist, but there you have it.

Carlos has two different backgrounds that have culminated to where he is today. The first was his studies in human experience and behavior – how humans works, and how they make sense of the world. The second was in creating artistic and narrative experiences for people through theatre, animation, and multimedia installations. In the late 90s, he was heading on the path to produce large-scale multimedia theater spectacles and feature-length films. He started picking up digital skills to be able to create movie trailers on his own and get by that way, but discovered that he loved working in the digital sphere. The rest is history.


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.

Direct download: Jason20Miller20-20Content20Pros.m4a
Category:content marketing -- posted at: 12:00pm EDT