(Yes, it's Peter Griffin time)
Everyone in the industry loves to tell you that the key and the approach to modern marketing is to create great content. Then they spend weeks of their lives helping you understand how to come up with a content strategy, a distribution plan, a way to measure ROI, a list of tools you need, and so on.
CREATING the content
Who is equipped to create amazing, audience-building, business-growing content day in and day out? Yes, there are many people in this world who can do so, but are we talking to each other? Teaching each other? Helping those who don't possess those skills? Helping push each other to improve?
If you think about it, content marketing boils down to four general stages: planning, production, distribution, and measurement. Every activity we can perform can fit into one of those buckets. And there are resources and tools out the arse to help you with the first, the third, and the fourth stage.
In an era where content marketing is maturing -- when you can't be first because others already were, and you can't be loud and churn-and-burn, because that doesn't work -- we need to be better about production.
We need to master the craft of content creators.
If you agree, check out the article below, or sign up for The Daily Content at bit.ly/dailycontent (1 example + 1 lesson to help marketers master the craft of creating content).
Cheers to a brighter future--scratch that, PRESENT--for marketing.
First and only time I'll post/shill this, but I'm running a small daily newsletter for people interested in the craft of creating content online (particularly if you do so in a business or for client businesses) -- blogging, podcasting, design, video, slideshares, and more. Not the marketing component -- the actual production work.
My goal is for this to be incredibly useful w/o requiring much time to consume, so I send 1 piece plus 1 lesson you can learn from the content.
Sign up here: http://bit.ly/dailycontent
Example shown here: http://gyazo.com/daae9ae9069cf9959057d4040d4e0f67
This is one of my favorite blog posts on which I've ever worked, however loosely. If you're not in the startup world, you should know that this is an industry that promotes hyperbole and selling the dream. And while founders need to sell the vision all the time, there is a darker side created if/when someone doesn't speak up during tough times.
In Tech Startup Land, everyone claims they're doing great all the time. In reality, lots of entrepreneurs go through their struggles, whether professionally or personally, but they feel so against voicing it since "everyone is killing it" that they further compound their issues. (It's an extreme example, but a not uncommon one, to hear about a founder struggling with depression and/or anxiety.)
Such a major hat-tip goes to my colleague Lee Hower for his willingness to be this honest in an era that needs exactly that.
Don’t misunderstand, it’s not the fact that a startup’s blog exists that’s so troubling. Instead, it’s why it usually exists and why it gets lumped together with all those other basic navigation links — namely, because many startups launch blogs simply because they’re “supposed to.” As a result, most sit idly, gathering digital dust, perhaps getting the occasional company news article, but never gaining any traffic and never becoming what blogs really should be for startups: critical marketing assets.
So the question needs to be asked: Should seed-stage startups even blog in the first place?
- NextView VenturesDirector, Platform & Community, present
- HubSpotSenior Content Manager
- Dailybreak MediaDirector of Content
- Google+, AdWords
- ESPNCommunications, PR
Head of content @ HubSpot // Online media strategy @ Google // Director of content @ Dailybreak Media // PR/comm @ ESPN
NOW & FOREVER:
I'd rather make stuff people want than make people want stuff. To me, that's why I love content marketing.
I'm a firm believer in being thoughtful and quality about content marketing. Marketers need to pause long enough to realize that content is about resonating with people, not just "reaching" them. Doing so will in turn get you more audience and more customers.
- Trinity College
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