Content marketing is starting to take shape. More and more companies are designating funds, people and time for real, timely, relevant and needed content their audiences desire. But what is that content and where can it be found.
Well known industry blogs that I will not name but know who they are talk about going out and finding the types of content that is relevant to their audiences. In order to that, you must listen to your fans. Given the great advancements in social analytics and offline advocacy, this has turned into a somewhat easy task.
But nonetheless, even after you figure out what your audience wants, companies think it is a walk in the park to produce this so-called amazing content. After all, it is this "amazing content" that will drive fans to your website.
But what happens if your 1% (those of you in the industry know what I mean), do not fully represent your entire fan base? That means you are gambling a huge portion of your time and money on chance that the 1% represents your audience as a whole.
Eve more disturbing what happens if your fans ask for something you just can't produce. What if they want article in Pinterest, yet you don't even run your own Pinterest page? What happens if they wants stats on the ROI of your last "successful" social media plan and yet, that information can not be made public? What do you do then?
I am willing to bet the company would find other experts on Pinterest and share it with their fans. But that doesn't really make you the expert now does it.
My point is that great content does not grow on trees. Blogs out there that say just produce relevant content your fans desire and you will make some dough are not accurately describing the actions a company must take to get the job done.
I don't have the answer just yet, but until, I won't be the one going out and saying to do it before saying how to do it.
Saturday, February 16, 2013
Wednesday, February 13, 2013
"Driving" Engagement; Or Is It?
One industry that continues to invest more and more into social engagement is the automobile business. Even with manufacturers investing a larger percentage of their budgets on social, how many can actually it is paying dividends to their ROI.
Honda, who recently won WOMMA's and the Chicago Automobile Trade Association (CATA) Driving Engagement Award for their "Honda Loves You Back" campaign, had a terrific idea that undoubtedly creative so much online buzz. In case you missed here, take a look.
The campaign, which featured the band Monsters Calling Home, who actually filmed an entire music video in their car. Honda showed their love by organizing a live show on the Jimmy Kimmel show.
As you can, this is a terrific idea. The video has over 1.4 Million views, but how many people saw this video and said, "Wow, Honda did that. I am going to buy one."
No I don't have access to their social media team or their sales team, but I truly wonder how they measured their ROI for this campaign. Did it lead to actual car sales?
If car companies are saying these types of campaigns are providing such dividends, shouldn't they share that with the public?
What do you think?
Honda, who recently won WOMMA's and the Chicago Automobile Trade Association (CATA) Driving Engagement Award for their "Honda Loves You Back" campaign, had a terrific idea that undoubtedly creative so much online buzz. In case you missed here, take a look.
The campaign, which featured the band Monsters Calling Home, who actually filmed an entire music video in their car. Honda showed their love by organizing a live show on the Jimmy Kimmel show.
As you can, this is a terrific idea. The video has over 1.4 Million views, but how many people saw this video and said, "Wow, Honda did that. I am going to buy one."
No I don't have access to their social media team or their sales team, but I truly wonder how they measured their ROI for this campaign. Did it lead to actual car sales?
If car companies are saying these types of campaigns are providing such dividends, shouldn't they share that with the public?
What do you think?
Thursday, February 7, 2013
Selling: Do You Believe in It?
Today, I had the opportunity to leave the office for lunch and meet with a potential new member. Even if it wen badly, at least I was getting a free lunch out of it.
So JM and I met AW to talk about a potential WOMMA speaking gig. Anyone who knows me knows I hate selling. I was never trained to do it. It is not the popular profession in my family. I don't particularly enjoy talking so needless to say it does not fit my persona.
While JM took the lead in explaining all the great benefits of WOMMA, I sat there and admired the work she was doing. JM is just like me. She hates selling. Membership and marketing stay away from the sales jardon and sales conversation. Nonetheless, we let our passion for the brand bleed through.
Both of us truly believe in the power of word of mouth and the idea of what WOMMA stands for. Even if you are not a trained salesman, or women, when you believe in the brand, the conversation naturally flows. Instead of talking numbers and dues, you talk about instances, opportunities and people. You talk about the stuff people truly care about.
In certain instances, the brand just sells itself. Tobacco comes to mind. But, when the brand can't just sell itself, or even if you don't have anything tangible the lead can hold, you have to do the work at it. Believing in that brand makes the work seem like any other conversation,
So JM and I met AW to talk about a potential WOMMA speaking gig. Anyone who knows me knows I hate selling. I was never trained to do it. It is not the popular profession in my family. I don't particularly enjoy talking so needless to say it does not fit my persona.
While JM took the lead in explaining all the great benefits of WOMMA, I sat there and admired the work she was doing. JM is just like me. She hates selling. Membership and marketing stay away from the sales jardon and sales conversation. Nonetheless, we let our passion for the brand bleed through.
Both of us truly believe in the power of word of mouth and the idea of what WOMMA stands for. Even if you are not a trained salesman, or women, when you believe in the brand, the conversation naturally flows. Instead of talking numbers and dues, you talk about instances, opportunities and people. You talk about the stuff people truly care about.
In certain instances, the brand just sells itself. Tobacco comes to mind. But, when the brand can't just sell itself, or even if you don't have anything tangible the lead can hold, you have to do the work at it. Believing in that brand makes the work seem like any other conversation,
Wednesday, February 6, 2013
Hello World
If you want to be a professional writer, it can't be all work and no play. This blog will be the play.
The blog will consist of; lessons I learn living in Chicago, stories I see and hear as a blog editor and marketing coordinator at the Word of Mouth Marketing Association, rules I feel need to be fixed or questioned, and just everyday happenings like riding the train or eating lunch.
To be honest, it may not be worthwhile to the avid reader, but this is my platform and I intent to use it.
Today, I want to talk about networking.
No matter where you are in your career, networking is a necessity As I have learned at WOMMA, people trust their friends and family over anyone else. Any opportunity one has to meet and greet someone new should take advantage of it. Even if they are not in your industry, there is no telling what you can learn.
Today, I met with JH who left Edelman, the biggest PR firm in the world, to brew his own beer. JH also likes to write. He is even writing a novel. Despite having a decent job, he left to do what his heart desired. Therefore, tonight, I learned that appearances do not mean everything.
You would think a writer would love working at a PR firm, let alone Edelman. However, the agency life is not for everyone. Even if you are a writer at an agency, that doesn't mean you will get to show your creativity. That doesn't mean you will get to express yourself the way you desire. That doesn't mean you will get to do the writing you want to. HENCE, appearances are not everything.
Maybe agency life is different than we think.
The blog will consist of; lessons I learn living in Chicago, stories I see and hear as a blog editor and marketing coordinator at the Word of Mouth Marketing Association, rules I feel need to be fixed or questioned, and just everyday happenings like riding the train or eating lunch.
To be honest, it may not be worthwhile to the avid reader, but this is my platform and I intent to use it.
Today, I want to talk about networking.
No matter where you are in your career, networking is a necessity As I have learned at WOMMA, people trust their friends and family over anyone else. Any opportunity one has to meet and greet someone new should take advantage of it. Even if they are not in your industry, there is no telling what you can learn.
Today, I met with JH who left Edelman, the biggest PR firm in the world, to brew his own beer. JH also likes to write. He is even writing a novel. Despite having a decent job, he left to do what his heart desired. Therefore, tonight, I learned that appearances do not mean everything.
You would think a writer would love working at a PR firm, let alone Edelman. However, the agency life is not for everyone. Even if you are a writer at an agency, that doesn't mean you will get to show your creativity. That doesn't mean you will get to express yourself the way you desire. That doesn't mean you will get to do the writing you want to. HENCE, appearances are not everything.
Maybe agency life is different than we think.
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