4 Common Misunderstandings About Content Marketing

Sure, you know about content marketing—but do you really know about content marketing? I found this great list at Zemanta this morning. Clients always think creating content is a no-brainer, but you need to be strategic and consider a few things.

Do you think content marketing is the same as blogging, for example? (It’s not.) Does launching a content marketing strategy seem either too easy or too hard? (It shouldn’t.) The truth is, most companies today are still a little fuzzy on what exactly content marketing means.

So to help you clarify your understanding, here’s a look at four of the most common content marketing misunderstandings!

1. Content Marketing = Blogging

2. Creating Content Is Easy—We’ll Just Throw Something Together

3. Creating Content Is Hard—We Have Nothing to Say

4. Content Marketing Means Losing Money


This is My Art

Seth Godin, one of my favorite modern thinkers, released his newest book today. “The Icarus Deception: How High Will You Fly?” is nothing short of brilliant. Two things might hold someone back from sharing the art they’ve got inside: The fear of telling the truth or the lame strategy of hiding the truth behind a sales pitch. If you can find the voice, stand up and tell people what you care about.

Your art is vitally important, and what makes it art is that it is personal, important and fraught with the whiff of failure. This is precisely why it’s scarce and thus valuable—it’s difficult to stand up and own it and say, “here, I made this.” – Seth Godin

Watch this video…go ahead and do it. Now.

At some point, art must involve a human. A human with intent. Your hand can be your heart or your words or your effort or a hug, but, yes, the work of a human. If you de-industrialize the process and return it to humanity, to connection, then yes, it’s art and yes, it will connect to other humans more effectively.

MY ARTThis is my art:

I’m good at helping tell your story to people who don’t really know it, yet need to know it. I create pictures that don’t speak a thousand words, but instead speak a few strategic words that provoke an inevitable response. I’m gifted at the art of ignoring boxes and rethinking possibilities. In essence, my art is helping give your art wings.

CALL ME 626.467.5335

ALSO, check out our LOFT and how it may support you.

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Companies Make Lousy Friends

I thought by now that companies, organizations, churches and brands would have all learned the game, but I guess I was wrong. I’ve seen an influx of non-human individuals promoting their Facebook profiles on their cards, shop windows and websites. The problem, many of them are utilizing Facebook’s Personal Profile setup as opposed to a Facebook Page. What’s the big difference you ask?

First of all, businesses (including all organizations, churches, non-profits), products or public figures are not allowed to maintain a personal profile on Facebook. What? Yes that’s right.

Secondly, while Facebook obviously is not enforcing this rule right now, they will get around to it. When they do, they will shut down those profiles and all the time and energy spent creating that community will be lost overnight. These companies may as well take the time to get it right now before their community disappears.

Third, being “friended” by a company or organization is not the norm and you are less likely to pick up followers with this approach. People have become used to Facebook Pages and interacting with organizations through them. Trust levels go down when a profile is presented to them in friend requests. Also when people search for Facebook Pages they are likely to overlook a profile that the organization has forced its name into first and last name boxes.

Fourth, another great thing about creating a Facebook Page is creating custom content tailored to your business on your page. You add videos to your Facebook Page, along with custom built content and most importantly you can add opt in boxes so you can keep in touch with your customers. The amounts of possibilities you can explore with your Facebook Page are almost endless, and you should utilize these features on a regular basis to build your business’ online presence.

Facebook allows you to have multiple Facebook Pages which can be useful if you’re a bigger company and have multiple facets in your organization that you would like to promote, or you could set up a specific page for a new product or service you are planning to launch. For the most part most companies choose to have only one fan page, because it is a lot easier to stay on top of one page rather than multiple pages. It is very important to be constantly updating your Facebook Page, and a good rule of thumb is to add new content at least every other day.

By the way, did you know your Facebook Page can be a part of your Search Engine Optimization strategy. Why is that, you ask? It’s because Facebook Pages are indexed by search engines. Profiles are not. If you’re like most business owners, you want as many people as possible to find you online. If you set up a profile in your business name, you’re not maximizing your exposure. Sure, your Facebook friends will be able to see your page, but new people won’t find you all that easily. On another note, remember Facebook Pages can have an unlimited number of fans, while Profiles can only have 5,000 friends. If you’re trying to build your business, why limit yourself?

If you know someone with a company Profile Page, please do them a favor and direct them to set up a Facebook Page. I don’t want to signal out the guilty, I just want them to be aware of the mistake and correct it before it is too late. Communities take time to build and they are nurtured on trust, getting Facebook set up correctly goes a long way to building and nurturing your community. Once they get their Facebook Page set up, invite those connected to the profile to get involved on the Facebook Page.

Create your Facebook Page NOW!

Need inspiration, here are 35 of the Best Facebook Pages

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10 Things You Must RETHINK

I love the blog, “The Relationship Economy” (relationship-economy.com). This is part of their Manifesto for the 21st Century. Albert Einstien said insanity is defined as “doing the same thing over and over again and expecting different results.” It is time to rethink how we do business. It is time to rethink how we do relationships. It is time to rethink how we do marketing. Here is Jay Deragon’s list:

1. What we think is important today, becomes irrelevant tomorrow. Think about what is relevant tomorrow.

2. What is the true value you create? True value is more than the price. You can’t discover your true value unless you listen more than you speak.

3. Gathering followers isn’t the same as forming relationships. A tribe can create change faster than a crowd. Think about tribes.

4. Learning isn’t popular, but the popular influence learning. If you want to be popular, finds ways to share new knowledge.

5. Knowledge doesn’t come from reading, it comes from experience in thinking. Experience takes time. Reading the popular tweets steals time.

6. Most old market theories are being proved as wrong. Don’t act on old theories. Instead contemplate or speculate, as opposed to act and you’ll discover the innovation needed to set you apart from the crowd.

7. What can’t be done is the opportunity. What is being done is the constraint.

8. The answer to your most perplexing problems is simple. The complexity is a result of thinking inside out rather than outside in.

9. Retroactive management emphasizes the bottom line. Proactive management emphasizes improvement in process.

10. Leadership is about helping people do anything, everything and without constraints. Service comes from serving, not servants.

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