Category: Content marketing

Google Photos

@dottotech talks about Google Photos — a must have tool for business and personal images…

Blogging Statistics and Trends: The 2018 Survey of 1000+ Bloggers

We’ve asked 1000 bloggers to tell us how they do it. How long is a typical blog post? What does it include? How is it promoted? Here is the complete report of blogging statistics, trends and insights, showing what bloggers are doing and what works now.

Source: Blogging Statistics and Trends: The 2018 Survey of 1000+ Bloggers | Orbit Media Studios

How to create a style guide for your SEO content writers

To get the most out of your content writers, you need to set them on the right track from the start. How to develop guidelines and reduce the required editing time: How to create a style guide for your SEO content writers – Search Engine Land

What Is The Purpose Of Your Website?

website ideas

What is the purpose of your website is a great question to ask yourself from time to time…

How do you begin to shape a purposeful… website? Old or new, your best bet is to keep it simple. Basically, you have three strategic options:

  1. Sell products and services
  2. Generate leads
  3. Establish credentials

Option 1, an e-commerce site, requires the biggest development and marketing budgets. It produces direct revenue and measurable profit, as well as sales leads.

Option 2, a lead-generation site, can be developed and marketed for less (generally speaking), but still requires a hefty investment. It produces qualified, trackable sales leads.

Option 3, a credentials site, is the simplest and least expensive option. It makes a good impression on people who know who you are, but won’t help you find new leads or customers.

How do you know which option is right for you? A lot of factors go into that decision, with budget being one of the most important….  For now, suffice to say that many companies have lead-generation ambitions but only a credentials budget.

Source: What Is The Purpose Of Your Website? – Forbes

Why are we doing this and what will it get us are both great questions to back up and ask yourself from time to time…

http://storify.com/toddlohenry/what-is-the-purpose-of-a-website

Feedly; processing and publishing content on the go…

 

recite-10544-523600443-oampak

First off, this series is going to be a little like Star Wars in that I’m starting the story kind of in the middle. I was most inspired to start my new set of mobile screen casts focusing on Feedly which to me may be the single most important tool in the content marketers toolbox.

First a little bit of review. I said earlier other places that if you want to be a thought leader on the Internet you have to be able to manage all of your personal information well. By this I mean you’ll never be a big dog out on the Internet if you can’t get off the porch of your inbox. In other posts I’ve talked about how the single most important thought for me is to get newsletters and other just in case information out of my inbox into a feed reader. Feedly is the only feed reader that meets my five criteria for recommended application. I’ve included that list again here:

Slide4

In his classic book Getting Things Done David Allen recommends that we use exactly as many containers as we need and not a single one more. Feedly is the container that I use and recommend both for processing and producing content to drive my content marketing campaigns. In the video below I’ll take you through the process of configuring Feedly for mobile use and take you through the processing, producing, and postproduction phases of using Feedly define the content you need to feed YOUR content marketing campaigns.

Where would you like me to go with this? What topics did I miss? Please let me know in the comments below…

Why YouTube Rocks!

Is it the ability to create engaging content like this that gets your message across in an unforgettable way?

Or, is it because it’s a place where people actually go to get brand messaging?

datapoint_593

You tell me!

Looking ahead to 2014!

English: Google Plus logo

Looking ahead to 2014!? Is it too early to think about that already? Not if you’re a content marketer! I mean think about it — most of your competition will spend the month of December partying like the Grasshopper in the classic fable. It’s time to think now about being more intentional with your search engine marketing and social media and decide if you’ll be an Ant or a Grasshopper…

Looking ahead to 2014 I think the content marketing world will fall into two categories; those who are dominating search through effective use of Google Plus and those who are scratching their heads. In which category would you like to be? Don’t get me wrong! All of the basics still apply but now is a great time to review what you’re currently doing and thinking about adding Google Plus to the mix. Here are some thoughts I have on the subject:

Here’s the link to the Traphagan article — and sorry, it was Search Engine Land. By the way, I may turn this into a series depending on the feedback I receive so let me know what you think in the comments!

The main thing is to keep the main thing the main thing, right? Here’s a minimalist workflow for content and thought leadership marketing that will help you get found when people are looking for you and what you do in the coming year…

tlwwflow

The beautiful thing about this simple workflow is that you have to do the reading anyway in order to maintain your expert status — why not turn it into thought leadership marketing? Also every tool is free and completely cross platform and it could all be executed from a $199 Chromebook. I explain here:

How could I explain this more clearly or make this post better? Comment below or use the contact form above…

Friend, mentor and client Nilofer Merchant posted recently about the problem of fragmentation:

It’s a fragmented world. And it’s only becoming more so. It used to be that when people wrote, they wrote more deeply. In the early days of the web (pre-twitter), I remember hand picking the few voices I would listen to and then putting them into my RSS feeder and checking for their essays. Essays, not tweets, were the way we shared what we were thinking. But as “content” has become more important to maintain a standing online, more and more people are entering into the fray. More and more people who may not even have a point of view to advocate but just want to participate in the conversation.

As content becomes more fragmented, you could try and compete with that by doing more and more, by curating other people’s content, by then running your content through Twylah, by having that “twitter magazine” come out which puts all your tweets and links in one place so that people can catch it if they missed each particular one.

Or you could do the opposite. You could go deep. You could be that voice that everyone listens to because when it speaks, it is so deep and rich that it’s worth slowing down to listen to. Sort of a Morgan Freeman voice, in the times of Justin Bieber bop. Maybe it will allow the light of an idea to be seen more clearly.” There’s more at the source: In a fragmented world, go deep – Nilofer Merchant

If I were talking with Nilofer, I’d gently push back on this one. ‘Going deep’ does not preclude using Twylah; rather, I think, the answer to fragmentation and ‘going deep’ is focus…

When I first started blogging I was not confident in my own skillset and my focus was a mile wide and six inches deep. My tagline was “Marketing, Sales and Technology for small business, non-profits and academic institutions”. It makes me laugh now because there are no dozen websites that can cover THIS landscape effectively. I used to curate anything and everything related to those topics sometimes posting over 20 times a day! I got traffic but it wasn’t really relevant and it didn’t get me customers. Over time, Nilofer helped me go deep and realize my ‘onlyness’ was really helping thinkers to become thought leaders through the use of a minimal toolkit for content marketing. Now my tagline is “content marketing for thought leadership” and I help experts get found when people are looking for what they do. By going deeper, I may lose the opportunity to develop a small business website but I might gain the opportunity to work with a TED Fellow like Nina Tandon which is much more rewarding in the long run. Now, too, I’m more confident in my onlyness, I only post a couple of times per week…

Nilofer and I have had this discussion before and I think we both agree: If our thoughts are going to resonate with our target audience we need to understand the questions they are asking and align our answers with their queries. If we position ourselves as the obvious answer to the questions of the people we want to attract, we will get found when people are looking for ‘that one voice’. It’s not good enough however simply to think deep thoughts; we need to let people know that we are thinking them. Nilofer is a great thinker on strategy but I direct my energy toward ‘thoughts, tools and tactics’ for content marketing and ‘thought leadership’ marketing; I think the answer here is not either/or it’s both/and. I don’t think Nilofer’s saying that Twylah is a bad thing and I think she’d agree you need to go deep thoughtwise AND master ‘thought leadership’ marketing toolwise because the two go together like peanut butter and chocolate — it’s just that mindlessly tweeting and retweeting doesn’t do much to add value…

In closing, here are the 3 tools I recommend for ‘thought leadership’ marketing:

  • Google Reader
  • WordPress
  • Twylah

Ed. 2019: The current version of this list would be:

  • Google News or Inoreader
  • WordPress
  • Buffer

I posted about them here just last week. They are the tools that will help you get found when you decide to ‘go deep’ and become the one voice [because it doesn’t matter how deep you go if no one can find you]…

Sometimes, I think I post more about how much I love Twylah than the folks at Twylah do. Whether that’s true or not, I’m a huge fan and the main reason why is Twylah is the only social networking tool I know of that actually adds Search Engine Optimization [SEO] to your domain simply by tweeting. Still, if the DNS manager of your domain host is unfamiliar territory you may not be getting the maximum value out of Twylah and Twitter. I talk you through it here…

So, in summary, the three things you must do are:

  • Use Twylah
  • Add the Twylah widget to your WordPress sidebar
  • Host Twylah on your domain

Questions? Feedback? Comment below or connect with me so we can talk about how this applies to you and your situation…

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…This is going to be a long one – I had an epiphany this morning…

Brilliance can be found in many places — especially if you keep your mouth shut and your ears open! First, a bit of a story; six months ago I decided to get off my fat ass and start exercising. Thanks to Endomondo, I know that I walked and biked for a total of 16 hours in the month of March. Being the overachiever that I am by the month of July I had doubled that time. The net result? Tendinitis…

I’m now in physical therapy trying to get back on the exercise path again. This morning, I asked my physical therapist Lynn to recommend a knee brace to help me. I was looking at all the options in Google and had visions of the mother of all knee braces…

…when I shared my plan with Lynn, however, she had a different perspective and her advice was brilliant; get as much support as you need and nothing more. I was blown away by the wisdom of her simple statement. It echoes the wisdom of great thinkers like David Allen and Stephen Covey.

How does this relate to thought leadership and getting found? Most likely you’ve heard me say before that, in the words of the immortal Albert Einstein “things must be made as simple as possible, but no simpler”. The thought occurred to me this morning that in order to be recognized as a thought leader, or the obvious expert in your field you only need to think about three things:

  1. Passion
  2. Purpose
  3. Plan

I’m not going to spend a lot of time on number one; Confucius said find a job you love and you’ll never work a day in your life. If you don’t have passion for your “onlyness” you need to find it or move on…

Regarding number 2, it’s great to have a purpose but in order to be profitable your purpose has to solve a problem [reference Tim Kastelle’s classic post on The Underpants Gnomes]. Now call me Captain Obvious, but the best way to see what problems people are trying to solve is to see what problems people are trying to solve. That is not a typo. Read it again. “How do I do that?” you might say. Google is not only great for finding things, but it also happily shares the things people are looking for. Again with the Captain Obvious, but if I want to be found it seems to me that I should write about what people are looking for. If I understand my unique value proposition and can link it to what people are looking for I will be found as a solution.

The following screencast shows three different ways — ranked in order of complexity — of finding what people are looking for;

If you consistently find and share good information that effectively solves problems for which people are searching for solutions, over time you will be found and recognized as the expert in your field.

The short answer to number 3, is to consistently find and communicate that information that documents your expertise in your field. Again in the spirit of Einstein’s razor, I think there are only three tools you need to master in order to deepen and document your expertise:

  1. Google Alerts and/or Google Reader
  2. WordPress
  3. Twitter using Twylah’s Power Tweet

I have written many times about the power of Google Reader but not so much about the power of Google Alerts. To me a Google Alert is a kind of a virtual intern that will scour the Internet 24x7x365 to find and deliver to you exactly what you’re looking for. Sometimes the art of being an expert is to stay a page ahead of your followers; what better way then to search what people are searching for and put the answers all in one place? Captain Obvious again; why not take the most popular searches you find and turn them into Google Alerts? When you find good content in Google Reader using Google Alerts and either curate the content in the form of a blog post or tweet it using Twyla’s Power Tweet you attach that content to your domain on the Internet. Here’s how I do it [you may have a better solution]:

I may be wrong about this [I was actually wrong once back in the 80’s] but in my mind there is no simpler, faster, cheaper way to get found when people are looking for YOU. Comment below or connect with me so we can talk about how this applies to you and your situation…

PS Here are two bonus Power Tools:

The folks at PRWeb have a great infographic I want to share with you:

There are many types of content that businesses can use for content marketing. Which types are best for promoting your small business could vary depending on the products or services offered and the consumers targeted.

PRWeb has created this matrix to show how different types of content can appeal to different consumers and offers facts or suggestions about each. The top shows the the different types of content, while the bottom explains how those pieces of content can be used.

via [Infographic] The Content Marketing Matrix for Small Businesses.

When I’m not doing ‘internet plumbing’ — website development and social media optimization — I’m working on the problem of getting found in what Google calls the ‘Zero Moment of Truth’. The big issue I’m trying to solve my clients and myself is “when people are searching for what I do will they find me”? It’s a difficult problem to solve and I rant about it here…

By the way, here is a list of the top 10 tools that I have found in my quest…

[listly id=”1Tz” layout=”full”]

In order to be found in the ‘Zero Moment of Truth’, there are two main activities you need to master; FINDING and SHARING great content. Another way of putting it is…

  • Deepening your expertise
  • Documenting your expertise

Here’s how I do it [By the way,  there is a Mac version at about 17:00 but you need to understand the principles in the Windows version. Sorry, Mac boys and girls!]:

Here is the mindmap of my screencast:

Here are the direct links to the tools I use in the screencast:

http://storify.com/e1evation/my-most-important-curation-tools

By the way,  this post and this post might also give you some insight as to how I apply Getting Things Done [GTD] principles to this process. Comment below or connect with me so we can talk about how this applies to you and your situation…

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content strategy, Men's Health Magazine

Some good thoughts from the Content Marketing Institute for bloggers that getting serious about blogging ‘on purpose’…

If one thing is certain in life it’s that very few ideas are genuinely groundbreaking, never-seen-before moments of genius. The reality is that almost everything that we do now is either a reinvention of the wheel or a plain-and-simple rehashing of something that has come before.

Some might say these ideas are lame concepts created for and by people too lazy to come up with something of their own. If you believe that, then you’re missing out on a lifetime of learning. Put simply, ideas are very rarely about the concepts themselves but more about the execution. It’s in the execution that brilliance lies.

I use reverse engineering a lot, and when it comes to content strategy, there are few better ways of using this little trick than by “borrowing” content flow and content strategy from the guys and girls who know it best.

Magazine planning has been perfected over decades of iteration, and the very best print-based titles leave a footprint that offers the ultimate blueprint from which you can create your perfect content strategy online.

Source: Reverse Engineer Content Strategy | Content Marketing Institute

For years I said I don’t need no stinkin’ editorial calendar but my results got better when I started thinking like a publisher. This article will help you understand how so go to the source and drink it in…

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Jason Boog recently wrote:

As digital content multiplies online and on our devices, our risk of “information over-consumption” increases.

In his new book, The Information Diet, author Clay Johnson shows how we can improve our information consumption and create a healthier diet while exploring the Internet.

On his site, he outlined four simple tools for creating a healthier media diet. We’ve linked to these resources below–how do you manage your media diet?” Full story at: Do You Suffer from Information Over-Consumption? – AppNewser.

Here’s a trailer from Clay Johnson’s book [which I highly recommend by the way]…

The tool that he did not mention is Google Reader. Google Reader is a tool that you can use to create your own virtual newspaper by tracking the sites, searches, and sources that are important in your world. Before I read Clay Johnson’s book, I subscribe to thousands of different sites. After I read his book, I started to develop a theory that I should use Google Reader to focus only on topics that would fuel my expertise and I got rid of a lot of different feeds.

Simply put, I think Google Reader is the single most important tool in my content marketing arsenal. I use Google Reader to make the information I need flow to me instead of searching for when I need it. Google Reader is also consistent with Getting Things Done [GTD] principles. it serves as a collection bucket for what I call just in case information. Gmail is my collection bucket for just-in-time information but Google Reader is the place where I collect information that is not related to relationships and revenue.

Let’s review the GTD diagram:

Not only does Google Reader serve as a collection bucket for all of my just in case information I can use it to process my news for publishing purposes. GTD principles would tell me if I can curated in 2 minutes or less us do it. If it takes longer than that different from later. Google Reader also serves as a ‘context’ for news and I can use it to stay focused. That way, when I’m doing e-mail and doing e-mail and when I’m reading news I use Google reader.

Click image to enlarge…

The following is kind of a longish tutorial about Google Reader from a GTD perspective. I’m pretty certain that if you take the time to view it and apply it, will change your world like it did mine…

Questions? Feedback?

David Meerman Scott

I think someone must have peed in David Meerman Scott‘s cornflakes a couple of weeks back. He was so hacked off that he went off on a rant on content curation:

You may have noticed that content curation has grown very quickly as a way for people and organizations to publish on the Web.

Sure, there are some benefits to this effort. But as a strategy for generating attention for yourself or your business, content curation is nowhere near as powerful as generating original content.

Content curation

Unlike writing your own blog post or shooting your own video, content curation simply involves pointing to others’ work.

Services like Scoop.it and Paper.li have sprung up to make it easy for anyone to publish an online magazine by linking to anything on the Web.

Yes, there is value in pointing to others work. But that is the point – it is other people’s work, not your own.

Many organizations use guest writers to create content, which in my mind is another form of content curation. Nothing wrong with having a guest blog post now and then, but if you never showcase your own peoples’ ideas, I think it is a mistake.

Original Content: The focus a successful marketing [sic]

The best way to generate attention is to create original web content including text based information (sites, blogs, a Twitter feed), video content, photographs, infographics, and the like.

You brand yourself as an organization worthy of doing business with. Done well, an added bonus is that the search engines rank the content highly and people are eager to share the content on their social networks.

And hey if you generate some interesting stuff, then the content curators will link to you!! Wouldn’t you rather have the links come in?” via Content Curation: A Poor Substitute for Original Content | Social Media Today.

Now David’s a really smart guy — I even own his book “The Rules of Marketing & PR” — but this article doesn’t reflect that especially on the topic of curation…

The kind of curation David talks about is only one kind of curation — linking to other people’s content. This post is another type of curation. Sure, I point to David’s site and quoted a couple of his paragraphs but I’m adding my own value by pointing out that there’s another form of curation that David chose not to consider but that actually adds value. It looks alot like this…

There is a ‘wrong’ way and a ‘right’ way to curate and a lot of it carries over from the ‘wrong’ way and ‘right’ way to write a term paper; correctly leveraging a quote is appropriate and brings power to your writing and your Search Engine Optimization [SEO] done properly. Like this post.

Lots of good stuff on content marketing and ‘thought leadership’ marketing…

Lots of good stuff on content marketing and ‘thought leadership’ marketing…

Lots of good stuff on content marketing and ‘thought leadership’ marketing…

http://storify.com/e1evation/the-best-of-e1evation-for-this-weekend-8-12-2012

[listly id=”1bN” theme=”light” layout=”long”]

…that works hard for you! From time to time, the clouds part and I realize that someone else may benefit from an approach that I’m taking. I put together some thoughts on tools and tactics in the screencast above. Here’s the Pearltree:

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[View the story “Just in case you missed this for 6/7/12” on Storify]

Just in case you missed this for 6/7/12

Storified by Todd Lohenry · Thu, Jun 07 2012 10:16:37

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