• Marc Meyer, Principle at Digital Response Marketing Group
• Jim Cossetta, cofounder of 4what.com
• Paul Mussina, President, Business Technology insight

Attendees from the building industry and related companies struggle with two simultaneous challenges:

• They are suffering from our a especially steep downturn in building that limits both people and dollar resources.
• They need to transform from traditional marketing methods to content marketing and social media.

Fortunately, there is a new generation of affordable tools and techniques that can make that transformation inexpensive—and with a bit of outside help—almost painless.

Here are some practical lessons on content marketing and social media that I’d like to share from the St. Patrick’s Day session.

CLICK HERE for the rest of the content marketing article…CLICK

Technorati Tags: Content Marketing

I am still sometimes haunted by the response I gave to an executive’s question in a strategy meeting a full decade ago. My then-employer was a B2B internet company struggling with its identity as the organization grew at an explosive rate and morphed from a publisher of online trade journals to a combination publisher, builder of B2B communities, and enabler of B2B commerce in the form of auctions, exchanges, and online lead generation.

The executive leading the meeting asked each of us at the table where our content and community efforts best fit into the equation. Should they come under the umbrella of marketing and audience development, reporting up through the CMO, or should they remain in Operations, which encompassed everything from site design to sales fulfillment to product development and IT support, all under the direction of the COO?

CLICK here for the rest of the article…CLICK

Technorati Tags: Content Marketing

Here’s the Goodwill Fashionista has to say about the project:

Dear Readers,

As I mentioned here yesterday and have been tweeting about for the past few days, today we launch the first part in a series of video vignettes about the green benefits of shopping at Goodwill. The videos follow Miss District of Columbia, Jen Corey, and yours truly, the DC Goodwill Fashionista, as we set out on a Goodwill treasure hunt searching for recycled furniture and accessories to furnish Jen’s new apartment transforming it from empty and bland to chic and colorful…without breaking the bank!
Jen’s platform for the Miss America Pageant on January 30^th is recycling, and she chose to work with us to showcase her personal recycling efforts and the value of donating and shopping at Goodwill.

Check this out and learn my incredibly creative marketing and advertising professionals >>> DC Goodwill Fashionista.

Technorati Tags: advertising, branding, Content Marketing, creative services, DC Goodwill Fashionista, Goodwill, Goodwill Fashionista, Jen Corey, Miss DC, Miss DC 2009, Miss District of Columbia, video content marketing

In-bound Marketing and Content Marketing-Synonymous?

OK, so I am going to admit something that I may not normally admit. Why? I need your help. You see, I’m a bit confused. It started the other day when a colleague asked me, “What is the difference between content marketing and inbound marketing?” After a moment or two of pause, I simply said, great question, let me get back to you.

It was the first time that I really had considered the question and these two terms together. I hear them and see them used all the time. We even just hosted our Twitter #B2Bbookclub on Inbound Marketing: Get Found Using Google, Social Media, and Blogs (The New Rules of Social Media) with Dharmesh Shah. But I still felt unsure how to respond appropriately to the question. So I set out to find some data to clarify my understanding.

The first place I turned was Wikipedia. Here are the definitions as found on Wikipedia:

Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action.

Inbound marketing and its opposite outbound marketing have various meanings depending on the context. One pair of definitions are:

Inbound marketing is a style of marketing that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin’s idea of permission marketing. David Meerman Scott recommends that marketers “publish their way in” (via blogs etc.) in contrast to outbound marketing where they used to have to “buy their way in” (via paid advertisements). Next best action marketing can also be applied.

Traditional marketing (outbound marketing) is where companies focus on finding customers by advertising. This sense is related to intrusion marketing and Godin’s term interruption marketing.

Both definitions specifically state that content marketing and inbound marketing are “in contrast” to traditional or outbound marketing methods. So on the surface when I looked at these two definitions, I was learning toward an answer of yes, they are synonyms.

Click here to link to the rest of the story at BtoBblogger>>>>click here.

Professor Content says, advertising, marketing, public relations are all implemented techniques and methodologies which get measured then adjusted leading to sales.

Is In-Bound marketing not a part of marketing which then leads to leads and finally to sales?

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Posted by Shannon Sweetser

The following is a guest post from Jack Napoli, who has been a member of the HubSpot community for over 3 years. With 31 years in High Tech and 26 years in Direct Sales, Customer Care & Sales Development, Jack has a lot of experience getting his messages through the clutter. He’s now a semi-retired entrepreneur and acronym enthusiast focused on Sales Education, Coaching, and Consulting. You can contact him at jack.napoli@cox.net.

As Kevin Kelly, internet pop icon and co-founder of Wired magazine said in the New Rules for the New Economy, “the only factor becoming scarce in a world of abundance is human attention.”

In this internet and media driven world we live in, we all have the same limitations when it comes to retaining information. Acronyms help your clients manage the abundance of information about you, your products, and services. They cut through the noise and communicate who you are and what you do in the most memorable fashion.

Use can use acronyms to:

•    sell to potential clients.
•    expand your footprint with existing customers.
•    attract investors.
•    educate sales & marketing people.
•    communicate with your executive teams.

I, like most people, find that retaining large amounts of information can be difficult. Information is easier to recall when written and spoken communications are grouped into nuggets of distinction. I’m an acronym lover and have been using acronyms for as long as I can remember. They are a learning tool that I’ve used throughout my schooling and my career. I swear, if not for acronyms, there would be no diplomas at any level. Now, I pass on the secret to creating lasting acronyms to you.

Create Remarkable Acronyms Using the 4 R’s

To become remarkable, I believe an acronym needs to have the characteristics of the 4 R’s:

Retain – Is your message simplified so your audience can retain it?
Recall – Can the audience recall your message in 2 minutes, 2 hours, 2 days, 2 weeks or 2 martinis later?
Repeat – Can they repeat it?
Research – If they cannot do the above, do they at least know what the acronym is so they can research why you are relevant in their world?

Give Your Acronym Meaning, Stickiness and Legs using SIMPLE

Here to link to the full article at HubSpot>>>>click

Professor Content says, Does anyone have a good spot remover? I’ve got this nasty spot on my Hub.

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content marketing - social media

Last week I asked the question, “Should Social Media be a College Course” and received quite a number of mixed comments. In the end, I’ve realized that there is an absolute need for at least an interactive marketing course at the college level for marketing majors. New graduates need the tools to succeed online and they deserve to have learned at least the fundamentals.

So if a course is going to be taught what should it cover? How do you get past the fact that so much will change during the semester? I’ve outlined what I would tell the professor, but I want to know what you think too. Here are my thoughts on the subject.

1. Have Them Wonder Why Social Media Works

Why does social media marketing work? What makes it different from other marketing strategies? These are questions your students should be asking themselves.

Before you can effectively create a social media strategy, you need to understand why it works. Is it relationships? Is it the platforms? Or is it because of the large number of consumers in one area?

Once the students can identify the individual effects of social media on a marketing strategy, then they’ll be able to incorporate it into a larger campaign.

2. Ask Them to Monitor Their Social Media Usage

Tell your students to watch how they use social media. What do they do on Facebook? When are they using Twitter?

Make your students take notes on what they do online and why they share things. If they can better understand what they do, they’ll better understand how people use social media platforms.

That knowledge is what helps a strategist differentiate from a campaign that will spread versus one that no one will take part in.

Check out the 3 other things at Social Media Today, pretty sweet!

Professor Content says, well I am a professor and there are no social media experts – period!

Technorati Tags: advertising, branding, content, Content Marketing, creative services, custom publishing, marketing, re-branding, re-content, re-contenting, social media, stella, stella pop, stellapop, stellas pop factory, web 2.0, yostella

Web 2.0 - Social Media

For Social Media to be strategic, there must be an integrated marketing plan in place that guides our efforts in Social Media so that time and money is not wasted.

Here are the facets of our Social Media Marketing Campaign services to ensure your business gets the optimum benefits:

Social Media Marketing Activation

A Social Media Campaign (SMC) begins with understanding your goals and choosing the strategic network of target distribution and delivery points that become your network infrastructure of social media solutions working together for your successful Internet presence.

No two solutions are the same because each one must target your ideal customer. Your business, your customers, your B2B network, your vendors, your public. We research and set your social media to be received by the most promising audiences.

Each audience influences the tools and resources to be selected to become your targeted social media network. The role of your Social Media Specialist (SMS) will be to analyze your business to strategically determine the best tools to support your SMC.

Social Media Marketing Orchestration

Someone must be the conductor of your social media orchestra – guiding it according to an integrated strategy. Think of your Social Media Campaign as an orchestra of different instruments:
• Blogs
• Web 2 friendy-building sites
• Micro blogs (Twitter)
• Distributors and Syndicators

Like a brass, wind and percussion section of an orchestra, your social media campaign will require management of a number of different “instruments” in your social media campaign (SMC). Your Social Media Specialist will be the conductor knows how to perfectly synchronize each player to produce the best-finished results.

Social Media Marketing Optimization

Your verbiage is the core content that people will read and searches will find. Thus, to optimize your copy for the best-finished results your SMS will skillfully write your copy from a marketing perspective to insure an optimal use of keywords and hyperlinks back to your main web site.

All keywords are not of equal value to you and your Social Media needs to focus first on the primary ones to have the largest positive effect.

Social Media Optimization is about taking advantage of the “share-ability” inherently built into Social Media networks to get your business’ products, services and brand “out there” for maximum effect. Covenant Designs’ Social Media Specialist (SMS) will establish trackback, ping, permalinks and other RSS feeds to insure maximum portability of every post.

Search Engine Placement

Armed with your rich, hyperlinked copy posted to your blog, backed by the full distribution through the blog-world, will insure higher ranking positioning on search results in Google and Yahoo. Our strategic Pay Per Click services (PPC) will further improve your business’ visibility and marketing ROI.

Social Media Positioning

Strategic timing and ad positioning in specific target markets with high local impact will insure your investment in a coordinated social media campaign will result in measurable results.

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Junta42.com – Joe Pulizzi

I’m extremely thankful this year…for many things. Re: business, it’s hard to imagine just a few years ago I was working for “the man” and how this year I have been able to spread the word about content marketing all over the world.  It’s quite humbling actually.

Here’s what I’ll be doing more of over the next year to insure more good things will happen in 2010.

1. Share more expertise. This is the hardest part about content marketing.  Most businesses feel they need to protect their expertise. They believe that’s their competitive advantage. The truth is, the more expertise you share, the more business you will get.  Every time I give a speech, I get more speaking offers. Every time we blog about a key issue, the more of the right web traffic we get and the more people spread that content for us. What will you share next year?
2. More audio and video. Slideshare is fantastic, but more and more Junta42 readers have been asking for video or audio with our Slideshare presentations.  It’s not hard to do, we just have to do it.  We’re thinking if we add this component, more good will happen.
3. Continue to be human. This is a challenge for businesses, and a key to successful social media. How do you act online?  Like a person.  Throw out the corporate speak and be real.

Effective content marketing means more sharing, more giving and more marketing with meaning. When you help your customers on a consistent basis, you’ll get chosen (more than not) when they are ready to buy.

Now that’s something to be thankful about!

Technorati Tags: advertising, brand, branding, content, Content Marketing, creative services, Joe Pulizzi, Junta42, marketing, re-brand, re-branding, re-content, re-contenting, stella, stella pop, stellapop, stellas pop factory, yostella

Get over it your sh*# is not that good. And the whole wide world is one big scrape. To prove this just follow a big content marketer on Twitter.

The Content Pyramid – David Naylor & Paul C arpenter

I was thinking about the different types of content the other day and how you to organise your approach to it – in terms of both building content and acquiring links from that content. And now, I present to you the result of my deliberations: The Content Pyramid.

Content Marketing - Content Pyramid

THE ORIGINATORS

At the top of the content pyramid are the real ideas guys – people who have resources, time and the sheer smarts to come up with things that can change your perception of an issue. Not wishing to suck up to Dave, but he’s the kind of guy I mean. In a 60 word post he can put out an idea or observation that sets lightbulbs off over people’s heads.

THE COMMENTARIAT

At the second level of content are the people who follow the originators. Often they have more audience reach because they dedicate more of their time to honing their style or are attached to a big publication.

They’re still smart – because they not only understand what the originators are saying but can contextualise it for non-specialists. They can also see the implications and will often put together something that speculates on where an idea will end up.

The difference between these guys and the originators is probably like the relationship between a chef and a restaurant critic. The critic probably has more readers every week than the restaurant could sit in a year. This is where ‘word of mouth’ really starts.

Case in point: our original story about the Twitter hack got a fraction of the retweets that the rewrite on Mashable did over the first days as the story was breaking.

THE AGGREGATORS

The third tier are people with an interest in a subject but with no real insight of their own. The kind of people who retweet the aggregators or make a list of “10 Great Resources” from stuff they’ve read in the papers that week. You’re looking at the kind of content that is read just by a small circle of people.

I class my own blog in that kind of sphere – I could probably give you the names of 50% of my daily visitors and I don’t really write anything of consequence there. But! The people who come there have a laugh and remember it. There are a lot of these blogs out there, and they touch each other in unexpected ways. You might not get relevant links from a site like this, but the ripples can spread quite widely. These people are probably also susceptible to a little flattery or cash 

THE THIEVES

The bottom feeders of the content chain are those who outright steal from any of the points above. It could be a direct content scrape or a respouting of an opinion or fact without any real addition. The people who visit these sites are probably accidental, one-time only visitors.

WHERE DO YOU SIT?

Arguably, being at the top of the content pyramid is the best place of all. You’re the domain expert. People can’t talk about the subject without touching on your work or ideas and it is your content that goes out through the aggregators. But, the aggregators might be where the traffic and exposure really is to push down into the volume sectors.

As a general rule, very few of us sit at the top of the pyramid (that’s why it’s a pyramid, doofus). We should all aim for it when writing content – because from there your influence can spread through and define a whole market. Realistically, most markets are saturated and you’re swimming in an ocean of Same – who really needs another article on link building, ferchrissakes?

If that’s you, then you need to look for a longer term strategy. You need to have opinions and develop a writing style that engages an audience. You need to spread the word so far and wide that people will learn about ideas from you, even if it all proves is that you subscribe to the blog of someone much smarter. From that comes traffic… and links from lower down the chain… and ultimately authority: the holy grail.

Finally, if you’re looking at getting links from people, think about where they sit in the pyramid. If it’s a splog, move on. If it’s an aggregator you need to get in front of them. If it’s an originator, you probably need to sidle up to them at a bar the next time they’re speaking at a conference and ply them with booze.

Technorati Tags: advertising, branding, content, Content Marketing, creative services, marketing, re-branding, re-content, re-contenting, rebranding, stella, stella pop, stellapop, stellas pop factory, yostella

By Kipp Bodnar from Social Media B2B dot com

If you are new to social media, or are someone who has been in the industry for a while, you are likely familiar with Mashable, the most popular blog dedicated to discussions about the social web. Jeff and I talk frequently about what makes Mashable so successful. Interestingly though, how they succeed has a lot of application on B2B content marketing.

I have decided to break down some of the strategies that make Mashable successful and show how they apply to B2B social media marketing. When a site has an audience of this size, they must be doing something right:

6 Strategies From Mashable For B2B Social Media Marketing

1. Headlines Drive Traffic And Sales – A quick scroll through the home page of Mashable shows you that they have mastered the art of simple yet attention grabbing headlines. This is a key component of their success because great headlines don’t just drive pageviews, they drive engagement and make people want to spread the content across the social web. Writing good headlines is one of the most important things B2B companies can do when publishing digital content. Good headlines make a possibly complex issue seem more interesting and more approachable.

2. Being First Is Important – The web almost always rewards someone for being “first.” Mashable has become a master of breaking stories before other news outlets. Am I telling your B2B organization to start breaking news? No. I am asking you to think about in what ways your organization can be “first” on the web.

Many B2B companies fail to realize that in niche industries where none of the players have begun publishing on the web, the first one that does gets a huge advantage. Google rewards those who talk about a keyword first by moving them up on the search engine results page. Being first in B2B is about establishing credibility and building a long-term, sustainable audience on the web.

Click here for the rest of the article.

Professor Content says,  first create a marketing plan, implement, manage, measure and finally adjust. This plan includes social media which is a part of marketing, social media is not a marketing plan. Here’s what the good old professor thinks, advertising is step one, which leads to marketing and then this leads finally to the sales process.

Technorati Tags: advertising, brand optimization, branding, content, Content Marketing, custom publishing, marketing, professor content, re-branding, re-content, re-contenting, stella, stella pop, stellapop, stellaspopfactory

By Howard Greenstein on 07/22/2009 20:26 from Social Media Today dot com

From the Start-Up Toolkit

I’ve been writing about having a small business website, in 8 Options to Quickly Build a Web Presence for your Startup, about using a blog to promote your business in Building Success By Blogging: An Architect’s Story and even about Smart Blogging Strategies. Today we’re going to explore the magic of a technology called RSS, which stands for Really Simple Syndication. RSS lets you publish content on your site, and have other people easily view it on many other sites.

While RSS is well known to many of my technical friends, it really can be a magic way to improve your marketing presence. All blogs create RSS feeds, which is why I often recommend a blog to customers.

Click through for more insight and information at Social Media Today dot com.

Professor Content say, RSS is Really Simple Syndication so syndicate till the cows come home.

Technorati Tags: advertising, brand optimization, branding, content, Content Marketing, creative services, custom publishing, marketing, PR, re-content, re-contenting, social media, web 2.0

By Sarah Mitchell on 19 November 2009 | Global Copywriting

Content marketing is gaining a lot of traction in the mindset of marketers and, especially, small business owners. I recently presented a seminar on the topic at the Brew Small Business Expo in Perth. While doing my research I realised much of what is being written about content marketing assumes the reader understands the basic components. I didn’t fully understand them when I started so I thought it made sense to lay the groundwork here.

First, content marketing is nothing more than an online strategy to educate your customers. The goal is to discover what your customers want then deliver the information to them in a constructive way. When done successfully, content marketing is the perfect method to establish your expertise and gain the trust of your prospects. You’re not selling to your customers – you’re educating them. 
Content marketing has three components: 

• SEO 
  
• Content 
  
• Social Media

Each of these components is integral to a successful campaign. Working in unison, the components form a tight cycle, each enhancing the performance of the other two. If one is missing, your content marketing strategy will lose effectiveness or fail altogether.

SEO
Search engine optimisation is the part of content marketing that points people to your website when they’re searching for information. The important thing to remember for this discussion is only about 25% of SEO is in your control, driven by the keywords used on your website. The remaining influencers are outside your control and have to do with links to your website from other, reputable websites. It’s also influenced by search engine rankings. For this reason, your online strategy requires more than just good SEO techniques.

Content
The heart of content marketing is the original material created for your company, products and services. Designed to inform and educate, your content should be developed in anticipation of the information required by your prospective customers. To assist the SEO component, keywords should factor heavily into every piece of material developed. Creating several different types of collateral is the most effective strategy. White papers, case studies, website copy, videos, e-books, photos, and presentations are examples of original content you can post on your website to assist consumers in making decisions about your offering.

Click through for the rest of the article by Global Copywriting dot com.

Professor Content says, content marketing is the connection with the outside. The secret is create a plan, implement the plan, measure results and adjust the plan as you build. And practice patience, it takes time to build momentum.

Technorati Tags: advertising, branding, Content Marketing, creative services, custom publishing, Global Copywriting, marketing, stella, stella pop, stellapop, stellas pop factory

Maybe you think “content marketing” means having a blog that makes money. Or that it’s about producing content for sites like ezinearticles and Squidoo. Or having an email autoresponder.

Content marketing is bigger than that.

The whole idea behind content marketing is that you can use your creativity and know-how to make something cool, then take that cool thing and use it to market a product. It’s often associated with Seth Godin’s notion of permission marketing, but content marketing can be a part of any promotion or selling you might do.

To jog your creativity, I’ve come up with 49 content marketing tactics you can start using right away. Some of these are ideas about making any form of content more interesting, some are attention-getting strategies, some will be useful for lead generation, some for prospect conversion.

1. “Content” isn’t just about being online. I had a conversation with Bill Glazer recently (he’s Dan Kennedy’s business partner), and he believes passionately that every business needs to send a papernewsletter to existing customers, to build loyalty and better repeat business.

I don’t know about “every,” but I think he’s on to something for many businesses. Incidentally, businesses usually find that customer newsletters work better when they don’t get too fancy in their format or printing. Four-color printing on glossy paper looks like an ad. A simple photocopy on plain paper looks like valuable inside information.

2. You’d be surprised at some of the well-known internet marketing gurus who are experimenting with direct mail, especially as pay-per-click gets more and more expensive. The same techniques that make your online content marketing work will do beautifully offline.

3. Write a special report or white paper that addresses a thorny problem in an interesting way.

4. Create a free course delivered by email autoresponder. I’ve used this quite a bit in my own business and for clients, and it’s a great way to build trust and rapport. (In fact, here’s a free e-course on how to do it.)

5. Write an educational series of blog posts designed to attract traffic for a competitive keyword phrase. (Like this one on thefundamentals of copywriting, for example.)

6. Offer a free teleclass to build interest in your business. You can do all the talking yourself, or work with a partner in an interview format. Remember to record the class—the recording will also be valuable content that you can use in future marketing.

7. Offer a paid teleclass that takes your content further and provides additional value. Again, the call can be recorded and sold as a product for as long as the content remains relevant.

8. Build a membership web site that is a profitable business in and of itself.

9. Put together one or more Squidoo lenses to attract and focus Google traffic.

10. Create a wiki on a free site like WetPaint to allow your audience to collaborate and contribute to your vision.

11. Build a Facebook page (separate from your personal profile) that gives you another platform for interaction with your customers.

12. Compile your best 100 blog posts into a physical book. It worked for Godin, and it can work for you.

Click here for the other 39 ways to profit from content marketing by Sonia Simone at CopyBlogger.com

Thanks for the read, Professor Content

Technorati Tags: Content Marketing, stella pop, stellapop, stellas pop factory, yostella