Content Strategy

Learning To Speak Media-eses in 5 Easy Stepses

By Josh Cole | Published July 9th, 2010

Recently, we’ve been exploring the notion of Media Modality — the idea that different media entail different ways of reading and processing information. Any reader or processor of information is going to approach various media with different expectations. They will also think differently about the information they process.

In order to market in a medium you need to speak its lingo. Below, I’ve broken learning the lingo down into 5 easy-to-follow steps.

Your Workforce is Your Social Media Policy

By Josh Cole | Published July 1st, 2010

The democratization of knowledge is a real phenomenon — thanks to the internet. Your company should be playing on this field in a big way. You should be mining your entire workforce for content and promotion. Don’t close your employees off from social media, empower them to do social media right.

Purchase, Persuasion, or Participation

By Joseph Stucker | Published June 9th, 2010

The fact that the audience of the internet is referred to as “users” shows how interactive the medium is. With this in mind, user-generated content and user interaction contribute greatly to the overall engagement and retention of visitors and potential customers.

The 40-Hour Content Marketing Challenge

By Brad Schwarzenbach | Published November 24th, 2009

We were recently asked how we would craft an online content strategy if we only had 40 hours a month to do it. It’s an interesting idea. The most important thing is identify, identify, identify.

Social Media Outreach is More Than Saying “I’m Sorry”

By Josh Cole | Published November 11th, 2009

Qwest has a dedicated team at socialmedia.qwest.com — not at TalktoQwest.com where it should at least also be — whose mission, according to the CEO is “Listening to and understanding our customers so completely that we deliver a total customer experience that exceeds expectations.”
What does this crack team of social media experts do? They listen and understand.

3 Steps to Feeding the Beast

By Brad Schwarzenbach | Published September 15th, 2009

Social media sites are growing. Content is being created, and consumed, at an incredible rate. Attention spans are short, and if the beast doesn’t like what’s on offer, it will move on. Only the best content will be remembered. How do you give it what it wants?

Appointment TV Worked for NBC and it Will Work for Your Online Content

By Jim Cosco | Published September 3rd, 2009

Bill Cosby, Michael J. Fox, and Ted Danson turned NBC into a powerhouse during the ’80s with their Thursday night lineup. The Cosby Show at 8PM, Family Ties at 8:30PM, and Cheers at 9PM became a regular staple in homes across the country. The ratings were huge and it got television executives talking about a phenomenon where the audience would expect shows at a certain time and they would rearrange their schedules around them in order to tune in. They called it “Appointment Television.” The most loyal of fans would make a habit out of watching the shows because they knew when and where to find them.

The concept, which developed a loyal following for NBC and turned it into the number one network, can work for you too as you develop your content marketing strategy.
Bill Cosby, Michael J. Fox, and Ted Danson turned NBC into a powerhouse during the 80s with their Thursday night line-up. The Cosby Show at 8PM, Family Ties at 8:30PM, and Cheers at 9PM became a regular staple in homes across the country. The ratings were huge and it got television executives talking about a phenomenon where the audience would expect shows at a certain time and they would rearrange their schedules around them in order to tune in. They called it “Appointment Television.” The most loyal of fans would make a habit out of watching the shows because they knew when and where to find them.

The concept, which developed a loyal following for NBC and turned it into the number one network, can work for you too as you develop your content marketing strategy.

CBS Ruins a Good Thing

By Jim Cosco | Published September 2nd, 2009

In Pay no attention to that man behind the curtain, we discussed the trend of creating behind-the-scenes content, and we cited some great examples, including Ford’s CEO using Twitter, the making of a commercial for Sony Bravia, and Nokia’s conversations blog. CBS’s The Early Show could have made the list when they began streaming live,…

Podcast: Traveling Near and Far

By Josh Cole | Published August 7th, 2009

This week on The Tipping Point podcast we strike out in a new direction and experiment with a new format. Traveling to Las Vegas with Andrew Davis, on vacation with Eric Sagalyn, and into the past with Jim Cosco. Featured: Zappos Headquarters; an interview with Eric Sagalyn on Twitter, WordPress, user experience, daddy blogging and more; and John Quincy Adams on Twitter (Readings by David Cutler from Eat Media and Jason Tarre)

5 Questions to Test Social Media Expertise

By Andrew Davis | Published August 4th, 2009

Ask these five questions as you consider working with any social media ‘expert’ — the answers will give you the necessary insight to judge any social media strategy.

Indium Corp Solders Together a Perfect Blog Strategy

By Brad Schwarzenbach | Published July 29th, 2009

Indium Corp.’s corporate blogging strategy is extremely effective because it provides highly targeted, valuable content to potential customers in their very niche industry. By understanding Indium’s customers, marketing communications director Rick Short has developed a comprehensive social media campaign that’s producing great content and even better results.

Begetting the Love Child of Social Media and Custom Publishing

By Andrew Davis | Published July 28th, 2009

Today’s social media strategies are heavy on the social and light on the media. It’s mostly about getting on a site and getting followers. Or responding to every mention of your company. It’s only a fraction of the overall picture of what social media ought to be.

The Power of Participation Creation

By Josh Cole | Published July 27th, 2009

One great way to build relationships is not by knocking on doors but, rather, by opening your own. Reach out to the people you want to build relationships with and involve them in the creation of content that speaks to them and to their audience.

An Organic Alternative to Cropdust Marketing

By Andrew Davis | Published July 21st, 2009

Budget Strategy and ROI (Part 2 of 6) This series asks the tough questions about evolving marketing strategies and the benefits and returns you should expect and plan for. If somebody told you that you could reach nearly every potential customer directly, engage them meaningfully, and spend less money, would you do it? And what…

Hey Social Media Agencies — Alpo or Eukanuba? The Choice Is Yours.

By Jim Cosco | Published July 16th, 2009

Whether you’re a social media agency or not, your company should be producing content that reflects your goals and supports your claims. Period.

A New Book to Help You Shift Marketing Gears

By Brett Virmalo | Published July 15th, 2009

I was lucky enough to land a pre-release copy of Bernie Borges’ new book, Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing. Borges is a marketing vet with a deep understanding of both traditional and online marketing for small to medium-sized companies. Adapt marketing to the market Bernie’s big idea…

Social Media Experts Don’t Understand Social Media

By Brett Virmalo | Published July 8th, 2009

It seems like every time I meet with an agency, they bring along their social media experts. I’m not exactly sure what makes someone a social media expert. Perhaps it is someone who knows how to amass a lot of Facebook friends or how to put a lot of torque into their Twitter wrench. But…

If You Don’t Shoot in HD Now, You’ll Hate Yourself Later

By Jim Cosco | Published July 7th, 2009

There is so much well-produced video online today that people’s expectations are high. You don’t want to be the Cable Access Channel to your competitors’ MTV.

3 Ways to Get Some Action and Give Satisfaction

By Jim Cosco | Published July 2nd, 2009

Telling a great story does you little good if people don’t read it, watch it, or listen to it. Make your content more reader-friendly and get more action on your content.

Satisfying your audience’s appetite for your content can be as simple as following these three basic guidelines:

Add Value on Twitter: The 4-1-1 Rule

By Brett Virmalo | Published July 1st, 2009

Today, we’re focusing neither on the value of Twitter nor what you can do with it. Instead, let’s take a look at how you should be using it for maxium efficiency.

As Twitter is in the escalation phase, you shouldn’t be spending a lot of time thinking about it or using it. You should only be spending 15% of your time marketing on all escalation-phase platforms combined.

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