Sandra asks, “How do I leverage senior leaders from our company, many of whom aren’t social or digital media savvy and pressed for time, for content marketing?” There are a few ways to handle this for maximum benefit to your company and minimum inconvenience; for leaders who want to really jump in, folks like T-Mobile’s…
Summary In today's episode, I explain how to turn busy, non-digital senior leaders into a steady source of content marketing through a low-lift video Q&A system. Here's what this means for you. You can build an evergreen content library without burning out executives, using just 30 minutes of their time per month. You'll also learn…
Tyler asks, “How do you prefer to track your channel metrics or content performance metrics? Native analytics? Social Media tools? Combination? Interested in hearing your thoughts!” I prefer to look more at outcomes first, to determine what’s working best. For this, I use custom-coded software that takes Google Analytics data and processes it in a…
Erikka asks, “I’m going to release an ebook soon. I’m using the ebook to build an audience and really an email list. Any advice on dos and Don’t’s or advice about launching the book?” Launching an eBook – like any form of content marketing – is really product marketing. Walk through the 7D product marketing…
Lisa asks, “Think about brands you (as a consumer) trust and engage with most often online. Why does their content prompt you to engage?” We’ve all read many answers to this question over the years, and in the end, a consistent answer does exist. For creators, we use the 3L framework. For consumers, we use…
Lisa asks, “What are the biggest time wasters that plague content marketing programs?” Before we can answer this question, we have to define what a time waster is. Is it something that won’t work, won’t generate results? Is it something for which the process is so contentious and difficult that it’s not worth doing, like…
