I recently re-watched the winning performance of Shin Lim on America’s Got Talent. What struck me is that he has the right balance of showmanship and technical skill. One without the other is insufficient; the unskilled showman is a buffoon, the skilled bland performer is boring. How should we apply this to marketing? Watch the…
Jen asks, “We’re a business that likes to share/reshare evergreen content. Social networks are now saying that we can’t publish duplicate posts. Is there a legitimate way around this?” Great question. The intent of social networks prohibiting duplicate posts is to cut down on spambots that flood the network with junk, as well as trollbots…
Pat asks, “How do you decide what content to create? How do you choose?” Choose to create content the same way that Google and other algorithms think about it. Relevance, freshness, and diversity. Choose to create with a specific audience member in mind. Choose to create using predictive analytics. Watch the video for full details.…
Cara asks, “I have less time than ever but a massive backlog of old blog posts. How can I re-use them for SEO?” This is known as content recycling, a technique pioneered by Backlinko and refined by Andy Crestodina. Over the years, I’ve adapted it to how I create content, so among these three blog…
In today’s Friday Feeling, a quibble about plurals. I’ve lost track of the number of blogs, podcasts, and videos where the authors – myself included – say, “hey everyone”, “hey you guys”, and variations thereof. Who are we talking to? When you are reading, listening, and watching, it’s just you. I haven’t seen a blog…
Jo asks, “Why are we sharing around this much content on social media in your expert opinion? What are we all gaining from it?” We post high-quality content on social media for four reasons: Appreciation: sharing high-quality demonstrates our appreciation for our audience by giving them valuable information that educates, entertains, and engages. Algorithm: because…
Zain asks, “How is a small business supposed to post 5 or more times a day? How do you even come up with that much content?” The secret to posting a lot without diminishing value is to share other people’s stuff often. I go by the 80/20 rule – 80% of what you share should…
Peter asks, “What do you recommend for content marketing management software, especially for a B2B company?” Great question, and a very common one. Content marketing management needs to fulfill one or more of the following functions: Creation / management of creation Curation and amplification Scheduling Workflows and approvals IAM / ACL Publishing Monitoring Analytics Each…
Heather asks, “How do you build a website architecture that scales for new content?” The answer to this question depends on what kind of site you have. If you’re the industry leader from a search and content perspective, you’ll want to rely on Google Analytics data heavily. If you’re lagging, you’ll want to rely more…
I know I’ve felt pressured for time in the past, to just create something without putting in the work. But in the era of massive content shock, good enough isn’t good enough any more. What content marketing ideas can you improve on? Examples include: The KPCB Meeker Report which, as Tom Webster of Edison Research…
