This post was created as a two-part series. Check out Part 1: Your Content Is Boring — Here’s How to Save It.
Whose job is it to produce content? Although your marketing team might pioneer content marketing initiatives, that doesn’t let other departments off the hook.
This article was a collaboration among Influence & Co. team members from various departments.
It’s halfway through 2014, and you suddenly realize you haven’t hit your goals for marketing, sales, recruitment, or even professional development. You do, however, have a little bit of money left in a few areas, but you just can’t figure out how to make it work.
In content marketing, storytelling is vital for connecting with your audience and making your content truly stand out. Although I’m not the biggest sports fan (don’t tell my soccer-obsessed Polish father), I can definitely appreciate a great content strategy when I see one.
Events such as the 2014 FIFA World Cup inspire brand creativity and extraordinary content, and that is something worth recognizing.
Google has pulled a fast one on us once again.
At times, the world of online marketing can be cold, sterile, and impersonal. Everyone has received canned, generic newsletters and hit “delete” without thinking twice. It’s easy to do when a company’s marketing feels like it was created by a computer rather than a person.
Excuses are like pet peeves: Everyone has one.
When we first speak to prospective clients, we hear the same excuses for why people aren’t writing thought leadership content over and over again, and honestly, I’m tired of hearing them. If you know you should do something, then just do it.
Here are the most common excuses we hear, along with my responses to each.
During a recent conversation, a prospective client made a statement that struck a chord with me. He said, “I understand the importance of thought leadership content coming from our brand, but I am just uncomfortable being the front person. You see, Kels, I just don’t have a huge ego.”
I immediately wanted to send him the insightful article my team member, Ryan O’Connell, wrote on why being a thought leader isn’t about your ego. It made me realize that for the types of clients we want — people who can put their egos aside and truly strive to educate and engage an audience — this could be an ongoing internal struggle.
About a year and a half ago, I began taking hot yoga classes after a trip to the doctor about my back. I had never taken a yoga class before, and let me tell you, I am not flexible. (No touching toes for this gal!) But, of course, if it was going to benefit my health in the long run, I wasn’t going to chicken out.
My first class was horrible. I was lying on my mat practically the whole time and nauseated from dehydration. (A 90-minute class in a 90-degree room will do that to you.) But as I returned week after week, I started craving it because it had become more than just a yoga class.
Influence & Co. help's companies create and distribute content that engages and educates a specific audience.