Thursday, June 26, 2014

The content marketing elevator story (or how to tell your mom what you really do for a living)


If you’re like me, you spend your day explaining to others what you do. At home or at work, most people just don’t understand Content Marketing. Of course, this joining of two nebulous terms (content and marketing) doesn’t help much, either.

So I thought I would share some of the ways I’ve explained it in hopes that it might help you…or at least give you a laugh. And, to make it fun, let’s do it in David Letterman Top Ten style (with apologies to Dave, of course).

Here we go…

So, you work in Content Marketing…what do you do again?

10. I’m a Content Strategist. Look it up.

9. I help brands tell their story — one cat video at a time.

8. I write in 140-character increments all day, trying to attract followers to our brand. In fact, this is actually 140 characters. The problem is I can’t stop. Send help.

7. I can make anything into an acronym at a moment’s notice.

6. I’ve noticed I’m starting to wear more orange to work. Hmmm.

5. You know that video the sales group did for their annual meeting that vaguely resembled The Price Is Right? Yeah, that wasn’t me.

4. I’m part writer, part producer, part psychologist.

3. Yes, I can help you tell your story. No, I can’t help you get a book deal.

2. I’m sorry, I’m afraid I can’t ‘put in a good word for you with Google.’

1. While traditional marketing is about telling people how you can help them, my job as a content marketer is just to help them.

Tuesday, June 24, 2014

Three kinds of crazy in Corporate America: who to avoid (and what to do if you can’t)

I’ll admit it; I work for an insurance company. A big one. And it’s a great place to work, generally. But working as a creative person in corporate America does come with some baggage, as some may know.

One advantage of working in Corporate America for many years (other than being old) is that I can offer you some advice on how to avoid some of the kinds of people who can bring you down. You know they’re out there, but how can you spot them? And what to do when you do?

Not to worry, the old guy will now dispense with the knowledge you need.

There are three kinds of people who can and will drive you crazy in corporate America and you should avoid them at all costs:

There are people who want your job, but aren’t qualified for it.
These people are known as Wannabes.

There are people who know they don’t qualify to do what you do, yet still tell you what to do. These people are known as Managers.

And there are people who are trying to do your job, but really can’t.
These folks are known as Hacks.

Let’s break each of these types of people down so you will recognize them and know what to do when you see them in the wild.

Wannabes are relatively harmless people who really just want to do the fun stuff. They may want to write or design or make video or be a photographer. Problem is, they aren’t any good at it. This may be because they are just too young or because they should be doing something else. It doesn’t matter to them, they just want to play.

What you don’t want to do is spend too much time around a wannabe. Sure, we all want to help people (and we should…to a point), but wannabes can be a big time and energy drain if you let them. Some of the worst of this variety may even try to claim your work as their own — be careful of this bunch. They can drag you down with them.

What to do: Just smile and wave…and keep moving

The second group is known as Managers. We’ve all seen this type and have learned that we can co-exist with them. But they can be especially dangerous in the wild spaces of the creative world. Creative Managers (like their oxymoron cousins Jumbo Shrimp and Military Intelligence) can’t really occur in nature. Yet, there they are.

Typically, they are from one branch of the creative tree (i.e. writing or design) but try to cross over into the other — unsuccessfully — usually because their boss, also a Manager, told them to do it.

You may even work directly for someone like this. It’s okay, we all have at one point. The key thing to know here is, while they’ll never admit it, they know you’re good at what you do. Use that to your advantage (you know, kind of like never showing fear to a dog, except different).

What to do: Do what they ask, but also do what you know is right. They will usually pick the latter because it makes them look good.

Finally, there are the hacks. These people mean well, really they do, but they weren’t invited to the party. They are crashers. And no one likes a party crasher.

Typically, this is the owner’s son (or nephew, or daughter) who can have any job in the place and decided to bless your area with their presence. Oh, joy. Get along with them, but certainly don’t heed their advice. And, whatever you do, don’t encourage them. Do not tell them they have good ideas if they don’t, this will only embolden them to do it again. And again.

            What to do: Ride it out, they will get bored and move on.

Don’t forget, working in Corporate America isn’t as scary as you might think. You get to go home every night, usually in time for dinner, and you get to see the kids (sorry, kids).

And who knows, if you keep your wits about you and watch out for the three groups mentioned above, you may just make this thing into a career.

Good luck!