I don't like events (and why that doesn't matter at all)

Events. Yuck.

I don’t like recommending them. I don’t like managing them. I don’t even like attending them (except Content Marketing World, of course). But none of that matters, because I don’t matter — I’m not the target audience.

I believe a lot of marketers, perhaps unintentionally, apply their own filters to the tactics they recommend for brands: ‘Hmm, let’s see, what would I like?’

Wrong.

It may seem unavoidable to add your own preferences, but it’s not. We all just need to remember that it’s not about us. It’s about the audience (and the audience is rarely us).

So, to pay some penance for lo these many years of event-hating, I’ve captured three reasons why you may want to include live events in your next marketing plan.

1. Live events continue to rank highly with consumers as one of the best ways to learn about you and your brand. Experiences, like events, are becoming more and more important as people continue to be bombarded with digital brand messages.

2. It’s a sensory experience. People can touch, smell, see and even use your product at an event. You can’t get that from an online demo or webinar. As efficient as technology allows us to be today, there’s just something about interacting with a brands product or service that can’t be replicated, especially for large/expensive purchases like cars and equipment.

3. Events let you be you. Perhaps like nothing else, events allow a brand’s personality shine through as your own people (and please, involve your own people at shows) can demonstrate your brand’s style, not just your products. It’s even a great way to recruit new people!

So, the next time you’re asked to recommend a marketing tactic for your brand or the brand of your client, consider a live event. Just don’t ask me to manage it (if you want it to be successful).

Oh, and don’t forget to use a #hashtag!

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.

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!

All of your content isn’t digital. Why is your content strategy?

I get it. The world is going digital. And mobile. And social. I understand consumers want it that way. Heck, I’m a consumer and I want it that way, too. But, if you’re involved in helping to promote a brand, there’s something more important to consider:

Digital isn’t the only way people experience your brand.

And, unless you're a digital-only brand (if there is such a thing), you’re probably selling yourself short if your content strategy is only focused on digital.

A brand is the sum of all of the experiences people have with you, so each one of these experiences is important and should be as consistent as possible. That means digital experiences, but it also means off-line experiences, too. These could include things like the in-store experience at Nordstrom, the vacation experience at a Disney Park and event-based experiences like Content Marketing World.

Every brand needs to have an overall content strategy to help guide the content that’s being created, regardless of how it’s consumed. (<--- Tweet this)

To be clear, I’m not talking about simply adding in-person tactics and events to your existing digital content strategy. I’m suggesting that you take a step back and re-think your content strategy to make sure it’s broader than any specific tactic.

Lots of examples are out there. Ignore them.

Many folks have advice for how to develop a content strategy, but be careful; these are often just a list of digital tactics. It’s nice that these exist for comparison’s sake, but it’s a bit like filling up your gas tank before you have a driver’s license…things are a little out of order.

Your content strategy also needs to be specific to your brand. Whether you work for a Fortune 100 company or you’re a one-person shop, your content strategy needs to be yours, not someone else’s. Just like singing cats and talking babies, the fact that you can find content strategy templates on the Web doesn’t mean they actually exist.

Remember it’s a guide, not a novel.

An overall content strategy should serve as a guide for the people creating content for your brand, whether it’s your marketing department, a customer service person, an ad agency or your receptionist. But this doesn’t mean you need to run out and create a three-inch-thick rulebook for everyone to follow. People don’t like to follow rules, they like to have guidelines.

You do need to have standards for content, especially in larger organizations or for those relying on external vendors for content creation. But remember the people you’re talking to in your strategy are the ambassadors of your brand. Guide them, don’t preach at them.

So, what’s in it for you?

There are many benefits to creating (or reevaluating) an overall content strategy. Here are just a few of them:

• It can serve as a barometer to help measure the consistency of your content across touch points (rather than relying on opinions, personal preferences)
• You gain efficiencies from having everyone on the same page
• Your brand looks smarter in the marketplace, giving people confidence in you because they know what to expect
• Referrals will increase as a result of this confidence
• Most importantly, your audience will be more loyal to you when they enjoy and appreciate a consistent experience

If you don’t have a content strategy now, commit to creating one. If you do, take a fresh look at it: does it reflect your brand regardless of how people want to interact with you?

Creating an overall content strategy for your brand will give those who choose your brand the consistent experience they expect and deserve.

And they will reward you with their loyalty.

5 ways to start a headline that don't include numbers (please!)

Okay, I get it. We’ve tested it and using numbers in headlines works. But at some point (and, please, let it be soon) we will overuse this tactic and it will become ineffective. Right?

I say that time is now.

As a writer, I realize I’m naturally more sensitive to prescriptive ‘rules’ for writing headlines. I’m a firm believer that writers of headlines should have the freedom to use whatever tactics they can to be successful (that is, to draw in the intended audience). And there’s no denying that using numbers is certainly one way to do that. But it’s getting old.

I also know I’m not the target audience, so it doesn’t really matter what I think. But here’s the thing: writers, because of our proximity, will be the first people to recognize when this whole ‘headlines with numbers’ thing has gone overboard. So, let me be the first to say — man overboard!

If you don’t believe me, just take a look at your own Twitter feed. If it’s like mine, at least every other tweet is of the numbered variety. Seriously, go look.

The whole thing reminds me of a recent Saturday Night Live skit about hashtags. Have you seen it? Two guys are talking, awkwardly working hashtags — quite literally — into their conversation. They even have this ridiculous hand gesture to emphasize how bad the whole hashtag thing has truly gotten. It’s funny, mainly because it’s true.

I’m not sure if it will be this Saturday, but it feels like a skit about headlines containing numbers can’t be too far behind. I can see it, two guys are talking:

“Hey Jim, want to know five ways to think smarter, not harder?”

‘Sure, Bob. Why don’t you give me those five ways to think smarter not harder!”

“You’re feeling smarter already, aren’t you?”

“I’ve got to tell you, there are three ways I can describe how I feel right now.”

“Is one of those three ways smarter?”

(Together): “…and not harder!”

As they laugh, I quietly shed a tear. Or maybe my eyes are just watering because I threw up in my mouth a little bit. Either way, it’s not good.

Look, I know everyone is telling you to use numbers in your headlines. They all say it’s safe and effective. But that’s what we used to say about cigarettes. And Saccharin. And Asbestos. In time, everything runs its course (or becomes illegal).

So, please, I implore you, keep looking for creative ways to engage your audience. Keep trying new things. But can we agree to move on from the whole numbers thing?

I thank you. Your Twitter followers will thank you. And, most importantly, your readers will thank you.

Lazy Susan gets a bad rap

What did ‘Lazy’ Susan ever do to you?

You know what a Lazy Susan is, right? She’s that spinning platform in your cupboard that holds all of your stuff, presenting it to you gracefully as she spins around at your every whim. All she does is help you. Yet you call her lazy.

I think you’re the lazy one, sir.

While Susan stands ready at any moment to deliver what you need — cinnamon, oregano, even the rarely-used bay leaf (truth be known, she may be the only one at your place who knows where that is) — all you can do is criticize?

Let’s take a look at her life for a minute. Since you were fortunate enough to happen upon her at that random garage sale, Susan has never missed a spin. She doesn’t fall off her track; she doesn’t take a sick day. She makes you look like something you’re not — an organized chef.

Yet you’re ungrateful. What gives?

My guess is that you treat Lazy Susan a lot like you treat your existing content. You know, the stories lying around inside your company just waiting to be told. There may be thousands of these stories, many of them potentially helpful to your customers. Yet they sit there, in the proverbial cupboard, much like Susan, waiting for their turn.

It could be the story about how a call center rep helped someone solve a problem that wasn’t related to the topic of the call. It may be the eight other ways your product or service can be used that the product guys have been talking to you about for months. It could be the above-and-beyond stories your customer service department is always sharing in meetings that never see the light of day.

It could be a thousand other things. The point is there are probably many unharvested stories in your company that could be helping your customers. Heck, they could be helping you find new customers, too. And it’s your job to go find these stories.

Sure, content marketing is the hot, new thing. But that doesn’t mean you always have to create brand new content. Even though some of the stories lying around your place may seem old to you, they can still be valuable and deserve to be told.

After reading this, you need to do two things: first, go home and apologize to Susan. Stop calling her lazy and thank her for keeping you organized. And second: go looking for those untold stories and start telling them.

You’ll be glad you did.

Sorry, Facebook, Twitter has become my morning paper

I don’t need to spend any time explaining why the morning paper itself is no longer my go-to source for news, right? Too hard to access. Doesn’t fit in my pocket. Just too late.

But now, despite Facebook’s Paper app efforts, I’m realizing I get all the news I need — in a nicely-customized to-my-interests-fashion, 140 characters at a time on Twitter.

It’s actually a perfect scenario when you think about it (and I wish I had thought about it before the Twitter people did). It’s a place where all the people I choose to listen to are talking about what’s important to them. In brief. With details if I want them and not if I don’t.

What’s not to love?

Well before the Paper app existed, I used to call Facebook my ‘paper’ because it was where all my friends were hanging out. But then I also had to watch other spaces for the news of the day. Not any more.

Twitter has quickly become the place news happens first. Updates are there more quickly. It’s a trusted source for me. An example? Okay. Just yesterday, some friends posted on Facebook (I do still go there for the local skinny) that the Malaysian plane had been found.

“Great!” I thought. So off to Twitter I went for the latest. Only thing is, nothing was there. Was I mad? Disappointed? Of course not, because I knew it must be a hoax (and, thanks to Twitter, I knew it before most of my FB friends).

For many of you in the social media and content marketing worlds, this news is no big surprise. You’re already there. But here’s the thing — we sometimes forget that we do this everyday, so we’re not the typical person. Much of the world still sees Twitter as a teenage thing or that thing celebrities use to announce their latest album.

This includes most of your customers.

Yes, Twitter is becoming the most trusted news source in the world. Now, how are you going to leverage that knowledge for your business or brand?

I know it’s got me thinking.