Welcome to the Funnel: Proven Tactics to Turn Your Social and Content Marketing up to 11
von Jason Miller
Be sure to include the following in your executive overview: Overview Target audience B2B Marketers What is the unmet need? An all-encompassing guide to using LinkedIn to drive and foster thought leadership. How will members/customers find it? Email campaign, social promotion, influencer outreach, webinar, and blog. Both organic and paid promotion. How will members/customers share it? Social networks and email. Marketing Strategy Approach/timeline Guide completed timeline/global launch timeline Channel and creative strategy Where will this content live and how will it be promoted? Creative Concepts and creative, internal or external. Goals and KPIs Objective Drive MQLs (Marketing Qualified Leads) and adoption. Success metrics x # downloads in first 30 days, x # MQLs, views, influencer mentions, etc. Good Content – The World’s first Chief Content Officer, Ann Handley, delivers the owner’s manual for really, really ridiculously good looking content. It was the best of sentences; it was the worst of sentences – June Casagrande – Who ever thought that a book about crafting strong sentences could be so vastly entertaining? Witty, smart, engaging, and instructive, this book has it all. The Book on Writing – Paula LaRocque – A full lesson in becoming a better writer divided into three sections: A Dozen Guidelines to Good Writing, Storytelling, and Language and Writing Mechanics. Ernest Hemingway on Writing – Larry W. Phillips – Amazing insights from one of America’s greatest writers. Seinlanguage – Jerry Seinfeld – The funniest man alive. Enough said.
“I use a Thanksgiving analogy. You cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. If you are like most families, you are going to be repurposing this bird as leftovers for quite some time, creating everything from sandwiches to soups and more. Your content marketing strategy can be thought of in the same way.”
The 4-1-1 Rule: This idea from Content Marketing Institute founder Joe Pulizzi and Tippingpoint Labs is based on Twitter engagement, but can and should be modified and applied to each and every social media channel. The rule states that for every one self-serving Tweet, you should Retweet one relevant tweet and, most importantly, share four pieces of relevant content written by others.
“In business, there are three levels of empathy. The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have.”
The current trend in content marketing is to develop an all-encompassing guide to whatever your keywords or topics are and write it strategically instead of instructionally. This type of content is very top of funnel and can serve many purposes such as SEO, fuel for social and lead generation, sales enablement, and event collateral, to name a few.
“Focus on being useful to your customers. Create content that inspires — either creatively, or by data, or both. And make it enjoyable for your customers, with pathological empathy for their point of view. Your own point of view and perspective (or voice) really does come out of focusing relentlessly on your customers.”
"Be sure to include the following in your executive overview: Overview Target audience B2B Marketers What is the unmet need? An all-encompassing guide to using LinkedIn to drive and foster thought leadership. How will members/customers find it? Email campaign, social promotion, influencer outreach, webinar, and blog. Both organic and paid promotion. How will members/customers share it? Social networks and email. Marketing Strategy Approach/timeline Guide completed timeline/global launch timeline Channel and creative strategy Where will this content live and how will it be promoted? Creative Concepts and creative, internal or external. Goals and KPIs Objective Drive MQLs (Marketing Qualified Leads) and adoption. Success metrics x # downloads in first 30 days, x # MQLs, views, influencer mentions, etc."
"Good Content – The World’s first Chief Content Officer, Ann Handley, delivers the owner’s manual for really, really ridiculously good looking content. It was the best of sentences; it was the worst of sentences – June Casagrande – Who ever thought that a book about crafting strong sentences could be so vastly entertaining? Witty, smart, engaging, and instructive, this book has it all. The Book on Writing – Paula LaRocque – A full lesson in becoming a better writer divided into three sections: A Dozen Guidelines to Good Writing, Storytelling, and Language and Writing Mechanics. Ernest Hemingway on Writing – Larry W. Phillips – Amazing insights from one of America’s greatest writers. Seinlanguage – Jerry Seinfeld – The funniest man alive. Enough said."
"“I use a Thanksgiving analogy. You cook up this giant bird to serve up on one glorious occasion and then proceed to slice and dice this thing for weeks on end. If you are like most families, you are going to be repurposing this bird as leftovers for quite some time, creating everything from sandwiches to soups and more. Your content marketing strategy can be thought of in the same way.”"
"The 4-1-1 Rule: This idea from Content Marketing Institute founder Joe Pulizzi and Tippingpoint Labs is based on Twitter engagement, but can and should be modified and applied to each and every social media channel. The rule states that for every one self-serving Tweet, you should Retweet one relevant tweet and, most importantly, share four pieces of relevant content written by others."
"“In business, there are three levels of empathy. The first is "on-demand" empathy, which is the ability to sense what customers want. The second is "solution" empathy, which entails understanding a customer's problem and figuring out how to address it. The third is "transcendent" empathy where you create solutions to problems that customers don't even know that they have.”"
"The current trend in content marketing is to develop an all-encompassing guide to whatever your keywords or topics are and write it strategically instead of instructionally. This type of content is very top of funnel and can serve many purposes such as SEO, fuel for social and lead generation, sales enablement, and event collateral, to name a few."
"“Focus on being useful to your customers. Create content that inspires — either creatively, or by data, or both. And make it enjoyable for your customers, with pathological empathy for their point of view. Your own point of view and perspective (or voice) really does come out of focusing relentlessly on your customers.”"
- →The current trend in content marketing is to develop an all-encompassing guide to whatever your keywords or topics are and write it strategically instead of instructionally. This type of content is very top of funnel and can serve many purposes such as SEO, fuel for social and lead generation, sales enablement, and event collateral, to name a few.
- →“Focus on being useful to your customers. Create content that inspires — either creatively, or by data, or both. And make it enjoyable for your customers, with pathological empathy for their point of view. Your own point of view and perspective (or voice) really does come out of focusing relentlessly on your customers.”
- →Do you have evergreen content from last year that you can put a fresh coat of paint on, update a few numbers and re-release? I call this pre-loved content and it works because there’s always a new audience waiting to rediscover great content; they might just be turned away by your self-imposed content expiration date.
- →I think it’s time to stop “thinking like a publisher” as so many content marketing experts recommend and start “publishing like a publisher.” Ask yourself what conversation you want to own and then write the all-encompassing guide and take on that conversation better than your competitors.
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