The MadAveGroup Blog
I have an opportunity each month to answer marketing-related questions for the Forbes Agency Council. Thoughts from council members are then published at Forbes.com. This blog post is the fifth in a series featuring a few of my responses to those Forbes questions. The theme: Content Creation.
Question: It's one of the top goals of any company's marketing campaign - a strong, unique voice that unmistakably belongs to and reflects their brand and puts them top of mind with consumers. What's one way companies can create and cultivate a strong voice for their brand?
Answer: A brand's message can get watered down with marketing-speak or when trying to appeal to everyone or offend no one. If there's a leader in your company who talks in a bold, no-nonsense way about your mission and your customers, pattern your marketing content after his or her communication style. It'll likely be perceived as unique because it's so personal. It'll also ring true with your audience.
Question: Whether it's topic, venue, voice or other factors, what's your best tip for writing content that will have a long shelf life?
Answer: Yes, hot topics can attract lots of eyeballs immediately, but they can also quickly fade in relevance. If you've been doing what you do for many years, you've likely learned many valuable lessons along the way. They may be simple, foundational truths that we all need to be reminded of from time to time. As blog posts, those truths can serve both your current audience and future readers.
Question: User-generated content in the form of reviews can be one of the most powerful and effective marketing tools, but it can be hard to get happy customers to take the time to write it. What's one clever method a business can use to persuade customers to post a review?
Answer: We've worked with clients who seem almost embarrassed to ask for reviews. But when consumers are excited about a buying experience, they often want to share their opinions. So, encourage that. When someone is happy at the point of sale, ask them to share their feelings on social, a review site or with an email. Everyone wants to feel like their thoughts matter. Let your customers know theirs do.
Question: A blog can position a company or brand as an industry leader and attractive potential business partner. What's one piece of advice your client should adhere to when launching a blog to highlight their brand?
Answer: Your blog doesn't have to be about your brand directly in order to benefit your brand. If your posts are just thinly veiled ads for your company, no one will read them. So, tell stories about your customers and industry, your personal experiences, even odd topics that support your brand story. The goal of your blog should be to provide your readers with valuable insight and a unique perspective.
As a member of the Forbes Agency Council, I provide answers to several of the group’s marketing-related questions each month. That input is then considered for publication at Forbes.com. Our MadAveGroup blog series based on the Forbes questions continues with part 2 of my thoughts on content creation.
Question: Content is a great way to position yourself and your brand as a thought leader in your space. What’s your best tip for creating content ideas that differentiate your company website from your competitors’?
Answer: Trying to conceive all your brand's online content yourself can be stressful and may prove ineffective. So, tap into your staff's knowledge. Your frontline employees will provide a unique perspective on your buyers' concerns. And those in sales or production face challenges that may lead to valuable insight. Look at what your company does from many angles to create rich, authentic content.
Question: Podcasts have become a popular medium for both publishers and brands. What's your best tip for business professionals who are thinking about starting a podcast?
Answer: If your podcast purports to teach or provide some type of insight, get to the point quickly. Dispense with the "how was your weekend?" chit-chat and deliver on your promise. As with so many other cases, it's about respecting your audience's time and giving them what they came for. Once you earn a reputation for crafting concise content of great value, your podcast is more likely to succeed.
Question: My company is planning to launch a blog. What's one best practice you could offer me?
Answer: Yes, blog posts typically consist of one person's thoughts, but if writing isn't your strength, run your words past a skilled copy editor before publishing. If the blog is an extension of your brand, you don't want potential customers disregarding your product or service because of what your muddy content or careless mistakes may say about your attention to detail.
Question: When done right, press releases can be extremely beneficial for a business. On the flip side, what’s one glaring mistake you see time and again with press releases?
Answer: Your new product or event is a big deal to you, but it likely doesn't qualify as worthy of a media outlet's time or space - unless you can highlight its broader appeal or importance to the newspaper or TV station's audience. Editors and news directors need to be able to justify what they publish as valuable to their audiences. Prove your story's value and it'll stand a better chance of being seen.
Our series of blog posts featuring my answers to questions from the Forbes Agency Council continues. The focus this time is content creation.
Question: Two of content marketers’ biggest concerns are a lack of resources and fear they’re not creating enough content. What is one tip for overcoming limited time and resources to produce enough valuable content?
Answer: If you take a high-quality photo of an interesting scene, you can then create dozens of separate photos from it by cropping the image to highlight specific points of interest: the puffy cloud, the old building's texture, a close-up of the face. If you write an article that's rich with information, you can also "crop" it, repurposing bits and pieces for short-form videos, social and other channels.
Question: What is one valuable storytelling lesson you've learned that you can apply to content marketing?
Answer: I've learned to look into my own heart to develop content that resonates with people. Whether I'm working on behalf of a hospital, a tire retailer or any other company, I'm searching for the human and emotional side of the story. To consumers, the products in a category often seem identical, but a company's culture, values, and the buying experience it provides can be real differentiators.
Question: What is one feature of an effective explainer video?
Answer: Get that script down to the bone! Simple words. Short sentences. Put it all in an order that makes sense to the viewer. And, if possible, sprinkle in the audible equivalent of white space: silence. That gives your audience time to process what they just heard.
Question: From ad copy to emails, the ability to write well is an important skill for agency professionals. What’s the best piece of writing advice you’ve ever received?
Answer: There are two tips I figured out a long time ago and share all the time. 1) Get to the point! Respect your audience's time and deliver value and the promise of your title quickly. 2) Just because you say it, doesn't make it so. Support your claims with facts, testimonials and other information that gives readers reason to trust and invest in your words.
I was working with a copywriter a few months back, helping him develop some P-O-P content for a grocery store chain.
We were looking for a different angle on the store's produce department when an image of corn on the cob popped into my head.
Corn is a miracle, I remembered.
About eight years prior, I planted corn for the first time. With great anticipation, I pushed each seed about an inch below the dirt, covered them all with more dirt, and then watered my rows.
Within a week, the first signs of new life sprouted from the ground.
By the end of the summer, I was walking through stalks taller than me. And each one had real corn attached! It was thrilling.
All the beauty of my humble corn patch and all the corn it produced came from a little brown bag of dry seed dropped into dry dirt.
That's when I realized that corn is a miracle. A common, everyday miracle.
That understanding led to content that was different than “Hey, come buy our corn!” The message was about the abundance that we enjoy in this nation, and a reminder of just how lucky we are to have what we have.
And maybe, I thought, my words could help a few people enjoy their own moment of awe and appreciation.
From a marketing standpoint, that story always reminds me that there's more than one way to present a product or service to an audience.
As a human being, it reminds me that corn is far from the only miracle that we've been gifted with in this life.
In this season of miracles, I wish for you that realization every day.