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Posts Tagged ‘content’

Minnesota AMA – Mark Schaefer’s Keynote on Influence Marketing

Friday, May 18th, 2012

Yesterday, I had the honor of speaking at the Minnesota AMA Annual Conference, and the pleasure of listening to a great presentation by Mark Schaefer, influence marketing expert and author of Return on Influence, which explores “how brands are identifying and leveraging the world’s most powerful bloggers, tweeters and YouTube celebrities to build product awareness, brand buzz and new sales.”

A constant theme throughout the day’s keynotes and breakout sessions was the growing importance of great content, and Schaefer offered some valuable direction on content creation. In his marketing courses at Rutgers University, he encourages students to create content that is RITE.

  • Relevant
  • Interesting
  • Timely, and
  • Entertaining

For his book, Schaefer interviewed Michael Brito from Edelman Digital about the concept of RITE content, and Brito advises that relevant content is appropriate in terms of audience and platform, and adds value to the conversation. Also, the content must align with the nature of the conversation – are people voicing opinions, asking questions, looking for recommendations?

Brito feels that anyone can create interesting content, providing they can put their own unique spin on whatever it is they write. “How does the subject relate to you – your observations, your experiences, your life, your stories?” asks Brito. “This isn’t narcissism; it’s the soul of originality.”

In his book, Schaefer offers the following ideas to ensure timely content creation:

  • Utilize people and resources to stay on top of developments in your industry
  • Subscribe to blogs, journals and newsletters in your field and read them daily
  • Try to be first to comment (tweet, post or otherwise) on breaking news, developments
  • Make connections between  those developments and implications for your customers

Entertaining content need not be silly, but it should be memorable, says Schaefer. He suggests using photos, video and humor to entice people to read and remember your content. Entertaining content is also more likely to be shared.

Among other memorable takeaways, Schaefer urged AMA attendees to stop thinking of customers and potential customers in terms of B2B or B2C, but rather in terms of P2P – people to people, and to recognize the potential to connect not only with a primary audience, but also the “audiences of that audience.”

Read more from Mark Schaefer at his company website, Schaefer Marketing Solutions.

Nice example of sales from Social Media

Tuesday, September 7th, 2010

Our company’s shared account on Facebook is pretty funny. We’ve all “liked” disparate things pertaining to our interests. I’ve like a lot of luxury brands, another person dance troupes, one person follows Christian organizations, and other extreme sports. So each time we log in, there may be something new and different in the feed. Bergdorf Goodman is an active poster to it’s Facebook account. And their followers seem to be rather active as well. This example below shows a nice way to tie in sales with the connection of social media, bringing the virtual salesperson to the interactive realm of connections. Maybe BG will see this blog post and let us know if the woman bought the shoes.

One thing we’ve been doing more of is creating CONTENT CALENDARS for our clients. We combine the most popular keywords with event and seasonal calendars. These are then used by clients to create compelling, timely content on sites, in social media, in PR and articles. The combination of SEO with top keywords, and social with engaging content creates a powerful marketing tool.