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Do you need to get out a message? Do you need a marketing plan? or Competitive Strategy? What is your sales funnel like? Simple and effective work to get your product noticed, increase the content on your site, or anything else you need to get up to speed with today's web marketing... I am at: ami.vider@gmail.com

Fourth Step: Solution Diagram, Content Plan, or Project Description

April 6, 2014
Ableton, an electronic music software company, chose to present cubes with articles similar to picture blogs. A nice design that may be useful with quirky, funky, electronic music world

Ableton, an electronic music software company, chose to present cubes with articles similar to picture blogs. A nice design that may be useful with quirky, funky, electronic music world

At this point in time, you are ready to describe, develop a plan, or diagram the actual content to be written. Describing in more detail usually looks like a business or project plan. Graphic diagrams are also useful. Diagramming the process of writing, editing, publishing, promoting, and improving the content is also useful. Diagramming with names for each step, step length (how long does it take), which step is necessary to complete before another is started, etc. Diagrams seem to make people not only think clearly, but also simplify the process of explaining. Usually you can come up with a linear “flow” to some steps. Ideas and plans presented in graphics are also much easier to discuss and improve. Going one step further, a series of graphics, even in a short video clip, is probably the most useful format in today’s YouTube centric world. Read more…

Third Step: Map or Apply Marketing Methods to Your Needs

March 20, 2014
A formal business plan can help you get started with applying traditional marketing to web content

A formal business plan can help you get started with applying traditional marketing to web content

Now with some understanding of how to present your material, and what role you are going to take: editor, writer, promoter, site manager and acquisition specialist; take the work from the marketing step and apply it to the web formats work. An example is taking a message or positioning statement and creating articles as the core content. You can start with a list of topics or titles and sketch briefly each article. You can collect a few images (or videos) if you have products or services with something to show. A brief description of what will be developed by an outside service is also a good way to start.

Read more…

Second Step: Understand and Use Web Formats, Standards, Practices…

March 16, 2014
Use Google, Amazon or other sources to find popular and new books

Use Google, Amazon or other sources to find popular and new books

This is the second step in the methodology of creating and managing content marketing operations. This step assumes some domain expertise. If you read the last post, than you have some idea on how to approach marketing content. You may choose to use one or more marketing concepts such as positioning or sales channel support. In that case, you have a strategy and an approach to create your content. A positioning approach will have elements such as product comparison, elements of branding, features and benefits points, product use examples, or a number of other techniques. This background preparation will help you put a plan on paper. You could also define all the specifics of style, tone, content, topics of discussion, and other key elements. Eventually I will put together lists and worksheets with examples on how to organize your thoughts and communicate them to others. There is also value to this background work if you are going to be just one content creator and work solo. Read more…

Learning Marketing, Branding, P/R, Product Management, or Sales

March 11, 2014
You don't need to attend a prestigious university to learn basic business skills

You don’t need to attend a prestigious university to learn basic business skills: MIT main building, impressive in person too!

If you are a skilled marketer, P/R wiz, sales funnel expert, or have expertise in your field, skip this article (section). Essentially we will start with a project with a definition, in this case a marketing project. In marketing, there are a few terms and a few techniques which will define the work. We are going to look at marketing and product management as an example. If you are a domain expert in a different area, you may want to skim the marketing description simply to get an idea about the example in later sections. We will try to keep each section independent so the information will be useful even one section at a time.

In traditional corporate (product) marketing, the role of marketing is to take a product from the production side (sometimes engineering, creative, product design, etc.) to the sales and market realm. In simple terms, it is translating product specific description (features and benefits) into customer or market specific language. Essentially telling an average buyer what the product does. Further, it is also “selling” the benefits of the product: better, cheaper, faster, bigger, sexier, nicer… etc… Essentially, getting interest in the product. Sometimes, marketing is the creator of advertising, direct sales campaigns (i.e. junk mail), catalogs or sales promotion flyers, sales collateral, trade show displays, etc. Marketing in most organizations is responsible for the “stuff” the is needed to sell a product. Sales is responsible for the “activities” of selling the product: meeting customers, training sales people (i.e. indirect sales people in stores or “channels”), and tracking sales results. Marketing also helps and is sometimes responsible for setting prices, keeping an eye on competitors, tracking market behavior, and other strategic tasks. Marketing in many organizations is considered strategic while sales is considered tactical.   Read more…

Method for Designing, Creating, and Promoting Marketing Content

February 18, 2014
Instructions for content marketing as you would use to was dirty socks!

Instructions for content marketing as you would use to was dirty socks!

Caution! This is a long post… it is a basis to a system (methodology) in creating useful content for marketing, branding and sales sites. ENJOY!

In the beginning: Its been six years in the making. After the first year of writing content for blogs and web sites, I started looking for a method to use. A year later (five years ago) I started looking for a method to sell or use as a framework with customers. I needed first to explain content marketing. Why does a marketing manager need content on the web? What will this content look like? Without simply saying “buy this product, it’s the best!” (fastest, cheapest, easiest to use, more productive, etc.) Then make the full differentiation between marketing and straight sales content (i.e. landing pages). Then came the effort to explain the use of blogs and blogging as a steady stream of content for marketing. Eventually, I gave up. I could not find one source that will fit exactly what I was needed. I tried two approaches, both helped but were not enough. The first approach was to use and teach customers traditional marketing methods. Essentially what you would learn in business school or from recent books. The second approach was to use internet publication methods. More specifically blogging and promotion methods. Then I tried to combine the two. Eventually, I created a “work-flow”: a way of breaking down the work into a linear process. This is what I describe here. Read more…

How Much Content Do You Need?

February 11, 2014
Content marketing is being sold as "updated" Guerrilla Marketing, but hold on a minute...

Content marketing is being sold as “updated” Guerrilla Marketing, but hold on a minute…

The question of how much work you should do in each area of your site is a common one. Even if you are experienced in a certain field, a new site (or blog) can be a totally different experience. If you are a marketer, you want people to buy, or at least be interested, from the first blog post, first web page, first tweet, first Facebook “like“. From the writer, editor, marketer, technologist, essentially “site owner”, every word should be understood, in context, and truly something that will make an impression. That is clearly not the case. The internet is too broad of a platform which serves many people. It is hard to make every page exactly in the context for everyone. That means writing, drawing, and recording more material that you need. Maybe not more than you “need”, but at least more than just a few pages or posts. There are different reasons to why people read and respond, So:

  • How much content do you need?
  • What minimal amount of work do you need to see results?
  • When and where do you need to promote (or advertise)?
  • How much work will you need to maintain people’s interest? Read more…

What Is Missing With Comments: The Face & Voice Element

February 9, 2014

2013/05 Seth Godin | Backwards from CreativeMornings on Vimeo.

In the last post, we were introduced to the innovation of two way communication. Since two way communication became popular in the 1990s and early 2000s, writers noticed a missing element. Communication purely in text was fine at first, BUT, what happen when you really want to express emotions? Not just hold the shift key and run your finger across the number keys: @#$%^&*!!! There are dozen of ways to say: damn, sh*t, crap, bull, and any other vulgar and half vulgar ways to express emotions. Plus there are a dozen other emotions which simply take too many words to express where a single facial gesture can give an immediate response. Together with the use of video and recorded audio (remember podcasts?) internet communication is simply outstripping the simple two way text format. So what do a good blogger and content creator to do? Go with the flow…  add videos, audio, and even other type of “formats”, which include links to Twitter, Facebook, Linked-In, and even Skype actions. At first, when social media sites like Twitter became popular, especially with the connection of smart phones, there were predictions of the death of blogs. But the story is more complicated than just a flight from text blogs to rich media and more mobile connected sites. Read more…

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