A Message to CMO's: Why Your Content Isn't Working and What To Do About It

Content marketing is the hot new trend in the marketing world right now, but finding the balance between SEO, branding and engaging content is still a challenge for organizations both large and small.  As a graduate student at Northwestern’s Medill program of Integrated Marketing, as well as an experienced video content producer, I have found that primarily SEO expectations and branding standards have limited the efficacy of content marketing by disenfranchising consumers with low-quality content that fails to meet the simple standard of providing an audience with something they would enjoy.

In his post, “Your Content is Kidding No One,” Mitch Joel argues that content which needs advertising dollars to be viewed is not content, but rather advertising.  He raises an interesting point of distinction: what are the different goals of advertising and content?  What is the goal of content marketing?  How does content differ from advertising?  Has the transformed landscape of media production and distribution blurred the line between the two or is there still a clear distinction?  I would argue this point: Storytelling must be an act of generosity, something that is engaging to an audience and somehow makes our lives better; and therefore, we want to watch it.  It must somehow convey the spirit and intention of a brand, but it cannot simply be pushing a product.  Our modern audience is sophisticated and intelligent enough to see through in-authentic content; and that is the difference between advertising and content.  Content must be authentic and give something to your audience.  In that gift you can share your message (your brand message), and then you earn trust, and that is the power of content marketing.   

                                      -Courtesy of Orange County SEO

In his article“3Fatal Content-Marketing Mistakes You Need to Avoid,” Pratik raises three points: Not creating Unusual Content, Thinking content marketing is the new link building, and Gaming search by producing low-quality content.    His second two points refer to SEO manipulation and his first refers to content creation.  But he concludes that, “Low-quality content that doesn’t add any value to the reader’s life tells your audience you don't care about their needs.”  That really hits at the heart of the matter.  Content marketing can be powerful, but only when it adds value to our consumer’s lives and earns their trust.

From my studies in the Northwestern Medill IMC Master's program, as well as my working experience and the insights provided by these two authors, I have developed three action items for you to consider.  First, Earn Trust.  Know your target market, what will your audience actually consider valuable content.  Give them something meaningful and you will increase your credibility.  Second, Demand Quality.  No amount of SEO or social promotion will compensate for a lack of valuable content.  Third, Don’t Over-Brand.  Consumers are media savvy, they will know who is giving them valuable content.  Over-branding comes across as inauthentic.   Content is not the place to make a sales pitch.  Content should be a gift.

David Langford Schroeder:  I am currently a graduate student at Northwestern’s Medill Integrated Marketing program, as well as a working professional as a Video Content Producer at Samaritan’s Purse, an International Disaster Relief Organization.  My work has taken me through Central America, Africa, Eastern Europe and Asia.  I also holds an MFA at NYU and currently reside in North Carolina with my beautiful wife.

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Social Media in Your Small Business Whether B2B or B2C

I love your title but get rid of everything after the word Business.  You make an impact with the first 1/2 and the B2B and other stuff just ruins it.

Next, check the font on this article.  It appears to be really small.  Make it bigger so it is easier to read.  Check it in the preview.  My response is in Ariel at the Normal level.  See how much bigger it is.  See if it is easier to read.

To start, you really need to do two things.  First, connect with the reader.  Second, establish your expertise.  I would recommend an introductory paragraph of 2 and only 2 sentences to accomplish these objectives.  The first sentence should be something like "As a small business manager, you hear a great deal of talk about how to use social media to reach your customers and prospects.    Next, establish your expertise by saying something like "As a graduate student in the Northwestern Medill IMC marketing program, I have found two articles on social media and small businesses.

Then, go to the first article.  I don;t really see an article here but in the second paragraph, you should just discuss the article.  Cite the article and the authors and put in active links to them.  Be sure the active links open to a new window.

On a day to day basis, I talk with Marketing executives at small businesses regarding how to market their products to both businesses (B2B) and consumers (B2C). Frequently, these discussions include social media; specifically, how to use social media to leverage their profile within a specific space or within a targeted market. In most cases small businesses are not only concerned about leveraging the brand's profile, but are also interested in how to use social in a way that will create a ROI so that their efforts are measurable and have literal value. 

After the first article [paragraph 2] you need a GREAT graphic.  It must be relevant.  Put it between the two articles to draw their eye to the articles.

NOW, paragraph 3 should be a second article.  Again, summarize it for the reader and have the article title and the authors as active links. 

First thing is first, what to communicate to your audience through social? Mashables, Todd Wasserman, encourages small business marketing executives to as yourself: Do you follow a brand? Why? The answer to this question typically falls within one of these three reasons:

· Passion: Connecting with one of your passions and/or interests.

· Personality: Entertaining you with their engaging personality.

· Transparency: Providing interesting and/or important information to you.

After the second article is summarized, paragraph 4 is the most critical one for your blog article.  You should start is with something like "From my analysis of these articles and my social marketing studies at Northwestern, there are three action items all small business owners should do now.  They are:

Then. give me 3 bullet items.  They must be a short 2-3 word action item [in bold] followed by a dash and a single sentence explanation [not bold].  Something like Focus on Passions - then explain    Personality is Important - then an explanation.   If the above bullet points are the ones you want to use, don't cite others but tell them they are your recommendations.

NOW, you need to summarize the blog.  Two sentences max.  Encourage the small business owner to do your three recommended action items and do them now.  Tell them the benefits of doing it.

AFTER the three bullet points, there should be NO OTHER citations or articles.  Just make three great recommendations and then a short summary paragraph.  Everything after the bullet points should either be erased or incorporated elsewhere.

As a small business, these are things you should be thinking about when sharing content to your followers/targeted market. Caitlin Francke, SVP, and Director of Social Strategy at Publicis Kaplan Thaler states that, "These approaches are interchangeable, and a brand can not only switch back and forth between them, but also use two or three at the same time." You can read Wasserman's full article article here: http://mashable.com/2013/02/22/social-media-marketing-strategy/.

It should also be noted that social media is more than just posting pictures and hashtags. Bryan Srabian, from the San Francisco Giants' director of social media, explains that it is important to listen to fans/followers, participate in conversations, and give them a voice to be heard.
NOW you need a italicized paragraph of you and your background.  give them your name and the fact you are a graduate student at Northwestern.  Tell them the career / industry you are seeking and end with your Twitter @ tag.  

Make these changes and then publish and begin testing it.