The Digital Race

This online content thing is not as hard as everyone thinks. Don't get me wrong...it can, at times, be tough. Tough to get traffic. But I recently learned a universal law from my last post: the more you give, the more you get. In that last column, "8 Things I Learned from Analyzing My Tweets", I learned this incredibly valuable lesson. By simply relaying to the audience what I learned from a basic Twitter analysis (which provided tactical value and actionable content), I was rewarded with over 900 shares. More plainly put, I took the modest information from my head and shared it with an audience hungry for tips and tricks.
By - Posted Nov 25, 2014
I recently took a look at my Twitter analytics to understand what's working and what's not. I don't do this as much as I should.It turned out to be an extremely helpful exercise, and I learned a few things. Now I am sharing what I learned with you in the eight findings below.
By - Posted Oct 23, 2014
The word "tribe" has become all the rage in marketing circles. Let's first start with the technical definition according to Google Dictionary: A social division in a traditional society consisting of families or communities linked by social, economic, religious, or blood ties, with a common culture and dialect, typically having a recognized leader.
By - October 2014 Issue, Posted Oct 14, 2014
There is large chasm between the people we know, like, and trust in this world versus everyone else. This is the same with brands. Let's look at a couple examples to expound upon these important human emotions, ones that drive not only our affection for each other, but for the people and brands we follow. Take our families for instance. Our families are people we trust. If I wander out into traffic, my brother will jump in front of the car to save me. I trust that. We know them, and their darkest secrets. Their hopes and dreams. And in most cases, we like them. We enjoy their humor, their hugs, and their smiles. Brands fight for this same sort of neurological real estate.
By - Posted Sep 25, 2014
When that content is finished, and ready for the world to see, we want to put our best foot forward. We not only want to present it in a way that we are happy with but we need to present it in a way that ensures the most amount of attention is paid to it. There are many different tools to make sure your content gets its due, but today we will focus on six.
By - Posted Jul 24, 2014
Great content creation does not have to start with being a great writer. Let's take me for instance: I am a husband and father in my mid-30's with little time on my hands for anything outside of family, church, and work. Literally, that's about all I can handle. But you are asking yourself, how did you become such a damn good writer? (Thank you by the way). And how do you make time for it in your tremendously busy schedule? Well friends, here is my secret: I study copywriting.
By - Posted Jun 26, 2014
When I became an adult and started working in a field I was truly passionate about (male modeling, of course -- just kidding), marketing, I realized there was one thing all professionals agreed on. To be taken seriously in this (or any) game, you must be constantly honing your craft. Sharpening your saw. In other words, constant education is a must.
By - Posted May 27, 2014
Commerce is a race. Hopefully, a race to the top, but for some, it's a race to the bottom. Seth Godin has written about the race to the bottom multiple times. He states that "the problem with the race to the bottom is sometimes you might win." And he doesn't mean that as a good thing. "Someone," he says, "will always find a way to be cheaper or more brutal than you to win. You might make a few more bucks for now, but not for long and not with pride." Profound words from a smart marketer.
By - May 2014 Issue, Posted May 20, 2014
Social media is one of those areas in business which is as close to a continuing education program as you can get. With the social giants changing their bells and whistles on what seems like a weekly basis, you have to stay tuned in. Like anything else, to perfect your craft, you must study, practice, and observe what the best do.
By - Posted Apr 24, 2014
I dedicate this column to Reese Bobby and his everlasting wisdom. I am, of course, not a semi-professional race car driver (sorry for the disappointment, but the tattoo thing is true), but I am a semi-professional social media expert. So, I am here today to give the neophytes a little lesson in how and where to share your content on social media. In this month's edition we will be covering two social media platforms with four more to follow next month.
By - Posted Mar 27, 2014
Trouble: That's what most businesses are in these days because of declining sales and eroding brands. Twenty-first century challenges have left marketing departments wondering what the fix is or where their solution lies. Providing value is nothing new. However, today's economic conditions and the rapid rise of a more finicky consumer has the buzzword of the day, content, in the mainstream marketing conversation.
By - Posted Feb 27, 2014
Find the resources and the tools that inspire you. One might think this is weird but Google Analytics inspires me. It challenges me to think about ways to solve the daily riddles of business. For example, "what page on my website creates the highest conversions, yet sees less than 5% of the traffic." I suddenly feel like Edward Nigma from Batman. Questions such as those keep me up nights.
By - Posted Jan 30, 2014
You may have heard a rumor that Facebook is dying. Millennials are supposedly ditching the platform. Because grandparents are flocking to the service others are leaving in droves. Don't believe the hype. To misquote Mark Twain, the rumors of Facebook's demise have been greatly exaggerated. Your goal, like many content creators is clicks, right? Attention, time, trust, affinity. Right? Look no further than Facebook. But (caveat coming) bring your wallet.
By - Posted Dec 26, 2013
Email marketing is on everyone's mind these days. But when it comes to open rates, it isn't so much of a content discussion as it is a context discussion. From corporate marketers to internet gurus, the term "email marketing" appears in articles and podcasts about as often as the term "content marketing."
By - Posted Nov 26, 2013
Supply and demand is a theory explaining the interaction between the supply of a resource and the demand for that resource, and it applies here. The law describes the interaction between and effect of the availability of a particular product and the desire for that product. Plainly put, when opportunity hits (and it so rarely does), the business owner, marketer or quarterback must be there to meet it with a content piece or an accurate pass to capitalize on it. If not, it is an opportunity lost.
By - Posted Oct 24, 2013
Content marketing, analytics, creative strategy. Complicated, right? The process maybe, but the end goal needs to be simple. Start with the end in mind. What is your goal? What is the desired outcome? Start there and work backwards.
By - Posted Sep 26, 2013
A few years ago, I read a good book called It's Not the Big That Eat the Small...It's the Fast That Eat the Slow: How to Use Speed as a Competitive Tool by Jason Jennings. He and his co-authors give us 26 strategies and tactics for how companies big and small use speed as a winning tactic. If you examine these business strategies, they no doubt hold merit. But in this day of incredibly high consumer expectations, I argue it's not the fast eating the slow, it's the slow that eat the fast.
By - Posted Aug 27, 2013