Why Goodreads Is Becoming the Social Network for Readers

Goodreads social network blog post

Goodreads is quietly becoming my favorite social network for discovering new things to read. It’s a simple, low-key meeting place for readers, reviewers, and non-influencers who are likely to get excited when they find a used bookstore while on vacation.

Influencer culture has changed the essential nature of social media channels. For every new platform, there is an emerging influencer culture. That’s not necessarily a bad thing, but it does tend to create a lot of noise. To be influencers, people have to make noise, so it makes sense. Continue reading

How to Plan a Consistent Visual Content Strategy | Video Tutorial

A consistent visual content strategy will help your target audience to have a consistent brand experience along their personal user journey on any channel or device. Planning your visual content strategy must go beyond the initial creation of content. You must consider how your content will be managed, governed, analyzed, and maintained as the technology can channels continue to evolve.

In this video from Content Marketing World 2018, I talk about how brand teams can plan a more effective and scalable content strategy that includes a strong visual content strategy.

 

Too often, brands start developing creative designs and channels without really planning how users will actually discover and interact with content resources on multiple channels, including social media. Continue reading

3 Types of Behavior Change for Marketers

Types of Behavior Change in Content MarketingThree Type of Behavior Change: Part of the Content Strategy Basics series. 

Behavior change is usually an important component of content marketing strategy. There are many types of behavior change, but you can distill these down to three that matter to brand marketers.

Behavior Change #1: Try my product.
You’re not using my product, so I will give you reasons to try it.
A user may be unaware of your product or may not see it as an option. In traditional funnel terms, this is qualified lead.

The desired change is for them to try the product. This is usually bundled with awareness and/or disruption marketing that is designed to trigger an action. The action may be as simple as visiting a website or initializing a search on Google or Bing, but it is an early stage action that may benefit from activities in public relations, advertising, social media, and other related tactics. Continue reading

HIGHLIGHTED: Everybody Writes by Ann Handley

Photo of Ann Handley

Author Ann Handley

Writing is easy. Writing well is hard. (But with some practice, you can do it.)

If you’re a content marketer, you probably spend a lot of time at the keyboard. You may not think of your emails, tweets, and creative briefs as “writing with a capital W,” but it is writing nonetheless. You may as well be good at it.

Ann Handley is very good at writing. So good, in fact, that she can help you become a better writer. Ann’s bestselling book “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content” is an excellent tutorial for novice and experienced writers.

I read “Everybody Writes” a few years ago when I interviewed Ann at Content Marketing World. I decided that my own writing needed a bit of improvement, so I descended on Ann’s book with my trusty highlighter. Ann’s book on writing is the book that professional writers read for inspiration and instruction. Continue reading

KPIs & User Journey Metrics for Marketers: Part 3

In the first post of this series on content analytics, I talked about the old way of measuring your marketing content with key performance indicators (KPIs) and why you can’t rely on old measurement models for new media channels. In the second post, I offered an analytics framework for measuring content KPIs along a user-journey continuum.

This leads me to the third post in this three-part series on measurement. In this post, I’m focusing on how you can measure the actions on the page to determine how users are interacting with your content. Or not.

Of course, there’s a rather basic problem here. You want to measure the performance of your content and tools, but most reports are just measuring the page itself. We want to measure the components. Continue reading

KPIs & User Journey Metrics for Marketers: Part 2

One of the more confusing aspects of content strategy is the marketing analytics strategy. There are a lot of ways to measure the performance of your website, but when it comes to content analytics, I offer the following solution. But before we start, you may want to check out Part 1 of this three-part series.

First, consider the fact that website analytics and content analytics may not be the same thing. For example, websites like Amazon are measuring the shopping cart experience and sites like Google are measuring the speed to deliver search engine results. Both of these are valuable metrics for the performance of their sites and may not have as much to do with content as it has to do with the back-end performance and engineering of the website. Continue reading

JAWing With JK: Part 2 of a Blog Series on Visual Storytelling

Joe Kalinowski JAWS headerPart 2 of 2: Check out Part 1 “Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons” on the Content Marketing Institute website

Movie Poster Creates JAWS-Dropping Visual Storytelling Lessons

CMI’s Jos Kalinowski on the History of the Jaws Movie Poster
Questions by Buddy Scalera. Answers by Joe Kalinowski,Creative Director at Content Marketing Institute

BUDDY:  The iconic JAWS movie poster was not the first version, right? What were some of the other versions?

JOE K: The original hard cover was black and white painted by artist Paul Bacon for Bantam Books. It was a more simplistic version of the iconic image featuring a white translucent shark veering up towards a swimmer painted in the same style. The shark had no eyes or teeth, just the recognizable shape of the shark’s head and mouth. When Bantam released the book in paperback, they revisited Bacon’s image. They hired artist Roger Kastel to use Bacon’s hardcover image as a starting point, but they were suggesting Kastel to make the image a bit more realistic and of course menacing. Kastel did such an impressive job that Universal Studios chose to use that image for the iconic movie poster. Continue reading

A Tale of Two Decks (Slideshare Experiment)

Tale of Two Decks Image

 

This is an experiment on Slideshare. This is…A Tale of Two Decks.

Let’s start at the beginning. Recently, I shared the stage with Michelle Killebrew at the Intelligent Content Conference 2015 in San Francisco. If you didn’t attend the event, you missed our somewhat unorthodox presentation where we told “a story about storytelling.”

Note: All videos from the ICC conference are available online. Watch the video of our Long and Short presentation. This is my Intelligent Content Conference 2015 Recap blog post.

Usually the best way to understand a presentation is, well, to see it presented. Realistically, there are only so many conferences any one person can attend, so a lot of us check out Slideshare for interesting and useful presentations.

We planned to simply upload the deck, but that would lose some meaning, since we can’t be there to offer the voice overs and other descriptions. I’ve uploaded other decks in the past, most of them about healthcare marketing and visual storytelling. The decks are clear during the presentation, but would be a bit vague if you didn’t see it presented in person.

This time we decided to try something different. We maintained one master deck, which we called the Original Version. Other than a few minor edits, the deck was a record of how we presented at ICC. The second was a version with comments and call outs, which we called the Annotated Version. This version included slides that we’d removed for time and added several additional slides to enhance the download experience. More on this later. Continue reading

600,000 Years of Health Storytelling (Video)

Check out my presentation on content strategy for the web. This one includes Grok the Caveman, who was the world’s first healthcare educator.

In this presentation, I discuss how our ancestors used visual storytelling to communicate health messages. Our DNA is encoded to respond to visual stories, which we should be leveraging to share health information.

This particular presentation was delivered to our internal staff at Ogilvy CommonHealth in the Parsippany, NJ office. If you enjoyed this, be sure to check out my blog post “Epic Tales of Marketing Storytelling.” Continue reading

Epic Interview with Content Marketer Joe Pulizzi

Joe Pulizzi at window

Joe Pulizzi, the godfather of content marketing

He’s been called the “godfather of content marketing” and with good reason. Long before we were attending content-themed conferences, Joe Pulizzi was trying to convince his clients that content was the next big thing in marketing. It took a few years, but he’s convinced large and small companies to hire Chief Content Officers (CCO) to manage their content marketing efforts.

In a world where the loudest, brashest voices seem to get the most attention, Joe Pulizzi has be spreading the word in his own polite, friendly Midwestern way. He’s a power player in marketing, who hasn’t moved to one of the coasts to work at a power agency. He embraces the town of Cleveland, and if you’ve been to one of the conferences he hosts, you’ll see that Cleveland embraces him right back.

From his early days in custom publishing all the way to being a publisher, Joe Pulizzi is living his craft. He heads the Content Marketing Institute (CMI), which was named one of the fastest growing companies by Inc. magazine. CMI is an emerging media powerhouse with a voice in every channel. And consistently, that voice sounds a lot like Joe Pulizzi.

His collaborators and partners, including celebrated speaker Robert Rose, are a who’s-who of marketing gurus. His Content Marketing World conference in Cleveland is one of the must-attend shows for anyone in marketing, not just in the vertical of content marketing. It’s a fun, smart event that reflects the collective charm of the entire CMI staff.

As an author, Joe Pulizzi has published three smart, actionable books on the topic of content marketing. Each is fresh and vital, but Epic Content Marketing is the work of a mature, intelligent ambassador for the entire industry. If you haven’t read it yet, order it from Amazon and put it on the top of the stack on your nightstand.

If Johnny Cash was The Man in Black, then Joe Pulizzi will surely be known as The Man in Orange, due to his citrus-inspired wardrobe. If nothing else, he is consistent in his visual branding.

The book is as unique, colorful, and quietly awesome as Joe Pulizzi himself. It further cements his position as one of the most influential thought leaders in marketing. And if you know this business, that’s saying a lot.

Joe shared some thoughts in an email interview about content marketing, publishing, and the future of content marketing. Continue reading