A hurricane of missed opportunities in retail and content strategy.
If I had stock in Home Depot, Lowes, or Sears, I’d be pretty annoyed right now. I’d be looking at the impending storm that’s about to hit the East Coast, and think, “why aren’t these retailers ready for Hurricane Sandy?”
To that, I’d add, “again.”
Yup, this is the second year in a row that retailers are not ready for the consumer demand in times of emergency. Last year, we were hit with an epic, freak storm that knocked out electricity for four days. The folks with generators were just fine, but the rest of us were, well, very cold.
You’d think that people would learn from last year and already have generators, batteries, bottled water, canned goods, gasoline, and other things like that. But they don’t. People are people. They don’t usually do a good job of taking care of themselves and typically wait until the last minute to do their Christmas shopping. People are like that and will always be like that. Continue reading →
Look, I’m going to run through a few things with you, since you already know all of this. You’re a marketing pro, so this is just a quick review of your talking points with your boss.
A good marketer like you knows that you can’t just check boxes and expect to deliver remarkable results. You are already working hard to make sure your strategies and tactics are effective.
Let’s review five reasons your campaign will succeed, so you can discuss it during your next performance review:
1. You have a strong content strategy.
Last quarter you rocked it with a smart strategy, fantastic branding, and a super message. It took some time, but you managed to deliver an equally amazing content strategy. You know (because you read Content Strategy for the Web and The Elements of Content Strategy) that content strategy includes a plan for ongoing content creation, management, and governance. That’s why your website isn’t still in Phase 1/Launch. You’ve had a content strategist focused on all aspects of content, so that the message stays fresh for your target audience. It’s not just the copy on your website either. It’s mobile, social, video, graphics, and everything in between. This, above all, is why you are succeeding where others have failed. You know that content strategy is the foundation of content marketing. Continue reading →
Never use ten words, when you can say it in five. Never use a ten-buck word, when a five-buck word will do.
These are old phrases that I remember from my days working as a journalist. The idea was not to dazzle people with your thesaurus, but to communicate and report your story. Save the flowery language, they used to say, for your novel.
If you’re developing your content strategy for your new brand website, be sure to include a section in the style guide about writing. Let your whole team know that the purpose of your website is to serve the needs of your users. It’s not an opportunity to stretch your legs as a writer and express yourself with brilliant prose. Continue reading →
This may seem like a minor point, but for content creators and content strategists, it is a significant development worth considering. For example, as you develop your content strategy, you’re probably thinking primarily about the website and mobile experience. This means a robust website that scales appropriately for mobile users.
Have you considered the bus? I mean, you know that mobile users are accessing your website on mobile device, and they may be on a bus. But when you think about long-form streaming video, you probably aren’t thinking about an iPad 2 streaming video on a bus. Continue reading →
I’ve been developing content and building websites for a long, long time now. In the beginning, we did almost always from scratch. Occasionally, I used a template, but often it was just sitting at the keyboard grinding out a design and some code.
Initially, I only used WordPress as a blogging platform with the main body as the new content area. It was the standard blog structure where the newest post appeared on top, pushing the older posts down.
But now I’ve started to discover new ways to control WordPress to make it look like a regular website. So instead of posting a standard blog post, I am building a nice homepage with functional interior pages. In most cases, it still looks like a blog platform, which is fine by me. In most of these newer sites, I’m looking for a homegrown feel that highlights the content, not the snazzy design. Continue reading →
About a year or so ago, I started to experiment with a Facebook Fan Page. It was an based in a desire to “meet” the people who were buying my books.
It was a little slow getting started, since it took some time for me to really understand how Fan Pages actually worked. As an author of very niche books, I am really excited about the passion and energy that people bring to the Fan Page.
By this point, I would have expected that the pay model for content would have changed, but for the most part, it has not. The web remains mostly free and will probably remain that way for quite some time.
There has been, however, an interesting shift in the tablet world. First the Kindle and then the iPad have nudged people along to pay for content. It’s not a mass movement, but it is a step in the direction where content creators can eventually charge something for their content. As such, content strategy will need to evolve to reflect this slow evolution back toward paid content.
Back when I got my first Kindle, there was a small, but growing library of ebooks. Many were free, some were as inexpensive as 99 cents, and others were around $9.99. It wasn’t a bad price for content, especially for those 99 cent books. Downloading and payment was easy, so the barrier to purchasing new content was low. Continue reading →
I won’t go into the whole thing (buy the book), but the Rule of 10 is all about practice. Specifically, if you are a writer, you need to create 10 stories before you even dare to pitch your stuff to an editor. By writing these 10 stories, you will write through your clichés and stiff storytelling. You will write through your amateurish experimentation, which nobody should have to pay for. Continue reading →
Nook Color ebook ereader now supports Android Apps
As the print industry continues on an inexorable path to extinction, an analysis by the Wall Street Journal reinforces what many of us already knew. Specifically, ebooks are just less expensive to publish.
The Internet has has led to fewer people buying and reading books. That much we know.
Yet it took the combined impact of the Amazon Kindle, the Nook, and the iPad to make ebooks truly viable. These are devices that offer the features ebook readers want at the right price. Continue reading →
Few things in the modern world are as ubiquitous as email. In a few short years, the medium of email went from being a small part of the online experience to a centerpiece of our professional and personal lives. And yet, oddly enough, many marketers are unsure of how to properly utilize email as part of their branding campaign.
Here are three tips for getting the most out of your email marketing efforts. (Why only three? Well, for starters, email marketing is a massive topic that is far too important to tackle in just one blog post. So let’s just start with three and see how that goes.)
1. Understand How Images Load
These days, many of your target customers have the ability to receive HTML email, which means that you can include snazzy images. But many email programs do not show images when the email is opened. That means your splashy email may not display as intended until the user clicks “load images.” Be sure to design your emails, so that key messages display on the preview mode.