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 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

KPIs & User Journey Metrics for Marketers: Part 1

In marketing, we can measure so much that in many ways, we aren’t measuring anything. We are drowning in data. And the worse part, it may even be the wrong data.

There are ways to ensure that the data that we analyze is actually useful to the brand. Of course, this all starts with a content strategy. Which, of course, starts with a persona. Which, of course, starts with data and insights about your target user. Of course.

Starting with a data-informed persona, you can determine what actions are important to that user. Remember, if you are marketing your brand to a human, you need to figure out what that human needs from you and your content to complete their own personal user journey. Remember, inside every “persona” is a “person.” 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

Comics for Content Marketers

comics-for-content-marketers1-smOver the past three or so years, I’ve been getting up on stage and talking about visual content marketing and what web designers can learn from comic book artists. You can see one of my decks here: “Seven & a Half Tips to Jump Start Your Visual Content Strategy.”

At the end of my presentations, there are always a few people who talk about how they’d like to check out a few comics, but they don’t know where to get started. Or that they’ve walked into a local comic store, were overwhelmed by the choices, and left without buying anything.

Hence, I’ve compiled a list of a few comics that curious, intelligent adults may want to explore. All of this is based on my personal preferences, so your actual mileage may vary. Oh, and none of these have anything to do with content marketing, except that you probably saw me speak at a marketing conference.

Or maybe it’s brain candy that will help you become more effective at visual 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

Interview with Content Strategy Author Ann Rockley

Ann Rockley and Buddy Scalera photo

Ann Rockley and Buddy Scalera at the Intelligent Content Conference 2013

Despite being a relatively young industry, content strategy and marketing owes a great deal to certain pioneers who helped shape essential concepts. Their names pop up in blog posts, at conferences, and on bookshelves because they are the true thought leaders of this evolving discipline.

Instead of becoming a fond footnote of the content strategy industry, pioneer Ann Rockley has continued to evolve with fresh, relevant insights. Her book “Managing Enterprise Content,” is, quite frankly, required reading for everyone who wants to work in content strategy.

After several years of hearing about Ann Rockley, I was fortunate enough to meet her at the Intelligent Content Conference 2013 in San Francisco. (I spoke at the conference and delivered a scintillating presentation called “Channel Agnostic Content Strategy for Happy Marketers.”) Later, Ann and I exchanged a few emails, and she was kind enough to grant me an email interview.

Fair warning. You will probably have to read this interview once, then read Ann’s book, then read this interview again to get the full impact. Ann’s very smart. I was just trying to keep up. Continue reading