Content marketing works because it delivers an honest message in a genuine voice. But to make the technique work over the long term, marketers have to be ready to verify the first half of that formula as well as we practice the second.
Monthly Archive: May 2013
An email promo we received late last week from a vendor named “Ryan B” was a great example of the inflexion point between traditional mass marketing and genuine community building on social platforms.
When my wife was in social work school many years ago, she and her classmates learned the art of the positive reframe: helping a therapy client retell their own story to focus on any strengths or advantages that could help them recover.
Here’s a great antidote for anyone who’s scrambling to find a topic for their next blog: Read your favourite news feed, find a hot topic that you genuinely find interesting, come up with an original twist that gives the story new life, and newsjack it.
I first stumbled across David Meerman Scott’s concept of newsjacking about 18 months ago, and while I haven’t practiced it nearly as often as I’d like to, I love the idea. That’s partly because it takes me back (way-y-y-y back) to my days as a freelance feature writer in Canada’s Parliamentary Press Gallery: if I could come up with two or three unique angles on a story that matched different clients’ content interests or geographic scope, I knew we’d have a good chance of paying the next month’s mortgage.