Brainflash: Customers Don’t Want to Buy Your Content Marketing! They want to buy products/services that solve their problems or make them feel good enough to forget their problems for a while. Content Marketing is freaking awesome! At it’s best it is providing content (writing, photos, video, infographics, tips, quotes etc) that deliver REAL VALUE to your customers. At it’s worst it fills the socialsphere with blathering talking heads. Content Marketing Strategy is a fantastic way to frame your thought process towards delivering something of value to your customers. It is not the end result but a delivery vehicle. It is a tool not the objective. There are not that many people outside of Social Media Marketing folk who wake up each morning and say “I really need some good content marketing today! I’m going to go out and consume the heck out of some right now!” An amazing person who consistently delivers engaging content that doesn’t feel like marketing but actually delivers value is Sarah Evans of Sevens Strategy she defines Great content as: Something that makes you SHARE, CARE or SWEAR! If you ask your customers what they want to buy, read, talk about or share most it Continue reading Content Schmontent – We Don’t Want Your Stinkin’ Content Marketing
Today and tomorrow I will be attending the Social Fresh West Conference at the Double Tree Hilton in San Diego. If the social mixer last night is any indication of the quality people attending and speaking then this looks to be one of the best conferences I have had the privilege to attend. There are so many amazing speakers and attendees going. If you want to keep up with the action follow #socialfresh on twitter and live the Social Fresh West life vicariously. Or check out the Livefyre Mediawall! The point of the conference is empower brands to go beyond just posting photos on Facebook or announcing that they are open on Twitter. Truly engaged, community focused Social Media is powerful and compelling. It can lead to short term, immediate results but it is a long term brand building, fan engaging way of doing business. It does not replace your overall marketing strategy and plan, it is just a major part of it from now on. So freaking excited to be attending this event!
This weekend August 22-23rd, 2013 here in sunny San Diego is the preeminent Social Media Marketing conference for Social Media and Community Manager professionals. Its called Social Fresh West It promises to be a jam packed two days of intense Social Media, Marketing and Branding power. The speaker list is so stacked towards excellence as to be hard to believe. Including luminaries such as: Brian Solis from Altimeter Christi McNeil from Southwest Airlines Adrian Parker from Intuit Sarah Evans from Svens Strategy Dan Zarella from Hubspot Jason Miller from LinkedIn and so MANY more!
There are a multitude of ways to think about marketing and the relationship between your brand and your customer. Most often we hear the tried and true platitudes about the customer that go like this: The Customers is always right The Customer is king! Always give the Customer what they want And you know what? Most of the time they are right. Giving the customer exactly what they want is often one of the best ways to get rich (or die tryin’). However in many markets where what you are giving your customers is NOT the lowest common denominator commodity product or service this is often one of the worst possible strategies you can employ to build real, lasting brand engagement. For those of us in specialty, rare, artisan or just plain hard to do industries where what we are doing is the opposite of bottom line commodity we have found that a wholly different approach works best. For the last 10 years I have operated on this principal: Never give customers what they want. Only Give them what you do Best. If you do that (assuming that what you do best is truly the best AND solves a customer Continue reading Give ’em What You Do Best