Content online has proliferated.
You've heard all the tips about regular publishing of great content, creating quality images that communicate, and more.
Yet everyone is doing that. Great content is everywhere. So how can you compete?
More importantly, if you have great content, but no one sees it, is it really working for you? What can you do about?
Mark Schaefer is my guest on this episode of Halftime Mike! Mark is a globally-recognized author, speaker, educator, and business consultant who blogs at {grow} – one of the top marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written four best-selling books including The Tao of Twitter (the best-selling book on Twitter in the world) and Return On Influence, which was named one of the top business titles of the year by the American Library Association. His clients include Dell, Adidas, and the US Air Force. He has been a keynote speaker at prestigious events all over the world including SXSW, Marketing Summit Tokyo, and the Institute for International and European Affairs.
Want to learn the next life stage of content marketing and what you can do to succeed? Listen in!
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We create, we create good stuff, but so do so many others. The competition to be seen is tough. The environment is cluttered.
A Heinz Marketing Study referenced by Mark estimates that 60-70% of all content on a business-to-business company website goes unseen! Mark calls it "Information Density". As Information Density increases, it becomes more difficult for businesses to compete and be seen online.
The theme of Mark's latest book, Content Code, is essentially a call-to-action to change the conversation from content creation and getting an audience to ignition. Content creates no economic value unless it moves. In the conversation Mark lays out the 6 strategies to "move" content. They are not linear but they do spell BADASS for a memorable acronym! In essence, he outlines that we need to build a new competency, a competency in moving content. And not just "how to move it" but understanding "why it moves."
This "why" is critical to marketers moving to a next level. As I listened to Mark I was left with a clearer picture of the "why it moves" being the more intangible. Things like inspiration, heart-felt connection, passion, anger, surprise. All of these are elements that are real and surpass the cerebral and dive deeper into the depths of humanity, engaging us at a more core level.
So that's a quick summary of the interview. You don't want to miss this one!
What's your biggest takeaway from these tips and golden nuggets? Share below!
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