| |||||||||||||||||||||||||||||||||
miercuri, 4 februarie 2015
Sweet Tea: "H1Z1 - New Start !" and more videos
You Don't Need to Be a Brand Publisher to Win at Content Marketing - Moz Blog
You Don't Need to Be a Brand Publisher to Win at Content Marketing - Moz Blog |
| You Don't Need to Be a Brand Publisher to Win at Content Marketing Posted on: Wednesday 04 February 2015 — 01:16 Posted by ronell smith "Man, I'm sorry. You guys weren't ready to adopt the brands as publisher mindset. I suspected you'd never be ready to do it successfully. I knew it; I could sense you knew it. I wish I'd spoken up when I saw the intra-departmental debates waging. That's on me. My bad." Those were my words to the executive of a midsize lifestyle brand I worked with in 2014. It took me months to get up the nerve to reach out and make it right, even though I'd done nothing wrong. He seemed to understand. But he did have a question that stopped me in tracks and continues to haunt me. "If we couldn't get it right, with all of our resources, what does it say about the feasibility of becoming a brand publisher?" he inquired. "Does that make content marketing [in and of itself] a bad idea?" A fair question, to be sure, and one I did not have a sufficient answer for. But in looking back, I realized this exec, like so many others before him, made the mistake of thinking he could do quickly what he had not yet learned to do well. Content marketing wasn't the missile that sank his boat. The decision to do content marketing at warp speed and with little direction was his brands' albatross. Four things doomed his efforts from the start, and each was self-induced:
Any one of these could have led to failure. Facing them all at once is akin to content marketing suicide. I see these same four elements dooming content marketers so frequently that I've resorted to naming them the four horsemen of content marketing failure. For the purposes of this post, I want to illuminate how attempting to be a brand publisher is a lofty, needless goal for all but a handful of brands. Then I will highlight how to make steps 2, 3, and 4 work for your brand, not against it. Before I begin, however, I want to make one thing abundantly clear: The ideas shared in this post have been formed through working with hundreds of brands over more than a decade, either as a writer, business strategist, content strategist, product marketing consultant or in a PR/media relations capacity. I'm under no illusion that each (or any of them) will apply to everyone, but experience has shown me that these elements play an invaluable role in the success (or failure) of most brands embarking on the content marketing journey. Where content marketing went off course The web is rife with examples of marketers sharing the "wisdom" of brands becoming publishers, and no less common are the examples of brands who've done just that, adding content publisher to the laundry list of services they already provide. Here's the problem with that logic: You're not a publisher, and attempting to become one is fraught with risks that more often than not lead to failure. The logic of brands as publishersBrand publishing refers to brands attempting to behave as media companies, specifically with regard to content breadth and frequency. Also, and most important, it requires a mindset wholly different from that of a typical content marketer: These brands view publishing as part of their business model. That's where the confusion comes in. A lot of very knowledgeable people say any brand that publishes blog posts or adds updates on social media is a brand publisher. But that's akin to saying anyone who runs is a marathoner. It's about scale. While content marketing's goal is to attract and retain customers through the creation and distribution of content, being a brand publisher means you have layers of staff, strategic insight, vision, resources to build platforms for sharing new content and, most important, the ability to produce content at a rate that rivals, well, publishers. If content marketing is a single-family dwelling, brand publishing is a city of one-million-plus. It's not that being a brand publisher is a bad idea all by itself. It's that too many companies, who are barely ready to do content well, now think being a publisher is a sound idea. As brands continue to bite off more than they can chew, the realities are tough to stomach, and have led to some interesting conclusions:
After months spent developing content strategies for clients looking for content marketing help, I decided that, in good conscience, I would never again that brands become publishers. Instead, I adopted a strategy that's as far away from one-size-fits-all as possible. Good for business doesn't mean good for your businessFirst, I refrained from using the term brand publisher. Next, I became a vocal proponent of the good-for-business-doesn't-mean-good-for-your-business philosophy, which meant that in meetings with managers, directors and C-Suite execs, I had the courage of my convictions in sharing that while content marketing is a sound practice, becoming a full-fledged publisher is something that requires a minimum of three things to be successful:
If your company is ready to shoulder such a commitment, then by all means dive right in. If not, there's a better way to do content marketing, one that is no less effective but does not require you to mortgage your future in the process. A better way: content marketing for your brandInstead of attempting to become a publisher, or even a content marketer, focus your efforts on becoming a brand that consistently creates content that puts the needs of prospects and customers first, while simultaneously providing meaningful solutions to their problems. I've been a very vocal haranguer of content marketing, though not because of its inefficacy. I'm simply not a proponent of brands thinking of themselves as anything other than what they are in the minds of their prospects and clients. Hopefully, at the core of your business is a product or service customers clamor for, not a content engine. That's why becoming a customer-first brand that has meaningful content as part of its DNA is the safest, surest, easiest-to-adopt model for brands with the desire to do content marketing right but who aren't willing to re-org the business to get it underway. In this way, you keep the main thing the main thing. That main thing in this case is serving your core audience. At this point, I'm hoping you see the light, realizing that becoming a brand publisher isn't necessary for your company to be successful at content marketing. If you're ready to chart a solid, more reliable path to success, it begins with turning away the four horsemen of content marketing failure. We've banished the first horsemen. Let's do the same with the other three. Choose the right goals for your businessWhenever I sit down with a prospect to discuss their business, I open up my notebook and write down the following three phrases, including a checkbox next to each, on a sheet of paper:
Then I ask "What are your goals for the business?" all the while knowing full well the answer will be one of the three things I've written down. The followup question, too, is canned: "What are you doing to get there?" That answer, too, is typically never a surprise: "That's what you're here for, right?" Wrong! After I've apprised them that the shortest path to failure is not having a clear view of their goals, I have their attention and they are ready to begin the goal-setting process. Here's the catch: Only you and your team can decide what those goals are/should be. It's important that the goals take into account the entirety of the business, not just SEO, content, social media, etc. Also, I've found it helps if the metrics assigned to measure a business's success toward their goals are meaningful (e.g., a sincere help to the overall business) and clearly communicated (e.g., everyone involved is aware of what they're working for and being judged against). No matter what specific goals you decide on, applying the principle of "HAS," as in holistic, adherable (er, sticky) and sustainable, can be a huge help:
I've found that keeping these principles top of mind helps to order a brand's steps, ensuring that everyone is aware of the goals and of their role in working toward them. As an example, let's say you're a small business ready to jump into the murky waters of content marketing, but you don't yet have a website. The right goal would be to launch a new website. To make the goal as HAS-friendly as possible, you could assign a timeframe—say, 90 days—then break out the associated tasks by order of importance (see image below). I'd even suggest keeping a checklist in a Google Doc where team members can stay abreast of what's going on, in addition to seeing who's responsible for what and having a better understanding of where the team is in terms of completing each task related to their goals. Execute a plan that's right for your businessIf I had to single out the No. 1 reason content marketers I've worked with have failed it would be that they based their goals on what the competition was doing instead of what's best for their own business. Seeing a competitor rank higher for their main keywords; having thousands of web pages indexed by Google; spending mad cash on paid media; and having brand pages on Google Plus, Facebook, Twitter, Instagram and Pinterest, these businesses attempt to do the same. Sounds comical, right, until you realize it happens all the time and to businesses of all sizes. Problem is, no two businesses are entirely alike and, well, "You aren't them," as the saying goes. Aside from having little idea of how much real success the competition is enjoying from their search, social and content efforts, these brands are taking their eyes off the main prize: their own business. An approach that works well and is easy to carry out entails taking an inventory or where you are in relation to where you want to be while keeping a keen eye on the competition. With your goals solidly in hand, begin by sketching out a plan based not on where you are, or on what the competition is doing, but on those actions that would likely lead to success for you. (image created by author) In the graph above, created in Google Docs, you can see that I mainly focused on the content-related activities that would have the biggest impact over the next 90 days. (Caveat: This is simply a high-level overview of one area of the business, but it's plenty thorough enough for a team to begin working from.) The key is to take the time to get to know (a) what success looks like for your business, then (b) focus on specific, actionable elements that can be done in the allotted timeframe. Sweat the (seemingly) small but important stuff "Why do you hate content marketing?" I get asked these words at least once a month. The answer is always the same. I don't hate content marketing. I hate most brands' approach to content marketing. There is so much more to the making it a success than we're typically led to believe there is. The focus is always on produce, produce, produce. Outreach, outreach, outreach. Produce more. Outreach evan more. Rinse and repeat. As marketers, we've seemingly trained a generation of brands that the focus should be on doing fast (and often) what they barely know how to do at all.we never learn to do well. Yeah, I know it works...for some. But is it scalable over the long-term? Better yet, will it remain scalable into the future? If you want to position your brand for success in content marketing, make sweating the small but oh-so-important steps a priority. This process starts with clarity.
I can't say for certain that, if you refrain from attempting to be a brand publisher, you'll be a successful content marketer. I also cannot promise that going all-in with the three points outlined above ensures your success. What, however, I can say is the vast majority of brands would do better if they banished "I want to be a brand publisher" from their lexicon and decided to focus on the right goals, executed a sensible plan and made the small things part of the main things. What about you? Are you ready to do content marketing wisely? Dive into the discussion in the comments below. (main image: licensed by the author ) Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! |
| You are subscribed to the newsletter of Moz Blog sent from 1100 Second Avenue, Seattle, WA 98101 United States To stop receiving those e-mails, you can unsubscribe now. | Newsletter powered by FeedPress |
| FeedPress is a service edited by Beta&Cie, www.betacie.com | |
Seth's Blog : Give the people what they want
Give the people what they want
...isn't nearly as powerful as teaching people what they need.
There's always a shortcut available, a way to be a little more ironic, cheaper, more instantly understandable. There's the chance to play into our desire to be entertained and distracted, regardless of the cost. Most of all, there's the temptation to encourage people to be selfish, afraid and angry.
Or you can dig in, take your time and invest in a process that helps people see what they truly need. When we change our culture in this direction, we're doing work worth sharing.
But it's slow going. If it were easy, it would have happened already.
It's easy to start a riot. Difficult to create a story that keeps people from rioting.
Don't say, "I wish people wanted this." Sure, it's great if the market already wants what you make... Instead, imagine what would happen if you could teach them why they should.
More Recent Articles
- Curiosity plus an audio book --> smarter
- The productivity pyramid (give yourself a promotion)
- Almost no one
- The end of geography
- What do you want?
[You're getting this note because you subscribed to Seth Godin's blog.]
Don't want to get this email anymore? Click the link below to unsubscribe.
Click here to safely unsubscribe from "Seth Godin's Blog on marketing, tribes and respect." Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy 
Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.
marți, 3 februarie 2015
Mish's Global Economic Trend Analysis
Mish's Global Economic Trend Analysis |
- Australia Coming Apart at the Seams
- Black Market in Ukrainian Currency Masks True Extent of Decline; Banks Impose 30% Foreign Exchange Fee; Freely Floating Hryvnia Announced
- Smart Debt Engineering: Markets Giddy Over Greek Debt Proposal; ECB Nixes Plan Already; Party On Dudes
- Gallup CEO Calls 5.6% Unemployment Rate "The Big Lie": What's a Realistic Unemployment Rate?
| Australia Coming Apart at the Seams Posted: 03 Feb 2015 11:18 PM PST With the huge spotlight on Europe, Greece, the US Dollar, Canada, Switzerland, and China, it's easy to lose track of major things outside of mainstream attention. Like what? Like Australia. Australian Government on Brink of Collapse Conservatives swept into power into Australia in September of 2013 in the biggest Labour rout in history. In December of 2013 I wrote Australia's Alleged Conservatives Surrender to Unions; Currency Madness Everywhere. Shockingly, Australian conservatives may not last even one full term. Three days ago The Australian reported Queensland election 2015: Labor on brink of forming government. My friend Brisbane Bear, from down under reported ... Hey Mish,I asked BB what this all meant. He replied ... Massive impact! Federal election is just under 2 years away. The Prime Minister Tony Abbottis in serious trouble and will battle to hold the top job. A leadership spill is rumored. Meaning of Liberal What follows may not make much sense unless one understands the meaning of "Liberal" in Australian politics. Liberals Believe:Simply put, liberal means conservative to US readers. With that in mind, let's continue. Prime Minister Leadership is Terminal Please consider Tony Abbott Leadership Now 'Terminal'. Former Victorian premier Jeff Kennett has unloaded on Tony Abbott's "terminal" leadership, saying he must be dumped "as quickly as possible" or risk destroying the Coalition government.Liberal MP Dennis Jensen Calls on Tony Abbott to Resign Yesterday, the Sydney Morning Herald reported Liberal MP Dennis Jensen Calls on Tony Abbott to Resign. Tony Abbott's leadership has been rocked by a political earthquake and is under imminent threat, with backbench MPs variously calling for the Prime Minister to resign, for a party room ballot next week and expressing doubt he can revive his political fortunes.Government in Treacherous Waters The Australian reports Government in Treacherous Waters. US Version of Story On February 3, the Wall Street Journal reported Australia Cuts Interest Rates to Record Low. Australia cut its benchmark interest rate to a record low of 2.25% Tuesday, joining a procession of central banks that have eased policy settings this year in response to the deflationary impact of tumbling oil prices.No Mention of Massive Political Crisis There was not one mention in the Journal of massive, and unprecedented political turmoil. Instead we see this ... The Reserve Bank of Australia joins the Monetary Authority of Singapore, Reserve Bank of New Zealand, European Central Bank, Bank of Canada and the central banks of India, Denmark and Switzerland in either announcing substantial policy shifts or easing monetary settings—in some cases dramatically—since Jan. 1. Australia faces a slowing global economy, especially slowing demand of China for natural resources. A housing bust, baked in the cake is going to tremendously exacerbate Australia's woes. And icing on the ruins is the potential return of Labour. 2013 Flashback Mish Flashback May 2, 2013: Australia Manufacturing Collapses as Commodity Supercycle Stalls; Labor and Unions Wrecked Australia. Labor and Unions Wrecked Australia2012 Flashback Mish Flashback September 4, 2012: By 2015 Hard Commodity Prices Will Collapse; Australia's Mining Boom Dies (and the Official Denials Start) I have been calling for a base metals bust for some time, fueled by a slowdown in China. Michael Pettis at China Financial Markets has been saying the same thing. Indeed, it is analysis from Pettis that influenced my views in the first place.In that post I quoted Australian prime minister (at that time) Julia Gillard who said "There is no question about whether we have a boom, the issue is whether we make it last. Let's be clear, reports of the mining boom's death are exaggerated." I responded ... It is not up to Australia at all whether the boom is over or not. The boom is entirely dependent on what China does or doesn't do. Moreover, there is no question the boom is over. The real question is "How big is the bust?" Question of Faith Some put their faith in hyperinflation, commodity supercycles, and the belief China could expand forever. I put my faith elsewhere. Thanks once again to those who helped me reach the right conclusions. Michael Pettis and Steve Keen are in that group. I mentioned both of them above and both of them recently in Financial Blogger Profile of "Mish" on Equities.Com. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Posted: 03 Feb 2015 06:05 PM PST The Ukrainian central bank publishes the official exchange rate daily. At the time of this posting, the "official" exchange rate is 16.24 Hryvnias to one US dollar (posted as 1624 to a hundred dollars), nearly identical to the chart below.  The above chart show the Ukrainian Hryvnia is down about 50% since the beginning of 2014. Black Market Masks Decline That's a pretty steep decline, but the true picture is much worse. A black market has developed because the official peg is too generous. Ukrainian citizens have crossed the border, maxed out debit cards with cash transactions at the official rate, then cashed in on the difference. And exporters selling goods at the official rate have started to complain about huge losses. Merchants will gleefully give you 16 Hryvnias for a US dollar, but you will lose mightily on the transaction because the black market rate is more like 21.5. Exchange at the official rate and you immediately lose about 25%. Freely Floating Hryvnia Announced Ukraine wants to kill the black market, but the only way to do so is float the currency. Yesterday, the National Bank of Ukraine posted (in English) Banking Community Advocates Shift to Market-Based Exchange Rate-Setting Mechanism. Here's a Ukrainian source that claims the Hryvnia Will Float on February 5 but it is not an official document. Banks Initiate 30% Currency Exchange Transaction Fee While waiting for the free float to occur, banks needed to do something to halt the spread of debit card cash transactions at the alleged official rate. This was the solution: Banks Impose a 30% Foreign Exchange Fee. The article notes that in the border towns in the Ternopil region, Lviv, and Transcarpathia, that people had been running to the nearest ATM in Romania or Poland to remove currency, at the official rate. Customers used gold class preferential commissions for ATM transactions buying dollars for 16 Hryvnias, then selling the dollars at the black market rate that is as high as 21.5 Hryvnias to the dollar. Ukrainian banks were getting killed on debit card and other exchange transactions, thus the support for a free-floating Hryvnia. How Low Will It Go? From 8 to 21.5 represents a 62.7% decline. And I suspect it won't stop there. Why should it? A plunge from 8 to 30 would be a 73% decline in just over a year. And that's my initial guess barring some quick monetary rescue by the IMF. If and when the Ukrainian National Bank does float the currency, other sites will note the "shocking overnight" plunge. In reality, the plunge has already taken place, over time. The charts just don't show that yet. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Posted: 03 Feb 2015 12:45 PM PST Smart Debt Engineering The markets are giddy today over a Plan to End Debt Standoff released yesterday by Greek finance minister, Yanis Varoufakis. Varoufakis said the government would no longer call for a headline write-off of Greece's €315bn foreign debt. Instead, Greece wants "Smart Debt Engineering" that would avoid the need to use a term such as a debt "haircut", politically unacceptable in Germany and other creditor countries because it sounds to taxpayers like an outright loss. Apparently a haircut is OK as long as it's not called a haircut! Varoufakis seeks a "menu of debt swaps" to ease the burden, including two types of new bonds. The first type, indexed to nominal economic growth, would replace European rescue loans, and the second, which he termed "perpetual bonds", would replace European Central Bank-owned Greek bonds. Perpetual bonds: clearly never meant to be paid back. Gotta love the honesty of the idea. ECB Nixes Plan Already Today the European Central Bank Said "No" Latest Greek Bailout Plan. Yanis Varoufakis, Greek finance minister, had proposed to European officials that Athens raise €10bn by issuing short-term Treasury bills as "bridge financing" to tide the country over for the next three months while a new bailout is agreed with its eurozone partners.Markets Giddy Over Greek Debt Proposal Even though no one has agreed to the Greek plan, the markets are giddy anyway, simply over the prospect of a settlement.
Party on Dudes It's all meaningless of course. Nonetheless, the Wall Street motto remains "Party On Dudes". Yes, I have a video tribute for that. Link if video does not play: Wayne's World at the 2008 MTV Movie Awards. Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| Gallup CEO Calls 5.6% Unemployment Rate "The Big Lie": What's a Realistic Unemployment Rate? Posted: 03 Feb 2015 11:41 AM PST On Linked-In, Gallup CEO, Jim Clifton proclaims 5.6% unemployment is "The Big Lie". And it is. I have talked about this for years, but perhaps it would be interesting to hear the same thing from a CEO of a big agency. I picked this story up from ZeroHedge. Emphasis in italics is mine. Clifton first calls the unemployment rate "extremely misleading" but later on calls it "The Big Lie", and that is the title of his Linked-In article as well. From Gallup CEO, Jim Clifton .... Here's something that many Americans -- including some of the smartest and most educated among us -- don't know: The official unemployment rate, as reported by the U.S. Department of Labor, is extremely misleading.Gallup Daily: U.S. Employment The Gallup Daily U.S. Employment numbers look like this:  Gallup concluded the unemployment rate is 7.1% with another 15.9% working parttime who want a fulltime job. Those are daily numbers, not seasonally adjusted so cannot be compared directly with BLS monthly reports. Let's take a look at the numbers two more ways with BLS data. Participation Rate  The participation rate is percentage of the working-aged people (over 16) who are either employed or are actively looking for work. As you can see that number has plunged. However, the chart is skewed by two factors making it a poor choice as proof of how bad things are.
Let's try one more way: Who is not working that arguably should be working? Employment Rate of Those 25-54  Since 1999 the percentage of people aged 25-54 who are working is down quite a bit. To be sure, some of them are staying in school longer. If you are in school and not working, you are not counted as unemployed. If you are in school and working you are counted as employed, even if you work 3 hours a week. These factors have an artificial positive bias for the unemployment rate. Disability Disability numbers have soared. And for extremely suspicious reasons. Disability fraud is rampant. If you are disabled, you are not in the labor force (and therefore not unemployed). Here are some links to consider:
Unemployment Rate Distortions Because of all the distortions about what constitutes unemployment and employment, including frequent double-counting of part-time employment in the payroll survey, I believe it is purposely difficult to calculate a realistic unemployment rate. No politician wants unemployment going up on his watch, so over time, the methodology of calculating has changed. Add in disability fraud and unwanted retirement and the number would soar. I propose a better measure of unemployment would come from these simple questions:
In regards to number three, one would need to weed out purposeful disability fraud, but even if errors were made in this category, the numbers would be far more reflective of what's happening than the current purposeful distortions. The above questions would pick up students in school who would rather be working, and it would also pick up people on forced retirement whom would rather be working. I define forced retirement as people out of money, with no income, not wanting to retire, but having to retire simply to collect Social Security money. A realistic unemployment rate would factor in
What's a "Realistic" Unemployment Rate? Based on demographic trends, I suggest the real unemployment rate after weeding out disability fraud, forced retirement, kids hiding out in school for lack of a job, and those who are not counted as unemployed simply because they gave up looking. Realistically, the unemployment rate is more like 9% than 7%. Clifton says the official unemployment rate of 5.6% is "The Big Lie". I agree. The only dispute is the attempt to figure out "Just how big a lie is it?" Mike "Mish" Shedlock http://globaleconomicanalysis.blogspot.com |
| You are subscribed to email updates from Mish's Global Economic Trend Analysis To stop receiving these emails, you may unsubscribe now. | Email delivery powered by Google |
| Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, United States | |
Abonați-vă la:
Postări (Atom)
Postări
