November 8, 2016

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Your Best Content May Be Right Under Your Nose

A version of this article originally appeared on PRDaily.

Escher's Relativity.jpg

Content marketing has become one big M.C. Escher painting – people create content about how to create content, which creates more content, forcing more content about creating content that rises above the content everyone else is creating.

8 Super-Simple Tools You Can Use to Create Better Content

“How To Create More Content In Less Time: A Science-Backed Guide”

“13 Tools to Automate Your Content Marketing”

“15 Habits of Highly Effective Content Marketers”

Here’s what drives me nuts about this. Your priorities are backward. Brands are making the same mistake that newspapers and other media publishers have made. As Quartz put it in a recent article, “humans are losing the battle against Kardashian-loving algorithms for the soul of new media.”

“Analytics and algorithms have emerged as key weapons in capitalism’s brawl with journalism across the web. And the struggle has real consequences for all of us.”

This has led to media publishers cutting journalistic staff in favor of algorithms that optimize their web content based on clicks. The AP is using artificial intelligence to automate some of their stories. Facebook famously let go of the human editors curating their Trending Topics section in favor of the newsfeed algorithm. You see, when you’re only concerned with optimizing numbers on a spreadsheet, the machines will always win out. And while that approach may drive more clicks, that’s about all it does. It doesn’t build brands. It doesn’t drive customer loyalty. It doesn’t create advocacy. And it reduces content to its lowest common denominator.

Don’t let your brand make the same mistake. Don’t build a content strategy just to drive more clicks. Build one that will build your brand, help your customers, and increase your employee’s morale. Unfortunately, most brands get overwhelmed by all the content marketing best practices, tools, and gurus and totally miss the resources right under their noses.

  • You are already creating the content your customers want most – you’re just not using it. In the rush to create more memes and GIFs that will drive more clicks, brands are forgetting about the content their customers actually want. Your best content doesn’t come from Photoshop, but from your own offices. Your customers want to hear about your brand’s history, how your products are being used, the “why” behind business decisions, your causes, your culture, etc. If you’re a tool brand, why are you trying to out-GIF your competition? Why aren’t you talking about how your tools are used? About what they can create? This content already exists. It just needs packaged for public consumption.
  • You already have hired most of your content creators – you’re just not activating them. From R&D to customer service to operations, your brand is loaded with expert sources. These sources can give your customer insights into your brand, into your products, and into the category they literally cannot get anywhere else. You tell me what’s more “valuable” – another Valentine’s Day meme or a story about how your latest product was developed? You’re already paying these content creators. Why not leverage their expertise?
  • You already have most of your assets – you’re just not using them. If you’re a car brand, share photos of cars. If you’re a tool brand, share pictures of your tools in action. If you’re a restaurant, share photos of your food. It’s why Honda’s Instagram strategy is all about sharing photos of cars. And why Stoli’s is about bottleshots. And why GE has created an entire magazine that dives into all the aspects of the company’s business. This isn’t rocket science, but it does require access, creativity, and storytelling.

So take a look at your content strategy. Are you creating and sharing content for your brand? For your customers? Or are you doing it for the clicks and likes? While you’re spending all your time and money on external experts, influencers, and content creators, you might be surprised to find out that the insights, products, and content your customers actually want have been hiding inside the walls of your company this whole time. You just need the right people who can tap into these sources and tell the right stories. You know what? I did hear that there may be some journalists out there looking for a new career now…

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July 10, 2016

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Create Better Content by First Creating a Better Relationship with Your Lawyers

Using Google Images can cost you thousands of dollars. A Jewel-Osco ad about Michael Jordan resulted in a decade-long lawsuit and millions of dollars in legal fees and settlements. A Tweet triggers a $6M lawsuit. With every high-profile lawsuit, #socialmediafail hashtag, and cease-and-desist letter, we know lawyers and general counsel become more and more likely to pull out the red pen […]

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June 14, 2016

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Create Content for Humans, Not Machines

Let me preface this post by saying that I’m the current Director of PR and Content Integration at an agency. I’m telling you this so that I can tell you this – I really hate content marketing. Well, let me rephrase – I hate what marketers have done to content marketing. Content marketing used to […]

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February 1, 2016

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PR is More Than Just a Workstream

A version of this post first appeared in the PRSA PRSAY Forum.  PR pros have to start thinking of themselves as more than just the “earned” bubble of the PESO model. If and when they do, they’ll realize that while they’ve been focused on writing press releases, pitching the media, and planning events, marketers from other disciplines are […]

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