Content Warfare: Writing a Marketing Anthem

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Content Warfare: Writing a Marketing Anthem

This is Episode 30 of This Old New Business weekly business podcast with Jeff Korhan.

In this episode we welcome Ryan Hanley back as our first repeat guest.

If you have considered writing a book, you’ll be interested in learning the unique approach Ryan used to self-publish Content Warfare, his first book.

There’s more.

You’ll learn Ryan’s storytelling process and how to use it to change how you talk about your business, thereby more effectively differentiating it. That’s just one of the many content marketing takeways you can expect.

Our Featured Guest: Ryan Hanley

Content Warfare: Writing a Marketing AnthemRyan Hanley is the Vice President of Digital Marketing for TrustedChoice.com, a national lead generation platform delivering over 7,000 leads a month to insurance agents across the country. Ryan also produces the Content Warfare Podcast — and recently published his first book, Content Warfare: How to find your audience, tell your story, and win the battle for attention online.

Your Brand Story is a Marketing Anthem

One of the challenges for content marketers today, and presumably for the foreseeable future, is content marketing is a practice that is largely misunderstood. This is why Ryan wrote Content Warfare as a content marketing anthem.

The battle for attention online is why every business needs a marketing anthem that takes a stand for what you believe. If you are reading this you know that creating “me to” content, while prevalent, is pointless.

Getting noticed online is getting increasingly difficult. This is why you need epic content that people want to consume and share. This calls for new methods that focus on building your essential content marketing assets, namely, your website, blog, enewsletter, and one or two social media channels.

Content WarfareLearn How To Tell Your Story

Effective marketing these days is a media first process in which marketers typically lead with a story. According to Ryan, if you have business experience you have a story to tell. He says your story lies at the intersection of three elements.

  • Company – Who you are and why you are here doing the work you do.
  • Client – Businesses need to know what gets their customers out of bed in the morning.
  • Community – This is your audience. Show them you are one of them.

How is your business winning the battle  for the attention of its customers?

Lighting Round Tips and Advice

Ryan’s Top Sales or Marketing Advice – Be transparent. If you admit your faults, people will trust you on your strengths.

His Favorite Productivity Tip – Check out ToDoist.com for personal productivity task and project management.

A Quote that has Inspired Ryan’s Success – “Never half-ass two things; whole-ass one thing.” Ron Swanson

Key Take-Aways

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About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

Human Content Curation: How It Builds Your Business Brand

Human Content Curation: How it Builds Your Business Brand

In addition to redesigning your original content to meet the varied needs of your audience, you should strongly consider curating content from other sources that are also recognized authorities in your space.

We’ve all learned to ignore automated “set it and forget it” methods of content curation. However, a trend you should be aware of is using human curation to give your audience more of what it has come to expect from your business.

Every business has its limits. Therefore, even major media outlets are practicing this. For example, USA Today online tends to report the mainstream news. However, to keep its content interesting, it will occasionally publish offbeat news curated from sources like Newser.

Human content curation gives your audience more value ­- and for a minimal investment in time. Here’s how to get started.

Build a System to Discover and Save Useful Content

You most likely are already consuming a great deal of content in order to stay current with your industry. The only challenge is to build a system for organizing content that will be most useful for the communities your business serves.

Online services such as Feedly can bring you a steady stream of content in quantities as great as you can handle. You will need to use the settings to prioritize the content feeds to manage it well.

Once that is accomplished, use services such as Evernote, Checkvist, Pocket, and Dropbox to save the best articles. Of course, there are many other content curation and bookmarking tools. A little research will help you find what works best for your business.

Convenience and Simplicity are Highly Valued

It’s one thing to share a link to useful content, and quite another to offer a thoughtful preview or perspective that encourages clicking on that link.

Whether you are sharing curated content on your blog or email newsletter, its important to honor the trust of your subscribers by properly introducing the curated content. Obviously, you will want to be clear that the content is not your own, but indeed is congruent with the message of your original content.

Your time­ starved community will appreciate your human curated content recommendations because it saves them time. Moreover, your validation of that content inherently reduces risk for your community by steering them towards sources that are safe and trusted. Everybody wins.

Look for content curation to become simpler to manage in the months ahead, thereby making human curation a powerful practice for building your business brand.

In fact, in the near future I’ll be sharing new methods and resources for accomplishing content discovery, curation, and social media sharing.

I’m excited about this trend too!

About the Author:  Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.

He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedInTwitterFacebook, and Google+

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