Archive for thought leadership
The 6 Stages on the Content Marketing Continuum
To study the relative merits of content creation and dissemination, Jay Baer and Joe Pulizzi?declared there to be 6 stages on the content marketing continuum (6 stages of opening the kimono in the parlance of the presentation).? ? 1. Closed Kimono The first stage in kimono-opening is to not open it at all. In this scenario, the business does not focus upon online thought leadership, concentrating efforts on other approaches. ? 2. What Happens in Vegas The second stage in kimono-opening is creating thought leadership by participating in communities and content opportunities that you do not control. ? 3. Quid Pro Quo The third stage in kimono-opening is producing your own content, but doing so for a fee. ? 4. Give Me Your Number The fourth stage in kimono-opening is a familiar one to many B2B marketers: producing content and putting it behind a lead form. ? 5. Peek-A-Boo The fifth stage in kimono-opening is when companies produce significant, freely distributed content but do not reveal their operational “secret sauce.” ? 6. The Full Monty The sixth stage in kimono-opening is unfettered, unrestricted content creation and delivery. ? The best way to identify right answer, it is to test, test, test. Establish a dashboard using the 4 Types of Content Metrics to measure the effectiveness of your efforts, and then create related pieces of content, treating each with different types of kimono-opening. ? [read full article? http://j.mp/tZSsur ] See it on Scoop.it , via Internet Marketing Strategy 2.0
The Curated Web
Brittany Morin wrote this piece for the Huffington Post ? I thought this was good article, great observations and a real grasp on curation and how to do it effectively. I’m going to refrain from reposting all the gems in this post? and instead give a commentary on something she said which I thought was a bit shortsighted.?? ? Here’s what caught my attention: ? ” I believe that the people best poised to be curators of the Internet are those from the Facebook Generation — the first generation of native web citizens, mainly people in their 20s or early 30s who have grown up with the web and can navigate, scour, synthesize and then publish the best of what’s out there on a daily basis because they practically live online. It is our generation that will also be able to more easily understand where new opportunities lie because they can quickly pinpoint where the gaps are in content, services, and products.” ? My response : ? She is right that people in their 20’s or 30’s are indeed well equipped to curate the web especially for their own age group as well as others for all the reasons she states. ? Having said that, there are people of all ages who have been on the web for years, myself included, who have built relationships and have the ability to spot trends, gaps and potential opportunities. I seriously doubt that people in that age group know what people in their 40’s, 50’s & 60’s might need in a trusted source or have access or the ability to ferret out every potential opportunity on the web. I would be careful about making global statements like that. ? **What if people of all ages contributed to a topic together, can you imagine the collective intelligence that could come from that? ? What will set a good curator apart from a person who just aggregates links is the context they can add.? Their perspective will have been gained through the humility and wisdom of life experience and can add great richness to the original content.? To be sure, I have met many wonderful GenYers who have these traits in abundance, but this is one area where a few extra years and a few extra miles can help. ? Content is the new currency of the web, it is meant to be a door opener, to invite others into the conversation , building thought leadership and authority . The more people that contribute by giving comments or adding another level of context, not only does it add to our knowledge but it can build community . ? I think there is an enormous opportunity for anyone who has the passion , knowledge expertise and committment to select the very best content, fact check for accuracy and is willing to put in the time to learn how to curate succesfully. ? Commentary by Jan Gordon covering ” Content Curation, Social Media & Beyond ” ? Read full article here: [ http://huff.to/v7bGHt ] See it on Scoop.it , via Content Curation World
The Best SEO, Social + Content Strategy: Thought Leadership
I’m constantly recommending thought leadership as a marketing strategy and, frequently, getting a lot of pushback. It started when I was a consultant, but continues to this day.
Creating Content that Matters: Best Tips
Whether you create content to raise awareness of your products and services, establish thought leadership, increase your search rankings, feed your social media engine, or nurture your leads, remember that your ultimate goal is to generate sales leads. …
SEOmoz’s Open Site Explorer Now Integrates Social Data
Today SEOmoz, one of the leading providers of search marketing information from thought leadership to the tools of the Internet marketing trade, announced an update to their Open Site Explorer tool which was introduced in January of 2010. The upgrade was …