Content Marketing World Tips
How are you doing this week?
Even if you are healthy and safe, have you gotten quarantine fatigue?
Last week I got the “I miss seeing my friends and colleagues” blues.
This past weekend, my husband and I missed our ritual October visit to the New York Sheep and Wool Festival (aka: NYSW) in scenic Rhinebeck.
In addition to the yarn, animals and our yarnie friends, we experience the changing leaves in ways that city trees can’t match.
Beyond the wool’s visual and tactile allure, our tastebuds get treated to lamb, cheese and wine. My personal fav is the syrupy sweet Finger Lakes ice wine. And, no—New York City’s Union Square Market doesn’t capture this farm freshness.
More personal and important than my hobby-related adventure is the time we spend with old friends. They exchanged their Manhattan apartment for a Rhinebeck house long before COVID.
Last year, my friend demonstrated his new oversized smoker. The smoking process lasted over 12 hours. He had to set an alarm to get up and check the meat. His video explains the process.
While you may not relate to knitting or raising farm animals, Sheep and Wool Festivals sellers are small businesses!
Like your neighborhood shops, they’ve been hurt by the pandemic. So, they must be nimble to stay in business.
According to the USDA’s 2019 data:
- Farm and ranch families account for less than 2% of the US population.
- Farm products account for one quarter of US exports annually!
So extreme weather and foreign trade policies matter to farmers!
Small Business Example:
In April 2019, my husband and I visited a yarn dyer at her Chicago “factory”. She produces 2 nationally distributed yarn brands. When we saw her 6 months later at the NYSW Festival, she told us that she was moving to Louisville, KY, so she could pay her employees a living wage.
BTW – Here’s what I wrote about missing the Spring Sheep and Wool Festival in West Friendship, Maryland.
3 Content Marketing World Tips You Can Use
Like many other 2020 events, Content Marketing World (aka: #CMWorld) went virtual this year.
The keynote speakers got the COVID marketing memo loud and clear:
Your audience decides what’s important NOT YOU!
Despite being planted in front of my computer in New York City, I dressed for Content Marketing World.
Content Marketing World Tip 1: Determine your goals
Because your objectives determine the metrics needed to track profitable results.
To succeed, deliver consistent content on a regular schedule over time. Ann Handley recommends email newsletters.
Also, satisfy your audience’s desire for binge-worthy Netflix type content based on their format and device choices.
Content Marketing World Tip 2: Create remarkable content your audience can remember
In Tamsen Webster’s words:
Remember: Your audience craves authenticity! To show your humanity, let the person in your organization with the right experience create your content according to A. Lee Judge.
What does this mean for your brand or organization?
You must speak with REAL customers to embrace customer centricity. And, you must do this even if you find doing so uncomfortable. (Hat tip: Sydni Craig
Content Marketing World Tip 3: Do less but do it bigger and better
Focus on your organization’s purpose because your brand must stand for at least one societal goal not just profits!
Purpose matters to your audience says Luvvie Ajayi Jones.
Virtual Conferences: Learn How To Expand Your Community
As Woody Allen said, “80% of success is just showing up! ”
BUT as In Search Of Excellence, author Tom Peters clarified, “Showing up also means … starting.”
So, go the extra mile with virtual events to get maximum results based on your goals.
- Speakers: Participate in real time with the original broadcast of the event. Let attendees interact and ask you questions in real time.
- Sponsors: Be available on attendees’ timetable. Include a meeting calendar that extends beyond the event date, Also add an email contact and other options.
- Attendees: Be prepared to jump in on camera. Also share your insights via social media and/or content options.
Real Life Community Goes Online Example:
During Content Marketing World 2016, Susan Moeller and Nadya Khoja decided to create the Women In Content Marketing Group.
Starting with a group dinner during CMWorld, it moved online to a Facebook Group. The group has grown to 1.7K members.
How did Susan and Nadya grow their community?
By showing up over time.
At CMWorld 2020, Susan hosted a Women In Content Marketing Zoom Meetup in real time. (Tweet via Lisa Dougherty)
Check these Content Marketing World resources:
- Content Marketing World Authors Will Make You Smarter. Since books are the ultimate in long form content, see
what these speakers have written.
- How To Create Fun User-Generated Content. User-generated content shows authenticity. Beyond being a How-To guide, it’s
a trip down Content Marketing World’s memory lane.
Welcome new subscribers: Dang, Natasha, Raju, Alex, Gerry, Sherif, Narendra, Valerie, Allison, Stephen, Fiinaa, Nkwocha, Frans, Ralph, Cristian, Joyce and John.
If you enjoy reading the AMG Newsletter, I would appreciate it if you forwarded it to your friends and colleagues.
P.S.: Want Heidi Cohen to contribute a quote or other commentary to your next article, presentation, video, research and/or book? Then hit reply to this email and ask.
FEATURED ARTICLE: Annual Content Planning
What platforms and channels will you use and why?
FEATURED ARTICLE: New Normal Customer Behavior
Due to the health risks of COVID, people changed their lives quickly and significantly. Includes data and charts.
FEATURED ARTICLE: 2020 Blogging Research
See what your peers are doing to help you create your blogging plans for the rest of 2020 and beyond.
Content Marketing World Tip from Jay Baer from Orbit Media’s 2020 Blogging Survey:
While the average blog post contains 1,269 words, most bloggers who go BIG with 3,000+ words get strong results.
Heidi Cohen Around The Web
Big shout out to Dr. Robin Kiera for including me in his October 2020 100 Top Digital Influencers. This list is useful for monitoring how the landscape continues to evolve and includes emerging technologies like AI.
Welcome Mat Photo via Mabel Amber https://www.pexels.com/photo/jetty-feet-sign-wooden-128299/ cc zero
Man in knit vest: Actionable Marketing Guide Webmaster, Larry Aronson.
Images of CMWorld people sourced from LinkedIn and Twitter.
Unless noted otherwise, all photos are ©2020 by Heidi Cohen
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