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Posts Tagged ‘content marketing’

Your Audience Owns Your Content

February 3, 2014 Leave a comment

If you hadn’t heard, I’m a contributing blogger for Social Solutions Collective. And the Collective has a weekly Twitter chat, #collectivechat, on Mondays.

This week we talked about owned vs. leased digital real estate. One of the questions was “Who ‘owns’ the content you post online?”

I’ll admit, my answer, by and large, was the same as most everyone else: You do. But I had a nagging devil’s advocate in the back of my mind. So I answered:

And that’s what I’m going to do.

Why you own your content

You create your content, so that gives you a right to receive credit when it is shared. You went through that hard work to make content that would be good, useful and used.

You are the one putting all the hard work and effort into getting an idea, a little wisp of a thing floating around in your head, onto paper or photo or video or whatever.

That’s your work, from start to finish, and that’s why it’s your content.

Why your audience owns your content

But let’s get things straight: Just because you create content doesn’t mean you own the content. You can slave over that blog post, spend hours getting the right lighting or nitpick over video edits, but it doesn’t mean you own the content.

Sure, it might be your copyright, your hard work, but it’s not yours.

It belongs to your audience. To your community.

After all, that’s who you created the content for. So it’s their’s to read, to view, to consume, to share. It’s their’s to modify, to tweak, to use.

And if your community doesn’t use, consume, share or discuss your content, does it really matter who owns it?

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Social Media Super Tool Combo: Storify + Scoop.it

January 13, 2014 2 comments
Storify and Scoopit

When you combine the social curation features of Storify with the visual display of the Scoop.it topic widget, you get a great way to supercharge your content marketing efforts.

If you haven’t realized it yet, I’m a huge fan of social media tools. But one thing I love more than that is combining social media tools to supercharge your social efforts.

Sometimes, even when you really love a specific tool, it just doesn’t have that one feature that you would like it to have.

But when you combine it with another tool, you get a great end product that highlights your social media efforts.

And that’s exactly what you can get when you combine the content curation of Storify and Scoop.it.

Storify’s missing piece

I’ve written a few blog posts about Storify and why and how I like to use it to curate content. I could go on and on about the features that I love about it.

But there’s one thing that bugs me about Storify.

I came to realize it when I started a social campaign using Storify to curate content weekly. I wondered what the best way to display it would be. After all, when I curate a standalone Storify, I can easily embed it on a blog post or web page. But when I make a series of Storify stories, the tool doesn’t have a great way to display them together.

That was especially important because the social campaign using Storify was part of a larger content marketing campaign, all of which was to be displayed on a singular web page.

Scoop.it Widget FTW

That’s when I turned to Scoop.it. On Scoop.it, you can curate topics with web links, media and more. And from there you can take that topic and, using Scoop.it’s Goodies menu, display that topic as a widget, embedded on your website.

There are certainly other sites where you can collect the Storify series content and display it as a widget. But the reason I liked Scoop.it over others is because its widget is deliciously photogenic, with any visual content taking up the width of the widget.

You can customize the widget and increase the width as well as tweak other settings.

And, best of all, since the links I added to Scoop.it were of the Storify embedded on a web page instead of at Storify.com, all of the traffic from the widget and the topic page pointed directly to the website I wanted the traffic to go to.

The next time you’re looking to put together a content marketing campaign using Storify, remember that you can supercharge your social media curation efforts by combining the tools of Storify and Scoop.it.

Like or Comment: What Do You Think of This Facebook Marketing Tactic?

July 22, 2013 3 comments

Like Comment Facebook Marketing TacticLikes. Comments.

When you interact with a page on Facebook, those are the two most common ways you will do so.

And, a new Facebook marketing is asking you to choose one of those responses.

This is what happens: A page will post an update (link share or photo, generally) and ask those who see the post to like if they agree with one option and comment if they agree with another option.

In other words, it’s a poll using Facebook actions. You can see an example above from the KLM UK Facebook page.

Legitimate or lame?

Why this tactic could be legitimate: Likes and comments are at least two of the metrics you measure for your Facebook success.

Why this tactic could be lame: If you want to set up a poll, you can do so; Facebook has that option already.

A lesson from big brands

Marketing tactics can sometimes have a trickle down effect, meaning big brands use them and then smaller brands adopt them. However, I perused most of the Top 20 brands on Facebook, according to FanPageList.com. None of the brand pages I looked through were using this tactic.

In fact, most brands often posted unique, brand-specific content as opposed to memes or other content that was not original to the brand. (Surely that’s one reason those are top brands on Facebook.)

But I digress: My point is KLM UK could have found some other way to use the above content without asking for fans to vote via likes or comments.

Measuring the efforts

Think about this: If a brand posts a one of these (a Facebook-action poll), does it hurt engagement numbers? For instance, if someone really wanted to like the photo above but didn’t want to vote for Africa, they might have left the content without liking or commenting.

Brands could measure this by comparing Consumers vs. Reach for Facebook-action poll posts versus other similar (photos to photos, link share to link share) posts as Jon Loomer suggests as a Facebook Insights ratio to monitor.

This is not a tactic that I have used, though, so I have no data to compare and contrast.

A call for action

But brands asking for likes or comments usually is not a bad thing. In fact, as Hubspot points out, calls to action on Facebook lead to more likes and comments (and more shares if the CTA is “share”).

In that light, providing a CTA is not a bad thing. But posturing the content as a Facebook-action poll could be.

What do you think: Is this a tactic that should be embraced or scorned by marketers?

HOW TO: Use Mind Maps to Write Blog Posts

April 8, 2013 6 comments
How To Mind Map

My mind map for writing this How To Mind Map blog post.

If you’re struggling to write blog posts, there’s an easy solution: Mind maps.

Mind maps allow you to take those thoughts floating around in your brain and put them into a concise order. From there, it’s just a matter of formatting and ordering, then writing and editing.

Mind maps are basically an offshoot of sketchnotes, which I learned a lot about from Mike Rohde.

Plan first

When you map out your post, start with your topic. I put mine at the top of the page, but you can put yours at the center or do whatever makes sense for you.

From there, it’s easy to break it down.

Each big balloon is a sub-topic, divided by subheads. In this post, the first subhead is “Plan first.”

Extend branches from each big balloon, which each branch acting as a paragraph underneath the subhead. You can add more depth to each branch when you plan or when you write.

Blogging time!

Now it’s time to decide how you will format your blog post.

There are many ways to do it, but here are a couple of examples. The reverse pyramid is typical is journalism wherein the top of the writing is general information and the specifics and details increase as the piece goes on. Or you could write chronologically, with the oldest information first and the newest last.

Mind maps are great because the framework is done for you during the mapping stage. During the writing stage, it’s just a matter of putting everything in the correct place and then adding details where you need them.

Be your editor

Before you start editing, take a break. You need to take some time away from the blog post — and this is something you should do with any post — before you start editing and whittling away useless words.

Fresh eyes are what you need for the editing process. Those fresh eyes will help you catch more mistakes and improve your post significantly.

Then, when you’re done and ready, it’s time to publish and share with your networks. It’s really that simple.

Reader Feedback: Have you ever tried to mind map before you wrote something?

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