Tag Archives: LinkedIn

Content Marketing Automation and Integration

With all the digital media channels out there you can spend a huge amount of time curating and sharing content across multiple social networks and channels.  Integrating content across networks and channels via an automation strategy can save time and money spent doing repetitive tasks.  But I want to note that this is not an all or none strategy and should not be adopted for all your communication.  Instead I approach content automation as a strategy to integrate original content with curated content in order to develop a stream of content.

Some of the basic tactics necessary to deploy this strategy include establishing a digital diet of content.  Content aggregators and curation tools are a great way to do this.  Creating great content day in, day out is a challenge.  There’s no reason why you should not view curation as a way to keep your social media streams active and healthy.  Every social media expert will tell you share great content in addition to creating your own.
Think of your content marketing automation as a daisy chain, whereby each event links to another.  There are several ways to do this.

Search to Syndicate

Search queries on Google and Twitter allow you to create an RSS feed.  These RSS feeds can be displayed on your blog or can feed a social media account like Twitter, Facebook, LinkedIn or Google+.  You can also use email to syndicate content via email to add articles to a queue.  So here is how I do it.
I use content curation tools on my iPhone and iPad like Zite, Flipboard, Pulse and other sources.  Articles that I read and think my friends and followers are interested I share by sending via email to Buffer.  Buffer allows you to schedule and share content on LinkedIn, Twitter and Facebook and set up a schedule according to what day and times you want to share for each network.  My buffer feeds my personal Twitter, LinkedIn and the Square Jaw Media Facebook page.
Remember the daisy chain I mentioned earlier?  Here’s where that comes in.  Buffer only hits 3 sites but I want to also share to my Square Jaw Media Twitter as well as save to my bookmarking account on Pocket.  Here’s where my trigger tool comes in.  If This Then That (ifttt.com) is a trigger based tool that allows you to daisy chain your content automation to several networks.  So I have one trigger that is activated when my Facebook page shares a link and post it to Twitter and a second that bookmarks the article on Pocket for archiving.
Here’s where the daisy chain effect comes in.  I don’t want my personal and brand page to push out the same link at the same time.  So I use IFTTT to push out my Square Jaw Media tweet at a later time by staggering my Facebook fan page Buffer queue.  That way there’s some time distance between the two tweets.
At a less complex level Facebook, YouTube and other tools allow you to port links to other networks when you add or bookmark content.  For example when you you add a video to YouTube you can have it post a tweet and status update on Facebook.  At the same time you can also do this for content that you save as a favorite.  This is a great opportunity to share content that is relevant to stakeholders.
Another great syndication tool is NetworkedBlogs. If you are reading this post on Facebook, NetworkedBlogs did that!  NetworkedBlogs allows you to syndicated your blog to your Facebook page and profile when you publish.

Repurpose Content

The concept of repurposing content on social media should not be overlooked.  One way to accomplish this is to use the Tweet Old Post WordPress plugin to share older posts along with more current content.  As long a your content is relevant and timely this works well to drive traffic to your site.
RSS feeds have so many uses in content automation it’s hard to list them so I’ll mention a few.  If you host events or blog about them many times you want to include links to other blogs and sites that reference your event.  In the past this meant going back to articles and adding links.  But you can use In Post RSS Plugin to update a post without having to login to your blog.  By adding a link to a bookmarking site like Delicious or Pocket it will add the link to the post dynamically.  Remember to use tags to separate and segment content so you don’t spam our post or feed with unrelated links.

Don’t Forget the Sidebar

Sidebars are a great place to display content on our website or blog.  Videos, slides, photos, links and other curated content can be shared on every page of your site or segment the content and share only the specific relevant links for specific vertical markets like health care, technology or manufacturing if necessary.
In conclusion, these tactics are not a replacement for interacting and responding with users on social networks. If you try that you will soon find out that your readers will call you out and you will lose some level of trust with your audience. Instead employ a content automation strategy to augment your content marketing efforts.

Blog Talk Radio Interview | Digital Marketing

Last week I had the pleasure of being interviewed by Damond Nollan (@damondnollan) and the Room 3026 crew on Blog Talk Radio about Digital Marketing.  I’ve known Damond for a few years now and was excited to be a guest on his show.  My interview starts around the 24 minute mark.  Thanks again for Damond Nollan for inviting me to be a guest.

Click here to listen to the episode.

Digital Healthcare Animated Infographic

Found a great animated infographic on the role and impact of digital marketing in healthcare on Life Healthcare Agency’s YouTube Channel. This video does a great job of communicating the importance of digital communications in how we research and discover health information. It follows great storytelling practices by:

  • Creating a compelling argument for the role of digital communications and social networks using user and traffic statistics.
  • Establishing that healthcare as a topic is huge in volume: 2nd most search topic on google and 3rd largest web activity across generations.
  • The physician survey data displays how doctors are using digital media to research and learn about practices and medicine.
  • Consumer research shows how web research can lead to patient asking doctor for a branded drug.

The closing message “healthcare is digital…life is digital” shows how we are becoming a digital nation more every day.  Plus I really like the use of Lego people!

The Google+ Project: Should I Stay or Should I Go?

The Google+ Project, will it last?Google announced its latest entry into social networking this week with The Google+ Project.  Today I received an invite to join the network and find myself at a difficult decision. Should I create an account, link to friends and create another online presence? Or should I wait and see if this sticks?  Part of me wants to see what it is and how it works.  For work I need to have a basic understanding of how social networks influence digital marketing campaigns.

On the other hand will this network be around in a year? Google’s past social media efforts failed.  Google Buzz was poorly released and automatically pulled all your contacts into it with little warning.  Then if you wanted to kill your account it had reprucussions with other aspects of your Google account so you felt a bit trapped.  Google Wave was release with much anticipation and killed off quickly, even though you can still access the site.  Like a fine wine, it needed some time to breathe and that did not happen.  I know many people will say that it was around a year which in “internet time” is like 10 years but that’s nonsense.  Wave had some great collaboration features and had a confusing launch to say the least.

As a marketing person I have to ask why Google has decided to create a competitor to Facebook.  I know they are battling for website traffic and users.  But part of me wants to say to Google, “stick to what you know and do best!”  Search, analytics and collaboration tools are where Google shines.  Users go to Google to search, use GMail to communicate, store and share documents on Google Docs and research and track site traffic with AdWords and Analytics.  Do people really want to go to Google to share their photos, short messages, what they had for dinner and other minutua we see on Facebook and Twitter all day?

As users do we really want to have another Facebook?  I think one is enough for me to keep track of and update.  LinkedIn is great for business and I use Twitter to keep informed and update to date on specific topics and communities of friends and others.  I’ve enjoyed connecting with people on Facebook.  It’s clean, easy to use interface has made it simple  to connect with friends and family that I don’t get to see in person as often as I would like.  It’s more social than LinkedIn or Twitter.  There is critical mass there that allows us to connect with a large portion of our community.  Heck no system is perfect and I have several friends and family that Facebook is not a great connector as they are not present or active enough to have a relationship on the platform.

My guess, and I hope I’m wrong, is that Google won’t get a gazillion users on it in less than a year.  They will deem it a failure and proably pull the plug.  If so will it affect my Google contacts and other account features like Buzz does?  If that’s the case then I’m less likely to join it.  Do I create a basic presence there just to have an understanding of Google’s social network platform? Will it be worth my time or just another place to update what I’m doing?

So I’m back to my original question: Should I Google+ or Should I Go?

8 Tips For LinkedIn Company Products & Services Pages

LinkedIn rolled out some new features for company profiles last week. The new features allow you to do more than list your company location, description, Twitter ID and recent blog posts. The is a new link at the top of the companies page called “Services and Products” where you can list your company’s specific product and/or services.

While creating a service listing for my consulting practice I noticed some areas that can stop you in your tracks if you do not think ahead and came up with these tips.

  1. Have a thumbnail image ready if you want to include an image. LinkedIn will re-size the image to 100 x 80 pixels so I suggest you re-size the image yourself to avoid any klugey resizing and image distortion. Also when resizing down to thumbnail size you can also trim out unnecessary white space and determine if the image will work at smaller size. If you do not re-size your image your file size limit is 2MB.
  2. For each product or feature you can add a bulleted list of features. Each bullet item is limited to 45 character so trim the fat and keep your bullets short and to the point. You can add more features but the limit is 10. So plan out what you want to communicate in less than 450 characters.
  3. There is an option to include a landing page for the product or service so if you have a large website go ahead and find the link before entering the form. I also noticed that short links don’t work here so have the full URL address.
  4. You can add contact names from your company but you must be linked to that person to include them on the form. So make sure you have identified the proper contact(s) and that you are connected to them on LinkedIn. Also communicate to them that you are listing them as a contact so they are aware when requests are sent to them from the site.
  5. The coolest feature is that you can add a YouTube video to the listing. You have the option to list a title and the video URL. Again short links won’t work here so have the full URL and create a title that not only reflects the subject matter but also has keywords for search optimization.
  6. As much as I don’t like the level of litigation that exists in our society, you can also add a disclaimer about the product/service. If yo have specific language around your company’s offering make sure you include it here to cover yourself. Better safe than sorry.
  7. After you have created the listing you can ask for recommendations from customers. I wish this feature allowed you to share existing recommendations on LinkedIn but if you have good relations with your customers take their existing recommendations and tailor it for the product or service.
  8. What would a social media site be without sharing? LinkedIn allows you to share your new product/service listing on your status and you can push to your Twitter account. The one thing I noticed is that it will create a tweet with the title and a short link to your new page. Below is what I pushed out when creating my first page. It’s very basic and ideally I would add more text and call to action in the tweet.

Sample Tweet for LinkedIn Company Service

I hope these tips help you update your company’s product or service offering pages on LinkedIn. Below is a screen shot of what my first service offering looks like. You can see the page on my company’s LinkedIn Profile.

LinkedIn Company Services Page
LinkedIn Company Services Page