Tag Archives: Twitter

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.

How Online Marketing Drives Offline Success Infographic

This infographic from KISSmetrics shows and provides case studies on how online marketing can drive offline sales.  It’s a great starting point when working with all types of business, large and small to determine where to start your digital and social media planning to meet business goals.

Click on the graphic below for an enlarged view:

online offline social media

View an enlarged version of this Infographic »
 

About The Author: Sean Work is the marketing coordinator at KISSmetrics. Follow him on twitter (@seanvwork) and ask him for a free cup of coffee :)

Marketing Lessons from The NFL

The National Football LeagueWe’re halfway through the National Football League (NFL) season and this is the time of year that I love.  Temperature is cooling down, leaves are changing, Halloween, Thanksgiving and Christmas are the holidays and the NFL season is in full swing.  There’s a reason why NFL football is the number one sport in the United States, well-done marketing!  Everything you need to know about marketing can be learned from watching and studying the NFL.

Talent Acquisition

The NFL devised the draft in 1935 to acquire the top college players and have held a draft every year since 1936.  Since then it has become a prime time television event and the model for other leagues to acquire talent.  Even though there are several rounds, the first round and top dozen picks get more media attention and millions of dollars for the picks than some companies in a single year.

Branding and Merchandise

Official NFL jerseys sell from $80-150 depending on the team and player.  Watch or attend any game and you see a large portion of the fans wearing them.  Go to any sports bar on a Sunday and you’ll see even more.  In addition to jerseys, team logos appear on just about every product and each one pays a licensing fee to the NFL for the right to use or risk serious lawsuit from a team of high price lawyers and copyright infringement from the feds.

Advertising

Ads are everywhere but the uniform and the field.  The NFL knows that if they slap logos on the teams and the field of play it cheapens the game and could create backlash among fans.  Yet we see ads everywhere else and placed without all the tackiness of NASCAR and European Soccer that slap ads anywhere on the vehicle and athlete possible.

Special Events

The Superbowl, do I really need to explain this? It’s the most watch sporting event on the planet, every year.  Commercials cost a million dollars and can give you exposure for to launch a company.

Timing

Humans love routines and a consistent time and date makes it easy to build a regular routine around a sporting event.  The majority of the NFL games are played on Sunday and usually at 1 pm local time.  Even with Monday Night Football and the second-half Thursday night games, most fans get their fix starting at 1 pm on Sunday.  For the uber-fan you have primetime games on Sunday and Monday and the occasional Thursday night game.

Analysis

Instant replay was once a TV feature has now become part of the rules.  This year we see automatic review of scoring plays to eliminate error.  While I’m not a fan of instant replay as it slows the game down and takes out the human element, it is an analytical process that helps ensure accuracy.

Crisis Communications

When Hank Williams shouted Obama is a Nazi on Fox News ESPN cut the cord before the NFL had to step in. ESPN knew that the NFL does not need Hank Williams to sell MNF and realized his time had come.  Smart move and thank you!

Social Media

Early on the NFL realized that players tweeting during games would be a distraction and issued a social media policy banning tweets and social media messages starting 90 minutes before the game and lasting until after the game finishes.  Instad of waiting for an incident the NFL realized that a clear, concise policy was the best way to keep the attention on the field for players and staff.

Recognition

Only a half dozen players, coaches and contributors to the game get elected into the NFL Hall of Fame every year making it an honor and priveledge that most players aspire to.  Instead of flooding the Hall with great players, it’s reservered for the best of the best.  Wonder what it means to the inductees? Watch any induction ceremony and you’ll see a full range of emotions.

Word of Mouth

More water cooler chatter on Monday mornings is about football and specifically NFL football than any other topic on a regular basis.  How many times have you heard, “did you watch the game?” on Monday morning?

 

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!