How to make your ideas bolder and better

Whenever you express excitement about an idea that inspires you, you’ll often find your party pooped upon by something called BDD or Brand Detachment Disorder.

I’d never heard of Brand Detachment Disorder before, until Carla Johnson (co-author of “Experiences: The 7th Era of Marketing”, a must read!) mentioned it in in a great Content Marketing University Talk, and a blog. (Thank you, Carla!)

It’s an affliction most of us content marketers suffer from.

Most Boards of Directors suffer from it as well, which is not helpful.

Continue reading How to make your ideas bolder and better

Content Marketing: What are the risks?

When you’re trying to get buy-in for your content marketing program, there are a number of questions you absolutely need to prepare for. Such as: What are the risks involved? If you do some research, you’ll find an abundance of information on the benefits of content marketing, but very little on risks and risk mitigation.

So let’s tackle this.

Continue reading Content Marketing: What are the risks?

How to turn your inbox into a content marketing engine

This clever hack comes courtesy of Andy Crestodina, who elaborated on it in a Content Marketing World talk titled “Non Obvious Content Marketing” (available on the awesome Content Marketing University).  

This idea is so brilliant in its simplicity and ‘Duh!’-ness, that I can’t believe no one else thought of it before, myself included. It also turns the often-dreaded “Can I pick your brain for a minute?” question into a triple win situation.

Continue reading How to turn your inbox into a content marketing engine

How to (elegantly) say ‘no’ as a content marketer

Most content marketers know that content doesn’t function as a vending machine. Yet that is how some organizations look at it (and yes, often with the best of intentions): the content team is our bunch of creatives who create creative stuff on request basis.

Hm. Not quite. As I’ve explained before in a number of blogs (such as this one) content marketing only works if it fulfills a strategic function, has the C-suite stamp of approval and is done consistently and well.

And doing it well means that sometimes content marketers have to say ‘no’ to content requests which, frankly, can come from all areas in an organization: sales, business, executive committee, big boss, even the marketing team itself.

But how can you say ‘no’ – elegantly, emphatically and based on fact or agreements – when you don’t have that strategic plan yet? Here are three ways, and one bonus tip.

Continue reading How to (elegantly) say ‘no’ as a content marketer

The 2 things that are missing in most content marketing programs

… are: patience and perseverance. Without those, your content marketing program will fail.

Allow me to explain myself.

People who read this blog regularly, know that I seldom miss out on an opportunity to talk about the biggest misconception in content marketing. What it boils down to is the belief that, when you create a (great) piece of content and do some activation, this will in itself generate a number of leads, which in turn will yield a number of sales transactions.

Continue reading The 2 things that are missing in most content marketing programs