Category Archives: Content Marketing

“Oh, You’re So Pretty” and Other Lessons in Sociological Interactions for Marketing to Capitalize On or Adamantly Avoid!

Marketers if you want to win in social and content marketing I encourage you to get your head out of your laptops and eyes on the world around you.  

Here’s some recent epiphanies:

DIVERGE FROM: “Oh My God, You’re So Pretty!” In Social 

Usually squealed by the clearly two best looking women in the room. It’s a test of the opponents’ equal merit and mettle in Darwinistic Dominance. 

We as marketers live in this same false platitude passiveness with #, favorites and retweets. 

We’re preening one another ti test and if dominance demands it copy and feed off one another. 

We are so transfixed by preening, the market fades away to the backdrop softly saying “screw you guys and goes we’re going to another home for info not # parity.” 
DIVE INTO: Being the Duckey of Content 

Every sociological construct these days has a Duckey. This is in reference to the irreverent yet wisely observational and instantly witty  character played by Jon Cryer in The 80s Classic,  “Pretty in Pink.”

Quick, name another character as fast the Duck Man if you’re a child of the Hughes cinematic era of Film.

Anywhere and everywhere, the freak off the leash turns heads and burns the most indelible impression. 

Is your content Duckey, or Blllllaine?  In a commodity market, you better don a shark skin jacket. 

DIVERGE FROM: Telling customers they are so beautiful they’ve been running through your CRM alllll day. 

Only the most comely of face and innocently dopey can sling a pick up line. 90% of the time, these whimsical words of cut to the chase sound like you will end up eventually stalking the other person.

For those of you slinging emails to your database on mass volume with the same ole’ lines you will only end up going home lonely. Likewise for social. Sling bullshit originally or not at all and quickly start quoting knowledge if you go into this danger zone you sexy product you. Also let your prospects breathe a little from the barrage of your undying affection to reach them. If you have a new line, cool, head in again for the kill.

Anything you have to add Wordies? 

Patey’s Content Marketing Tip #1: Content vs. Irate Marketing

Rob Patey As content marketing continues to give consternation to writers and marketers alike, I’ve been asked to throw down my tips for surviving this collision of historically disparate jobs. Who am I? Rob Patey. I was deemed a nut by IT marketers 15 years ago, even told to go work for Men’s Warehouse writing flyers. Today I am a content marketer, those other folks are selling suits at Men’s Warehouse! Learn, talk, and let’s make it all better! 

Content Marketing vs. Irate Marketing 

For my first entry into helping people survive Content marketing, we need to admit that it’s a silly silly term. I won’t fight the mighty zeitgeist behind it (because I never take on a battle already lost), so I have found my own way of defining this “new” mode of marketing that leaves everyone outside of this profession scratching their heads (from the layman’s view; all of the flyers, brochures, ads, post cards, videos, webinars and podcasts were always viewed as content).

  • Content Marketing: A story, or the preamble to a story that people choose to read.
  • Irate Marketing: Aggressive product pitches foisted upon unsuspecting prospects filled with pablum about your product that is so chest pounded with self-bravado the writer end up with an arrhythmic heartbeat.

Now, being as much story development as dissemination throughout my career, I fully get that the buying cycle has changed.

I know well that 80% of Business2Business research is happening before your “account rep” ever talks to the person (the fact I can rattle off 12 excuses by sales on how “crappy” the leads are without even thinking is a testament to prospect ensnaring prowess).

I know the prospect funnel has been replaced by the Engagement Web of social channels. I know we need lots of content to fill every nook of YouTube, Pinterest, LinkedIn, Twitter and the like with content.BUT WE ONCE AGAIN ONLY THOUGHT OF OURSELVES IN MARKETING WHEN WE NAMED THIS DELUGE CONTENT MARKETING!!! This self-pitying naval gazing in nomenclature is what’s filling 99.99% of the business copy I see. Once again, it’s all about us.

CONTENT MARKETING SHOULD BE A GIFT OF VALUABLE AND ENGAGING INFORMATION! Because prospects can now choose whether or not to give us their time. 

While CAN-SPAM may feel like a toothless tigers as unsubscribes beget more emails (especially from v1agra offers overseas), but it empowered consumers with the sense of opting-out from all marketing and advertising. Or opting-in to the messages they actually do want to receive.

Ignoring our messages was an impossibility (or at least very difficult) in the age of billboards and magazines. Even the mundane brochures from back in the early days of B2B marketing had desk jockeys attention bound because they only had only one thing to distract them from their jobs (magazines too, but that didn’t really look like work).

Opt-in marketing and preference centers aren’t legislatively dictated, but they are certainly best-practice and how every free social microphone operates (with the exception of in-stream ads, but even those are tailored on interest to maximize ROI).

When crafting verbiage for your market, ask whether you are creating something that people will:

  • Find useful
  • Find interesting
  • Find affects them
  • Come back to keep finding more of later

Now that we know these fine four fundamentals of what content marketing should be, we can start exploring the other 4,000,000 details.

Are you being asked to be a content marketer? Need help? Need to vent? Ask or vent vitriol in the comments or via email