Category Archives: Content

Effective Titles: Once more with feeling!

Titles drive the engagement of a blog post. Established bloggers such as Jeff Bullas suggest that you spend just as much time on producing the title as you do writing your post. Continue reading

Posted in Blogging, Content, Digital Marketing, Social Media Marketing | Tagged , , , , , , , , , | 2 Comments

Content Shock Illustrated

Mark Schaefer wrote an insightful post about Content Shock two years ago, explaining that a glut of content from hundreds of millions of blogs and websites was testing everyone’s capacity for attention. Therefore content marketing might be an unsustainable strategy … Continue reading

Posted in Blogging, Content, Digital Marketing, Facebook, LinkedIn, Social Media, Social Media Marketing | 7 Comments

#Cluetrain Derailed!

The Cluetrain is derailed.

Last Spring Adage pronounced that “There is no more social media marketing: just advertising… The idealistic end to business as usual, as “The Cluetrain Manifesto” envisioned, never happened… After a promising start — a glimmer of hope — we’re back to business as usual.”

My first social media marketing class was Spring 2012. I proclaimed that “marketers must drop the megaphone – broadcasting or shouting at customers and prospects is dead! We must engage and have a CONVERSATION.” Our group projects were to work with organizations to show them how to have that conversation….

Tomorrow I will face two new sections of my SMM class.

I require them to be Google AdWord certified. Continue reading

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Essential Social Platforms for College Seniors

Yesterday I surveyed the sixty students, generally seniors majoring in marketing or communications, about which social media sites were important to them. I asked two questions:

What are your three most used social media platforms in order, and
What ONE social media platform is most important – the one you would keep if you had to have only one? Continue reading

Posted in Blogging, Content, Facebook, Higher education, LinkedIn, Social Media, Social Media Marketing, Teaching SMM, twitter | Tagged , , | 1 Comment

Extended Posts on LinkedIn

Have you tried the new extended post feature on LinkedIn? What has been your experience? What are your concerns?? Continue reading

Posted in Blogging, Content, LinkedIn, Social Media, Social Media Marketing | Tagged , , , , | 4 Comments

The 10 Principles of Social Media Marketing

This is the last week of my summer social media marketing class. Seven MBA students, most of whom are working during the day, have gathered together twice a week from 6 to 10 pm to discuss SMM for organizations. Last session I … Continue reading

Posted in Blogging, Content, Facebook, Higher education, Social Media, Social Media Marketing, Teaching SMM | 3 Comments

My Content Marketing II: #Curation, #Contributed + #Branded Content

Looking back I was always a content marketing salesperson. In the days before blogs and email I folded newsletters, stamped and licked envelopes to get content to a targeted community of bank and other financial traders. I curated articles and contributed content and experimented with branded content – all before social media… Continue reading

Posted in Content, Personal Learning Network, Selling, Social influence, Social Media | Tagged , , , , , , , , | 2 Comments

My Careers in Content Marketing

The origin of content marketing is often traced back two centuries. I had been teaching marketing and social media marketing for several years before a conversation with and an article by Sander Biehn (@sanderbiehn) led me to the realization that I had been a content marketing and content salesperson in my two careers prior to becoming a professor! Continue reading

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Journalist – “a blogger wearing pants?” Contributed and branded #content.

Pressure from social media and internet offerings has forced existing news companies to explore hybrid content approaches that many journalists see as a threat to integrity. Two popular “blended” content approaches blur the lines between journalism vs. blogging and journalism vs. advertising:
(1) Contributed Content, and (2) Native Advertising or Branded Content. Continue reading

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Why Teach Social Media Marketing: #Context and #Integration

If college students are so well versed on Social Media, why do I firmly believe that every marketing major, every business major and in fact every major would benefit from taking a course in social media marketing? Continue reading

Posted in Blogging, Content, Facebook, Higher education, Internet, Klout, LinkedIn, Mobile computing, Personal Learning Network, Social Media, Social Media Marketing, Teaching SMM, twitter | Tagged , , , , | 1 Comment