August, 2011 | Content for Biz Inc.

Content Trouble – What’s Your Approach?

Content trouble can delay projects, reduce traffic, and miss the message when not properly managed. Content troubles often appear in the following areas:

Content creation – generate original ideas, write, edit, curate, add keywords

Content quality – find good sources of information, good writer, variety, high interest, meet business objectives

Content management – schedule, publish, integrate, re-purpose

Content priority – projects may involve a team of professionals: manager, web developer, graphic artist, photographer, and videographer who need to see the big picture and how/when their expertise fits.

Every content project manager hears the word “trouble” sometime in their career. Singer/songwriter Ray Lamontagne embraced “Trouble” as a title for one of his songs. His initial “trouble” lyric is quickly followed with “….worry, worry, worry…” then he gets saved. What saves the content project is often a combination of planning, talent, and interpersonal communications skills.

When trouble comes my way I tend to take the following approach.

Seek to understand. Were priorities set and understood by all? What went wrong and why? What other problems might this create?
Build some kind of rapport with the problem. This reduces worry and increases focus. Ask lots of questions of yourself and others.
Evaluate expectations for a solution. Like a doctor, do no harm.
Pursue the solution. I usually do this in phases to assess progress and make observations as we move away from trouble to solution.
Understand what’s needed, nurture, and deliver.
Be grateful for your ability to learn from the experience.

What’s your approach to resolving content troubles? Anything I forgot to add?

Why Add Human Interest Stories To Your Business Communications?

Human interest stories can be used effectively to share innovations, recruit staff, and differentiate your company. Nothing intrigues me (us) more than the human condition – no matter what business we are in. Here are three ways I added human interest stories to internal, external, and online business communications.

As I See It

Introduce an “As I See It” column where people of all ranks in the organization are interviewed. Some people may want to write it on their own, but those always fall flat. It is the interactive conversation and the editing of the conversation that brings out the best for your audience. It is a great way to show the diversity of jobs, skills, and efforts that make up your company.

I find that no matter how high or low of status, each person feels good about being interviewed. This kind of content works well at 300 to 400 words online, or up to 750 in print. Add a photograph of the person in their work environment. Keep the text in first person “I” using their words. Find someone good at interviewing and who is comfortable talking with people across the organization. Create a series of blog posts that can be archived under a “staff” category, or feature your profiles in a newsletter and annual report.

Replace shadowy figures with real people.

What If…

Another use of human interest content can be found in of all places the trouble shooting section of product documentation. You know, “This happens, do this” type of text. Change “Troubleshooting” to “What If…” Human scenarios direct the reader to appropriate solutions by adding context, the way a conversation does. It can also reveal innovations in the product design. One company began using “What if…” in their training sessions. To show product or service flexibility include “What if…” statements that can be addressed by experts at your company.

What if I can’t get my tax forms filed on time?
What if the light on my dashboard won’t go off?
What if my pleasure is so great I don’t want to leave?

Interview people across the organization.

Just Asking

Just Asking can be written in a column format, but also fits as a blog post/website page/newsletter column for your company. The idea is simple. Ask a question of interest and relevance to your readers. Find someone within the company to answer it. The answer highlights the person’s knowledge and feeds the curiosity peaked by the question. It’s good to conduct a short survey to see what questions your readers/employees might have.

I have used all of the above ideas as an editor and communications manager at big and small companies in professional services and manufacturing. Putting a face on your company is a good way to engage your audience. No one’s story is the same. In an age of stock photos and cryptic text don’t forget the human side of your business.

Who would you like to have interviewed at your company? Why?

Content Strategy: A Recipe for B2B Marketing Success

Are you overwhelmed by the number of touch points you have with customers? The marketing mix for many B2B companies today looks like a recipe with an ever-increasing number of ingredients. Imagine the pot is your company. The protein for your recipe is your website and without it, your marketing lacks power. Trade magazines, trade shows and traditional public relations form a base; add blogs; mix in Facebook, LinkedIn, Twitter and You Tube; sprinkle in custom events, networking, webinars, and mobile. It’s either a recipe for success or a recipe for disaster.

Before the Internet, you knew the recipe for B2B marketing success fairly well. Now the recipe has become far more complicated. You can’t just throw in more ingredients and expect it to taste good. You need to think about what each element of the marketing mix can contribute because time and money are limited. You need to think about what customers are looking for and how they engage in each of the platforms.

In the old days a prospect may have picked up the phone and called a vendor to help him in the buying process. Today buyers conduct much of their preliminary research online. Your customers are going to find the information they need from someone. How will you help them? What can you provide that will be useful? How will you stand out in the crowd? How will you build trust? Where will they look for this information?

Here’s a way to simplify the process:

1) Determine Who

Who do you want to reach? If there are multiple audiences you’ll need separate strategies. Learn as much about them as you can.

2) Determine Your Objectives

Are you after sales leads or brand awareness? Are you trying to establish credibility or educate customers? Choose the “ingredients” of your marketing mix based on your objectives.

3) Determine What

Content should also be aligned with objectives. What can you show, what can you say, what have you done, that will help you accomplish your objectives? How will you show it, how will you say it, how will you communicate it on each of your selected channels? This is content strategy.

Some B2B marketers are probably moving too quickly into new media, while others aren’t moving quickly enough. But whether you are just beginning to embrace it, or have already jumped in, taking the time to develop a content strategy will help ensure your success.

Coming soon… Content for Biz will offer a complimentary B2B content strategy worksheet for all our subscribers. Sign up today be sure you don’t miss it.

How to Create (not copy) Quality Content

Here’s a simple question: Why is it so hard to create quality content?

Often, little attention is paid to what is being published. We see the same thing over and over again. Anyone can copy. If you want to generate better online leads and engagement, create custom content that expands upon your experience with the customers you serve. Harness what professional writers and researchers know about quality content. Then reach for new heights of creative achievement that differentiate you in a crowded market place.

Content isn’t just for websites. It is a part of your brand. It should offer a pragmatic promise not pie in the sky. Content moves across all your communications channels, including blogs and social media. Suppliers, manufacturers, distributors and buyers may depend on it. Use your existing body of knowledge to find creative solutions. Replace caution with curiosity. Listen to learn. Unleash your story telling ability.

Creativity includes process and technical ability. Below are some recent posts from Content For Biz that explore the process on how to create (not copy) quality content.

How to Convert Customer Knowledge into Content

How to Find Credible Sources for Articles, Blog Posts and Whitepapers

Writers Need Answers Before Content Creation Begins

Tell an Authentic Story

Worst Sentences Fixed

Why Tone & Mood Matter in Custom Content

Q&A Becomes a Custom Content Star for Mack Trucks

Not everyone is creative. It is estimated that only 30% of the population falls into this category. In his book, A Whole New Mind, subtitled: Why Right-Brainers Will Rule the Future, author Dan Pink suggests that ingenuity and creativity will be more valued in the future because these traits cannot be computerized, outsourced or easily reproduced at a lower price.

Your content kettle should be stirred regularly. Add some spice. Where do you look for creative inspiration?

Social Media Strategy: 10 Ways to Increase Involvement on Your B2B Facebook Page

Successful Facebook pages are all about involvement. How will you keep website visitors involved and engaged?
What’s your social media strategy? If you feel as if you are talking and no one is listening, it’s time to consider a new strategy. .

Here are 10 things you can try.
1) Include a compelling call to action. If you want me to like you, give me a good reason why? Keep your message front and center. Offer an incentive.

2) Try something fun. Ecyler produces a weekly 30-second series called “Crush that Can” which highlights fun ways to collapse a can for recycling.

3) Demonstrate your product or service with a video. At StellaDot company founders showcase all the feature of their fashion products and how to wear them.

4) Launch a contest. Western States Cat held launched a heavy equipment rodeo at 12 locations across its territory. Participants competed in five event and the winner from each location will compete for a championship. Share the news on your Facebook page.

5) Seek out legitimate feedback on your products and services. Conduct a survey asking readers a simple question?

6) Have employees tell a story about what they do for the company.

7) Offer discounts for involvement. Offer a discount if they post of a photo related to them using the product. Threadless allows users to upload photos of their own t-shirt designs.

8) Promote community content if you are a local business.

9) Give them something for sharing with a friend.

10) Respond to posts in a timely manner. Thank your fans for contributing and call them by name..

Let me know how it goes.