Mary Klest | Content for Biz Inc.

What the Chicago Cubs Can Teach Us About Content Marketing

The Chicago Cubs won the World Series in a nail biting extra inning game 7 against the Cleveland Indians. It was deadline time. The event became historic not because they always win but because they have not won the Series for 108 years. History can be on your side either way. Down three games to one it’s an inspiring comeback story.

Here are some lessons from the Series that content marketers can use when the daily grind of producing stellar content may be getting the best of them.

Start big

Game 7 started with Dexter Fowler hitting a home run. Koci Hernandez, professor of new media at UC Berkley says, “Start a new project with reckless abandon.”

Forget the past

Focus on what you need to do now. Stay in the moment. Yet once you’ve met your goal pay tribute to whatever and whomever brought you to this point.

Don’t try to do too much

When a fan asked a rookie player what advice Cubs Manager Joe Madden gave him when he joined the team, Madden’s phrase “Try not to suck”, stuck and became a rallying cry. You don’t have to swing for the fences. Put the ball in play and good things will happen.

Get the routine down

Stick with it, day after day. When you are ready this allows you to step out of the routine and become extraordinary. Hernandez says, “The unrelenting pursuit of practice separates you from others.”

Work together

Cubs veterans and rookies relied on each other. When Pitcher Jon Lester entered the game with two outs, so did 39-year old Catcher David Ross. In content marketing old and new, creative and technical can be a winning combination.

Be Willing to take a risk

Joe Madden made some controversial decisions such as bringing closer Aroldis Chapman in to pitch in five games during the Series. It worked out.

Loyalty Matters

For a very long time Cubs fans have had limited expectations for their team. Yet they remain enthusiastic because they love the game. Give your best to those who support your efforts.

Expect the Unexpected

Throughout the Series second baseman and 8^th in the batter line up Javier Baez was swinging at everything and missing. Then leading off the fifth inning of game 7 he hit a homerun. What? Pitcher Corey Kluber left the mound without a single strikeout. Goliath can be conquered.

Don’t Rely on the Environment

The Cubs lost two of their three games while at home in Wrigley Field. Step out of your comfort zone. Get a fresh look at things and dig in.

Step Up When Needed

After nine innings in a tie game, Jason Heyward was credited with rallying the team during the rain delay. Of that meeting in the weight room he said, “I just had to remind everybody who we are, what we’ve overcome to get here.” Good advice for everyone.

It’s a team effort

To build a team culture you have to respect every player. Miguel Montera drove in what would be the winning run for the Cubs. Kyle Hendricks and Anthony Rizzo fielded the last out. But it was teamwork that won the game.

Thank everyone

In Chicago’s Grant Park during the celebration parade and rally the owners, managers, coaches and players thanked their fans and the city of Chicago. They thanked player families, team secretaries, scouts and everyone who wore the jersey before them. Fans at the celebration rally said they won’t forget how Anthony Rizzo choked up and fought back tears as he introduced Catcher David Ross, “Someone who on and off the field taught me how to be a better person.” Emotion moves people.

Your work may not be celebrated as the win of a century. But if you can bring some passion to the work, embrace the challenge, work as a team and get to the finish line I think that’s something to cheer about.

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Build Relationships With Industry Journalists

You start reading an article in a newspaper, magazine or website that covers your industry. It grabs your attention. You are learning something from the research and facts presented. It holds your interest. You like the way the article is written and look to see who wrote it. You even feel a desire to leave a comment or share it. This could be the beginning of a relationship with an industry journalist.

Having such a relationship with a journalist in your industry should add a satisfying dimension to your work and to theirs. When your voice is heard in respected media your authority increases. When a journalist includes compelling quotes and exclusive information he or she serves the audience well.

Industry journalists have distinct styles and approaches to their work. Know what kinds of stories and topics they cover. When you work in the same industry, you have a ready point of common interest. When you ask the journalist a question, you have a second point of commonality – you are both curious.

Whether you meet online, at an industry conference or cocktail party, avoid spin. You need to build trust and be relevant. An opinion is okay. Journalists often look for someone with a point of view. But they also have excellent radar for BS.

Most industry journalists build a strong network of sources in their particular industry. They look for people who have credentials, knowledge and a backstory. It’s easy to call someone an expert, but good journalists verify authority.

Being in the communication business, industry journalists appreciate good communication skills. I’m not talking about reciting the company message, but real dialogue. If you can articulate or simplify a complex idea with insight and eloquence, you become a valuable resource for a journalist.

Timing is an important element when interacting with a journalist. They are often working under deadlines. A quick response is always appreciated. But current news is not always what they are looking for. It’s okay to send updates on a story they’ve covered in the past or something that is upcoming. It’s a good idea to include why their readers will care about the information you present. Industry publishers know their readers well. They have a good sense of what’s relevant and what’s not.

When you have news to share, talk it over with the journalist. Any help you’ve given in the past will be reciprocated within the ethical boundaries journalists adhere to. Never ask them to stretch those boundaries. Mutual respect and trust are the foundation of all good relationships. A well-crafted, informative and interesting article is the end goal for industry journalists and the sources they
depend on.

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Foodservice Writers Review 2016 NRA Show Content

As foodservice writers we entered the 2016 National Restaurant Association Show with an eye on how well companies and speakers were communicating their message. Was it contextual, original, informative? Rather than rate what was good or bad we focused on the variety and substance of content. Here’s what we noticed from a foodservice writer perspective.

Trending Topics

Paul Trotti, director of Menu Strategy at Chick-fil-A, talked about cleaner and healthier menus. Consumer behavior is driving this trend. Trotti’s presentation addressed both those who may be introducing new items on the menu and those who want to “clean” existing items. We recently created an advertorial on clean food for Marie’s and Plate magazine. Marie’s is launching a new line of salad dressings for the foodservice industry which are free of artificial flavors, colors, preservatives, HFCS, corn syrup or gluten. It’s a good example of a how a brand can align content to it’s products.

Fusion food has been around for awhile, but when the CEO of KOR Food talked about it the emphasis was not only on combining two cuisines but also growing practices, local ingredients and cooking styles. Trending topics are a good way to present thought leadership. Companies can show they are current and able to think creatively about what’s going on in the industry now.

Evergreen Topics

Developing expertise in an evergreen topic offers a wellspring of opportunity to develop content that continuously engages an audience. Anyone in the foodservice business knows restaurants face challenges when looking for reliable, skilled and committed workers. What are the latest recruiting and hiring tactics being used to meet the personnel challenge? T.J. Schier, president at SMART Restaurant Group, talked about how to develop a team of top performers. Her content addressed an ongoing concern and added value by providing steps the audience could take to meet their employment goals.

What’s Coming?

Introducing ‘next generation’ products, services and technology pulls interest. Gilbert Bailey, vice president at Beanstalk Engage, discussed how to manage restaurant data that’s being generated by guests in real-time. Marc Jacobs, partner and executive vice president at Lettuce Entertain You Enterprises, moderated a panel of speakers on the future of restaurant design. Panel discussions offer multiple perspectives on a single topic. As with any content, it is important to have a perspective.

Case Study

Shane O’Flaherty, national director of Hospitality and Travel
at Microsoft, and CEO and Co-founder of VMob, Scott Bradley, presented a case study that highlighted VMob’s intelligent personalization platform. This expert duo showed how collecting data from any source and combining it with existing customer data, can help restaurants tailor their content to a targeted audience and increase revenues. Case studies engage by providing a real-life, practical approach to solving challenges. They also provides two perspectives, that of seller and buyer. Case studies are a powerful way for sharing how-to, results-oriented content.

Demonstration

Exhibitor demonstrations were few and far between at the 2016 NRA show. There were many samples of food to try, but the process was rarely shown. With equipment , we did see Vollrath’s Instant Cut 5.0 being demonstrated by District Sales Manager Debbie Pasich. Here’s a quick look.

Demonstrations are an effective content form to create an experience for the audience and produce clarity around the product.

Celebrity

Celebrities draw crowds. Robert Irvine, Rick Bayless, Anne Burrell and others held signing sessions at the Show bookstore. Mario Rizzotti, Iron Chef America Judge & Italian Culinary Specialist, shared tips on tasting balsamic vinegar. In the proper setting, celebrity-based content boosts awareness and authority.

Live Interview

Dawn Sweeney, president and CEO of the NRA, conducted live interviews with three innovative foodservice leaders on Sunday. Restaurateur Kimbal Musk is creating Learning Gardens for grade school children across the country with 114 operating in Chicago. He talked about his experience with training farmers and becoming a trusted buyer of local food. Red Robin Burgers & Brews President Denny Post said the company has 5 million people registered in its loyalty group. The secret she said is, “Listening to our customers.” In his interview Jason Droege of Uber Eats, described how their logistics network of drivers went from moving people to moving food. The interview is a good content form for learning how people think and spread ideas.

Niche Markets

Everyone needs to eat, wherever they are. Laurie Maurino, departmental food administrator at the California Department of Corrections and Rehabilitation, talked about how they feed inmates for $3.45 per day. She touched on poignant challenges such as food waste, religious diets, and the use of fermented foods. When creating content about niche markets, a larger lesson can be shared.

Who and What Went Missing

Of the top largest foodservice distributors we saw only Sysco had a booth at the Show. Of the top five foodservice equipment and suppliers we saw only Edward Don & Co and Wasserstrom. The other noticeable absence was paper. Gone are the days when attendees filled bags with brochures, ads and catalogs. We observed increased reliance on the smartly designed NRA app vs the printed Exhibit guide.

Overall, the content shared at the 2016 NRA Show was abundant and relevant. Being foodservice writers, we know and appreciate that effort.

Why B2B Publishers Can Be Effective Content Marketing Partners

2016 Idaho Potato Chefs Calendar — Annual Idaho Potato Chef’s Calendar distributed through Plate magazine

Before going on your own to develop and distribute custom content you may want to explore a partnership with industry publishers. B2B publishers are in a unique position of knowing the audience you want to reach. They know what interests them, what their concerns are, and how to engage them.

Current topics, issues and trends are something publishers cover every day. You can use their arsenal of talented writers, designers and project managers to take your content to the next level. Get access to the markets you want to reach. Enhance your position in business-to-business markets and distribute your content efficiently.

Custom content can take many forms including branded or unbranded articles that are identified as advertorials, calendars, or supplements to name a few. A publisher who knows your audience and business objectives can offer insight on the type of content that will best engage readers.

Understand the publisher’s brand and mission

Custom content that appears in an industry website or publication places your business within a context of trust and knowledge. But first, you need to understand the publisher’s brand and its mission. It’s likely you are already familiar with publications serving your industry, but if you are new to the market, you can search online, or via SRDS to learn more.

Review the publisher’s magazine, website, and blogs. Read a few feature articles and look at the various sections. Online you can learn a lot about their mission by reading the About page. Contact the publisher and ask for a media kit to learn about their audience and reach. Review the editorial calendar to find topics they will be covering and when.

Identify your objectives for the custom content

Know what you want your content to do and how it will serve the intended audience. Here are several common objectives for custom content projects.

Position your product as on trend

Sunkist ran a series of advertorial articles in Plate magazine highlighting lemon-inspired desserts and cocktails. The articles ran opposite their advertisement. It provided additional editorial coverage for the Sunkist brand while describing creative uses of their product for Plate’s audience, professional chefs.

Position your company as a leader in the industry

To be viable, a sponsored article that addresses a new trend should include research data and quotes from respected industry leaders. In the food service industry clean label is something operators are just beginning to be impacted by. We recently gathered data, interviewed sources and wrote an article for a food service client on this topic to be published in an industry magazine.

Demonstrate product versatility

How are your customers using your product? Share their stories to show its versatility. That’s what the Idaho® Potato Commission does with its annual Foodservice Chef’s calendar. Each month highlights a chef’ along with their potato dish and recipe as well as industry events. It is distributed with the Nov/Dec issue of Plate magazine.

Affirm subject expertise

Share deep knowledge on a topic with custom supplements or whitepapers. These long-form content projects may be inserted and mailed with the B2B publisher magazine or featured online. As a pullout section in a print magazine, they provide readers with a unique reference and in-depth coverage of a topic.

Drive traffic to your website

B2B publishers may offer distribution of a custom e-newsletter directed toward your target audience. The same compelling content you find in print can be adapted for a custom e-newsletter, offering additional opportunities to measure results with special offers, downloads and increased web traffic.

Custom Content Continues to Work Long after the Published Date

Custom content has the advantage of being owned by you. This means you can share your custom publishing content with customers and prospects online and off. Its impact can go well beyond what appears in the publication. Use it in an eblast, for social media and as a blog topic. Extend its reach by distributing print content at trade shows and meetings or send a special mailing to your best customers.

Content for Biz is pleased to have media partners in the food service and construction industries who rely on us to develop custom content. We encourage you to take advantage of the unique role industry publishers have with their audience to make the most of your custom content.

A Tale of Two Construction Websites Reveals the Importance of Content Discipline

This is a tale of two construction company websites. Both had approved designs but were lacking content. One website was done in two weeks. The other lingers with an “Under construction” message for visitors to its site. Both websites were to be used as affirmation of the firm’s existence, services offered and approach to new projects. Because both companies relied on word of mouth and personal contact to gain clients, a call to action and heavy selling on the sites was not encouraged.

Experienced professionals with good reputations run both companies. They know a company website is necessary in today’s world. One realized that a website requires a disciplined approach to content development. The other was not as focused.

From the beginning there were differences. The “Done” website was being spearheaded by the firm’s owner who had a clear understanding of his market and clients. He also had a vision for what he wanted his website visitors to feel and think. “I don’t want to beg for business. The potential client should look at what we offer and say, ‘I want to work with them.”’ He wasn’t interested in getting a single project. He wanted to build on-going relationships with clients who had multiple projects in the works. His clients care about quality, safety, accurate estimates, and reliable schedules.

He brought a similar approach to his website project. While happy with the web developer’s design, the first writer he worked did not have a good understanding of the industry, and came up short. He searched for professional writers with knowledge of the construction industry and found Content For Biz. We developed a schedule for content creation that included reviews and approvals by him on set dates. He adhered to this schedule and provided what was needed along the way.

A marketing department subordinate who offered broad ideas and no deadline was directing the “Undone” site. Content For Biz developed a content creation schedule that included interviews with past clients to determine what problems they were facing and how their challenges were resolved by the firm. This approach was appreciated. But instead of moving forward with what they had, more names were added to the list of past customers to interview. This was not necessary and we told
them so.

The client with the “Undone” site did not adhere to the content schedule. Responses such as: “The owner is terribly busy and hasn’t had time to review the copy” or, “I know you requested that information but we can’t find it” were common.

Content writers are flexible and often offer a Plan B or C to help clients reach their goals. Content discipline, however, is necessary to get the job done. It means adding website content to the priority list, follow up, producing what is needed, as well as review and approval of the content in a
timely manner.

In the process of building a website, companies often find that they have some content areas that need improvement, but it’s important to keep moving forward. When applied, content discipline is what gets websites done on schedule. Companies and business owners reach their content goals. It’s a satisfying experience for them, the writers they work with, the web developers and the people who engage with the well-presented, informative and well-crafted content.

Best of all, content discipline makes it easy for visitors to think: “I want to work with them.”