Category : Content Marketing

2020 every day, bite size strategies

The European Commission introduced Europe 2020 as a strategy for smart, sustainable and inclusive growth. Back then, in 2010, we were emerging from an unprecedented crisis and needed to address impactful, long-term challenges. The strategy was designed to help Europe transform itself over a 10-year period, from 2010 to 2020.

The corporate world also considered 2010 a good year to reset their strategies over a 10-year period. Or, maybe 2020 just sounded more futuristic and forward-looking than 2014. It is the end of the second decade in this century, so if companies were going to reset their strategy, shooting for 2020 made sense.

2020 vision

The term 20/20 also refers to a person’s vision. Optometrists decided what a person should be able to see when standing 20 feet from an eye chart. If you see what a “normal” person should see, you’re said to have 20/20 vision.

We need a day-to-day eye for excellence

It causes me to wonder whether we shouldn’t all think as if it is 2020 every day. We’d sharpen our wits to see the challenges we face, and develop solutions for them, with extraordinary vision. On a daily basis we encounter products and services being brought to market with remarkable speed, and we experience disruption in many areas of our personal and professional lives. It is time we start to .

2020 Content Strategy?

I think 2020 can be used in both connotations when applied to content strategy. We need to evaluate and validate trends and develop strategies based on values connected to a fast-forward society. Let’s call it fluidity in strategy when it comes to content, context, creativity and commerce.

Coca-Cola -for instance- has a different vision for the future of their content marketing.

  • They’re committing to use their content to make a difference in the world with content that has value and significance in the lives of their customers.
  • They want to hone their storytelling ability and use stories to generate conversations that will lead to transformational actions. As a result, they’ll earn a disproportionate share of popular culture.
  • They’re moving from creative excellence to content excellence.

In Coca-Cola terminology, one needs to create ideas that are so compelling it can’t be controlled. That content must be linked to the organization’s objectives, brand and customers’ interests and values. Customers have moved into the on-demand culture. They communication on their own terms; those terms are changing as new technology provides new ways to communicate. Coca-Cola’s call for dynamic storytelling is intended to include input from customers to tell the right stories. And, they understand that the stories will be dynamic, changing as the customer conversation continues.

Do you have excellent content sight?

If you don’t see your organization being on the leading edge, maybe it’s time to bring in your extra set of spectacles to get you there. Remember, the clock is ticking!

B2B Content Strategists: Stop Writing for Businesses!

B2B content is intended to engage existing and potential customers. And, while customers do work for businesses, you can’t engage them with impersonal content directed at a mass entity. If you struggle to create appealing content, you need to stop writing for businesses and start writing for people. Just maybe we need to stop segregating the B to everything else. We still cling onto nominators too much!

Challenge Yourself to Address a Human Hive

The majority of business writing is targeted at a business network rather than a hive of human beings. You need to think about the fact that users, teams, colleagues, peers – in other words, people – make up a business.

Traditionally, we’ve always believed that B2B content needs to be formal, written with a “stiff upper lip.” However, to be engaging, content needs a personal approach.

Just because you’re writing about business topics, you don’t have to be boring. While you must convey certain crucial information to your audience you can do so with infectious energy and flair . You need to write in a way that is easy for the reader to relate to while communicating the required information.

Write with Abandon

Maya Angelou once said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” You can apply this insight to your writing to make a real impact on your audience.

Keep your writing simple, but make it sharp and clear. Remove the barriers that often stand between your audience and your message. Make your writing attractive by sharing trends and experiences, and even products and services, happily and without restraint.

Be honest. Honesty will give you credibility, and that will build trust. The more your audience trusts you, the more likely they will be to engage with you.

Work to understand your audience. Don’t just write about things you think might concern them. Stay in touch with the communities where your audience participates. Ensure that you’re writing about things that will resonate with that community.

Above all, make sure your conclusion sings. The last paragraph of your content needs to inspire and motivate your audience. Take the time to make reading your content all the way to the end worth your audience’s time, and encourage them to take some action.

So….B2B content?

People want to work with people they like. If you can’t talk to all of your prospects in person, at least make sure that you connect with them in writing. It’s the small things that can lead to big business. For your next project, write as if you were talking to a friend – the results may surprise you!

How Does Culture Affect Local SEO?

As a content strategist considering local SEO rules for a client’s website, should you also keep the local culture in mind? The culture of any given area determines the marketing vernacular that consumers will understand and what kind of language may offend. If you are going to use local SEO in your B2B marketing plans, then you need to learn that area’s culture.

How Consumers Recognize Products

If you want to sell soft drinks in Buffalo, New York, then you should know that most people in Buffalo refer to soft drinks as ‘pop’ and not ‘soda.’ People in Buffalo refer to chicken wings simply as ‘wings’ and find the term ‘Buffalo wings’ distasteful.

But does that really matter to a small business trying to sell products in that area? If your B2B marketing to Buffalo area businesses refers to soft drinks as ‘soda,’ your message will be lost. If you are trying to supply Buffalo restaurants with chicken wings and you refer to them as ‘Buffalo wings’ in your SEO content, your message will fall flat.

Their Native Tongue

The city of Chicago has a Polish population of approximately 1.5 million people. There are many parts of Chicago where all the signs you see are in Polish. So when doing content strategy for Chicago, for example, understanding the Polish audience could bring you thousands more customers. You could capture more of that market if your local SEO plan included Polish language content. Not only would you catch the attention of more businesses, but you would also appeal to businesses that your competition is leaving behind.

When developing local SEO strategy, you need to know how important ethnic roots are to your consumers. It would be a huge benefit to anyone trying to market to Chicago businesses to use some Polish content. As a content strategist, a dominant ethnic culture in your client’s target market is an important B2B marketing fact to be aware of.

Why Use Culture?

Paying attention to culture with your local SEO as part of your content strategy sets you up to appeal to niche markets that your competition might be neglecting. Your direct appeal to the local culture strengthens your brand and puts you in front of business professionals who represent the niches you are appealing to.

Culture and local SEO go hand-in-hand. As a content strategist, it is critical that you understand that local culture dictates whether or not your client’s message is received when a target market starts looking for new vendors.