Content and digital marketing
Resources to help you get started with content and digital marketing.
Big ideas in content and digital marketing:
When you’re thinking about marketing strategy, there’s one reason that stands out above all others to do content marketing. That’s scalable revenue growth. Content has upfront costs, but no ongoing expenses as it continues to generate active leads for you. For this reason alone, great content has the ability to generate huge ROI.
The #culturecode is a disruptive movement in HR that’s intersecting marketing and management. The movement was started in 2009, with the release of the Netflix culture code document. The Netflix #culturecode document was publicly released by the CEO in 2009 – largely to boost recruiting efforts. It’s been a viral phenomenon, being viewed over 11m times since.
Practical tips for content and digital marketing:
News Flow Every Week means you have to achieve something every week that you can announce publicly. It’s an internal and an external benchmark of progress. Momentum gives SMEs life. News flow is concrete proof of momentum for everyone involved in the business.
The average B2B buyer will engage with your website 3-5 times before they ever talk to your sales team. These interactions are the foundation of trust and credibility in your brand.
Trust is everything in B2B selling, so make sure your calls to action deliver what they promise.
A selection of in-flight magazine adverts, showing consistent use of “you” and “your”. The best marketing is not about the brand. Instead it’s all about the buyer and what you can do for them. To demonstrate I’ve gone as far as to count the number of references to “you” and “your” in the advertising copy on each page. As you’ll see, these words come up a lot!
In complex B2B sales, your focus must be on building trust and credibility. Real photos of your people begin the process of establishing a personal relationship. We look at Clayton Utz, Allens and Herbert Smith Freehills for some good (and bad examples of how photos can be used to build trust and credibility). If you’re selling time or expertise, your people must be front and centre on your website
The less information you ask for on a subscription form, more subscribers you’re likely to win. Don’t ask for any more information than you absolutely need. For a blog subscription, you don’t need anything more than an email address.
A couple of great logos and customer quotes on your website can make a huge difference to the credibility of your business. This is a quick tip we’ve learnt from some of the biggest players in the tech space to boost your testimonials. It’s as simple as writing the obligation to give you a testimonial into your terms of service / engagement letter / EULA.
PDFs deliver a terrible user experience – there’s no menus, cross linking or ability to subscribe and share. Google will penalise you for using PDFs as a primary content format – so people won’t be able to find your content.
Don’t be boring – Your website should have personality, be interesting (and even fun to read)
Your website is your number one salesperson. Build a relatable personality for your website, and you’ll see more engagement.
If you want more coverage from the press, the TRUTH newsworthiness framework can be incredibly helpful. TRUTH stands for Topical, Relevant, Unusual, Trouble and Human. It’s a quick set of five questions that puts you in the role of storyteller. At every stage, you’re forced to answer “Is this an interesting story to tell?”
Tools and resources for content and digital marketing:
You don’t have to spend a fortune (or work the weekends) to see a huge return on digital marketing. This 10 step guide will get you started with the right foundations for success.
Culture code documents are a detailed documentation of the culture of your organisation. They cover not just what you do, but also why you do what you do. Think of the culture code as the employee handbook for the 21st century.
These are resources that are incredibly valuable to the reader, but are also highly aligned to your product/services – such that it’s hard to get full value from them without actually using your offer.”
Resources specifically focused on building a great CEO blog.
What is a CEO blog:
A detailed introduction to getting started with CEO blogging. The article talks about achieving the right alignment, finding specific topics, and the importance of positioning those topics as inevitable.
There’s plenty on the TLP site about better corporate and CEO blogging. But there’s also huge amounts of fantastic wisdom out there on the internet. On this page, we’ve collected some of our favourite resources on CEO and corporate blogging.
A comprehensive list of why you should or shouldn’t consider starting a CEO blog, as well as the specific risks and considerations that you need to take into account. This list will make sure you’re fully prepared for the CEO blogging journey.
Practical tips for CEO blogging:
Some of the most commonly asked questions about CEO blogging. Questions include “What is CEO blogging?”, “Why should CEOs blog?”, “What’s a good audience for a CEO blog?” and “What should CEOs blog about?”
The biggest reason to use a conversational tone is readers pay more attention, read for longer and remember more of the content. Listening to a conversation vs reading a written article uses different parts of the brain. This matters a lot, because the conversation part of your brain tends to pay much more attention.
We examine two CEO blogs – Scott Farquhar from Atlassian and Alan Joyce from Qantas for personality, authenticity and likely returns. The #1 rule of blogging is “don’t be boring” (no matter who you are and how important your topic is). The majority of readers will assume a CEO blog is ghostwritten, unless you provide compelling evidence that this isn’t the case.
You’ll get best returns from your blog when you balance topics between new ideas and solutions to common client problems. Blogging about existing challenges validates your credibility in the market (by helping potential clients solve common problems). Blogging about new ideas positions you as a thought leader in the market (and helps deepen conversations with your existing clients).
Corporate blogging needs to provide value. Readers will trade their time for interesting and valuable content. There’s four strong reasons to blog for existing clients first: It makes it easy to think about the specific reader, it makes sure that you’re providing practical content, The easiest clients to win are similar to your existing, and you’ll get quick feedback.
Vulnerability signals authenticity, which leads to trust. All forms of social media are human platforms – Talk about your learning experiences to cut through typical marketing.
We look at the Canva blog, for a great example of how to use your blog as a sales tool. Don’t try and distract your way to a sale. More noise (sidebars, adverts, options) rarely leads to more action.
Tools and resources for CEO blogging:
If you want to be a thought leader in B2B, you must have views on the future of work. There’s a lot written on the future of work. Most of this content is opinion based. Because of this, our experience at TLP has always been that if you want your “future of work” thinking to stand out, you must support your argument with data.
All great blogposts start with a great idea When you have a great idea for a blogpost – it almost writes itself. You can sit down (with a Shakespearean-esque flourish) and opinions, examples and anecdotes will just come to you, as if from nowhere.
Resources on the process and strategy of earning returns from thought leadership.
What is thought leadership:
I recently published an article called “Why non-executive directors should pursue thought leadership on LinkedIn”. In this article I’m following up with some practical tips for how non-executive directors can build thought leadership on LinkedIn.
Over the past months I’ve been asked many times about building thought leadership on LinkedIn. There’s been substantial interest across the non-executive director community to understand how and why I’ve been publishing content on LinkedIn.
Thought leadership is respected expertise. You’re an expert and you’re known for it. When people think of the ‘experts’ in your space, your name is one that immediately come to mind. It’s called thought leadership because of the implication that you shape the way that the industry thinks. You ‘lead’ the thinking about your area of expertise.
Practical tips for thought leadership:
Some of the most commonly asked questions about thought leadership. The FAQ includes: What is thought leadership? What is thought leadership marketing? What are the benefits of thought leadership? How important is thought leadership? How to write thought leadership articles?
A key ingredient in thought leadership is inevitability. Thought leadership without inevitability often sounds “crazy”. As a thought leader, you’re speaking about ideas that are dramatically different to current “best practice”. This means that there’s always a risk that you’ll be perceived as somewhat ‘crazy’. You can mitigate this risk by positioning your ideas as the inevitable future – whether the reader/listener accepts this or not.
Tools and resources for thought leadership:
A simple framework to dramatically improve your content marketing. Using this framework will make a dramatic difference in the quality and consistency of the content you produce.
There’s four parts to building passionate brand advocates: Radical transparency to build a real human relationship, Case studies that make your clients look like superstars, Saying thank you (just because), and bringing your clients inside the content creation process.