Content Marketing 2022

Hail the power of sharing!

Not so much the “sharing is caring” moral science lesson we all got as kids…but that small share button by the corner of everything you read and watch online. A one click reach to all the watchful eyes who are ever so keen to know what you are up to!

Honestly I am not much of a sharer because I tend to apply a lot of filters to what is good/bad/interesting/politically correct about a post and by the time I am done contemplating the subject…its too late. But  you can still appreciate the power of the share button being on the receiving end of it. Everyday I come across such amazing reads, updates and happenings around the world about something as random as walnuts and as specific as my interests. So while I am still sticking to the long checklist of do’s and dont’s before sharing something online (which btw is a good topic for a blog), here’s a good read on content marketing that a connection shared on LinkedIn.

Content Marketing in 2022: Very Personal, No Silos, and Lots of Voice

content-marketing-2022-cmw-experts-talkWhere do you see yourself in five years?

Do you hate that question as much as I do? While I’m not a fan (perhaps because I’ve never had a great answer), I understand why it’s asked. The interviewer wants to know that the job candidate has considered the short-term future and wants to see how the candidate’s potential path for success fits with the company’s.

With a professional twist, we asked the experts presenting at Content Marketing World what they see in the next five years as the biggest changes in content marketing. This isn’t a list of predicted tech advances or outlandish guesses – it’s practical and proactive. You could take one or all 25 and begin working on them today (if you’re not already) – to plan strategically for short- and long-term success.

We’ve segregated the answers based on the five emerging themes – personalization, formats, implementation, voice-activation, and data.

 

http://contentmarketinginstitute.com/2017/08/content-marketing-2022/#.WYCOrfdjvHU.linkedin

doing my bit of sharing 🙂

 

 

 

 

How to write a ‘Company Overview’

As a part of one of my on going projects with a leading construction company in Qatar, we are giving this 70+ year old brand a face lift. While this entire exercise will make a brilliant re-branding  case study some day, today I want to concentrate on one very crucial part of content marketing that I believe is more important that we think it is. I have to admit that it was that one intriguing question by the client that got me thinking…for good!

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Now, What is a ‘Company Overview’?

I am no batman so I googled this very question (we need a superhero with google-like powers). Surprisingly there was nothing much that would explain to me what a company overview is like I was a 5 year old (hellya! Denzel Washington). So I went for split and search and it kinda worked. So, an overview of a situation is a general understanding or description of the situation as a WHOLE.  Obviously the situation here is a company and the task is to write a page that would describe the company as a WHOLE. Again in caps because that is the keyword!

You wondering why?! remember the intriguing question that my client asked…it was, “should we call the prepared content Company Overview, Company Introduction or Company Brief?” 

The keyword helped me answer the question. A company overview is far more than an introduction or a brief. when you introduce yourself to someone it mostly is your name, where you come from, what company you work with and maybe a couple of more points if the other guy is really listening to you. There is much more information about you in store than what you give away in an introduction. I have had interviews where I was asked to “briefly” introduce myself! So a brief is strictly no dilly dally, cut to chase, say it in one breath scenario. I understand that my examples are conversation based and the case in point is about written content, but my objective is to differentiate between an overview, introduction and brief before we know to how to write one.

While writing a ‘Company Overview’…

  • List out the keywords that describe your business and its core values

Company overview is no longer confined to the pages of a business plan or a tedious report. It is one of the first things we read about when we enter a company website. With the growing acceptance and demand for SEO responsive websites, the content has to reflect the meticulous usage of keywords that will contribute in increasing the quality of your website. This is called “On-Page” SEO, a topic for my upcoming post.

Finding the right set of keywords for your business is a very crucial step and i encourage it to be a time taking one. The process includes interviewing the founders, present top management and conducting a competitor analysis and secondary research. Tools like Google Adwords Keywords Planner should be used to filter out the most relevant keywords.

Once you have listed out 10-15 keywords for your business, try and incorporate all or most of them in the company overview while maintaining the flow of information.

  • Figure out the key components that must be included 

Think of it as a 2 minute business presentation to a set of people who have never heard about your company till that very moment. What are the most important aspects of your company that they should know about?, Where can they locate you?, When did you start this company? and how are you the best in what you do? Writing a company overview is simply answering these questions in the most accurate way possible. In short, it should contain the What, Where, When and How of your company

  • Follow this basic structure

Company History  – provide the back story, including date of founding and who were the founders

Management Team – details about the top management and their key roles

Legal Structure and Ownership – how you’ve decided to structure your company

Locations and Facilities – Details on your work spaces and diversity

Mission Statement – A concise statement on the guiding principles of your company

So, get started on writing a company overview that will get you noticed.

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Difference between Goal, Objective, Strategy & Tactic

The purpose of my blogs is to take inspiration from my everyday chores, events, scenarios and try to relate it to those marketing lessons which were once crucial to clear college tests with flying colors. That was back in the post-grad days when tests were taken (simple) and now I am put to test everyday in real business situations (not that simple). Marketing jargon, fancy presentations topped with promising case studies can be an impressive start for your marketing career but you have got to produce results. That is usually the unwanted question or exclamation mark while evaluating your marketing campaign.

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One of my favorite dialogues from House of Cards puts it just right…”One has to be smart to know what they don’t know.” So when going gets tough ask yourself what you have been pretending to know all this while because now is the time to actually know it!

This post is about the four pillars of every marketing campaign that are often misused, overused, underused or used fr no reason at all. It’s the GOST…Goal, Objective, Strategy, Tactic.

  1. GOAL

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Or more precisely business goal. This is a very long term of view of what the business should become or should accomplish. Goals are meant to be ambitious and to some extent far fetched that can keep the work force motivated forever. for example, the goal of a cooking oil company would be to become the number 1 cooking oil of the world. Even if the brand ends up being the least used cooking oil in its geographical region, the goal will always be same.

2. OBJECTIVE

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When your boss asks the objective behind your strategy…make sure you have a number in mind. That’s right, objective is where you define the way to achieving the business goal using concrete and justified numbers. Taking the above example, when the cooking oil company comes to me with the goal…it expects me (the marketer) to figure out HOW?

So one of the objectives would be to double the sales in one year. If we are presently we are selling 100 bottles we have to increase the sales to 200 bottles. There can be multiple objectives in a campaign. Like in this case, the new cooking oil company might want to achieve considerable brand awareness as a part of this campaign.

3. STRATEGY

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This according to me is the most misused word of all! so now you know that growing your business is not a strategy and so is increasing product sales. Strategy is a critical bridge that connects you to the objectives and subsequently the goal. when i say bridge…picture one of those hanging bridge connecting two mountain cliffs and not the concrete modern day bridge just to maintain the thrill of this crucial step 😀

It is true that strategy can make or break your campaign that’s because it answers the very important WHY? Strategy should answer why you are doing what you are doing and if the answer is not aligned with your objective and goal…you know what’s wrong. For example, sampling would be a good marketing strategy for increasing the sales of cooking oil. And so would be reviews by influential cooks and food connoisseurs. Strategy constitutes multiple steps that individually and all together contribute to coming close to the goals.

4. TACTICS

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Tactics will take you to the white board and multicolored excel sheets. That’s because when you are working on your tactics you need every little detail to action the campaign. If the cooking oil company plans to use sampling as a strategy to let people try out their product for free, the tactics would include the plan of action to make this happen. For example, where to give free samples – malls, hypermarkets, mini marts ,etc. key locations to target, number of stalls and other minute details.

Hope you have got the GOST figured out now and with the basics in place the result will be… YOU ON TOP!!

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Marketing Speaks

Marketing speaks aka marketing jargon is usually perceived as tricks up a marketers sleeve. Having worked in a corporate and now with a marketing agency, life has kind of been a full circle in a short span of time. And throwing jargon in meetings has changed its hidden motive from “testing ones skills” to “proving ones”.

But given the peace loving person that i am, there can be a truce offering. What if everyone just knew what these tense but often self explanatory words/phrases meant. So here are some marketing magic words that you might use (*with caution) while discussing the life changing marketing strategies with your team, marketing experts, third party or your pet dog!

1. Advertising Clutter

Hey remember that beauty soap ad?! which has like milk, shea butter and aloe vera in it?…the one which has a beautiful model in a bathtub with foam all over her??…ohh come on, how about the jingle that’s always at back of your head!

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I bet we all are thinking about different soaps that match the description above. And that my friend is an example of advertising clutter or Marketing clutter. While this phenomenon is inclined towards being a negative marketing effect but that’s not entirely true. Creative content, targeted messaging and multi-channel communication is key to creating some space for your brand in the clutter.

2.  Double-Loop Marketing

Marketing for a product or service starts with a strategic approach towards achieving the goals you set out for your business. Here the term approach is important because it is a step wise planner that aligns various components of the campaign to measurable KPI. Double-Loop marketing is an effective approach wherein the marketing efforts are two fold: Market Share & Wallet Share

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In the first loop companies try and provide as much information and advise to the potential customers about their solution/innovation. You do not want to just talk about your product but present a bigger picture of how your product/ service will make their life perfect. This loop is vital in creating a recall for your brand thereby creating a mind share in consumers cluttered mind. In line with the example of soaps, we have to give it to Dove for their consistent messaging of “moisturizing soap” and that’s what lingers in or mind when we think of this soap. The second loop is where you say show me the money! because businesses run on money you have to successfully sell you brand and grab a wallet share of your consumers.

There you go…I hope you’ve added these marketing lingo to your pocket book and ready to bedazzle the next marketing presentation. Come back because there’s going to be more of marketing speak in the coming days.

I am no marketing guru, I learn and spread the word. So please leave your comments in the form of suggestions, feedback, explanations and make this a marketing classroom.

zzzz