Making Connections: A Step by Step Guide to Curating Content for a Killer Blog

This post is a deep dive into slide 9 of my presentation titled, “Finding Your Voice: How to Write Authentically to Engage and Retain.  For those of you attending the upcoming AMA Iowa conference on February 23, 2018, I will be delivering that presentation and this post is the “Extended Version,” of Slide 9, not unlike an extended LP or EP in music.

Slide 9 is titled “Make Connections.”  That’s easy to advise and much harder to do so let’s take a look at the actual process for making connections with relevant and tangential topics as well as authors who may not be well known or even consider themselves “authors” and why making connections will make you a better, and more engaging writer.

If you are anything like me, you feel pretty overwhelmed much of the time as you work to keep up with the moving target of content marketing, let alone analytics and marketing in general and sometimes you want to put your head in your hands and cover your ears with headphones blaring Rage Against the Machine.  There is no way anyone can keep up with all of the information promulgated so we all have to learn to be selective, to trust our instincts, and find the content that truly captures us.  And guess what?

That content does not necessarily have to be marketing content.  

Consuming content is hard. We all have jobs to do, groceries to get, houses to clean and emails, oh my stars, the emails.  They never end.  Plus, we need to relax once in a while and focusing on marketing content 24-7 does not a well-rounded writer make.

CONSUME CONTENT 

IMG_2545

I subscribe to five different podcasts and I listen to an additional two or three and only one of those podcasts is about marketing (it’s Jay Acunzo’s Unthinkable) but the ones
I enjoy the most and the ones that seem to spur the most innovative ideas (possibly giving myself too much credit here) and enable me to think in an interdisciplinary fashion (which is how I believe strong marketers think) are the surprise topics that The New Yorker podcast serves up.  One of my faves is an interview that The New Yorker writer, David Remnick conducts with Bruce Springsteen.  Remnick sits down with Springsteen for an hour on the stage of The New Yorker Festival and whether you are a fan of Springsteen or not, I would question you at length if you did not find the interview compelling and interesting.  Again, not about marketing at all but my takeaways (that apply to marketing) are as follows:

  1. Deciding what to write and when matter (this stems from the question to Springsteen about why he decided to write his memoir).  Kinda begs the question of when one begins to reflect on their own life and very much begs the question of timing.  When it the right time to address the topic–whether it’s an innovative marketing concept or net neutrality *gulp*, timing is everything.  For example, there is no way I am touching the net neutrality issue until the smoke clears a little.  I would like to learn from others and their views on the subject before I start spouting about it.
  2. Find the (writing) voice you are comfortable in that normally might feel awkward and keep at it.
  3. Express yourself authentically or don’t bother (in a super charming way, Springsteen cops to the fact that the subtext of every one of his songs is a cry for or about Daddy–how authentic is that?) He actually goes into his relationship with his dad in detail and both heartwrenching and relatable.

And that’s just one podcast from The New Yorker.  Some of the other topics that have captured me range from “Slut: The Play,” an Empowering Story for Young Women” (and a great way to hone your empathy) to an interview with author of “My Struggle,” “Karl Ove Knausgaard on Near Death Experiences, Raising Kids, Puberty, Brain Surgery and Turtles.”  I mean come on, if you can’t find something compelling and applicable to content marketing from that podcast, you should take a walk in the woods and re-awaken your imagination.  And if you can retain your Midwestern, American sense of humor, you will be utterly charmed by the ever-existential Scandinavian.  Don’t forget that Scandinavia is the land of Soren Kirkegaard, the father of existentialism and honestly, that perspective is pretty helpful sometimes.  Case in point is my favorite Kirkegaard quote, “Once you label me you negate me.”  That feels pretty timely, don’t you think?

I consume my content on long walks so my advice to take a long walk in the woods is advice that I adhere to as well.  It is incredibly helpful and taking the time to listen to content while walking seems to open up my mind and enable me to make connections in a way I am just not able to do while sitting at my desk.

Podcasts are, of course, just one form of content.  If reading is your thing, then read and pick up magazines and articles you might not normally read.  I cannot tell you the wealth of ideas (and knowledge) I gain by reading Omni Magazine.  Before you contradict me and tell me that Omni Magazine went out of print in the 90s, check again.  They just quietly relaunched a quarterly publication that is worth a review, as is Scientific American.  

I dig how reading about science engages another part of my brain and I feel I gain a great deal of valuable and applicable knowledge from reading about the mind and how the mind functions from a scientific perspective.  Makes senses for us marketers to know a bit about that, don’t you think?

DO A LITTLE DIGGING

Digging.jpg

So now that you have consumed content that goes beyond the same information about SEO and SEM and Google Adwords and such, you can do a little digging and begin to make connections that are rather innovative.

For example, articles about the mind and brain function lend insight into empathy (which is something I feel every good writer should have) and how empathy can lend itself to strong content marketing.  But this time, instead of backlinking to the other content marketing articles on empathy, you can provide new insight into empathy by linking to “off the beaten path content” and aid your readers in thinking in new ways as well.

START WRITING

corona2

Now it’s time to start writing.  Sometimes I use a loose, handwritten outline but for the most part, I just start writing and as I write the thread begins to emerge.  Sure, I may have to go back and do a little more research on one topic or another but the only way to get words on the page is to start writing and keep writing.

For inspiration and guidance in that area, I look to publications that challenge my own experiences.  One of my “go-to’s” is Deep South Magazine.  I am not a southerner and I honestly know very little about the southern American experience so reading articles like “The Greatest Bromances in Southern Literature” and “The Real Roots of Southern Cuisine” are fascinating.  The magazine is a window into a culture very far from my own, but arguably, one I should understand since we source our products for The Fat Plant Society from North Carolina and Kentucky and some of our customers are from the south so it’s a market I need to know and know well.

Of course, some days the words flow out of me faster and easier than others but the bottom line is that the words won’t appear on the page unless you type them.  Get some content on the page and worry about finding the thread and editing it later.  Just keep writing and it will come.

Once you start making connections between seemingly disparate concepts, you become more interesting and so does your writing.  

As David Remnick tells Bruce Springsteen, every good song, like every good piece of writing has brains, soul, and heart.  

 

 

Advertisements

B2B Marketing CAN Be Creative, Compelling, and Share-Worthy: Key Lessons from Carla Johnson via a B2B Newbie

Fisheye.TruckAs a marketer who has recently found herself in B2B after many years of B2C marketing, not only did I take copious notes while watching Carla Johnson‘s talk at  the BMA KC on January 31, 2017, I started researching and digging around because for the life of me, I still cannot come up with the creative brand that I want to be more creative than…

Let me back up a little for those of you who have not watched her talk in its entirety (seriously, though, take the time to do so because it’s well worth the time investment)! Carla has coined an accurate term that many of us experience in real-life, every day: BRAND DETACHMENT DISORDER.  You know, that brand that you are so sick of hearing about that you turn off and tune out when you hear about them–even when it is second or third hand?  I can name three of those brands easily and without too much thought.  But the challenge that Carla Johnson issues is much tougher (for me anyway)–she challenges us to fill in the following sentence:

“I CAN be more creative than (Insert Favorite, Best, and Most Creative Company Here).”

And who doesn’t love a good challenge?  But how the heck do I get there?  Carla has a road map for that and I am going to provide you with my current experiences as a concrete example of how to suss out a highly creative and compelling campaign that will not only engage your current and potential customers but will also endear you to them.

We have to start with the premise that Carla Johnson starts us off with,

“Creativity is something everybody can do at any time.”

Okay, I believe that and while it may take work, it is highly likely that I can be creative in promoting this valuable business to the businesses who need our services.  But it gets even better than that because I have the excellent fortune of working for a B2B business that is incredibly interesting, fast-paced, and compelling.  Additionally, there are so many exciting and gripping stories that I can’t see how one wouldn’t’ find what we do compelling.

“Connect the dots” between our services and the people I need to reach.   

For the most part, the people I need to reach are television producers, many of whom have been in the game for many years and have seen, well, a heckuva a lot.   IMG_7062Again, I was taking copious notes during Carla Johnson’s talk so I know that after considering how to best connect the dots between our services (giant Ku Band and C Band satellite trucks and a guarantee that every live-shot and satellite media tour will come off without a hitch) and the television producers I need to reach, I must now consider what those television producers are worrying about how the services my company provides can solve that problem.

*Lightbulb comes on* Ratings!  Producers care about ratings.  We can help them increase their ratings.  Now I just need to engage them. *Gulp*

FEAR kills creativity. 

Carla Johnson expounds on that statement and provides fantastic examples but the gist is that I not only have to consider my own fear and how it may be crippling or stifling my creativity, I need to remember that a highly creative, “out-of-the-box” campaign may also be frightening to company leadership.  But Carla has an answer for that and one that I can back up with evidence,

“Small steps with creativity = Huge Outcomes.” 

Remember that even if the step you want to take is a giant leap (like a Red-Rover, Red-Rover leap), the organization and the audience might not be ready for that leap so start with a small step.  Execute a small creative leap (for free through your owned media) and track the results.  The data will speak for itself.  If the creative baby -step doesn’t work, re-work it and try again.  I can actually hear Bill Murray from “What About Bob?” talking to the camera during the Good Morning America interview, “I couldn’t be happier about ‘Baby-Steps.”

“Inspiration can come from anywhere.”

As Bob would say, “it’s the horse-sense of it all!”  Yes, creativity can come from anywhere and for many of us, thinking on those creative lines does not stop when you pack it in for the day.  Creativity needs to be nurtured and whether it’s watching the series Abstract on Netflix or reading the Wall Street Journal cover to cover, there are ways to seek out and further develop your creative sensibilities.  I would humbly add that being a good listener can also aid in honing creativity.  I find I learn and observe differently when I keep my mouth shut.

“Creativity is a muscle.” 

The creative muscle, like all muscles, gets stronger with use.  Many of us train our brains as we *ahem* get longer in the tooth with tools like Lumosity and the New York Times crossword puzzle, so why not exercise the creative muscle by visiting a museum, watching the best live shots on YouTube from the past three years, or flipping through an anthology of great American artists and their work?

“The content should pay for itself.” 

Having spent much of my career with a meager budget, that statement gave me so much pause that I rewound to make sure I heard it correctly.  Carla Johnson was talking about one of her clients who feels that content should be so compelling that it is shared by virtue of its intrinsic value.  In fact, he would prefer to not pay to get the content out in the world, he would rather the content stand on its own merits. I couldn’t agree more!  Earned publicity through owned channels is a brilliant goal and an excellent test of the creative mettle if you will.

20160202_1042491
While I am still searching for the company that I want to be “more creative than…” I am optimistic, confident, and inspired that creativity within B2B is achievable!  Thanks Carla Johnson!

 

 

 

Blog at WordPress.com.

Up ↑