Category Archives: Strategy

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Meaningful B2B marketing lessons for small business

This presentation By Doug of Velocity Partners offers meaningful B2B marketing lessons for small business owners that are relevant for both work and life.  His search for meaning in B2B marketing is told in a sincere and authentic voice. No clever buzzwords, just great insights that bind the not-so-glamorous work of a B2B marketer with critical life choices  that can determine how inspired, happy, and proud you would be about the work you do.  Any work for that matter. The more I think about it, the more this B2B marketing presentation takes the shape of a manifesto for entrepreneurs and small business owner. This is something I will definitely be thinking about in the next few days as I review my work plans for this year.

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HOW CAN SMALL BUSINESSES INCREASE ORGANIC REACH ON FACEBOOK?

How can small businesses increase organic reach on Facebook?

There’s a strategic way small businesses can increase organic reach on Facebook with minimum costs despite its push for paid posts and other issues cited in “The problem with Facebook” video.

“The Problem with Facebook” is an insightful video that raises the right kind of questions. I agree that the filtering / surfacing of feeds of friends should be better, more relevant, and ultimately decided by us, the users. Regarding the business side, now that Facebook is saying it’s time to pay rent, I think businesses should not just focus on the question of ‘Should I stay on Facebook or should I go?”

How small business can address "The problem with Facebook"

Now that Facebook is saying it’s time to pay rent, I think businesses should not just focus on the question of ‘Should I stay on Facebook or should I go?”

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Content machine or content brand?

What’s in a name: content strategy, content marketing, content brand

I enjoyed the Gamification course last year on Coursera, so I decided to take up another course: Content Strategy for Professionals. While it is already what I do (having naturally blossomed from my work on social business strategy, digital strategy, online marketing, and copywriting), I think it’s still worth my time to find out how it was approached in the academe, and if there were any new things I can learn.

In one of the video lectures, Content Strategy was laid out as “…credible, trustworthy, transparent content that enhances the organization’s strategic goals.” This definition generated a lot of questions and discussion in the course forum. The general criticism was that it seemed to imply that content strategy is a characteristic of content rather then the plan or framework that guides content creation and implementation. A lot of students favoured Kristina Halvorson’s definition of content strategy cited below in my own reply to this discussion thread. Others also raised questions to how content strategy was differentiated from content marketing.

What’s in a name: content strategy or content marketing? How about content brand? In essence, I agree with the general criticism but do think that Halvorson’s definition doesn’t contradict the course definition. I find the perspective on content marketing too one-dimensional, and I’d rather move the discussion towards how a good content strategy should aspire for the creation of a great content brand. Below is my detailed response: Continue reading

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The push for ‘high-quality content’ goes beyond Facebook

Facebook’s new news feed algorithm will start surfacing more ‘high quality content’. This means you might start seeing more links to articles especially on mobile (e.g. current events, sports, interests, meme photos). In the future, Facebook hopes to be able to distinguish better between a meme photo and an article, meaning articles will be featured more prominently than meme photos hosted outside FB.

Source: http://newsroom.fb.com/Content/Detail.aspx?ReleaseID=768&NewsAreaID=2&ClientID=1

Source: http://newsroom.fb.com/Content/Detail.aspx?ReleaseID=768&NewsAreaID=2&ClientID=1

Without going into what ‘high quality’ content comprises for Facebook versus users’ own definitions (e.g. why is a meme photo not considered the same quality as a news article), here are some quick takeaways and questions from me: Continue reading

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Altimeter report: The state of social business 2013

“What was previously a series of initiatives driven by marketing and PR is now evolving into a social business movement that looks to scale and integrate social across the organization. The following report reveals how businesses are expanding social efforts and investments. As social approaches its first decade of enterprise integration, we still see experimentation in models and approach. There is no one way to become a social business. Instead, social businesses evolve through a series of stages that ultimately align social media strategies with business goals.” – Altimeter Group

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Five good reads: handy content strategy checklists, nothing-to-hide privacy, don’t shortchange framing the question

1. 3 Angles to Create Magnetic Content with the Triangle of Relevance
http://www.convinceandconvert.com/content-marketing-2/3-angles-to-create-magnetic-content-with-the-triangle-of-relevance/

Before diving into content planning, consider the Triangle of Relevance approach: “a content strategy principle incorporating three angles – business interest, user interest, and time significance – to maximize relevance and magnetize content, creating user action.”

content strategy triangle of relevance by angie schottmuller

Source: http://www.convinceandconvert.com/wp-content/uploads/2011/03/content-strategy-triangle-of-relevance-by-angie-schottmuller.png

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