Tag Archives: social media

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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Web Index Report: threats to online freedom and democracy grow ever more

World Summit on the Information Society Declaration

Back in my university days, I learned of a useful framework for analysing the ills of the educational system called “ABCs”. It stands for: Access and participation, Bureaucracy and control, and (Counter-)Consciousness formation. The ABCs describe the fundamental problems faced by the educational system in the Philippines (and in my opinion, traditional education all over the world). Take it further and you’ll get the “D” in the framework — Development — which sets the roadmap for change.

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Five good reads: iPad UX guidelines, Event marketing, Pinterest analytics, Content strategy for your boss, Make social media personal again

1. iPad User Experience Guidelines
http://uxmag.com/articles/ipad-user-experience-guidelines

Helpful even for  non-designers (like me). It helps give you the big view on how to build user experience on the iPad.

2. The Definitive Guide to Event Marketing
http://www.marketo.com/definitive-guides/event-marketing/

You have to register to download this but it just takes a few seconds and it’s worth it. Events can fuel your content marketing strategy and strengthen customer relationships.

3. How to Use Pinterest Analytics: 6 Metrics Worth Measuring
http://www.socialmediaexaminer.com/pinterest-analytics/
So which Pinterest metrics are worth measuring? This is a good guide for using Pinterest Web Analytics and getting familiar with the type of metrics that matter.

4. How to Get Your Boss to Care About Content Marketing
http://www.seomoz.org/blog/how-to-get-your-boss-to-care-about-content-marketing

Great and solid tips on selling content marketing to the C-suite, your managers, your colleagues…and yourself.

5. When Did Social Media Lose Its Way? [INFOGRAPHIC]
http://socialmediatoday.com/node/1451216

“…Emphasize people over posts, humans over handles, and outcomes over activity.” Social business is about intimacy at scale. Small business tend to be a lot more personal with social media and that’s a great advantage, as long as it’s guided by strategy, of course. We all know how time and energy-consuming being social can be.

Social media should be personal again.

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Socbiz insights: on brand authenticity

Socbiz insight: on brand authenticity

Used to be that when you were on social, you were an authentic brand. But with everyone on social these days and hyper-focused on amassing likes, how can you really claim brand authenticity? My answer then is the same as now: don’t take short-cuts, don’t cherry pick. Social is not an add-on. Caring is serious business. Do the hard work on conversation & relationship-building.

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Five good reads: e-commerce, blog as new ad unit, success in giving, on social media, productivity and costs

The next phase of e-commerce | The blog post as the new ad unit | The most successful type at work: not the Taker but the Giver | Social media as part of the changing nature of knowledge work | Social media isn’t free

1. Japan’s Answer to Jeff Bezos Sets Sights on Amazon, America
http://www.wired.com/business/2013/04/japans-answer-to-jeff-bezos/

The next phase of e-commerce? Bye giant shop, hello bazaar. Small + niche + human come together.

Rakuten maybe Japan’s answer to Amazon, but it’s CEO and co-founder Hiroshi Mikitani pursues a different e-commerce philosophy. Mikitani favors a third-party marketplace model instead of a gigantic first-party sales model which destroys smaller businesses.”

 “Up until now, internet shopping was about the process,” he said. “How to make your checkout process efficient. How to make your delivery smooth and fast. How to buy things cheaply.”

“We are a bazaar. We are not a supermarket,” said Mikitani. “We are creating a first-class shopping district instead of being a retailer ourselves.”

“My point is you don’t need to kill the human factor,” he said. “You can amplify the human factor by using information technology.”

2. Why the Blog Post Is the New Ad Unit
http://blog.hubspot.com/why-blog-post-is-the-new-ad-unit

Are you active in blogging? Blog even better and more strategic.

“Given all the benefits — and clear superiority over online ads — there’s really no reason why most businesses shouldn’t be investing in business blogging. Content is long-lasting. Content attracts qualified visitors. Content generates leads. Content helps convert those leads into customers. Just how effectively can a display ad do all that…?”

3. Givers, Takers, and Matchers: The Surprising Science of Success
http://www.brainpickings.org/index.php/2013/04/10/adam-grant-give-and-take/

A powerful, revealing, and inspiring read! Which type are you / do you want to be?

Givers, takers, and matchers all can— and do— achieve success. But there’s something distinctive that happens when givers succeed: it spreads and cascades. When takers win, there’s usually someone else who loses. Research shows that people tend to envy successful takers and look for ways to knock them down a notch. In contrast, when [givers] win, people are rooting for them and supporting them, rather than gunning for them. Givers succeed in a way that creates a ripple effect, enhancing the success of people around them. You’ll see that the difference lies in how giver success creates value, instead of just claiming it.

By Harrison Weir (1824-1906) [Public domain], via Wikimedia Commons
By Harrison Weir (1824-1906) [Public domain], via Wikimedia Commons
4. When Social Media at Work Don’t Create Productivity-Killing Distractions
http://www.businessweek.com/articles/2013-04-01/when-social-media-at-work-dont-create-productivity-killing-distractions

“Ubiquitous digital connectivity should be seen not as an unwelcome interruption but as part of the changing nature of knowledge work itself that needs to become part of normal, everyday practices of contemporary organizations,”  says Joe Nandhakumar, professor of information systems at the Warwick Business School in the United Kingdom.  For two years, he and his team studied the how a a large European telecommunications company’s policy to encourage “…social media usage among its employees led to increased customer interaction and, eventually, higher productivity.”

5. Wait, Social Media Isn’t Free?
http://socialmediatoday.com/dneisser/1341111/wait-socia-media-isnt-free

Here are some of the investments large and small business have before you can see any ROI in social media. And don’t forget to have develop a strategy that takes all of these areas into account. [Yes, you have to treat it as you would any serious project.]

1. Staffing/Resourcing
2. Monitoring
3. Conversation management
4. Content development
5. Paid media

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