How a New “Influencer” App Could be Your Most Powerful Content Marketing Weapon


By JOE CHERNOV
Content Marketing Institute

Last week, a member of a private Facebook group comprised of social media professionals asked if anyone could supply a list of influential event marketers. So far, only two names have been suggested. Yet in the past 90 seconds, I identified 297. Or, more accurately, Little Bird, a newly launched start-up founded by former ReadWriteWeb editor Marshall Kirkpatrick, did.

Little Bird is essentially a search engine for influencers, but unlike services such as Klout that assign a “reputation score” to people, Kirkpatrick’s tool starts with a topic and, based on Byzantine connections throughout the social graph surrounding the issue, works backward to the “insiders” who are most influential about that particular subject. 

Take “content marketing,” for example. Little Bird tells me Content Marketing Institute’s Joe Pulizzi tops the list of influencers, followed by Michael BrennerLee OddenC.C. Chapman and myself. Of course, naming the “known” people is the easy part. After all, Pulizzi runs this blog, Brenner and I were up for content marketer of the year, and Odden and Chapman have both written books on the subject. But Little Bird’s algorithm does more than surface the obvious. For example, it tells me that since making a move to OpenView Labs, Kevin Cain has begun making a name for himself in content marketing; that Deana Goldasich and Robert Rose have risen to prominence by listening to the right voices; and that nearly everything Cheryl Burgess tweets gets shared broadly.

In other words, Little Bird might just become a content marketer’s most powerful weapon, because it addresses the practitioner’s three most pressing needs: more content, better content, and wider distribution.

More content 

There is only so much you can write about your product or to your ideal customer persona before you begin repeating yourself. At some point, effective content marketers need to publish about topics adjacent to their product and buyer. They need to cast a wider net, so to speak. This is where Little Bird comes in.

Let’s say your company retrofits big offices with cables and locks to prevent laptops from being stolen. While most of your content will address the needs of IT and security personnel, you may also wish to capture the attention of facilities leaders and interior designers. You may even want office furniture manufacturers to consider integrating your attachment system into the industrial designs for future desks.

Chances are, you don’t know who these people are, what blogs they read, or what they care about. Little Bird can tell you not only who these insiders are, but also what topics they are talking about and what articles they are sharing. Imagine all of the real-time content ideas this information could inspire.

Better content (full story)

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Lethal Generosity: The Key To Your Online Content Strategy

Many traditional marketing thinkers hide their competitive information, and believe that:

Sharing secrets and expertise arms customers with too much information.
Sharing secrets and expertise gives an advantage to the competition.

Neither of these is true.

Most companies believe that their competitive advantage is in some process, some product, some service. That’s hardly ever the case (except maybe for companies like Apple and Google). Anyone, at almost any time, can copy your process, product or service, especially today.


By Joe Pulizzi | http://blog.junta42.com/2012/02/lethal-generosity/
-.-

The concept of Lethal Generosity was first coined by social media pioneer Shel Israel in 2008. Simply put:

Lethal Generosity is the concept that the most generous members of any social media company are the most credible and influential and as such, they can devastate their competition in the marketplace.

In short, the company whose representative posts the most tips, links, advice, case studies, best practices that followers find useful will always [rise] to the top, not just in influence but also in search results.  The more outbound links you post, the more inbound links you are likely to receive.

Although Mr. Israel focuses this point in a social media context, the application of this idea is much broader.

Those companies that give away their industry insight and expertise on a consistent basis, and publish that information free and through multiple channels, can dominate their industry niche – including social media and communications in general.

Can You Share Too Much Information? Leer más “Lethal Generosity: The Key To Your Online Content Strategy”

42+ Social Media Marketing Tools

The Basics

LinkedIn – Start the practice of connecting with every business card you receive from contacts.
Facebook – Consider a “Facebook Movement” – creating a topic or trend in Facebook outside of your personal or brand fan pages.
Twitter – A staple for all of us. Here’s a must read basics of Twitter article. (Courtesy of @mike_stelzner).
Google Profile – This is a Gold rush here. Secure and verify your personal name (i.e., Joe Pulizzi – Content Marketing Expert), before someone else gets it.
Plaxo – organizes business contacts via the web (courtesy Judith Berkowitz).

Conversations and Listening

LinkedIn Answers – Listen and answer.
LinkedIn Groups – Find groups that make sense for your business.
Yahoo! Answers – Listen and answer questions. Position yourself as the expert.
Google Alerts – Get updates on who’s talking about you, your industry, your customers.
Google Groups – Find the group relevant to your job and get active.
Alltop – The digital magazine rack. Find the alltop for your industry – here’s content marketing.
Google Reader – Organize RSS feeds from media sites and blogs (courtesy Andrew Davies, Simon Henault).
Backtype – Follow and share comments on the web (courtesy Andrew Davies).
Ning – Create your own social networking site (courtesy of Kyra Reed).


By Joe Pulizzi
From>>> http://blog.junta42.com/2009/06/42-online-content-sharing-and-productivity-tools/
Had a great time yesterday at the MagsU workshop on “Opening the Emedia Toolbox – Social Media Tools”. In the session, we reviewed numerous online tools on how to develop social media strategies for personal branding, new revenue streams, search engine optimization, new content initiatives and more for content providers/publishers.  Here’s a taste.  If you have some social media tools you’d like to add, post them in the comments. Special thanks to those who made recommendations.

The Basics

  • LinkedIn – Start the practice of connecting with every business card you receive from contacts.
  • Facebook – Consider a “Facebook Movement” – creating a topic or trend in Facebook outside of your personal or brand fan pages.
  • Twitter – A staple for all of us. Here’s a must read basics of Twitter article. (Courtesy of @mike_stelzner).
  • Google Profile – This is a Gold rush here.  Secure and verify your personal name (i.e., Joe Pulizzi – Content Marketing Expert), before someone else gets it.
  • Plaxo – organizes business contacts via the web (courtesy Judith Berkowitz).

Conversations and Listening

Twitter Management

Content Sharing

  • delicious – Share your content through bookmarking. Great way to share with teams (courtesy Michelle O’Hagan).
  • Slideshare – Upload your PowerPoint presentations for all to see.
  • YouTube – The #1 video sharing site.
  • Vimeo – an alternative to YouTube
  • Tubemogul – Distribute your video to them and they’ll spread it to other video sharing sites for you.
  • StumbleUpon – Randomly generates content for users by interest area.
  • Digg.com – Content sharing site (great for tech and news).
  • Marketwire/PRWeb – Distribute your content using social media online news releases.
  • Google Custom Search – Set up your own niche search engine on your site or blog.
  • Scribd – Share original writings with others (courtesy Andrew Davis).
  • Squidoo – Set up your own targeted vertical content lens (courtesy Ambal Balakrishnan).
  • Flickr – Share/upload/find photos (courtesy Wendy Boyce).

Blogging/CMS Tools… Leer más “42+ Social Media Marketing Tools”

20 Things To Do Right Now if You’re a Content Marketer

I’m a guest author for Contracting Business magazine, which focuses on business solutions for heating and air conditioning contractors. My latest article was entitled, “20 Things I’d Do Right Now if I Were an HVAC Contractor“.

After rereading this a few times, I realized that most businesses are not doing the majority of what’s on this list and that it may be helpful for any marketer to review. So, I decided to update the list to make it a bit more relevant. Enjoy!

1. Make my website (systems and content) my largest marketing investment in 2011.
2. Treat my website like it was my storefront. First impressions count.
3. Use less of the stock imagery that every other site uses and invest in some original or altered imagery that differentiates your story from everyone else’s story (we just tried to do this on the new Junta42.com home page.
4. Remove all moving text, scrolling text or counters from my website (I know, hard to believe that this still is happening).


By Joe PulizziI’m a guest author for Contracting Business magazine, which focuses on business solutions for heating and air conditioning contractors.  My latest article was entitled, “20 Things I’d Do Right Now if I Were an HVAC Contractor“.

After rereading this a few times, I realized that  most businesses are not doing the majority of what’s on this list and that it may be helpful for any marketer to review.  So, I decided to update the list to make it a bit more relevant.  Enjoy!

  1. Make my website (systems and content) my largest marketing investment in 2011.
  2. Treat my website like it was my storefront. First impressions count.
  3. Use less of the stock imagery that every other site uses and invest in some original or altered imagery that differentiates your story from everyone else’s story (we just tried to do this on the new Junta42.com home page.
  4. Remove all moving text, scrolling text or counters from my website (I know, hard to believe that this still is happening). Leer más “20 Things To Do Right Now if You’re a Content Marketer”