For Unskippable Content, Focus on Quality Things


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And… that’s a wrap of the week ending Aug. 2, 2019

This week I’m desirous about how we (and our company web sites) are merely extensions of all of the issues we personal. I provide my take on the information about Staples introducing a brand new content material “thing” to assist its launch of a brand new model id. And I introduce an interview phase, by which my debut visitor – marketer extraordinaire and recovering politician Jim Kukral – explains a couple of issues it’s worthwhile to know to make your content material unskippable. Finally, I share essential content material guidelines that can assist you create high quality content material reliably and repeatedly.

It’s Shark Week! So let’s sink our tooth into this week’s theme: The high quality of issues.

Listen to this week’s Weekly Wrap

Show particulars

  • (2:00) This week’s deep thought: What’s the aim of your model’s web site? Is it merely the place the place everybody places their content material issues (whereas they exit and create extra issues)? If your organization’s id is solely the sum of all of the content material its staff name their very own, you threat lacking out on the buyer development of valuing experiences over issues. I provide my deep ideas on why it’s best to, as a substitute, construct one thing that displays the sum of all of the experiences you may provide your viewers.
  • (eight:00) This week’s contemporary take on the information: This information merchandise is close to and pricey to my coronary heart: It’s about owned media, and it’s an ideal instance of content material advertising and marketing. Staples has launched a print and digital journal to assist the refreshed branding (because the “The Worklife Fulfillment Company”) it launched earlier this yr. With an preliminary circulation of 250,00zero, Staples Worklife Magazine joins a podcast and digital neighborhood. Listen to my contemporary take on how this sort of content material can assist with one of many hardest challenges in advertising and marketing, learn extra concerning the journal in Marketing Dive, or test it out for your self right here:

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  • (11:30) This week’s particular person making a distinction in content material: I’ve recognized my visitor, Jim Kukral, for almost a decade. In reality, I met him on the very first Content Marketing World. He’s a acknowledged professional in on-line advertising and marketing and branding, the creator of 10 books, an adjunct professor for the University of San Francisco’s Internet Marketing program, and he began and offered two on-line advertising and marketing businesses. Maybe most curiously, he’s additionally a rehabilitated politician. Listen to our dialog to learn how successful a neighborhood election nearly ruined his life, how he bounced again, and what he realized about making content material “unskippable” (trace: It has nothing to do with the alleged consideration span of goldfish). Then try the e book he wrote about it right here.

  • (23:30) One content material advertising and marketing concept you need to use: This week’s concept comes from an exquisite author and frequent speaker at Content Marketing World: Ahava Liebtag. We know content material advertising and marketing relies upon on high quality content material. But how will you take the guesswork out of the method so that you’re certain the content material will work in your viewers? Ahava shares a terrific guidelines she created to just do that. Check out the Must-Have Checklist to Creating Valuable Content to attempt it for your self.

Great #contentstrategy is taking guesswork out of execution so inventive content material can flourish. @ahaval. #WeeklyWrap Click To Tweet

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Love For This Week’s Sponsor: Content Marketing World

The largest content material advertising and marketing occasion on this planet will return to Cleveland Sept. Three-6, with closing headliner Mindy Kaling. If you wish to be taught from and rub elbows with the very best of the very best within the content material advertising and marketing business, this occasion is for you. Whether you’re a seasoned practitioner or a content material advertising and marketing beginner, you’ll discover your “tribe” at #CMWorld. Register immediately and use code ROSE100 to avoid wasting an additional $100 off your registration.

That’s a wrap

Tune in subsequent week for one more deep thought, a contemporary take on new information, an interview with a superb particular person making a distinction in content material, and an incredible content material advertising and marketing concept you need to use. And it’s all delivered in rather less time than it takes for Las Vegas to be fully overrun by grasshoppers.

Let us know what you consider the brand new format within the feedback or on Twitter utilizing the hashtag #WeeklyWrap.

To hearken to previous Weekly Wrap exhibits, go to the essential Weekly Wrap web page 

Cover picture by Joseph Kalinowski/Content Marketing Institute

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Author: Robert Rose

Robert is the founder and chief technique officer of The Content Advisory, the schooling and consulting group for The Content Marketing Institute. Robert has labored with greater than 500 corporations, together with 15 of the Fortune 100. He’s supplied content material advertising and marketing and technique recommendation for international manufacturers corresponding to Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft, and The Bill & Melinda Gates Foundation. Robert’s third e book – Killing Marketing, with co-author Joe Pulizzi has been referred to as the “book that rewrites the rules of marketing”. His second e book – Experiences: The Seventh Era of Marketing is a high vendor and has been referred to as a “treatise, and a call to arms for marketers to lead business innovation in the 21st century.” Robert’s first e book, Managing Content Marketing, spent two weeks as a high ten advertising and marketing e book on Amazon.com and is mostly thought of to be the “owners manual” of the Content Marketing course of. You can meet up with Robert weekly on his common podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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