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5 Social Marketing Lessons from Social Fresh Baltimore

30 Nov
This post originally appeared on Marketing Trenches and SocialFresh.com.

Yesterday and today, I joined social media marketers from around the Baltimore area and the country at Social Fresh Baltimore. I’m posting this blog post halfway through the second day, so if the afternoon talks are left out, my apologies–please help me out and comment with your afternoon takeaways.

Here’s the top five things that stood out for me from this event:

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A Food Pyramid for Content Marketing

5 Oct
The following post was initially published on the Content Marketing Institute Blog (September 15, 2011) and Marketing Trenches

At Right Source Marketing, we get a lot of questions about where to allocate content marketing resources.  On blog posts? Webinars? eBooks? The possibilities can be overwhelming. Yet knowing how to allocate resources is essential to successful content marketing. Even though the USDA’s food pyramid has transitioned to a food plate, content marketers would do well to consider a pyramid concept for balancing their use of the many content formats they use. While every content marketing program is different, I’ve created the below chart to show the basic portions of content that should keep most content marketing programs healthy and happy.

The Content Marketing Food Pyramid

The base: Curation, creativity, and coordination

These three concepts form the base of the pyramid because without all of these elements your content marketing efforts will fail.  Here’s what I mean:

Content curation: You’ve probably heard content marketing referred to as “thought leadership.” To be a thought leader, you’ve got to know what everyone else is saying, make sense out of it, and then add something original to the conversation. This means your entire content team will need to spend time reading industry blogs, following industry hashtags on Twitter, and keeping their eyes open for new ideas and trends. Sometimes, this research and reading doesn’t seem to accomplish much, but without soaking in industry content it’s hard to create anything notable yourself.

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10 Ways to Write Like a Content Marketing Jedi

11 Aug
Originally appeared on Marketing Trenches and the Content Marketing Institute Blog (June 30, 2011).

All content marketers can learn from what Yoda said to a young Anakin Skywalker: “Fear is the path to the dark side. Fear leads to anger. Anger leads to hate. Hate leads to suffering.” This very same destructive sequence, which turned Anakin into Darth Vader, all too frequently derails content marketing efforts.

Why? Because, horror of horrors, content marketing involves a large amount of writing, and for many people, writing is terrifying (they may say they hate writing, but thanks to Yoda, we know they’re just scared). Even worse, someone has to gingerly edit that writing without hurting psyches already fragile from the writing struggle. Particularly for content marketing campaigns that involve a lot of blogging, the fear and hatred of writing can cause complete content marketing paralysis.

That way, it does not have to be. To help minimize the fear and suffering in your content marketing—particularly, blogging—efforts, I’ve provided some tips to turn you and your team into writing Jedis:



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