Podnar Consulting, LLC

Archives for April 2016

There’s a good chance you’re writing content for the wrong audience

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puppyaudience

If your content isn’t gaining traction, you might want to make sure you’re talking to the right audience. I’ve found that B2B companies — and consultants, in particular — have a tendency to target their content toward businesses that are like them rather than businesses that will buy from them. Similarly, some B2B businesses skip right over their own customers and write for their customer’s customers. Which isn’t necessarily a bad thing, but unless they have a lot of influence over your customer’s business decisions, it’s not going to accomplish much.

This isn’t something I learned from some content marketing blog; I got my degree straight from the infamous (but always reliable) “school of hard knocks.” Because I messed up — big time.

Writing for people who do what you do, rather than people who buy what you do

When I launched my blog, I didn’t give my audience a whole lot of thought. It seemed obvious. I’m a writer…so I should write about writing, shouldn’t I? Well, no. While other writers might have used my blog posts — on things like grammar, project trackers, tips on working with clients, and how to set your rates  — as a resource, they weren’t going to hire me. True, writers often sub things out. But I was writing for “newbie” writers, not the experienced writers who might actually have need of my services. I couldn’t have had worse aim if I had been blindfolded and spun around three times in some weird spinoff of “Pin the Tail on the Donkey.” Finally, thank goodness, the light bulb went off. It finally dawned on me that, if I wanted to attract traffic that would convert, I had to target my content to companies that hire writers rather than to the writers themselves.

As it turns out, I was in good company. I saw yet another example of this the other day, when I was bidding for a contract content marketing gig. My prospective client is a startup, and, when I browsed through their blog, I saw topics like this:

  • The three legal agreements we use to hire
  • The impossibility of separating work and life
  • How our remote team stays productive

Notice anything about those topics? They’re written for other startups, not for the type of company this particular startup is targeting for their product.

It’s an easy trap to fall into. There’s no hiding from the chorus of voices insisting that you should “write what you know.” That’s why so many brands think their writer needs to be a subject-matter expert. But your prospective clients aren’t interested in what keeps you up at night, or how hard you’re working as an entrepreneur. They want to know what you can do for them. That means you have to talk about the things in their world, not your own.

What does that look like? Well, in my case, it means I had to stop writing about writing and start focusing on the challenges of buying quality content. As another example, if you sell cleaning services to hospitals, there’s no point in writing about why you chose one product over another, how you train your employees, or how you deal with high turnover. Instead, try writing about the challenges of maintaining hospital cleanliness without getting in the way of patient care. Or about which cleaning schedules and processes have proven most effective in combating the latest flu strain. Don’t write about how you do what you do; write about what your customers do, with the purpose of persuading them to choose you over the other guy. Focus on their pain points, not your own.

Writing for your customers’ customers

This one hasn’t tripped me up yet, but I can easily see how it might happen. Let’s say you’re a food distributor. Publishing recipes and primers on couponing seems logical on the surface, but those topics are for the people who buy groceries at your customers’ stores, not for the stores themselves — the ones that buy from you as a distributor. You’d be better off writing about things like innovation in refrigeration, how the IoT  and the constant monitoring it provides are changing food supply chain processes, the latest regulatory changes, how to combat shrinking profit margins, etc. Pharmaceutical company? Don’t blog about how to live with arthritis. And definitely don’t blog about how tough it is to navigate the FDA regulations governing clinical trials. Instead, blog about how doctors can help their patients manage their arthritis pain.

It’s an easy mistake to make. I did it, and it took me far too long to realize it. So if your content hasn’t been performing to your expectations, go take a look — right now — and make sure you’re not making the same mistake by writing for your customers’ customers. Or, worse yet, your own competitors. Just ask yourself, “Are the people who would be interested in my content the same people who are most likely to buy from me?” If not — time to switch gears.

 

Why you might not want to hire a writer who’s a subject-matter expert

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pugjedi

I almost pulled my graying hair out today over an email…yet another “writer wanted” pitch that totally missed the point. The sender was looking for someone who’s an “absolute expert” in guitars to write content for their client, a guitar manufacturer. And what made me crazy is the realization that almost everyone has accepted as gospel truth the notion that brands need content writers who are subject-matter experts. That’s one of the downsides of social sharing — it makes it easy to pass on information without pausing to question its validity. Next thing you know, something becomes a “best practice” not because it’s true, but because so many people say it’s true. That’s what’s happened with the the whole subject-matter expertise issue. That myth grew out of advice for content writers, suggesting that they could command  higher rates with subject-matter expertise. Something that was intended to explain why it was important for writers to specialize became accepted as a best practice for brands, too.

That false assumption is doing a disservice to writers, brands, and the customers they all serve. So gather ’round, folks: I’m about to call out the emperor for being naked.

Fact #1: Google is real.

As I was writing this article, I conducted a little test. I set my timer to find out how long it would take me to research the answer to a simple question: How many devices are expected to be connected to the Internet of Things over the next few years? It took me 5.32 seconds to find the answer: 25 million by 2020.  From the way people talk about the importance of subject-matter expertise, you’d think writers still had to trudge down to the library and wade through piles of microfiche to do research. The reality is that just about every piece of information that has ever been generated is no more than a search engine away.  I’ve written about everything from data security to maritime safety, and I didn’t know a lick about them when I started. But my clients were still thrilled with my work, because…Google. [tweetable]Sure, it might take a writer who’s not an expert longer to do the research, but that’s only relevant if you’re paying by the hour.[/tweetable]

Fact #2: Facts may be easy, but concepts aren’t.

Finding out how many devices will be connected to the IoT was a piece of cake. You know what’s harder? Understanding the big picture enough to anticipate why that will matter. What impact will this huge amount of data will have on the technology infrastructure? Will connection speeds be affected? What impact will it have on personal privacy? Will it be opt-in or opt-out? And what are the ethical considerations? Will auto insurers, for example, be able to pay the folks who program collision-avoidance systems to rig things in their favor? You don’t necessarily need a writer who has the answers to these questions, but you do need one who understands the big picture enough to ask them. And that takes contextual expertise rather than topical expertise.

Fact #3: Most of the time, concepts matter more.

When it comes to business (and, when you get down to it, most content is about business), knowing the facts is less important than being able to explain how they all fit together and why it even matters. It comes back to understanding both your audience and your purpose. Let’s go back to our guitar manufacturer and consider a few possible scenarios:

Target audience: Tweens who do not currently play the guitar. Purpose: Pique their interest.

This is one situation in which you might actually want a writer who plays the guitar. Thanks to Google, I could probably develop step-by-step lesson plans. What I couldn’t do is explain how it feels to play the guitar: how it affects you emotionally, what it’s like to have people clapping for you and asking you to continue, etc. That’s the kind of thing you can’t learn from a search engine.

Target audience: Existing guitar players. Purpose: Explain why your guitars are better than the other guy’s.

If you want a first-hand product review — sure, find a guitar player. If you want an engaging but factual discussion of how different types of wood can affect sound quality, you’d be better off with a writer who knows that, while you want to provide useful information, you also want to drive sales. A writer who understands both your market position and that of your competitors and who can use that knowledge to position the facts in the way that will be most beneficial to your goal. A writer with halfway decent research skills could probably have a basic understanding of how each type of wood impacts sound quality within 15 minutes or so. But it would take a lot longer to grasp the business implications of those differences, and that big-picture understanding is essential for creating copy that gets results.

Target audience: Retailers. Purpose: Explain why prices are going up.

While an expert guitar player might have a strong preference for a certain type of wood — and even know why they prefer it — that doesn’t mean he understands the value stream behind that wood. He may not understand how the Lacey Act affects the cost of sourcing, or how tighter federal requirements for documentation on the contents of containers are driving up the price of shipping. And he might not know how to repurpose those facts into a “bonus” for retailers, giving them language they can use to explain pricing changes to their own customers. Some writers might be able to get up to speed on that in the five seconds it took me to research the number of devices on the IoT, but I’m not one of them.

Fact #4: Sometimes, ignorance is bliss.

If you’re writing for an expert audience — more likely to be the case with B2B businesses — you might want your writer to be an expert, too. It does boost credibility when the writer speaks the language and uses all of the latest buzzwords. But when the opposite is true — typically the case with B2C companies — too much knowledge can actually be a hindrance. A writer who’s an expert in the topic will have trouble anticipating the questions a lay audience would have. Let’s say you want a piece of content that educates home users on how to set up a VPN. A non-expert writer would be more likely to point out that the target audience might not even know what a VPN is or why they would need one. That’s the kind of question that keeps you from starting off way too far down the sales funnel. Experts have a tendency to think, “But everybody knows that!” The reality is: They don’t.

Now that the emperor finally has his clothes back on, let’s cut to the chase, shall we? [tweetable]I’m not saying that you don’t want a writer who’s an expert. I’m saying that you want a writer who’s an expert in what actually matters. And that might not be what you think it is.[/tweetable]

Sure, a full content strategy is ideal. But I live in the real world.

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I may be a cradle Catholic, but I’m a heretic when it comes to content marketing. Who came up with all of these rules, anyway? And who’s wandering around slapping wrists with rulers for breaking them? (In my head, they’re all wearing nun habits.)

There are, of course, “best practices.” But they are exactly that — BEST. They’re the way you would do things in an ideal world. Do you live in an ideal world? I sure don’t. But there’s a lot of room to maneuver between following best practices and doing nothing. Somewhere in the middle is what I call “good enough” practices. Or, as Voltaire put it, “Don’t let the perfect become the enemy of the good.”

Specifically, I’m talking about the notion that you need a full-fledged content strategy, complete with an editorial calendar and a whole slew of metrics, before you start. I call BS. Sure, that’s the “right” way to do it. I don’t dispute that. But if you keep waiting to get every single detail in place, you’ll never start. That’s especially true for startups and small businesses, because everybody is too busy getting things done to give a lot of thought to SEO, readability, and metrics. In the meantime, your competitors are already out of the “newbie” stage and working on perfecting their craft.

I’m not suggesting posting an unending stream of funny puppy videos. Nor am I suggesting spending a big chunk of money without even knowing why you’re doing it. You do need a strategy. But you also need to start. If a fully developed, 12-month editorial calendar is more than you can pull off right now, skip it. Your content strategy can start with a single blog post. Ask yourself, “What do I want people to think, feel, or do after reading this?” Next, ask, “Why is that important?” And be prepared to keep asking that “Why?” question until you get to the bottom of it…the real purpose of that one piece of content.

Best practices are great for setting goals, but real life is where you make things happen with the resources you  have. And, in real life, that first, focused, expertly crafted blog post will jump start your content marketing much more effectively than a calendar filled with 12 months of fluff.

Just one blog post. That’s all. And today is as good a day as any to do it.

 

 

Don’t worry…publishing content does NOT mean giving away your secrets.

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When you live and breathe content marketing every day, clients’ concerns can sometimes take you by surprise. One question I didn’t anticipate but that I’ve heard more than once from clients who sell a service rather than a physical product is, “Isn’t content marketing giving the very thing I sell away for free?”

That’s an excellent question. The answer is yes…and no. It’s all about value-added. Here’s what I mean.

Let’s use brain surgery as an example. I am not a brain surgeon (nor a surgeon of any other kind). So a brain surgeon could give me step-by-step instructions on how to do a procedure, and I still couldn’t pull it off. No matter how accurate and detailed the instructions were, they wouldn’t make me a brain surgeon. In the same way, content alone doesn’t make up for experience. Your knowledge, experience, and expertise add a layer of real value that even the best list of “how to” steps can’t accomplish. It’s that “secret ingredient” that only you can provide. (And, if somebody really could replicate your service just by reading your blog posts, that’s probably not the strongest business model anyway.)

So, no, content marketing is not about cannibalizing your own business by giving everything away. Well-executed content marketing drives business to you, not away from you:

  • Quality content reassures people that you know what you’re doing.
    Publishing top-notch, knowledgeable content reassures people that you know what you’re talking about. Why do you think college professors have that pesky “publish or perish” rule? If everybody else is demonstrating their knowledge and expertise, and you’re not, your customers might just assume you don’t have any.
  • Content allows you to grow your own customer base.
    Look no further than home improvement stores for an example of this. Those brands do an excellent job of making DIY projects look easy. In doing so, they expand their customer base from experienced DIYers and/or contractors to everyday folks who decide they’ll save some money by giving that project a try themselves. You may give away valuable knowledge  in terms of how to use different products, but doing so will expand your customer base to include people who didn’t grow up with a hammer in one hand and a drill in the other.
  • Content provides a foundation for trust and respect.
    There’s a lot to be said for being a consumer’s “go-to” resource. If I have a question about cooking, I don’t bother with a Google search. I go straight to Fine Cooking. I’ve been a subscriber for years, and it wouldn’t be an exaggeration to say that the folks at Fine Cooking have taught me almost everything I know about cooking. Likewise, if I have a medical question, I go straight to the Mayo Clinic website. I know I can go there for advice that’s both reliable and objective, so why waste time looking anywhere else? You want your readers to see you in that same light.
  • Content saves time and effort when it comes to nurturing leads.
    How many hours have you wasted fielding calls from customers who were obviously not ready to buy what you’re selling? Or going to meetings that never resulted in a sale? Thanks to content marketing, today’s consumers are much further down the sales funnel when they make first contact. Estimates vary, but the general consensus is that as many as 90% of consumers do online research before making a purchase.  Let’s say your business sells and installs in-ground pools. The more content you put out there, the less time you have to spend explaining things like gunite vs. lined pools, a pool’s effect on electrical bills, local codes regulating gates and fences, time requirements for upkeep and maintenance, etc.  The point is that, if you find yourself answering the same questions every single day, save yourself some time already! Write a blog post and get it over with.

The people you build relationships with through content marketing might not be ready for your product or service today….and maybe not even next week. But content marketing does ensure that, when they are ready, they’ll think of you first. And, because they’ll already  have educated themselves by reading your content, you can focus on closing the sale instead of explaining the basics.

 

If You’re Not Posting Content In LinkedIn Groups, You’re Missing Out

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There are lots of posts out there talking about how businesses that ignore content marketing are doomed to history’s dust-heap of failed endeavors. That may or may not be true (although the data suggest it probably is), but what a lot of those posts ignore is that just having content isn’t enough. First, it has to be great content — because there’s just too much information being published every day to get by with posting something just so you can say you did it. Readers are pretty good at identifying fakes and wannabes — so no going through the motions. But even great content isn’t enough: You also have to know what to do with it. Last time, we talked about the pros and cons of publishing on LinkedIn, your company blog, or in trade/industry pubs. This time we’re going to take things one step further and talk about attracting more eyeballs by posting links to your content — wherever you decide to publish it — to LinkedIn groups.

LinkedIn groups are where people go to talk about things the general LinkedIn population might not be interested in. If you’re having flashbacks to high school — chess club, drama club, etc. — you’re on the right track. Facetiousness aside, however, it’s hard to overestimate the value of LinkedIn groups, because they’re such a target-rich environment. If you choose your groups carefully, you’ll have a ready-and-waiting audience of like-minded professionals. And that can come in handy for everything from expanding your network to asking a question to finding a job. And, of course, putting your content in front of people who’ll be genuinely interested in it.

Unfortunately, it’s not quite that simple (I seem to be typing that phrase a lot lately). As with anything else, there are best practices…and worst practices. Here’s what you need to know.

Pick your groups wisely.

There’s a group — in many cases, multiple groups — for just about every profession you can imagine. That’s always a good place to start. But don’t stop there. There are also industry groups. So if you’re a supply chain professional for a retailer, you could join both supply chain groups and retail groups. And then there are college alum groups, local groups, entrepreneurial groups, etc. Play around and join the ones that seem like they’d be a good fit. If it starts getting overwhelming, prioritize the ones with the most activity. If the last post was a couple of months ago, there’s not much point.

Learn the rules.

Most people will tell you to just hang out and read — or maybe comment on somebody else’s post — for a month or two before you post anything yourself. Personally, I think that’s a little extreme. If you just spend some time reading other posts, as well as their comments, you’ll get a pretty good feel for what’s well received and what isn’t. Most groups also have a “rules” section that will help you avoid unintentionally stepping on toes. When you get down to it, though, it’s another one of those situations in which Mama was right: Mind your manners.

Decide what you’re trying to accomplish.

There’s one question I always go back to: What do you want people to think, do, or feel after they read your content? Are you trying to grow your customer base — in other words, educate people who wouldn’t otherwise be customers? Home improvement stores, for example, do a great job of this. Or, are you trying to get people who already know all about what you sell to choose you over somebody else? That’s what you need to figure out before you can post the right information to the right groups.

Remember that relevance rules all…

Relevance, of course, means posting information that you can safely assume most of the people in a group actually care about. That seems pretty simple on the surface, but it can get tricky. I’ll use myself and this post as an example. The obvious move would be to post this on all of my content marketing groups. But the people in those groups already know this stuff. It would make more sense to post it in groups for retailers, B2B organizations, entrepreneurs, small businesses, etc.: Everyone that could benefit from content marketing but might not have time to study all of the finer points.

Another example: When I first started this blog, most of my posts were aimed at writers. But then I realized that other writers aren’t very likely to hire me. I still enjoy sharing things I’ve learned with new writers. But, from a business perspective, it makes more sense to write content for people who need content marketing than for those who do it. The point is to not waste time preaching to the choir. (And since this southern gal has actually had somebody ask me what that means…it means stop telling people what they already know.)

…and that people aren’t stupid.

Have you ever had someone you haven’t heard from in 20 years reach out via email and, by the second paragraph, start trying to sell you something (while, of course, proclaiming how much they value rekindling your friendship)? That’s pretty much the same reaction you’ll get if the stuff you post in groups is overly promotional. And if you think you’re being subtle…well, let’s just say that this is one of those situations where you may not be as smooth as you think you are.

Case in point: In one of the groups I belong to, somebody wrote a post extolling the virtues of a “sin tax” on soda. It didn’t take long at all for someone to point out that the poster sells flavored water, a competing product. A better approach would have been a series of posts examining both sides of a soda tax: pros, cons, where it’s worked, where it hasn’t worked, etc. Don’t get me wrong — I’m not saying that would be an ideal topic. But it would be a lot better than one that’s so obviously biased.

The bottom line? Don’t underestimate the power of LinkedIn groups. But neither should you just blanket every post to each of your groups. Be judicious, and give some thought to what keeps that particular group’s members up at night. What are they interested in? What worries them? If the answer has nothing whatsoever to do with that particular post, skip that group and move on to the next one.

Have you experimented with posting in groups? What’s worked for you?

You’ve Finally Got Your First Piece of Awesome Content. Now…What Should You Do with It?

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Most of us tend to think that our own little world is the center of the universe, and that certainly applies to content marketing. If you believe the hype, that’s all anybody thinks about. But the truth is that, while most large corporations have thoroughly universeembraced content marketing, a lot of smaller businesses — the ones with small staffs of strategists and operators who spend a zillion hours a week just getting it done  — know just enough to be dangerous. Well, not dangerous…but maybe ineffective. They know they’re supposed to have a blog (i.e., “content”), and they know that they can either do it themselves or outsource it. But they don’t really know what to do with it once they have it. They’ve been too busy running the business to spend time figuring that out.

So let me see if I can make it easier: Once you have a great piece of content, where do you publish it?

Where do you publish your content?

Let me address the obvious first: Why not publish it everywhere? Because Google doesn’t like duplicate content. And, for the foreseeable future, Google calls the shots. They have a very effective carrot-and-stick approach to nudging people into doing things their way: search engine results. Taking their advice can boost your ranking in search engine results. Ignoring that advice — by publishing the same content on multiple platforms — could push your ranking low enough that no one ever even sees it.

However, it’s not quite that cut-and-dried (things can never be simple, can they?). Even ignoring the fact that Google frequently changes their algorithms, those algorithms are based on so many moving parts that it’s almost impossible to predict specific if/then scenarios. Here, however, are some things to think about:

Your blog/website

Your blog is always a good option because…well, it’s on your own website. There’s a lot to be said for building on your own real estate. It might be easier to convert readers who are already on your site than those who are reading your content somewhere else. And, if you regularly post high-quality content, it can boost your website’s authority and ranking.

Take a look at these statistics from HubSpot:

  • B2B companies with active blogs receive 67% more leads than those without.
  • Companies with blogs receive 97% more links to their websites, something that scores big brownie points with Google.
  • Blogs have been rated as the fifth most reliable source for online information.

In addition, consumers are increasingly doing extensive research before making first contact with a company.  The good news is that most consumers will be further down the sales funnel when they reach out to you, which makes conversion a lot easier. The bad news is that, unless you regularly publish top-notch, informative content, consumers will become more likely to skip right over you in favor of a competitor who does. So it’s essential to put as much information about yourself and your company as possible on your website.

There is a downside, however, to publishing on your own blog (you knew there would be, didn’t you?): Unless your site already has high authority and ranking — and many small businesses don’t — few people may ever see the content. Visitors who discover your content might love it, but the vast majority won’t even know it’s there.

LinkedIn

A lot of people see LinkedIn as a networking opportunity, most valuable when you’re hiring or seeking to be hired. And LinkedIn is, indeed, a fantastic resource for that. But you should never underestimate LinkedIn’s potential for lead generation, especially for B2B companies:

  • 80% of LinkedIn users say they want to connect with companies.
  • LinkedIn sends four times as much traffic to your web site than Facebook or Twitter, possibly because most people on LinkedIn are there for business reasons rather than to watch cute kitten videos, so it’s a target-rich environment.
  • 50% are more likely to buy from a company they interact with on LinkedIn.
  • 60% of LinkedIn users are interested in industry insights, providing a rich opportunity for businesses to establish thought leadership with high-quality content.

In addition to those numbers (which are pretty impressive), there’s another big benefit to LinkedIn: If you’re a small business, LinkedIn’s authority and ranking are very likely higher than yours, giving you the ability to piggyback onto LinkedIn’s success. So content published on LinkedIn could very well show up higher in search engine results than content published on your own site. The downside? You’re still building on someone else’s real estate.

Industry pubs

This is what we used to call trade magazines, but now they’re much more likely to be full-fledged online publications with blogs, archives, access to online issues, etc. The good news is that there’s an industry website for just about any niche you can think of. While you probably won’t be paid for these articles (in fact, some publications will want you to pay them to guarantee publication in the form of a “sponsored post,”) a bylined article on a well-known industry website can go a long way toward boosting your credibility and thought leadership, especially if you offer insight into the latest industry developments or a fresh look at issues the industry has been struggling with.

The downside, as usual, comes from building on someone else’s real estate. And, unless you have the right connections to industry leaders, it can take a lot of work to get your content published.

So what’s a small business to do?

Well, it depends. As the owner of a small business myself, I’d like nothing more than to be able to give you a hard-and-fast answer. The reality is that there are just too many moving parts. But let me lay out a few of the options for you:

  • Publish on your blog and post an update on LinkedIn.
    Publish your content on your blog. Then,  post the link on LinkedIn using the “update” feature. Include the title, either the first paragraph or a short summary, and a sentence or two about why people should read it (the “why it matters” part). If your site is built on WordPress, there’s a plugin that can do it automatically.
  • Publish on your blog and on LinkedIn.
    Publish on your blog, and use the “Publish” feature to post it on LinkedIn, too. Yes, you do run the risk of duplicate content. However, the general consensus right now is that Google doesn’t worry about that kind of duplicate content very much as long as they don’t identify it as “spammy” — meaning that you shouldn’t post all of your content in both places. The rule of thumb is that it’s OK to do it with every 1 out of 5 posts. The good thing is that you won’t get banned from the internet forever either way , so it’s an option worth experimenting with.
  • Publish slightly different versions on your blog and on LinkedIn.
    In a nutshell, it’s not duplicate if it’s different. Keep the gist of it the same, but change things up with a different title, different images, and a different introduction and conclusion.
  • For bylined articles in industry/trade pubs, know the rules.
    Different publications have different rules. Some don’t care if the content has already been published elsewhere. Some will allow you to repost it only after they’ve published it, and then on a timeline they identify. Others won’t let you publish it anywhere else at all. So it’s crucial to find out on the front end what the particular publication you’re targeting allows and doesn’t allow. And, if you’re fortunate enough to have several options, the ability to republish elsewhere could help you make a decision.

 

The human brain is programmed to prefer certainty. Unfortunately, we can’t always have what we want. That’s definitely true in this case. I’d stay away from anyone who claims they can definitively tell you the best strategy right off the bat. My suggestion is to experiment. Try several of these options, then compare the analytics to determine which one/ones performed the best. You do, of course, have to decide what you mean by “perform the best”: Number of likes? Shares? Comments? Leads? And that’s not always easy. But if you know what to look for, you can use your metrics to decide which which strategy or combination of strategies works best for you. Just remember how quickly things change — watching metrics is an ongoing project.

Personally, I’ve had the best results when publishing on LinkedIn, especially when I post to relevant groups . What have you tried, and what works best for you? Let me know in the comments below, or email me at [email protected].

 

 

 

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