Content Is King – so are you ‘content’ with your content?

I had the pleasure of attending a two day content marketing immersion last weekend.

What? You immersed yourself in content marketing for two whole days – I hear you ask. And yes, that’s exactly what I did. And it was great. Always good to learn from others – bookshare ideas and insights and hang out with like-minded individuals.

One of the longest chapters (apart from Twitter and LinkedIn) in The Business of Being Social – is the Content chapter. And why? Because content is critical to social media and modern day marketing.

My mantra for many years has been ‘you are what you share‘ – and the beauty of the technologies we now have at our fingertips is that they have opened up barriers to enabled ‘anyone’ to become a publisher. (Rightly or wrongly – it is as it is).

There’s an interesting fact that today we publish more content every 48 hours than all of the content ever published online up until 2004 combined. Thanks to blogs, social media, technology – it’s safe to say that pretty much every topic has been covered – regardless of how niche.

What this means is that your content really has to hit the mark when it comes to grabbing the attention of your audience. We’re content rich and attention span poor.

For effective content marketing right now – understanding your audience, understanding what’s important to them, what they like to consume and where they consume is therefore – critical.  Of course, whilst this is a basic premise of marketing – not many in the digital world are traditionally trained marketers – and so this critical aspect, gets missed.

You can’t be content just pushing out blog posts each week on something you know you know about. You need to be close to your content – and understand exactly how it’s working. We always get asked the question ‘what’s the ROI (return on investment) of social media’? My suggestion is that you don’t just measure that critical ROI – but you also start measuring the ROI of your content too.

Content needs to perform. It needs to engage. It needs to compel and it needs to move your audience closer to you – so that you become their choice.

Ask yourself these questions:

  • Are you content with your content?
  • Is it performing the way you need it to?
  • How do you measure it? 
  • What’s your content ROI?
  • How do you know it’s working?
  • Does it share valuable, useful insights for your audience?
  • It is on message with your brand?
  • Does it compel audiences to fall a little bit in love with you?
  • Does it leave your audience hungry for more?

If you are comfortable you’ve got it all covered – great. But whichever way you look at it – content really matters. So don’t just be content with your content – be 100% enamoured.

Over to you…

Michelle x

 

 

 

Praise from Ollie Sharp – UK Sales Manager at LinkedIn

Last week I held a keynote at LinkedIn’s SocialRecruitIn event. Fab event and you can see more from the day here. I finally had the pleasure of meeting Ollie Sharp - UK Sales Manager at LinkedIn.

I’d been tweeting with Ollie for a few months – as he advised David and I that he found edition 1 of The Business of Being Social to be highly useful – and that he was making all members of his UK sales team read it.  In fact, the main reason I’d been invited to talk at the event, was down to Ollie’s recommendation.

When David and I wrote the book, we really positioned it for business owners or those wanting to learn more about the channels. What we didn’t think about at all – was the impact our book could have on how the social media channels we featured within the book themselves, could actually use our ideas to better position their offering to their audiences.

It’s wonderful to hear that LinkedIn took sentiment from our teachings to make some changes to their proposition.  Both David and I are hugely proud of that.

Here’s what Ollie Sharp, UK Sales Manager – Staffing and Search at LinkedIn,  had to say…

“The Business of Being Social has become a useful resource within the LinkedIn sales team. The book really helped us to understand the bigger picture of social media and it was instrumental when we changed the way that we work with clients. It helped us to develop how we consult with our clients and advise them on how to build a social media strategy. We were missing the critical aspects that social media channels enable – such as continuous conversations, brand proposition and getting employees on board to strengthen both brand and message. From our learnings from the book we now advise companies to build their followers, engage them with content and this will enable them to do what they do best – recruit! The Business of Business Social is now a must read for all new recruits into my LinkedIn sales team – and has become an integral part of our training. Highly practical – yet at the same time, highly insightful. A really useful tool for all businesses, either starting out or looking at how to optimise their social media activity.”

Wonderful – even more than we set out to achieve.

Michelle x

 

 

The Business of Being Social 2nd Edition – First review and it’s a 5*****!

Always delightful to great off to a great start… David and I are delighted with the 5***** review for the book. Let’s hope there are as many as for our first edition.

“There are so many books out there that claim to teach businesses the art of using social media platforms, but they are full of wordy jargon-filled passages which give most non-web professionals a headache.
This is such a refreshing read, breaking each chapter down to focus on a specific social platform, and explaining why businesses should use the platform, not just how.
It covers the basics, like describing each platform and what they are used for – Twitter, Facebook, LinkedIn, YouTube, and Google+ are all covered, but it goes deeper and explains how businesses need to communicate with their customers, how to engage, lead a conversation and get the best from a strategy. As a small business owner I found this actually quite a compelling read, and I have used it for creating strategies for using social media, and how to get the best out of it. Hands down the best social media book for businesses if you don’t want a heavy read.”

Wonderful – just what we set out to achieve.

Michelle x

The Business of Being Social – 2nd Edition is here…

Yay – it’s happened. The Business of Being Social 2nd Edition is here.

Why a second edition and not a brand new book? I hear you say…

Well – whilst the skeleton is similar – and some of the aspects from the original book have been retained, the majority (around 85%) is brand new.

2nd Edition of The Business of Being Social

2nd Edition of The Business of Being Social

A lot has changed in the social media space in the past two years – and so this 2nd edition features not only all the relevant updates to keep the content, fresh and relevant and as highly practical as possible – but it also includes two whole new chapters.

  • Social Media Advertising
  • Becoming an Adaptive Social Business

When we wrote the book almost 3 years ago now – when we were training and consulting with organisations and business owners, the question was ‘why should we do social media‘.  Just a few years later, the question is now more likely to be ‘how can we do social media effectively‘.

The answer to both questions will be uncovered throughout the 13 chapters.

So – grab your copy today – and be sure to leave a review. We had so much praise for our original book, which spurred us on for book number 2 – so enjoy and let us know what you think.

Happy reading…

Michelle x

 

 

 

 

The Jeremy Forrest case – social media lessons to be learned

Unsurprisingly social media has been back in the news again this week with the revelations that the disgraced school teacher Jeremy Forrest had been using Twitter to communicate with his pupil.

As social media authors, we would encourage schools, colleges, businesses and charities to check their social media policies are robust and up-to-date.

“Many organisations are still behind the curve in incorporating social media and the internet into their policies and staff guidelines – in particular schools, colleges and youth organisations.

“Teachers and youth leaders have to be particularly careful about what they do online and a good rule of thumb in these cases is to keep your personal lives separate from your business lives in the social media world.”

Here are some simple guidelines:

  • Schools – like any other organisation, should have a detailed social media policy
  • It is important to separate your personal and business lives
  • Teachers have to be particularly careful about what they do online
  • Schools should be monitoring social media channels to see what is being said about them, their staff and their pupils
  • Staff and pupils need to be educated about dos and don’ts of being online

Listen to author David Taylor speak about this topic on BBC Radio Kent.

BBC Radio Kent 01

BBC Radio Kent 02

Do we need a specific social media qualification?

As part of the on-going promotion for the Business of Being Social, author David Taylor was this morning asked on BBC Hereford & Worcester about why people and businesses need to be trained to use social media.

Both authors believe that social media is now such a potential minefield for both individuals  and organisations alike, people of all ages need to be taught about the pitfalls, opportunities and self protection online.

Here’s the link to the interview:

BBC Hereford and Worcester 13-0603 11.10am

Is Social Media Out of Control? – BBC Radio Interview with Michelle Carvill

Now that our book, The Business of Being Social has launched – our PR team has been doing a great job at generating interest from the media. Here’s the first of a number of radio interviews that we have lined up.

On the breakfast show on BBC Radio Newcastle, Alfie and Charlie posed the question to Michelle Carvill – Is Social Media Out of Control?  Take a listen – the interview is filled with practical advice and tips.

BBC Radio Newcastle 13-0530 8.10am

Enjoy and do share your views with us too? Is social media out of control?