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




The Recommendation Generation

When searching for products and services many of us now turn, not to our friends, family and colleagues – but to our trusty relationship with Google.

It’s pretty much second nature for a significant amount of us (76% of consumers

best selling social media bookaccording to ComScore) to turn to our devices, be they are smart phones, tablets, laptops or desktops to seek out what we are looking for.  And due to the abundance of information out there and indexed by Google, we are rarely disappointed.

If searching, exploring and researching online is therefore such an accepted part of our consumer behaviour, then it’s important that you do everything you can to encourage the people that find you – that you are indeed a safe and trustworthy option.

This is where ‘recommendations’ come in.  People are far more likely to trust what others are saying about your products or services than they are if you are simply spouting forth how wonderful they are.  You are after all the brand, the business owner, the service or product provider, of course you are going to advise your audience that you are great.

Think about your own consumer behaviour, if when searching online for a product or service you come across a site where there are customer testimonials – be they in written format or video format or perhaps it’s product star ratings you see – helping you to navigate which services score highly – do you feel comforted?

Even better are those sites which showcase independent reviews – review services such as Feefo or TrustPilot where the business can’t just showcase the good news stories and hide the bad, because the reviews are managed by the independent review service – then all reviews get shown, giving a transparent and authentic view of the service levels or product performance.

In ‘The Business of Being Social’ – we share insights and stats into the importance of testimonials and reviews – gaining trust – social proof or validation etc.  Now that people are reading and reviewing our book on Amazon - those reviews are proving to be a useful resource for others – a comfort for new consumers and a catalyst for visibility on Amazon and more sales.

If you are in the business of providing products or services, then our question to you is – ‘What’s your rolling program for collecting and showcasing powerful, transparent and purposeful testimonials and feedback?’

If the program doesn’t already exist – then it’s time to put one together.

@michellecarvill is co-author of The Business of Being Social, Director at Made Simple Group and Founder and Director of Social Media and Online Visibility Agency, Carvill Creative.

Who’s got a copy of our book then?

Great to see social media exec at The Made Simple Group tweeting about receiving his copy of our book. Also – one of our clients, Shelfstore - tweeted a pic of our book on their shelves too.

Momentum is growing for sure. We already have four excellent reviews so far – all 5* – you can check them out on Amazon here.

Also – one of our clients, Shelfstore – tweeted our book on their shelves too.

If you have pics of our book in interesting places – then do share…tweet @bobsthebook.

matty book Shelfstore book


The world of social media is changing so quickly.

Blank book cover white

In creating The Business of Being Social – we have had to make at least 12 significant changes to the text in as little as 6 months.

The challenge of writing a book about such a dynamic and fast moving topic – is indeed keeping it fresh, and relevant.

Hence why we’ve created this blog – a space where we can keep all readers of The Business of Being Social, completely up-to-date with the latest happenings in the social media space.

Stay tuned, follow @bobsthebook, subscribe to this blog – to ensure that when new things happen, you’re informed.