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Top Shelf Marketing

When Companies Invest in Employees' Personal Brands, Everyone Wins.

7/31/2017

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Once upon a time, there was a company that encouraged their employees to go out in the world and talk about what they are passionate about. And they lived happily ever after. The end. 

True story. 

On Monday, July 24th, I had the pleasure of being the tweetchat expert for #contentchat (noon Mondays PST).  It's a chat run by Erika Heald, content strategist and super all-around awesome lady. It was all about how personal branding isn't just for individuals, but a way to help companies drive (and build!) thought leaders for their brand. 
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I don't want thought leaders at my company!
-Said no CEO, ever. 

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What's the Point of a Content Strategy?

7/24/2017

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I’m sure you’ve been pressured by various people to blog, do social media, yadda, yadda, yadda. You might even be doing some of that. But when resources are tight and you’re down to the wire, you might be asking yourself…

Why should you have a content strategy at all?

As with anything, a directed and cohesive plan will help you be more successful. Sometimes the road is longer and bumpier with gold at the end of the rainbow and sometimes you’ll see swift results like an eagle, or some junk. No matter what, you can’t go wrong with having a strong content and measurement strategy. If you choose to invest and effectively measure your content efforts over the haul, you’ll get results.

So, let’s get to the nitty gritty: how can a content strategy help you win more business?

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Should You Write About Your Products on Your Blog?

7/17/2017

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It can seem questionable to write about your products or services on your blog.  And sometimes it is.  If you do it wrong, it can go south pretty quickly.  If you keep one rule of thumb in mind when you're creating blog articles, no matter what the topic is, you'll be fine: 
What would help the customer? 

Blogging about products the wrong way.

There are a few things that happen when companies get a little too lackadaisical about this rule of thumb.  Here's the most common mistakes: 
  • There's no compelling reason to talk about their products.  They're just selling. It's boring and, honestly, no one cares. 
  • The blog sounds like marketing gibberish. As soon as your blogging doesn't sound like a human, you've lost your audience.
  • The blog doesn't illustrate the value of the product in a way that's interesting to the reader. 
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Building a Content Strategy: Three-Layer Cake-Style

7/5/2017

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Content strategies can feel hard. Especially if you’re too close to it. I could make a case that this is the perfect reason to involve someone who can help you with it, but it feels too salesy, so forget I said that. What I would like to encourage you to do is think about your content in context of something more fun and light hearted. Something delicious and that draws you back to a time where big wheels, swings and birthday presents were at the forefront of your mind. I’m talking about cake.

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Why is Content Strategy Important?

7/4/2017

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You’re excited about your new business or campaign. You’re ready to shout it from the rooftops. But wait (I really want a sound effect here of a car screeching to a halt, so, imagine that here)! You need to ensure that you’re creating a foundation for success. I’m not talking about a 3-month study or a 3 weeks of strategy meetings, but I am talking about doing some initial planning to ensure that the content you’re producing actually supports the goals of your program.

What’s the deal with content strategy?

The good news is, taking time to do a content strategy now means a lot less work later. Creating a cohesive content strategy will be the foundation of the SEO, blog, and social media strategy for your efforts. Planning ahead means that you will literally get the most out of your investment.

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    Maureen Jann

    I'm a veteran digital marketer whose career has grown up with the Internet.

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