Tuesday, September 22, 2015

My Three Ps from 2015 #CMWorld: People, Passion and Purpose

Content marketers and their brands know that, "Content is king," but that doesn't make the job of marketing content easy. Now more than ever there's a fight to get your attention. Twenty years ago marketers had 60 seconds to hook you, about five years ago that was reduced to 20 seconds and for now it looks like the folks at Vine have it right with about 6 seconds. There's way more content. We're getting hit with approximately 5,000 ads a day, this is up from around 3,000 about five years ago. We can thank the Internet, social media and mobile devices for the plus 2k messages were now bombarded with daily. Yes, I said daily.

So what's a content marketer and customer to do? The answer is not to stick your head in the ground like an ostrich. Although, that may seem like a viable option as we approach an election season here in the United States. In search of the answer to this question and many others regarding content marketing I attended the 2015 Content Marketing World

A week ago today I was immersed in sessions that delved into content strategy, management and SEO. Everything was aimed at helping conference attendees to think creatively in order to produce effective content for their audiences. If I'm honest, I'm still processing lessons learned, but I have three key takeaways I'mg going to share. They're my three ps: People, Passion and Purpose. 

Whether you're B2B, B2C, or a social media novice just getting into this game, if you're not focused on the three ps, you're probably not connecting with your audience aka customers or followers in an authentic and purposeful way. Another takeaway from the conference is that customers can sniff the phony out of your content. It's best to avoid this because when audiences aren't feeling your brand they have a tendency to spread the word. In a world where social media has become a disruptor, the game of telephone is off and running in a social nano second, but you probably already know that. 

Back to the three ps. Here's some content food for thought as it relates to your brand, company or organization:

  • People - should be at the center of what you do. If you're not connecting with them then you're not relevant to what they need and want. Start with why. Is a a marketing campaign the best way to connect with your audience? It may not be. Find out and build your strategy around what they want, not what you think they want.
  • Passion - this is for the content marketers. Are you just slapping out blog and vlog posts looking to see what hits and connects with your audience? Are you passionate about your products and services, if not you better find it. People don't like to be sold, they want an emotional connection and are looking for it in the content you create.
  • Purpose - this goes back to the why question? What's the point? Why does it matter? How will it help me? Audiences want to know the purpose. Plain and simple. If you can't answer these question how to you expect to to connect with people in an authentic way?
Content may be king but it's only as good as the value you bring to it. Keep these three ps in mind in your work. Onward and upward!

Tuesday, September 1, 2015

Is Connecticut really that unfriendly?

I'm a proud nutmeger. Born and breed in the state of Connecticut. Like many other states across this nation, you'll find the good, bad, and the ugly.

Despite my fondness for my home state. I also like to travel. One of the things that I've been hearing over the years and hearing more often than not is that people from Connecticut and the tri-state in general are we're not very friendly people. On quite a few occasions I will get a backhanded compliment like, "Are you really from the northeast, you're pretty friendly." I smile and accept it, but it got me thinking. Are we really that unfriendly?

Since I was a kid I was used to hearing this about New Yorkers and it's a generalization that some even embrace. However, I've met plenty of New Yorkers that have demonstrated friendliness and kindness to me. I didn't realize other folks around the country felt this sentiment toward Connecticut.The state was recently profiled as having two of the unfriendliest cities in the country. What's your guess? If you guessed Hartford and New Haven you would be right.

Since Conde Naste Traveler released their "The 2015 Friendliest and Unfriendliest Cities in the U.S.," Hartford and New Haven have become infamous for making this year's list. When I saw the article pop-up in my Google Plus news feed I said to myself, "Hot mess," but then had to see it. It wasn't just me either. Local media had a field day with it too. While I like to see my home state making headlines, it's not when two of the states largest cities are considered unfriendly places. This can't be good for tourism in the state.

Here's the photo caption for New Haven:

"Ranked fifth in 2014, New Haven remains an anomaly: "An extremely rough town" with "questionable public safety," it's also home to one of the country's top Ivy League schools, Yale University. "The contrast between the academic wealth and local poverty is poignant," to say the least. As a visitor, start by exploring the "nine squares" of the campus, where you'll find "great architecture, a surprisingly good restaurant scene, world-class museums, and great theater."

Hartford's caption:

"Rebounding slightly from no. 3 last year, Connecticut's "forgettable" state capital "shuts down at night" and is considered "dreary, especially when it rains or snows." "It definitely needs a facelift!" Unforgiving complaints and "seedy sections" of the city aside, "it appears to be trying to rejuvenate itself." The Bushnell Center for the Performing Arts and the Hartford Stage "host traveling Broadway shows and critically acclaimed plays." "Elizabeth Park's rose garden is wonderful" and the "river walk with its cultural and food festivals" are worth a visit."

Although Hartford had a slight improvement I think the state can do better and the citizens living here should want to do better to change this perception. I came up with a short list to help the cause. Here are four things my fellow state residents can do to be more friendly to others:

  • Smile -  It's a simple way to acknowledge someones presence and show the person you're happy, you may just give the person you're smiling at a reason to smile back.
  • Being Approachable - Don't physically close yourself off. Body language experts suggest not crossing your arms, holding your hands, or looking away from people.
  • Ask people questions about themselves - It's not all about you. Showing genuine interest in others helps people to open up and get a conversation going.
  • Compliment a person - If you don't anything nice to say than don't, but if you do go ahead and compliment a stranger. You will make them feel better and you may feel better too!
These tips may not change the perceptions of Hartford and New Haven overnight, but we have to start somewhere, right?