One of the things I enjoy about Jay Baer’s blog Convince & Convert is how he illustrates the power of content marketing through real-life case studies. This week, a guest post by Andrew Davis uses Tractor Supply to show how content marketing can build the brand of a niche player. Excellent read.
By the way – I’m working my way through Jay’s new book “Youtility”.
Let me tell you something – this book absolutely crackles with brilliance. I’m a harsh critic of social and content strategies because most are long on talk and short on expertise. This isn’t the case with Jay. Pick up a copy and read it because I will be devoting some serious time to it here soo.
I am methodically testing several content curation apps. These apps are designed to filter the fire hose of content and serve up a short-list of good content to read and share. I use Scoop.it quite a bit but this article put Swayy on my list as well. Do you use Swayy? Let me know if you need an invite since Swayy is still in beta.
I believe every blogger should study direct-response copywriting, copy that sells. I’m not talking about cheesy-hype but the authentically persuasive copy that helps your reader understand why they should do business with you. One of the critical skills of copywriting is constructing a persuasive guarantee. This post will show you how.
Forming good habits seems to be the standard skill of top performers. I’ve been using Lift to help me create important habits in my life. I really enjoyed this short (almost too short) article in Big Think that dissects the power of positive reinforcement to accelerate good habit formation. Read it and see if you can form a good habit in the next 30 days.
This article confused the heck out of me. Thankfully, my confusion forced me to slowly read and formulate my own opinion about the piece
The article starts with an astute observation by Don E. Schultz, the father of integrated marketing, that social media usage is directly correlated with the decline in tradition media usage and declining brand preference scores”
I can buy that. Traditional media is the standard tools for introducing a brand and reinforcing brand preference over time. The less time I spend interacting with traditional media, the more likely that another brand will woo me via another channel.
Schultz extrapolates that “Social media is probably killing brands.” I can buy that too IF social media is the primary reason why people aren’t consuming traditional media any longer. I tend to think that the DVR and time-shifted TV consumption is the real culprit. Branding began its decline the moment that I could fast-forward through commercials.
Now, I was hoping that the post’s author would detail an argument about how social media reinforces brand preference. Perhaps something like:
- Social media provides a nearly frictionless medium for credible brand sharing or –
- Social media makes it easy for brands to listen to conversations about their brand and respond with focused and immersive content or
- Social media levels the playing field for niche brands with captivating and authentic stories.
Unfortunately this wasn’t the case.
Instead, I was offered cotton candy soundbites such as:
“It’s the type of content that builds brands”
“Brands need to get back to their roots”or the slippery
“Social media that is personalized, relevant, and engaging – aka the type of content that your personal connections produce – IS the type of content that succeeds in inbound marketing”
I guess all of these assertions sound right. They make for great tweets but..they lack the practicality that street hustling, hard-punching, day-to-day business owners need to finally turn their investment in social media into a net gain rather than a time suck.
Read the post and let me know what you think.