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Announcement: Melissa Krivachek’s “BOLD Helping YOU Unleash the Hero Within” Nominated For Small Business Book Award Leave a reply Melissa Krivachek wrote a fantastic motivational book called BOLD Helping YOU Unleash the Hero Within (An Amazon Bestseller available on Amazon Kindle for only $0.99 for a limited time). The really cool part is Melissa’s book was just nominated for a Small Business Trends 2015 Small Business

Book Award. First we recommend you pick up a copy while it’s on sale. It’s a fast read and provides a lot of great actionable information to reignite your passion and your business. Second please click on the vote banner below and give this inspirational book your vote so it gets some much deserved exposure, reaches a broader audience, and is able to serve more people.

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This entry was posted in Business News, Small Business Trendsetters and tagged amazon bestseller, amazon kindle, Melissa Krivachek, motivational book on March 13, 2015 by Jack.

The Indie Collaboration Publishes Eighth Book In International Anthology Market By godmademillionaire@comcast.net The Indie Collaboration released the eighth entry into their unique anthology series in February 2015. This anthology, Kiss and Tales 2: A Romantic Collection, is a collection of free original romantic tales brought to you by a group of independent authors who call themselves collectively, The Indie Collaboration. In the last year and a half, The Indie Collaboration has entered into the international market for anthology style print and ebooks with a unique spin on supporting and marketing works for independent authors. Last Valentine’s day, the group offered a sister book, Kiss and Tales: A Romantic Collection which reached #1 on Amazon best-seller free book lists and showed well in downloads throughout the Valentine’s season on Smashwords. The founding member of The Indie Collaboration, UK-based author Peter John says, “The Indie Collaboration grew out of a group of like-minded independent authors. Together, we decided to show the world how great works of fiction can be created without the involvement of any large publishing companies.”

The first seven entries in the collaboration’s collection are: Tales from Dark Places: The Halloween Collection, Yuletide Tales: A Festive Collective, Kiss and Tales: A Romantic Collection, Snips, Snails and Puppy Dog Tales: A Children’s Collection, Summer Shorts, Spectacular Tales: A Science Fiction Collection and Tales from Darker Places: A Chilling Horror Anthology. The list of contributors for each collection changes depending on each individual contributor’s interests and area of writing specialty. Contributing author, Alan Hardy says, “The idea of a group of authors who have come together to offer up books to the reading public is an exciting way ahead for indie writers. I think this is important, writers coming together and taking control of their literary destinies.” Contributing author Kristina Jacobs says, “Reading anthologies is a great way to tap into a wealth of mostly undiscovered, yet very talented writers. We are truly a diverse group of writers and we have members from all over the world. It shows in the unique stories and collections that we are able to create.” The next installment from The Indie Collaboration will be published in Spring 2015. A follow up to their first children’s anthology, the second children’s anthology is called Sugar, Spice and Everything Nice! You can learn more about The Indie Collaboration, the group of contributing authors and their mission online at: http://theindiecollaboration.webs.com/. Click here to read more… Source:: http://smallbusinesstrendsetters.com/the-indie-collaboration-publishes-eighth-book-in-internationalanthology-market/

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This entry was posted in Business Articles on March 15, 2015 by Jack.

Principal Dr. Eric Westley Promotes Traditional Catholic Education Success Model By donMatheson

Catholic schools have enjoyed educational success for over 100 years. Dr. Eric Westley, Principal of Saint Patrick Catholic School in Fayetteville NC, suggests using that past success as a guideline for future student accomplishment. “In early grades we teach skills that will carry children successfully through high school, college and life, using principles and techniques that have stood the test of time,” admonishes Dr. Westley. Cognizant of the contribution to that success in parochial school’s traditional seven point grading scale, he is wary of the public school adoption of a ten point scale for grading. Using 90 to 100 as an ‘A’ instead of 93100 means that 33% of students that used to get B’s now achieve A’s for the same work. To Dr. Westley that is the definition of ‘dumbing down.’ He says, “We maintain the expectation of intellectual and academic accomplishment.” Later on, that shows up in meeting and exceeding the competition in high school and then college admissions. He believes that if a student has achieved at a school using a seven-point scale, colleges know it. He thinks educators ignoring that fact and adopting the ten point scale deny their students that advantage. Dr. Westley tells us that for anecdotal proof, one only has to speak with high school teachers. They will readily affirm the good educational foundation Catholic school students bring to high school. Dr. Westley suggests that supporting data gathered over the years bolsters the conclusion that the sooner a child begins Catholic education that child fares better in all areas. Standardized test scores back from the publishers, separated by the number of years Catholic students have been in the process, show demonstrably better results in eighth grade from those who started in kindergarten as compared with those who started in the sixth grade. This stems from better preparation through the process. Students show an increased capacity to do what needs to be done to use their education successfully. In the early grades rote and memorization and the honing of basics, attending to things some do not see as that important, establishes the foundation. As an example; when four divided by two equals two becomes automatic, then later, when needed in algebra, geometry or trigonometry, the order of operations is what the student concentrates on rather than the computational elements of the math problem. The current controversies of common core have not invaded Catholic schools in the Raleigh diocese because Catholic Schools in the Diocese follow the Diocese Catholic Schools’ curriculum, which is regularly reviewed by Catholic School teachers and administrators and supports the content and methodologies that have been and are still the basis for academic success. For example science class in Saint Patrick School has been taught without using a textbook for years. Science at St. Patrick is lab-based and involves experiential, hands-on lessons. Students understand much better when deciding on whether clay or loam is more conducive to growing things when they see loam and clay side by side, wetting each and thinking about Click to read more… Read more here:: http://smallbusinesstrendsetters.com/principal-dr-eric-westley-promotes-traditionalcatholic-education-success-model/

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This entry was posted in Business Articles on March 14, 2015 by Jack.

4 Steps to Creating Authentic Stories Your Customers Will Want to Read Leave a reply Authentic stories help powerful brands make deep connections with customers. But that high-level principle creates real-world challenges for content marketers. What is a powerful story and how do you tell it? I’d like to share four tips on how to tell stories that make connections and get results.

1. Find a moment A moment happens at a specific place and time. No two moments are exactly alike. Think of your own personal stories, from a first kiss to a moment of triumph. What happened? Who was there? What did they say? What would we have seen? Now think about this in terms of your brand. Every brand lives for customers as a series of touch points. A parent may have made a special meal using your product. An IT administrator may have cut request time in half and been promoted. Or in our case at Story2, a student may have just received an admissions offer from the college of her dreams. If you can put your customers at that moment where they feel what it’s like to encounter the best value of your brand, you’re one moment closer to connecting them to your brand. In written and multimedia stories, the Adidas #mygirls campaign exemplifies the value of a moment with content about young women using Adidas products in contexts from mountaineering to field hockey to running. But the stories are not about selling the product. Each woman’s story starts with a compelling moment, illustrating the brand experience. “There was a massive pop, so loud it sounded like a gunshot reverberating through the training gym,” begins one story about an injured South African field hockey player. The moment links courage and determination with the Adidas brand but never hits the viewer over the head with that connection.

2. Use your authentic voice The language of marketing is notorious for feeling artificial. Generic product attributes and abstract businessspeak is forced. Believe us when we say no one really cares about “quality manufacturing” or “industryleading service levels” unless they know exactly how that feels and believe what you say about your brand. When using stories as a vehicle for content marketing, take this advice from the Story2 Moments Method®: Stand in front of a mirror, look yourself in the eye, and tell your brand story out loud. Do you believe it? Now tell a friend or family member face-to-face. Does it connect with the listener? If the answers are “yes,” take that authentic story in your voice and write it down. In authentic storytelling there’s no need to “business-fy” it. GE Reports a Tumblr blog excels at this, sharing rich stories about inventors and users of high-tech industrial products. One recent example: a story about their scientific microscopes. One scientist on the team brought a bee’s leg from his daughter’s science project to test the capabilities of GE’s latest imaging device. The topic would have been a great occasion for jargon and product-speak, but instead it authentically sheds light on the passion behind the product.

3. Map it A map is simply the arc from the beginning to the middle and then the end. When you want to captivate your reader, think like a Hollywood blockbuster. In these two examples, you can see how it works: • Draw them in, like a magnet: Story 1: Half the potatoes on the floor and the rest behind the stove … what was I supposed to do about Thanksgiving dinner now? Story 2: Our CFO had just called for the fourth time asking for last quarter’s numbers, but our systems were still down. • Raise suspense, with a pivot: Story 1: “That looks great, but we don’t serve frozen food at holidays,” I told my husband as he stood there with the foil tray of FoodCo’s carrot soufflé. Story 2: SoftwareCo’s representative sat next to me at my desk for an hour while he fixed the broken database queries. I couldn’t help grinning when I saw the numbers pop up finally. • End on a memorable glow: Story 1: We’ve had carrot soufflé instead of potatoes on our family’s menu ever since, but we still laugh about the look on my face when someone mentions anything scalloped. Story 2: I was home that evening in time to tuck the twins in bed and read them a story. Once you map the story, you can think of all sorts of ways to describe your current audience’s journeys and how its stories can help your brand connect with new people. Coca-Cola, as part of its truly impressive “Journeys” approach to brand journalism, does this in numerous ways. I was struck by a story told by a CocaCola employee who took up skydiving. The story uses a “magnet, pivot, and glow structure. And while ostensibly it’s about her personal experiences, it does a fantastic job selling Coke’s corporate culture and

inspires the desire to work with employees like her.

4. Focus outward You’ll notice that none of these points in the story map use wording like “I thought,” “I felt,” “I realized,” or “I learned.” That interpretation and analysis puts up a wall between you and your reader. Experiment with different ways to present your thoughts and feelings using dialogue, sensory details, and physical descriptions. In our hypothetical examples, we used these details to show the reader how the high quality of a frozen food adds something to the customer’s life, and how reliable, diligent service helps software users get their job done with less stress. Hallmark’s “Ideas” website section does a great job of this with stories about card-giving occasions mixed in with lifestyle tips, nicely aligned to using a card or gift to express the emotion in the moment.

In summary, these four steps, all built on the neuroscience of storytelling, provide content marketing techniques that literally synchronize your reader’s brain with your brand marketing content. As our examples show, throw a few stories in the mix and see just how compelling brand messages can become. Want more expert tips to improve your connection between content and customers? Make plans today to attend Content Marketing World 2015. Cover image by Viktor Hanacek, picjumbo, via pixabay.com The post 4 Steps to Creating Authentic Stories Your Customers Will Want to Read appeared first on Content Marketing Institute. …via 4 Steps to Creating Authentic Stories Your Customers Will Want to Read

…via 4 Steps to Creating Authentic Stories Your Content marketing has become a buzz phrase, not unlike “inbound,” “SEO,” and other words thrown around by digital marketers. All real and worthwhile concepts, these words – perhaps because of their relative newness – tend to be used as blanket terms that describe a laundry list of things. For example, “content marketing” is often used interchangeably with “social media.” In passing conversation, this might not be a big deal, but if you make generalization mistakes when creating a content marketing strategy, it can negatively impact your success. It’s clear why everyone’s interested in content marketing. Consider these recent stats: • The ROI of content marketing outweighs the ROI of paid search by more than three times. (Kapost and Eloqua)

• Yearly growth in unique website traffic is over seven times higher with content marketing leaders versus followers. (Kapost) • Content marketing costs 62% less than traditional marketing and generates about three times as many leads. (Demand Metric) Brands know that they need content marketing, but too often misconstrue what it is or how to implement it. Meanwhile, companies that have had content marketing success may be missing out on even more gains because of an oversight or lack of understanding. Here are nine common misconceptions to avoid in your content marketing.

1. Content marketing is easy and cheap The internet is gloriously free. Anyone can start a website or host a social media account. Perhaps, for this reason, some brands assume that content marketing is easy. After all, you don’t need a degree or any special training to create content, right? This view underestimates the skill involved in making content work well for the brand. Creating the right content requires deep knowledge of your brand, the digital landscape, and your audience, which is no easy task. Does your audience respond more to Facebook posts or videos? Email or blogs? Is your content actually converting? Keep this in mind when you start a content strategy. If you fail to invest the proper amount of time and resources, you might not get very far in crafting a successful content marketing strategy.

2. Outsourcing is always a good idea For companies that want to drive content online but don’t have the resources to do it in-house, outsourcing can be a viable option. Some marketing agencies specialize in this kind of work. However, outsource wisely. Reputable companies will have proven, verifiable track records. Companies that offer ultra-bargain deals or operate in a country other than ones in which you operate may not have the right experience or might use dubious business practices. For example, a relatively unknown company may seem like a bargain for its promise to generate tons of content and get it posted on different websites. Even if it fulfills the promise, it’s most likely using black-hat SEO tactics, which can backfire. Google penalizes websites if it discovers the brand’s content and links on a less-than-reputable websites – no matter who posted it. If outsourcing, invest the time to research and work only with reputable companies.

3. Content marketing is only for SEO The role of SEO is one of the biggest misconceptions about content marketing. Many people assume that all content needs to be targeted toward search engines. True, content is a great way to improve your organic position in search engines. Valuable content that people visit and share will move your site closer to page one of search results.

The mistake many make is to try and game Google. Some brands think that if they stuff their content with keywords relevant to their business, they’ll beat the system. Keyword stuffing might result in a temporary spike in traffic, but Google is watching what its users do. The algorithm is smart, and if it detects your content isn’t valuable to searchers, it will boot your site down the search engine results chain. When creating content, make it search-engine friendly, but focus first on providing content that your targeted audience would find valuable.

4. The content is only for your audience As stated, value should guide your content. However, while you shouldn’t manipulate search engines, you do want to give them some direction. There are a number of natural, approved methods of communicating basic information about your content so that search engines can match people’s queries with appropriate responses. These days, Google is relying more on semantic search, meaning your keywords should be surrounded by relevant words and phrases on the page. Additionally, you can take a handful of simple steps to make sure your pages are search-friendly, such as including meta titles, descriptions, and headers.

5. Content marketing is only for B2Cs People often assume that only fun, consumer-focused brands can reap the rewards of content marketing. But case studies abound showing how B2Bs have used the core principles of content to improve their power online. Take SunGard, an IT operations company that supports many Fortune 100 companies. By creating a video series that brought humor to industry trends and pain points, and analyzing its audience’s consumption patterns, the company generated 3,000 leads in three days and scored a cumulative 87.4% click-through rate.

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6. Content marketing is the same as brand-awareness marketing True, brand awareness is perhaps the easiest goal – albeit the hardest to measure – of content marketing. And, to be honest, if its effectiveness ended at brand awareness, I probably wouldn’t be writing this right now. What a lot of brands don’t realize, however, is that content marketing isn’t just for the first stage of the sales funnel or customer journey. Content should be created and optimized to address customers’ needs as they go through the process of engaging with your products and services. For example, if a customer visits your website, clicks on a page, and leaves, you could use retargeting tools to track the individual and advertise that departed page’s content to them as they visit other sites. Or perhaps, you secure the visitor’s email address in the first visit and send a follow-up email. Tailor your content to nudge customers further along through the journey.

7. Content marketing’s value is not measurable According to CMI’s 2015 B2B research, only 35% of marketers have a documented content marketing strategy. It’s no wonder then that some brands often become frustrated with the lack of perceptible results. A variety of tools can track the impact of your content. Google Analytics is probably the most common method of measuring data gleaned from your website, social media channels, blogs, and more. You can even dig down and get granular results so you know how your audience interacts with specific pages and posts. The web is basically teeming with tools for measuring, managing and creating content. Figure out which ones work for you and start tracking your efforts today.

8. Content marketing delivers instant results I’ve seen some brands become frustrated that their content marketing doesn’t pay off as quickly as they would like. This is understandable. If you invest time and money into something, you want to see results as soon as possible. But content marketing is about building relationships. Just like in life, it takes time. It’s unlikely that someone will view your content and immediately make a purchase. Be prepared to play the long game. You need to establish trust with people before they take further action. Take that person who views your content and get him to provide an email address. Now, you have the start of a relationship. Remember, with content marketing, the prospect is in the driver’s seat. Brands have to provide value to their targeted audiences to prove their true worth, and that can take months. Make sure you set manageable benchmarks and set a reasonable time to expect an ROI on your content efforts.

9. Content marketing is the same thing as content creation Of course, the content itself is essential, but it’s only one part of the overall strategy. Content marketing includes everything from distribution to interaction and communication. You can’t just create and post a blog post and expect it to do all the work for you.

In fact, before you create any content, you should create a documented content marketing strategy. To whom is your content targeted? What do you want your audience to do? How will you promote your content? Which websites can you target in order to get backlinks? Does your plan account for responding to people in real time over social media? How often will you post? These are just some of the many questions you need to address before implementing your strategy. The takeaway here is that each individual piece of content needs to interact with a larger plan. What other misconceptions about content marketing have you seen? How did you fix them? Want to plan ahead for your own content marketing education? Check out the CMWorld 2014 sessions available through our Video on Demand portal and make plans today to attend Content Marketing World 2015. Cover image by Viktor Hanacek, picjumbo, via pixabay.com The post How To Fix 9 Harmful Misconceptions about Content Marketing appeared first on Content Marketing Institute. …via How To Fix 9 Harmful Misconceptions about Content Marketing

Source of original article is http://contentmarketinginstitute.com/2015/03/creating-authentic-storiescustomers/

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This entry was posted in Marketing on March 13, 2015 by Jack.

How to Win Your Battle for Content Marketing Buy-in [50+ Stats] By Jodi Harris Over the past several years, marketers have made tremendous strides with content marketing and, as a result, are communicating more effectively with their audiences. Consider these data points: • 86% of B2B marketers report that their organizations are using content marketing, and 70% of them are creating more content than they did one year ago. • More than two-thirds of the marketing leaders interviewed as part of our executive research see their entire marketing department restructuring to address content marketing needs. But despite high adoption rates and a commitment to the discipline, not all marketers’ think their content efforts are as effective as they could be. One of the most significant barriers certain to impede progress: lack of executive support. If management does not believe in content marketing, it will be incredibly difficult to do all the things needed to make the program a success such as: • Involving the right groups • Securing approval on tactics • Receiving permission to experiment, learning from mistakes, and making essential adjustments. Click to enlarge. To help you get the support you need, we’ve compiled a starter kit of essential talking points and support statistics you can use as the basis of your buy-in conversation. In this post, we share the key talking point followed by supporting reasons and data for these topics: • • • • • •

Content marketing definition Why businesses need content marketing How content marketing helps meet consumer goals How content marketing impacts organizational goals Budget and resource allocation Consumer and industry content marketing expectations

At the end, we share a buy-in process checklist you can view and print. Of course, like all statistics, the data we share here simply reflect the information at this time. Mix and match the points that are most relevant to your company’s situation, and create a library of stats that point to similar trends to help build a convincing case. Or, you can view and share the SlideShare below with the highlights. Mastering the Buy-In Conversation on Content Marketing: The Essential Starter Kit from Content Marketing Institute

Define content marketing Key talking point: Let’s start by understanding what content marketing is — as well as what it isn’t. Supporting data: • The Content Marketing Institute uses the following definition, which reflects how the discipline has evolved – from the mere creation and distribution of content to a formal business discipline. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.

Explain why businesses need content marketing Key talking point: With content’s high adoption rates, great potential to provide measurable business benefits, and enterprise-wide appeal, a strategic content marketing program is essential to staying competitive in today’s marketplace. Supporting reasons and data: • Sharing content has become an integral part of virtually every digital experience. • 27 million pieces of content are shared every day. (AOL/Nielsen, 2013) • Any brand not prepared to deliver quality content in a strategic way is likely operating at a significant disadvantage: • 86% of B2B marketers and 77% of B2C marketers use content marketing. (Content Marketing Institute, 2015) • Content marketing emerged in 2013 as the top digital priority for B2B and B2C marketers, edging out the former frontrunner – social media engagement. (Econsultancy/Adobe, January 2013) • 39% of marketers say they planned to invest heavily in content marketing. (Econsultancy/Adobe, January 2013) • Content creation and use continue to gain popularity and show no sign of slowing: • 70% of B2B marketers are creating more content than they did one year ago. (Content Marketing Institute, 2015) • CMOs at the largest technology companies report that building content marketing as an organizational competency is a critical initiative – second only to measuring ROI. (IDC, 2014) • 56% of leading business bloggers plan to hire additional resources in the next 12 months. (Curata, 2014) • 77% of marketers report that they plan to increase content production in the next year. (LinkedIn Technology Marketing Community, 2014) • Significant numbers of marketers think strategically about their use of content:

• 48% of B2B marketers have a content marketing strategy, and 35% percent have gone so far as to document their strategy. (Content Marketing Institute, 2015) • Content can be used to unite and support the efforts of sales, marketing, and other departments: • 48% of marketers use dedicated content to support three to five buying stages. (LinkedIn Technology Marketing Community, 2014) • 52% of marketers support two to four roles and buyer personas with dedicated content. (LinkedIn Technology Marketing Community, 2014) • Four of every five marketing leaders have integrated content into their advertising programs, typically as part of their brand messaging. (Content Marketing Institute, 2014)

Address how content marketing helps meet consumer goals Key talking point: Consumers expect content that is useful, is customized to their interests, and adds value to their experiences. If we don’t provide that kind of content, they will seek out competitors that do. Supporting reasons and data: • Content is essential to supporting loyal, trusting relationships between brands and consumers: • 82% of consumers feel more positive about a company after reading custom content. (Demand Metric, 2014) • 90% of consumers find custom content useful. (Demand Metric, 2014) • 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council, 2011) • Content dominates consumers’ online experiences: • 50% of consumer time online is spent engaging with custom content. (HubSpot, 2013) • Content marketing helps create the engaging experiences that customers seek and helps develop deeper connections between brands and consumers. • 64% of people say the customer experience is more important than price in their choice of a brand. (Gartner, 2014) • By 2020, that customer experience will overtake price and product as the key brand differentiator. (Gartner, 2014) • 70% of consumers say content marketing makes them feel closer to the sponsoring company. (Roper Public Affairs, 2012) • Content is a leading driver of brand engagement on social media and motivates consumers to take action: • Interesting content is one of the main reasons people follow brands on social media. (Demand Metric, 2014) • 60% of people are inspired to seek a product after reading content about it. (Demand Metric, 2014)

• Content also is becoming increasingly essential for targeting younger demographics: • Millennials expect brands to develop content for them, with 80% wanting to be directly entertained through content marketing. (Edelman, 2012) • B2B audiences have also embraced content marketing and incorporated it into their purchasing process: • 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement. (Roper Public Affairs, 2012) • 75% of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. (Demand Gen Report, 2014) • The average B2B buyer has completed 57% of the purchase process before engaging a vendor’s sales team. (CEB/Google, 2012)

Tell how content marketing impacts organizational goals Key talking point: Companies that document a strategic content marketing program can have more effective lead generation, SEO efforts, internal teams, and processes. And, as the discipline evolves, we have an opportunity to experiment, distinguish ourselves, and help set the best practices that other businesses will follow for years to come. Supporting reasons and data: • Content marketing is leading the pack in lead generation and turning those leads into customers: • Per dollar spent, content marketing generates more than three times the number of leads than paid search does. (Kapost/Eloqua, 2012) • Content marketing costs between 31 and 41% less than paid search, depending on the organization’s size. (Kapost/Eloqua, 2012) • Website conversion rate is nearly six times higher for content marketing adopters than nonadopters (2.9% vs. 0.5%). (Aberdeen Group, 2014) • As search engine algorithms evolve, content marketing is increasingly becoming essential to SEO efforts: • Content creation ranks as the single most effective SEO technique. (Marketing Sherpa, 2013) • Organizations demonstrating an ongoing commitment to content marketing create team efficiencies by building staffing infrastructure, establishing quality standards, and creating processes for producing content more efficiently and effectively: • 47% of B2B marketers have a dedicated content marketing group. (Content Marketing Institute, 2015) • 71% of business bloggers have some type of center of excellence team. (i.e., a team that provides a blogging code of conduct, audience engagement guidelines, best practices, and guidance to help internal teams execute their own blogging activities). (Curata, 2014) • 57% of all companies have two or more people dedicated to content marketing. (Contently, 2014) • 43% of companies have an executive in their organization who is directly responsible for an

overall content marketing strategy. (Curata, 2014) • Marketers’ top investment areas across the content marketing space: curation and aggregation (38%); creation (34%); workflow (29%). (Altimeter, 2014) • The flexibility afforded by content marketing techniques such as content curation enables businesses to realize measurable results: • Over 50% of marketers that curate content indicate that it has increased their brand visibility, thought leadership, SEO, web traffic, and buyer engagement. (Curata, 2014) • 41% indicate that curated content has increased the number and/or quality of their sales-ready leads. (Curata, 2014) • Positive results are contributing to the growing trend of brands functioning as full-fledged publishers: • Red Bull reportedly employs approximately 135 people just for its media house. (Contently, 2014) • Nestlé’s digital editorial team consists of almost 20 community managers and designers producing content every day. (Contently, 2014) • Some big brands are even starting to prioritize content marketing over paid advertising initiatives: • Coca-Cola spends more money creating its own content than it does on television advertising, according to the Columbia Journalism Review. (Contently, 2014) • Kraft estimates that it generates the equivalent of 1.1 billion ad impressions a year, generating through its content marketing a return on investment four times better than through its targeted advertising. (AdAge, 2014)

Reveal how much should you budget for content marketing Key talking point: Content marketing can be implemented at nearly any budget point. However, allocating sufficient resources is paramount to achieving our optimal success. Our budget should identify all resources – staff, materials, and media – to create, manage, and promote content effectively. Supporting reasons and data: • Every hard dollar spent likely has more to do with a company’s size and the industry it operates in than its faith in content marketing. Nevertheless: • CMI’s annual B2B and B2C research studies found that the average B2B organization spends 28% of its marketing budget on content, and the average B2C organization spends 25%. (Content Marketing Institute, 2015) • Dollar-figure estimates vary widely, from $50,000 to $50 million annually, but the median spend on content marketing was $1.75 million, with about one in six enterprise organizations spending over $10 million annually. (Content Marketing Institute Executive Research, 2014) • A correlation seems to exist between content marketing effectiveness and the amount of budget allocated to the discipline: • B2B marketers who rate themselves to be most effective allocate an average of 37% of their

budget to content, while those who feel they are least effective allocate 16%. (Content Marketing Institute, 2015) • Strategy also likely plays a role in budget allocations: • 64% of companies with a documented content strategy have a dedicated content marketing budget. (LinkedIn Technology Marketing Community, 2014) • Overall, industry projections indicate strong growth in content marketing budgets: • 55% of B2B organizations and 59% of B2C organizations plan to increase their content marketing budget in the next 12 months. (Content Marketing Institute, 2015) • Content marketers are getting bigger budgets to produce more and better results. (eMarketer, 2014).

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Share expectations Key talking point: Content marketing can help our organization be more proactive in how we address both consumer and business needs, and be more responsive to behavioral shifts and emerging trends. With encouraging signs of growth across the industry and bullish attitudes from marketing leaders, there’s never been a better time to enable our owned media channels to start working harder for our business with a strategic content marketing program. Supporting reasons and data: • The future of content marketing looks bright: • 78% of CMOs see content as the future of marketing. (Demand Metric, 2014) • The industry is growing in terms of adoption, usage, and availability of resources: • 77% of marketers plan to increase content production as they move into 2015. (LinkedIn Technology Marketing Community, 2014) • 56% of leading business bloggers plan to hire additional resources within the next year. (Curata, 2014) • 93% of companies plan to maintain or increase their investment in content creation in the upcoming year. (The Economist Group, 2014) • Marketers are adjusting their priorities to accommodate consumers’ increasing thirst for useful custom content: • 57% of marketers report custom content is their top marketing priority for 2014. (Altimeter, 2014) • 88% of B2B marketers and 89% of B2C marketers are either focused on creating more engaging and higher-quality content or plan to do so in the coming year. (Content Marketing

Institute, 2015) • 84% of B2B marketers and of 85% B2C marketers are actively looking to gain a better understanding of their audience or plan to do so in the coming year. (Content Marketing Institute, 2015) • 86% of B2B marketers and 89% of B2C marketers are assessing the effectiveness of their content, or are planning to do so within the next 12 months. (Content Marketing Institute, 2015)

Checklist: The buy-in conversation Along with these supporting reasons and data presented here, the following checklist can help you determine how prepared you are to make a compelling case and convince stakeholders that you have positioned your content marketing strategy for optimal success. You may not be able to get every element in place before you ask executives for their support; but the more boxes you can check, the more effective your content marketing program buy-in pitch is likely to be:

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Take the next step Once your key stakeholders are on board, the next step is to develop and document your content marketing strategy. Download our guide, The Essentials of a Documented Content Marketing Strategy: 36 Questions to Answer, for an in-depth view of this process. Get first-hand access to more tools, techniques, and tracks to help increase your content marketing success. Sign up here to subscribe to Content Marketing Institute daily or weekly e-mails with exclusive content. Cover image by Joseph Kalinowski/Content Marketing Institute The post How to Win Your Battle for Content Marketing Buy-in [50+ Stats] appeared first on Content Marketing Institute. Read more here:: http://contentmarketinginstitute.com/2015/03/buy-in-conversation-content-marketing/

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Business Owners, Listen Up: Peter Christman, International Best-Selling Author Of The Master Plan, Has A Message About Your Business By lcwwealth@yahoo.com Peter Christman’s rise to success didn’t follow the traditional belief of work hard and keep your head down. He worked hard, sure, but his big moment was a singular idea—an epiphany that changed his future. Back in 2000, Christman was independently working with privately owned businesses to sell their businesses using an exclusive auction process on the open market. Then he had the idea of an extensive exit planning process, which came to him because he realized his clients were focused on the transaction and not on taxplanning, estate-planning, and life-planning issues. They were planning after the liquidity event, instead of before it when they could keep a greater percentage of the proceeds and receive greater benefits from this planning. Among other things, the process details the precise moment in which business owners can get the best value for their company, factoring in tax planning and the liquidity process. This revelation led to co-publishing the book The 10 Trillion Dollar Opportunity in 2005 and founding the Exit Planning Institute in 2006. Just like the companies he worked with, Christman sold the Exit Planning Institute in 2012 and now solely focuses on the Master Planning Process. Rather than selling companies, his team mentors business owners through the exit planning process, helping them maximize and maintain the value they get for their business. To do this, Christman has developed a process that he depicts in what he calls The Three Legs of the Stool: First Leg: Maximize the value of the business. Second Leg: Create a personal plan that includes your tax, estate, and financial points of view. This ensures that you keep most of what you get from that value. Third Leg: Develop a life plan so you can picture how productive your life will be after you transition from your business. This is historically the most neglected part of the process. The three legs guide a business owner through the pre-transition, the transition, and the post-transition events, both in their business life and personal life. “We are the only company that coordinates all three legs of the stool in an integrated process,” Christman says. “I am really proud of that because it’s a really valuable service for business owners to help them hit their goals and objectives.” When asked about his target audience, the exact business owner he wants to help, Christman is very specific: “Baby Boomers who own privately held companies, whose values are between 2-3 million to 150-200

million. Those are the people that we can really mentor for the rest of their life.” Christman says the real challenge is to educate business owners and their advisors on the value of this process. The problem is that most of these advisors work in silos and don’t function as a team for the business owner. In these scenarios, Christman says, “It’s really an educational process to educate the advisor,” once they “find out that we are not a threat to them and their style,” that is. It is the integrated three-legged stool process that allows Christman to have positive relationships with people who might otherwise be considered his competition. Of those people, Christman says, “They’re pleased to work with us…and once they’ve been educated on our process, they love it.” It becomes a true team process. And the benefits to the business owner are enormous compared to current procedures in transitioning a business. Christman understands that business owners are suspect of any type of advisor and are “always wondering what the hook is.” He truly believes, however, that business owners have to realize that they are human and have a responsibility to themselves, to their families, and to their employees to have a Master Planning strategy. He provides the statistic, 50 percent of business owners leave their business through “The 5 D’s”: death, divorce, disability, debt, or disaster. “There is no excuse for doing that,” he says. “There are no guarantees in life, and families depend on that business owner being responsible.” Christman has a new book out called The Master Plan that details all of these processes and much more. The book is purposely designed to be a short read, perfect for busy business owners who don’t have a lot of time on their hands About Peter Christman Peter Christman is the founder and CEO of the Christman Group. Peter sold privately held companies on the open market with an exclusive auction marketing process. He made his claim to fame with creating and founding the exit planning process, which lays out, among other things, how to get the greatest value for your company. In 2005, he co-wrote the book The 10 Trillion Dollar Opportunity (a book about the plight of Baby Boomers in the coming years) and co-founded the Exit Planning Institute the following year. Today, he no longer sells companies, but mentors business owners through the Master Planning Process, which ensures they get the best value from their business and achieve their lifelong goals and objectives. He also is founding the Master Planning Institute to educate business owners and their advisors in the Master Planning Process. Read more here:: http://smallbusinesstrendsetters.com/business-owners-listen-up-peter-christmaninternational-best-selling-author-of-the-master-plan-has-a-message-about-your-business/

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Change Management Expert Mike Lehr’s Organization Change Tactics Article Published in Business Innovators Magazine March 12, 2015 – Akron, Ohio Omega Z Advisors, an organizational change consultancy, today announced the publication of the interview of change management industry leader Mike Lehr on Business Innovators Magazine. Mike Lehr, owner of Omega Z Advisors, LLC, helps businesses create meaningful change in their culture and internal politics. Mike Lehr’s insights steer companies to create change by targeting efforts on the leaders or initiators within the respective organization. Since 2003, Mike Lehr, President of Omega Z Advisors, LLC has offered his expertise as a change management specialist, navigating people and processes through change. His prior experience of 18 years in the financial services industry helped hone his abilities to make positive change within organizations. Mike Lehr offers his thoughts on a common financial and motivational pitfall in The Big Money Pit in Organization Change. The article states that studies show that only a third of all change efforts provide significant results. In the interview, Lehr talks about the money pit and how to avoid it. The interview is initiated with the inevitability of change and the cost and time involved in this risky endeavor. Lehr is queried as to the area of biggest waste of money and effort. Lehr responds: “The biggest waste is that leaders do not apply the same business sense to change that they do to their business.” He compares training everyone equally to a farmer planting seeds in the soil regardless of soil quality and stating that this is a huge money pit. To see the best results, he believes in focusing efforts on the initiators of an organization.The rest will follow suit as they want to become like them. Leadership and a business culture that supports the initiators are essential to keep the momentum going. “As with any movement, we find and organize our best supporters”, states Mike Lehr, President of Omega Z Advisors, LLC. “It is not about changing some people and not others. It is about changing people at different times that suit their personalities and circumstances.” Omega Z Advisors, LLC helps clients make the right moves towards effective organizational change. They are available in a number of capacities. Their roles include, but are not limited to, an advisory role, speaking engagements, contractors or trainers. Businesses can take advantage of Mike Lehr’s experience and achieve desired results while eliminating costly mistakes. To access the interview in full, go here. To visit Omega Z Advisors, LLC ad view their blog and services, go to OmegaZAdvisors.com today. Read more here:: http://authoritypresswire.com/change-management-expert-mike-lehrs-organization-changetactics-article-published-in-business-innovators-magazine/

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How Doug Kessler Went From Limos to Crap to Content Marketing Success By Pamela Muldoon For those who weren’t familiar with Doug Kessler, his SlideShare presentation, Crap: The Content Marketing Deluge, put him on the map. It tapped into a concern of many content marketers and helped make Doug one of the top names in the business. But even before the slide show made its mark, he was the cofounder and Creative Director at Velocity Partners, a successful B2B-focused marketing agency in the United Kingdom. In this episode of The Pivot, host Todd Wheatland talks to Doug about his journey from the extravagant days of advertising in New York City in the ’80s to running a content-focused B2B marketing agency in Greater London today. Listen to Todd’s full interview with Doug Kessler here: Download this week’s The Pivot episode. If you enjoy The Pivot episode, we would love if you would rate it, or post a review, on iTunes.

What may surprise you • Doug grew up in Connecticut and New York. He moved to Britain 24 years ago. • After college graduation in the late ’80s, he took a position in account management at Ogilvy on Madison Avenue. • An amateur banjo musician, Doug received a banjo kit as a wedding gift.

• Velocity Partners’ office is in the Poppy Factory, a 1930s factory where the Royal British Legion makes its poppies for Remembrance Day. • Doug’s kids make fun of his American accent.

Doug’s pivot When working his first post-college job at Ogilvy, Doug encountered a B2C campaign that equated being a good mother with buying a specific brand of fabric softener. He realized that the kind of emotional manipulation that often seemed to come with B2C selling just wasn’t for him and started shifting his focus to B2B. The more he worked in the B2B space, the more he felt he found a fit – he liked the challenge of making a clear case for buying something that wasn’t all about appealing to emotion. The decision to create Velocity Partners was launched over beers with his partner Stan Woods. They searched for clients by going to venture capitalists who immediately recognized how much their investment start-ups needed marketing assistance. The rest is history.

A reminder of marketing ethics From his earliest days in advertising, Doug has been concerned about ethics. That’s what inspired his preference for B2B and it’s what makes him a vocal proponent of taking a careful approach to native advertising today. While he believes there will always be some sleazy marketers, the rest of us can (and should continue to) stay on the right side of balancing client responsibilities and consumer trust. He concedes that toeing that ethical line isn’t always easy in content marketing: Are we not dressing up marketing in non-marketing clothes to trick our prospect into our funnel kind of thing? I think you can be accused of that. I think there is a degree of a hidden agenda going on in content marketing. I guess what we evangelize and try to tell our clients is not to hide the agenda. Just get it out there. This is marketing … We really are here to sell something at the end of the day. Actually, our prospects don’t begrudge us that, but they will if we hide it. For a full list of The Pivot archives, go to the main The Pivot: Marketing Backstories page.

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Cover image courtesy of Joseph Kalinowski/Content Marketing Institute The post How Doug Kessler Went From Limos to Crap to Content Marketing Success appeared first on Content Marketing Institute. Read more here:: http://contentmarketinginstitute.com/2015/03/kessler-b2b-content-marketing-podcast/

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Intelligent Content Demystified: A Practical, Easyto-Understand Explanation By Robert Rose You know those times when you see a discussion so great that you know it’s going to take you more than a few hundred words to respond? So you think, “I should write a post about this.” Yeah, this is one of those times. In a wonderful post about a month ago, Jay Acunzo of NextView Ventures wrote about “segment thinking” in content marketing. But then, as they say, something funny happened on the way to the forum. In the discussion that followed, Jay and others moved the conversation into how “intelligent content” is defined. It culminated in some great suggestions for new names for intelligent content, including my favorite, “recombinant content,” coming from the incomparable Doug Kessler. But then, Jay posed this question: ….that definition [of intelligent content] is still pretty dense and confusing. What IS it? Is it technology? Is it an approach? Is it a collection of reusable assets … Is it like content strategy, which is the tagging system and “back end” of your content on your website? If Jay has these questions – others do as well. So, having straddled the worlds of intelligent content and content marketing for the last 10 years, I’d like to demystify intelligent content with this step-by-step practical definition of intelligent content.

Intelligent content is an approach In very simple terms, and to answer Jay’s question succinctly, intelligent content is an approach.

Intelligent content is the approach of thinking through the way we structure (organize) and manage content – so that it can be managed as a strategic asset. If you are new to intelligent content or still struggling with its definition, this post briefly breaks down each element in the definition so you can better understand what it is and see an example illustrating each element. But, read the SlideShare version in its entirety for bonus information such as things to remember for each element. (The information for this post and SlideShare was pulled from this upcoming guide on getting started with intelligent content by our Intelligent Content editor, Marcia Riefer Johnston. Subscribe to our Intelligent Content weekly email if you want to learn more and be notified when the full guide is available.) The Elements of Intelligent Content from Content Marketing Institute

Definition What makes intelligent content intelligent? The classic definition comes from Ann Rockley, author of Managing Enterprise Content and founder of the Intelligent Content Conference: Intelligent content is structurally rich and semantically categorized and therefore automatically discoverable, reusable, reconfigurable, and adaptable. What does each term mean? Let’s take a look.

Structurally rich content Structure comes first. Structure – consistent organization – enables automation. And strategic automation makes content intelligent. To make your content structurally rich, “you need to remove formatting (look and feel) from source files and add structure: predetermined organizational patterns supported by metadata tags,” Rockley says in What Is Intelligent Content?

Example Let’s take a look at the Intelligent Content Conference website as an example. Various pages – such as those for the agenda, descriptions of presentations, and speaker info – use the same content elements: • • • • •

Photo Name Business title Bio, presentation title Presentation description

Content elements like these are not, in themselves, intelligent. But combined with skilled content engineering and a solid strategy, they lend themselves to intelligent uses.

Semantically categorized content “Semantic” means “related to meaning” (as opposed to “related to appearance”). Semantically categorized content is associated with metadata – information about the content. Metadata enables computers to do things they couldn’t do otherwise, like retrieve content related to a product even if the content never mentions that product. Metadata tags enable people to organize digital information in nearly limitless ways. The key is to organize in effective ways, using categories that serve both the organization and its customers.

Example Let’s take two content elements from the example: the speaker’s name and photo. The metadata tags shown in brackets – name and photo – are semantic categories.

Automatically discoverable content “Automatically discoverable” means able to be found by computers. Digital content that computers can’t find might as well not exist. Findability goes beyond web search. For example, an employee might want to search an internal repository to assemble documentation for a certain user type and product model. In that case, the metadata must enable the system to find the right pieces of content for that audience and purpose.

Example People discover conference information in many ways: They may search for speakers’ names, topics, etc., using a website’s own search engine or using an external search engine, like Google. The better the metadata in the source content, the better the search experience.

Reusable content Content reuse is “the practice of using existing components of content in multiple ways,” as Rockley describes it. Well-structured, semantically rich content can be easily retrieved, manually or automatically, for reuse. This kind of reuse strategy is sometimes called COPE: Create once, publish everywhere.

Example Every ICC speaker’s page displays the presenter’s name, bio, and presentation title, date, and time. These elements were not copied and pasted onto this page. Each element is re-used – automatically pulled from a single source. The photo is stored in one place, the speaker’s name is stored in one place, and so on. If you change a photo, name, or presentation title, you change it at the source; that change appears

everywhere. On a small scale, this kind of efficiency is nice to have. On a large scale, it’s mandatory. When content is not set up for reuse, it gets messy fast.

Reconfigurable content “Reusable content is modular,” Rockley says. Modular means it stands alone. Modularity makes it easy for organizations “to rapidly reconfigure their content to meet changing needs.” As products and customer requirements change, organizations can rapidly reconfigure their content – “add new modules, exclude modules, and rearrange modules to build new information products to meet new needs.”

Example Well-structured, appropriately tagged content can be assembled – configured and reconfigured – in various ways. On the ICC Agenda page, elements that we saw configured elsewhere in alphabetical order by speaker name are configured here in chronological order by presentation date and time.

Adaptable content Adaptable content, usually called “adaptive content,” is content that can change (adapt) – not just in appearance but in substance – according to the person receiving it, the device receiving it, the channel, the time of day, the location, or other circumstances related to the context of delivery. Delivery may vary based on what the system knows about the recipient (age, recent search phrases, social media connections, book purchases, etc.) or the context of use (day of the week, time of day, device location, etc.). For instance, let’s say you create both a long and a short description of a content element. The long description is automatically delivered to laptops. The short description is automatically delivered to smartphones.

Example Adaptive content goes beyond responsive design. The content itself changes according to the device, the recipient, or the context of use. Imagine the way search results might be adapted for you if the information system knows that you’re vegan, attending ICC, using a smartphone, and moving at a walking pace just outside the conference hotel on Monday around dinner time. If you search on the term “restaurant,” imagine getting the name of an eatery just around the corner that’s open now and serves vegan fare. That’s content adapted to your preferences and situation.

Intelligent content is something we need to understand You may be thinking, like Nenad Senic questioned in a recent post on intelligent content basics: I’d like to admit I am scared. I am scared because the majority still has trouble with basics of (content) marketing . . . Intelligent content, content marketing, content strategy … It’s like us adding new stuff, it’s like a small group debating and enjoying the debate, and there’s the rest of the world. This is something that has likely crossed your mind. Do we really need something new? Noz Urbina answered Nenad’s question beautifully: Intelligent content is not about ruining content by making it unnecessarily complex just for the cool factor. It’s about making content more complex because *the market* is more complex than it used to be; and it’s becoming more so every year. Intelligent content exists to save content from getting ruined by a disconnect between content supply and consumer demand. In short, everything we are working on is tied together. I borrow from a post I wrote last year on how content strategy and content marketing strategy are separate, but intimately connected. All three disciplines (content marketing, content strategy, and intelligent content) share one common, inalienable goal: To foster content as the differentiating asset of the business – and thus content-as-a-function should be a strategic function within the business.

Is intelligent content the best term? Maybe. Maybe not. That is an “inside baseball” discussion that doesn’t affect the outcome. To me, the importance of intelligent content is that it takes a different approach to the broader subject of content. It’s very much like the broader disruption going on in manufacturing between additive and subtractive manufacturing. Manufacturing historically has been a “subtractive process” where, for example, you look at a sheet of tin or steel and strategically subtract the best way to cut it to maximize the value. Using the “additive process” all that goes out the window. Now manufacturing literally becomes a process by which you can add (i.e., produce through three-dimensional printers) any part you need. In other words, the evolution of technology has enabled a completely new way to view how you construct and display an asset to maximize that asset’s value.

Looking forward: How intelligent content will shape content marketing My conclusion – what gives me hope – is that intelligent content, and ICC specifically, can be a beacon for all manner of content pros, including: • Content marketers who can find powerful new practices and allies to help scale their efforts and make their approach more strategic, more scalable, and more efficient in their large enterprise • Content strategists who can find friends in marketers who are developing deeper, more valuable content-driven experiences to differentiate the business

• Individuals who identify as both content marketers and strategists who can find new colleagues with whom to share, learn, evolve, and expand their efforts • And those who haven’t identified themselves yet who will simply find new friends and guideposts to help them develop a career that’s meaningful to their passion It’s a grand adventure ahead. The search for intelligent content in the universe continues. Let’s go find what it all means together. I’m hoping that’s a helpful response to Jay’s excellent question. Want to continue learning about intelligent content and connect with experts in the subject? Sign up for weekly email updates – including exclusive insights from Robert. Register for the Intelligent Content Conference March 23–25, 2015. Cover image by Joseph Kalinowski/CMI The post Intelligent Content Demystified: A Practical, Easy-to-Understand Explanation appeared first on Content Marketing Institute. Read more here:: http://contentmarketinginstitute.com/2015/03/intelligent-content-demystified/

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