Canvas Magazine | Content is King

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March 2011

Content is King...

(And Mubarak Has Been Dethroned)

Six Tips for Creating Compelling Content

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“A great brand story commands your customer’s attention, creates a lasting impression and builds your brand community.”

– Joseph Barbieri, senior VP of Marketing and Development at Totem Media

Publisher mark potter Marketing Manager caroline farley MANAGING EDITOR lorrie bryan ART DIRECTOR brent cashman

Editorial board keith bax Research Data mike kyle Pace Litho chris petro GlobalSoft tom moe Daily Printing dean petrulakis Rider Dickerson david bennett Bennett Graphics tony narducci O’Neill Printing

March 2011

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Publisher’s Thoughts Mojo

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Print In The Mix: Fast Facts P6

CMO Council Marketing Facts P8

Best of Reflections P10

Content is King...(And Mubarak Has Been Dethroned) Six Tips for Creating Compelling Content

P18

Learning from Failure

CANVAS, Volume 3, Issue 2. Published bi-monthly, copyright 2011 CANVAS, All rights reserved, 2180 Satellite Blvd., Suite 400, Duluth, Georgia 30097. Please note: The acceptance of advertising or products mentioned by contributing authors does not constitute endorsement by the publisher. Publisher cannot accept responsibility for the correctness of an opinion expressed by contributing authors.

CANVAS P1

W Mojo

While attending the PODi conference last month at the Mirage in Las Vegas, I felt compelled to play a few hands of blackjack and roll some bones on the craps table. Now, if you have ever sat at the tables, you know what it feels like to go on streaks. Whether they are losing

Publisher’s thoughts

streaks or winning streaks, there are distinct feelings that correspond with each. The losing streak is accompanied by a little pit in your stomach, some sweat on the brow, and a feeling of impending doom. The winning streak, on the other hand, makes you feel like you have mojo! Or maybe it was the mojo that propelled the winning streak (wink wink nudge nudge).

Mojo is a slang word for self confidence or self esteem. When an individual has mojo, people tend to want to be around him or her. They seem to ooze confidence and have a magnetic quality that leads to big wins and healthy streaks. Whether at the gaming tables or in business, mojo seems to be a necessary ingredient for success. But, where do we find mojo? Is it innate or can you learn mojo? Does success breed mojo, or do you have to fake it? And once you find it, what do you do with it?

A high level of confidence or self esteem can certainly be influenced by our upbringing and some of our deep-rooted values.

However, I believe mojo comes from a level of comfort within our surroundings. If we feel like we belong or that we have something to contribute, then mojo will reveal itself. Specifically, when we are

around people that seek our counsel, value our opinions, and demand our support, then we tend to feel good about ourselves.

So the question may not be “How do you find mojo?” The question has more to do with how we find and create comfortable environments. What would make people interested in asking our advice or reaching for our solutions? The answer may lie in your ability to establish yourself as an expert or a person with great insight. In other words, content can lead to people perceiving you as an expert, which can lead to great conversations. In turn, conversations lead to sales.

CANVAS continues to drive new thinking in our industry. It is a new mindset that will win in the new economy, and that mindset is cemented in the idea of building community. The cover article of the March edition of CANVAS digital is dedicated to content and what role it can play in your success. Establishing yourself as an expert to a target market is a healthy strategy. Establishing yourself to a target market as someone who cares is a winning strategy. Read on to understand more about how Content is King.

With our usual mix of sales content and industry insight, CANVAS digital provides a new perspective on our industry. In addition, we are thrilled to have engaging partners who feel the same. I might even say they have mojo!

Warmest regards,

Mark Potter Publisher

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CANVAS March 2011

FAsT FACTs according to Deloitte’s State of the Media Democracy survey, “While 2010 witnessed another explosion of digital content and scores of new entertainment-friendly mobile devices coming to market, the adoption of certain digitally formatted content is taking longer to catch on than some would have expected.” Print magazines have “survived the digital tsunami.”

Since 2007, over 70 percent of u.S. consumers state that they enjoy reading printed magazines even though they know that they could find most of the same content online.

More than eight out of 10 people who read a magazine in the past six months state that reading the printed copy is their favorite way to consume the content. These figures remain unchanged since 2007.

More than half (55 percent) of consumers surveyed report that an important feature of printed magazines is the advertising that helps them learn about new products and services for themselves and their families.

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CANVAS March 2011

More than half (55 percent) of respondents subscribe to printed magazines.

Printed Magazine Subscriptions

Subscriber

unsubscriber

according to the Direct Marketing association (DMa), in 2010 every dollar spent on direct marketing advertising resulted in $12.57 in direct marketing-driven sales, on average.

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CMO Council Marketing Facts

Thirty percent of marketers claim that video advertising will be their single biggest investment for the year.

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gartner predicts 17.7 billion app downloads this year, the revenue from which will represent a 190 percent increase over all mobile app revenue generated in 2010.

CANVAS March 2011

in 2011, 10.8 percent of all u.S. online ad spending will go to social networks. next year, the share of spending going toward social destinations is expected to rise to 12.1 percent.

Online, b2b marketers were most likely to report planned increases in marketing spending on their websites and e-mail programs, followed by social media.

These results differed in priority from those of a survey of general u.S. marketers by rSW/uS. among that group, 65 percent planned to spend more on social media, followed by 47 percent on e-mail. rSW/uS did not report on increases in website spending.

Only 7 percent of the 2300 social media marketers responding to our last study thought social media was producing rOi and, as a result, were willing to budget liberally.

While 49 percent thought it was a promising tactic that will eventually produce rOi, nearly the same numbers (44 percent) are much more skeptical and unwilling to invest more.

Agains t the G rain

i w as a t a holi day pa like a m r t y las t us eum weeke . T he p n d at t ma n w lace w

by M a his am ho ow a r k Pot t s hug e azing h ns t he ab out er , a h o n o u d m s e. ac tu w hat m i w as n e w as ’t goin ally, it ade him a ve r y g a s i wa w s t a u o t s c ic n be shy cess fu k. ’t a ho n d e re d l busin ab out use. it aro u n d w a s ha e s s ma explor w as m nging , i n t ing it a o re h a o n u on his d g h e ll. The t n people i t re p re n would walls, w gentle . On th e t a u h k r, a e t a a peek t ype o nd i w e wall and d e f d e g re as curio into his n ex t to light it e s u p h s is h e e may r s o nal said: des k w have h of fice. as a la ad, and i w a nte rge fra d to s e med, c if he ha e w hat ro s s - s t d any p itched h o t os of fa verse.

W hen mous Muc h yo u g e to my t w ha t s u r y p ou wa n rise A n d th t in yo e world u r s tr u makes g Jus t g g les for you kin o to a self g fo r a mirror day, and lo A nd se ok a t y e w ha t ourself For it is th a t m a n ha s n’t you to say. r fa th e W hose r or mo judgm th e r o r T h e fe ent up llow w wife o n yo u hose v m u s t pa e rdic t c Is the o s s, ou n t s So m e n e s ta mos t in people ring ba y our life c k f ro m might think y the gla o u s s ’r . e a s tr A nd c a aight-s ll you a B u t th hootin e ma n wo n d e g c hum in the r fu l g u y glass s If you . a y s yo can’t lo u’re on He’s th ok him ly a bu e fello s traigh m w to p t in the le ase, ne e Fo r h e ye. v e ’s r m with yo ind all A n d yo u clear th e re s u’ve pa to the t s sed y e n d. ou r mo If the g s You m t u y d a n g e ro in the a y fo o glass is us tes t l th e w yo u r f r hole w iend. orld do A nd g e t pa t s w n th e B u t yo o n th e p a th w ur fina ay o f y ba c k a l re w a r ea r s s yo u p d will b If you‘v a s s , e i w as m h ea r ta e c h ea che an ted the o re t ha d tears n impr all abo man in e s s e d. u t, m a the gla n i . asked s Simple s . t h a t yo him ab a s t hat u get fr out it, .” he c o m ot h a n o he c k, d n ers. Yo tinued he loo i was ju , “You u ne e d ked at s t t he r can’t w me an to beli So, as e for so d said, or r y ab e v we m o e in m y “T hat o u t t he e o ve t o w u c eye a n o r s c e k is what lf tail we , s a r d s 20 u h d d e te p a v p or t o e e it ’s fa n 1 it ie 1 r , h m r s t , la ake no ine if h and a b a s e e yo c n k d o t f s up p ake prid t e of t h e or s h u r g rea eer an o rt e e e d t m e in is i s lef t wit an or w t s up p w h o yo a frien i’’m m wish or ter in h a h ea o ma n d. if so u are.” ing yo in r , t t h p fe t h e u lt life le u all th e glass t yo u r mirror, e b es t . look faith in sson. t h e n yo have n t hat p e this ho him an u b e t te ot alre li rson in d d r ad y s e ay sea m g e a t k b e o u t of t he u s y co son. i c en it, c it rain. it. nvincin he c k o an’t th if you g him o ut Sap a n k yo d o n’t pi’s ne u e no u r her rig w vide gh for ht aw a o y “luscio y. o ur s u War me p p or t. us”. i t s t re g a if you hink yo r d s, u will g et a kic k

Mark

Publish er CANVA S

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CANVAS March 2011

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P10 CANVAS March 2011

CONTENT is King…

(And Mubarak Has Been Dethroned)

A

by utilizing a variety of communica-

Six Tips for Creating Compelling Content

tion channels. Teachers increasingly

By Lorrie Bryan

cross the world, people are striving to get their messages heard above the noise

are trading in text books for multimedia interactive whiteboards to educate students, the Tea Party Movement just launched a new glossy 64-page magazine to amplify the voice of its members, and in Egypt, after the government shut down the Internet to disable communication and the swell of rebellion, protesters used proxy servers and third party apps to access Twitter and Facebook. Google also launched a voice-to-tweet workaround to help people in Egypt send Twitter messages.

CANVAS P11

Content is King...

“The story—from Rumplestiltskin to War and Peace—is one of the basic tools invented by the human mind for the purpose of understanding. There have been great societies that did not use the wheel, but there have been no societies that did not tell stories.”

– Ursula K. Lee Guin

Are these messages being received?

there and start tweeting, blogging and blasting or publishing

White boards are transforming learning;

just because your competition is doing it. “It is critical to estab-

more than 1300 subscribers immediately

lish what your message is designed to do—the reason for its

anteed up $35 for an annual subscription

existence,” says Joseph Barbieri, senior VP of Marketing and

to Tea Party Review; and the level of re-

Development at Totem Media, a large custom media company.

porting and message amplification sur-

“Then immerse yourself in your client’s world; understand your

rounding the Egyptian protests is ground-

client and their clients.”

breaking. By now you’ve likely read about the historic regime change in Egypt or

2. Make your message relevant.

seen the YouTube videos, TwitPic or Flickr

Armed with an objective and some insight about your target audi-

photos of the “Twitter Revolution.” It ap-

ence, craft a message that is relevant and resonates. The most rel-

pears that the proverbial pen, content in all

evant content offers readers information, insight, and solutions to

its 21st century manifestations, is mightier

their problems. The protestors in Egypt are largely impoverished,

than the sword.

unemployed and victims of government corruption, and the mes-

What does it take to commu-

sages that incited people to take to the streets ap-

nicate effectively and how can

pealed to this psychographic, calling for change and

you empower your pen? Wheth-

an end to the autocratic governance of President

er you are creating a 140 char-

Hosni Mubarak. Millions of antigovernment tweets,

acter tweet, a 200-word blog, a

posts and other messages would not have made an

Personalized URL or a 16-page

impact if they were irrelevant.

custom publication, you need

This is true in the marketplace as well. “Good

to consider the critical factors

content is relevant content to my client, or their

for success.

We asked some

prospects, suspects, or customers,” notes a digi-

communication professionals to

tal solutions VP attending PODI. “Too often com-

weigh in and share their tips for being an effective communicator and cre-

panies are quick to dwell on internal capabilities before listening to their client’s needs. We not only listen, but

ating content that cuts through the noise

execute with the appropriate communication strategy includ-

and information overload.

ing multi-channel, national or international fulfillment, and un-

1. I dentify your objective and your audience.

Before you create content you need to

surpassed capability, but only if it achieves the goals of the customer. The best content is content that enables the success of our clients.”

determine what your objective is and

3. Engage the reader.

who your target audience is—and create

Relevance is the first step toward engaging your reader, but

content accordingly. Don’t just go out

even the most relevant message might be ignored in today’s

P12 CANVAS March 2011

Content is King...

“Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts. This requires not that the writer make all his sentences short, or that he avoid all detail and treat his subjects only in outline, but that every word tell.

– William strunk Jr., Elements of Style

information saturated marketplace if it’s

to keep your message short and simple.” That doesn’t mean your

not

message has to be boring. One of the tenants of journalism is the

engaging—or

entertaining

even.

That’s one reason why barbieri suggests

quote by William Strunk Jr., “Vigorous writing is concise…”

that a good story is a fundamental ele-

Conciseness can be powerful. larry Smith introduced the six-

ment of good content. “every brand has

word memoir with his new York Times bestseller, not Quite What

a story to tell—it’s paramount to the suc-

i Was Planning. Stephen Colbert, a master wordsmith and political

cess of the brand. a great brand story

satirist, penned his six-word memoir, “Well, i thought it was funny.”

commands your customer’s attention,

he also won top honors for the most “retweeted tweet” in 2010

creates a lasting impression and builds

with, “in honor of oil-soaked birds, ‘tweets’ are now ‘gurgles.’”

your brand community. at Totem, we em-

Shortly after Mubarak stepped down, someone told the story

ploy marketing journalists to craft busi-

of the revolution with this compelling tweet from Cairo, egypt:

ness objectives into engaging narratives.”

“Dear Tourists, sorry for the temporary shutdown, egypt was un-

4. Make every word tell. not even your mom wants to read the War and Peace version of your story. Stories are

der necessary maintenance, we’re happy to welcome you back.

You’ll be impressed.”

5. Inform your reader and aspire to inspire.

a great way to capture your readers’ atten-

The revolution in egypt would have likely never gained momen-

tion and make a point, but as Craig kevghas,

tum if content was uninformative and merely amusing. The people

managing partner at boston Pr network,

of egypt were informed and mobilized, and ultimately inspired to

notes, “nobody wants to read a five page

act because of a powerful message that was delivered via multiple

e-mail—there’s just not time. it’s often best

media channels.

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CANVAS March 2011

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Content is King...

The Custom Content Council is the preeminent professional organization for the custom content industry. They serve as a clearinghouse for information, best practices, research, and case histories on how marketers are leveraging content across multiple distribution channels—all with the purpose of impacting consumer and business audiences. The custom media industry is estimated to be a $47 billion market, producing more than 110,000 magazines (print and digital) alone that are sent to marketers’ data bases.

For more information, visit customcontentcouncil.com or e-mail lori@customcontentcouncil.com.

likewise, there are plenty of potential sources of amusement and no shortage of good stories amidst the noise. give your readers valuable information consistently in exchange for their attention and you will attract an ongoing audience and build a community. Your content gives a potential customer their first impression of you. You want to start off immediately as a resource, as a source of education. howard Owen, owner of Stafford Printing, and a member of Dscoop’s (Digital Solutions Cooperative) board of directors, says that good content opens doors. “The promise of relevant content that can help our customer helps get us on the docket. When it can’t be delivered in person, then it has to be delivered in print as an element of a cross-media approach, such as a Qr code, video, or personalized url. good content opens doors for us. The Dscoop partners deliver ideas, content and solutions that give all of us the opportunity to be successful.”

6. Distribute content effectively.

Content not only has to be relevant but it must reach the intended audience in the form that is most impactful as well, thus the use of multiple channels. all content—tweets, blogs, website, Purls, brochures, newsletters and custom publications—should consistently reflect your brand message, tell your story, and further your objectives.

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CANVAS March 2011

“A great brand story commands your customer’s attention, creates a lasting impression and builds your brand community.”

– Joseph Barbieri, senior VP of Marketing and Development at totem Media

“i have clients that are now beginning to implement social me-

touch. “Find a case study or article that is

dia and more web-related content as a supplement to their tra-

relevant to their specific project or issue—

ditional print marketing pieces, and integrating them ensures a

a solution to their problem—and for the

more powerful campaign/message. a myriad of vehicles, all work-

most impact, deliver it face to face. That’s

ing cohesively, is the best delivery method. it can’t be just web or

the surest way to get your message across

just print. all of the various vehicles play a role and are the most

and to be heard above the noise.”

powerful/effective when they’re used together,” says kristi Mendez, principal at kMPr Marketing and Pr.

True, we live in a noisy world, and everyone is inundated with messages. You won’t be heard by being louder; you’ll be

“it’s about delivering the right message with the right medium

heard by being smarter. Create compel-

at the right time,” says Mike kyle, director of Marketing Services at

ling content by engaging your audience

PaCe, a marketing and communications company in los angeles.

with narratives and giving them informa-

With an array of delivery tools available, kyle contends that con-

tion they need when they need it. aspire

tent is often most powerful when it is delivered with a personal

to inspire.

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Learning From Failure

R

emember John Delorean? he was the superstar general Motors executive who started the Delorean Motor Company. When the

company began to falter, he was arrested and charged with complicity in a drug deal that some speculated was an attempt to raise money to prop up the company.

by Dave kahle

P18

CANVAS March 2011

Learning From Failure

all of this was big news in Detroit, where

as a salesperson. it was early in my career, about three decades

i was living at the time. One particularly

ago, and i had made the mistake of speaking badly about the

insightful article in the Detroit news theo-

competition to a customer. The customer was a personal friend of

rized that he had been supremely success-

the competitive salesperson, and was personally affronted by my

ful his whole life, and thus never learned

comment. The dressing down that i received at the hands of that

to deal with failure. his development was

customer remains painfully with me today. i don’t believe that i

stunted by a lack of failure in his life. Faced

have made that mistake since then.

with the pending failure of his auto company, he had nothing to lean upon, and lost his moral compass. a long string of successes had not developed his character. if we choose to, we learn more from our failures than we do from our successes. Within every failure there is the seed of a lesson well learned, of a

In many ways, who we become is a result of what we learned from our failures.

Which illustrates one of my points: Our failures are often far more intensely painful than the corresponding highs we get when we succeed. Since the pain is far more intense, the lessons stay with us. Or, they should, if we recognize the part that our behavior played in the failure.

That’s a key part of learning from our failures: recognizing the role that we played in bringing them about. Of course, sometimes we are hapless and innocent victims of chance or someone else’s misbehavior. but more often than not, we had a hand in

solid character trait emerging. it is our

the development of the sequence of events which resulted in a

failures that contribute most intensely to

painful loss to us.

our development.

remember Detective Sipowitz in the TV show “nYPD blue?” in

To this day, i can recall with vivid detail

one episode, at the scene of a murder, he cynically remarked that

the events of my most humiliating failure

“There are no victims.” in other words, the victim was in some way

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CANVAS March 2011

partially responsible for his own demise. Of course that is not true

failures. Show me a man of solid, substantial

for every event, but in a sober reflection of my life, which is the

character, and i’ll show you someone with a

only thing i know enough about to make this kind of judgment, i

list of failures in his background.

find it to be true more often than not—maybe, almost every time.

Failure humbles us. That is one specific

in other words, in almost every career and personal failure in my

character trait that often sprouts from

life, i was, at least in part, a contributor to the chaos that erupted.

the fertile ground of multiple failures. it

Once i realize that i am not a victim but a partial contributor, then

is hard to remain proud or arrogant when

the way is clear for me to assess my role in that, and to determine

faced with the truth of several failures.

never to make that mistake again. as long as i refuse to acknowledge my role, then i remain a

Maybe that’s why the most common defense trait of proud people is denial. One

helpless victim, forever chained to the negative consequences of

of the most arrogant people i have ever

the failure, and powerless to do anything about it.

dealt with spent most of his time denying

Failure then, when our attitude is right, provides fertile ground for

his culpability in even the smallest busi-

the sewing of life lessons which often sprout into solid character traits.

ness errors. Quick to point out errors in his

in many ways, who we become is a result of what we learned from our

customers, he never once said, “i’m sorry.

Learning From Failure

As long as I refuse to acknowledge my role, then I remain a helpless victim, forever chained to the negative consequences of the failure, and powerless to do anything about it.

it’s our fault.” his arrogance, untouched

here’s a step-by-step process to use to turn failure into growth:

by the reality that he kept at arm’s length,

1. objectively analyze your role in bringing about the failure.

grew so insufferable that we could no lon-

What did you do?

ger stand to do business with him.

The opposite of denial is, of course, the

2. now, imagine what would have happened if you had done

acceptance of personal responsibility. and

something differently. is it possible that the sequence of

it is personal responsibility, coupled with

events that brought about that failure could have been

the consequences of our less-than-perfect

avoided if you had done something differently?

actions, that helps build humility. no one should strive to fail. but if we look at each of our failures as an oppor-

3. Uncover what prompted you to do that. What was the precursor? What prompted you to act the way that you did?

tunity to learn and grow, and objectively search to identify our role in that fail-

4. now, decide that when that happens again, you will do

ure, we’ll come out of each failure better

something differently. Describe what it is you will do, as

and stronger.

specifically and graphically as possible. Decide to change your behavior. using this simple process, you’ll be able to turn even your most intense failures into stepping stones for your growth and development.

David Kahle has trained tens of thousands of B2B salespeople and sales managers to be more effective in the 21st Century economy. He’s authored seven books, and presented in 47 states and seven countries. Sign up for his weekly Ezine or visit his blog at www.davekahle.com.

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CANVAS March 2011

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