How Do I Create Content?

Wordle "How Do I" by C.B. Whittemore
How Do I Create Content? is a question that comes up when I discuss online visibility and the importance of creating content to tell your story and connect with online visitors.

It further came up in an email exchange with Jeff Branch who writes I Like Carpet! Blog. Jeff noted that many organizations, including small businesses, don't know how to manage let alone create new and engaging content that connects with potential online customers.

You see it is critical for a business to have unique content online. Especially if that business is serious about being found online by potential customers. And then, once found, if you want to be perceived as trustworthy and customer-focused, committed to connecting with those potential customers.

The best way to do that is through content that tells your unique story -- not too different from what your store experience should communicate and what your brand should embody. Right?

So, how to do that?

Let's start with your website. Most important of all, make sure your content is yours and yours alone. Even if you are discussing basic information about product, make sure it's YOUR content written in your own words. Especially if you are an independently owned business, and even if you are affiliated with a national buying group.

People want to buy from people. So offer them content written by people with specific people in mind. It's more believable; it's simpler and it alleviates frustration.

Although I consider a website more formal than a blog, it should still communicate your story. Information about who you are, how you got started in the business, what makes you special, and nitty gritty details about your business [i.e., hours of operation, address, phone numbers...].

On a website, I want to know something about your corporate history. I want to see pictures of the principals. I also want to see signs of life - that your website is up-to-date and that you are adding new and relevant information. Include press releases; they indicate that you're up to something in the marketplace and that you're excited about what you're doing.

Next, your blog.

Your blog shows a more casual and personable side of your brand. It's where your story comes alive on an ongoing and frequent basis via marvelous relevant content. Content that should include the perspectives of your employees, maybe your suppliers, procedures designed to protect customers, new product arrivals, local community events you're involved in, customer success stories,...

And, although you may from time to time mention promotions and sales, your content should not limit itself to that kind of hard sell that is considered the equivalent of shouting at people -- and will be ignored.

Your goal is to share stories that engage with readers, that are relevant, that have meaning...

For example, the Carpet and Rug Institute Blog shares the history of the CRI, celebrates carpet cleaning success stories, and debunks myths. All stories relevant to carpet customers wanting to know more about the CRI and how carpet "benefits life, health, learning and the environment."

My personal blog, The Smoke Rise & Kinnelon Blog, details local hikes and articles written in the late 1980s about local history, highlights local happenings and welcomes guest contributions. All stories relevant to those living in the immediate geographic area and with a connection to it.

Two very different but rich content examples, with unique stories that engage a visitor to whom the information is relevant and who may want to have a conversation about it. Although the majority of The Smoke Rise & Kinnelon Blog subscribers reside in the immediate Kinnelon, NJ area, some live as far as California and North Carolina. The content matters to them; many have left comments or sent emails.

These content principles - unique, fresh and consistent content that tells a story relevant to your readers and doesn't shout - holds for other digital communication tools like Twitter or Facebook. Fresh, relevant content sets the stage for building a relationship with visitors.

You may think that you couldn't possibly come up with enough fresh content. You would be surprised! I consider it a matter of loosening up my thinking, shaking off my blinders and intensely considering whom I want to connect with. If it's people who share my passion for an area or a subject, then what comes to mind? Can I involve others who think similarly? If not to develop content with me then to help validate ideas and offer perspectives.

Content is powerful.

Think of it as a means of building your personal or business brand, of helping you stand out. It tells and reinforces your story. It explains why you exist, what you believe strongly in, how you create value. It enables you to connect with potential customers.

What do you think? Do you believe as strongly in creating content as I do?

[Note: the CRI is my client.]

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MarketingProfs Digital Marketing Mixer 2009: Will You Be There?

Will you be there? At the MarketingProfs Digital Marketing Mixer taking place in Chicago on October 21-22, 2009?

I will.

I'd love to see you there.

Do you need reasons for attending? Then, consider reading my post at Flooring The Consumer about what you can expect from the event.

And, then, if you've decided, then click on this link which will take you directly to the MarketingProfs Digital Marketing Mixer registration page where you can save $200!

I hope to see you there!


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Links of Note: Social Media Marketing Wisdom

bokeh link fence originally uploaded by Will Montague.
I have marvelous Links of Note to share with you! They are filled with wisdom and insight on how to make sense of all of these new, digital and social media marketing tools.

Building The B2B Business Case for Social Media Marketing: A 10-Benefit Slide Show for B2B Professionals by CK makes a strong case for businesses to start engaging with customers. She offers numerous resources, including a presentation, to help make the case.

Having a plan is critical to success with social media. Because "the barrier [to entry with social media] is the knowledge of how to use them." Which is why Lisa Barone urges Creating Your Social Media Plan. More specifically,

1. Secure Your Brand
2. Set Your Metrics
3. Know Who You Are
4. Determine Where to Build Satellite Communications
5. Create Rules for Engagement
6. Engage. Genuinely.
7. Assess Your Success.

In 7 Things I Learned Online That I Use At Work, Valeria Maltoni details benefits and learnings from the age of conversation...

1. Ideas come from anywhere
2. Sharing and deciding are not the same thing
3. Talking needs to be paired with doing
4. Simple does not mean easy [Yes, I like this one!]
5. Transparency is key
6. The currency of modern business is adaptability
7. Sometimes, doing more means accomplishing less.

Olivier Blanchard discusses in this SlideShare the Basics of Social Media ROI. It puts into enterprising perspective what matters for measuring a meaningful return on social media investment.

Olivier Blanchard Basics Of Social Media Roi

View more presentations from Olivier Blanchard.

And, then, two resources relevant to two previous posts:

+ One titled "Social media skills go to the head of the class" from PRWeek discusses the importance of real-life proficiency in social media for both students and teachers. I've just added this to Education & Social Media

+ McLuhan, Socrates and Edith Wharton on Social Media by Joel Postman offers wise perspective from mostly dead authors. I've added this reference to Marketing Effectively During An Information Revolution.

What do you think?


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How Do I Make Social Media Relevant To Categories Like Flooring?

Wordle "How Do I" by C.B. Whittemore
How Do I Make Social Media Relevant to Categories Like Flooring?

Definitely a good question. It came up during my Four On The Floor About Social Media Marketing interviews with Dave Foster [Part III].

It also came up during Marketing In A Recession - September Update. More specifically, Paul Friederichsen asked the following question:

How relevant is social media to a category like floor covering with such a long purchasing cycle? If customers are in the market for a new floor on average every 5 – 7 years, what kind of dialog do I, as a dealer, have with customers and how does it result in additional business for me? Do I get a meaningful return for that effort.

My response - no surprise - is that social media is definitely relevant to a category like flooring which is complex, has a long repeat purchase cycle and represents a significant investment.

Not unlike plenty of other categories - like cars, roofs, appliances, computers, ... I bet you can think of plenty more.

You don't believe me? Stay with me.

There are three assumptions that I need to spell out. One is that you consider that your business is about more than just a one-time transaction. The other is that you really care about your customers and appreciate that your product or service fits into their bigger picture -- think home, lifestyle, community or general environment -- and enables them. [Isn't flooring a support base for living?] And, you must believe that loyalty is a driver of profitability.

Getting back to the relevance of social media to categories like flooring.

Complex products require education. What better way to educate than by using social media? Look at how WiseGrass uses its blog to conduct mini-seminars about lawn maintenance. Or how the Mayo Clinic uses video to communicate the expertise of its physicians and researchers and shares those via social media platforms.

Building relationships with customers uncovers opportunities. Despite the long repeat purchase cycle, how can any retailer know that a customer looking for one flooring solution doesn't have other flooring decisions waiting to be made? That was certainly the case for my Mother. She intended to redo more floors, but was so disgusted with her experience after re-flooring 3 rooms that she vowed never again to go through it. Imagine, though, had the retailer kept in better touch with her, asked questions about her experience, explored suggestions on how to improve her experience, and got her talking about her floors... At least one more sale would have ensued from her, not to mention sales to her friends. Traditional tools combined with social media tools like Google local ratings and rankings would help you hear about unhappy situations. By hearing about them, you have the opportunity to fix them. By sharing this information in a public forum, you communicate to future customers how seriously you take customer satisfaction! Blog comments offer a similar forum for communication. Or, invite customers to be part of your e-Newsletter list or Facebook page to communicate directly with them.

Flooring changes often trigger other purchases. What about assembling a network of related retailers to help with those needs? You could use social media - think blog or Facebook Fan Page with links to your network - to explain why you chose the service providers you did and promote success stories that you all contributed to. Not only would you generate goodwill, but also amazing word-of-mouth.

My favorite, though, has to do with maintenance. As complex and significant the investment, flooring rarely comes with detailed care instructions. And, in many cases, how a consumer maintains [or doesn't] her purchase may invalidate a warranty. Although you will find care information online, much of it is confusing and not always credible. Imagine the opportunity available for strengthening relationships and building loyalty by offering customers and visitors a wealth of reputable flooring care tips and recommendations for maximizing the original investment. This can be accomplished via your website, a blog, Facebook and also video clips [e.g., check out my video of Annette Smith demonstrating how best to remove a carpet stain].

There's more! Implementing a social media strategy for complex categories allows you to:

Learn from your customers, anticipate what they need, conduct research with them and enlist them for product development. Fiskateers comes immediately to mind.

Connect with customers you never realized were in the market for your products. Look at the innovation that museums are implementing to connect with customers.

So, do you believe me? Do you see how social media can be relevant to categories like flooring?

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Four On The Floor About Social Media Marketing

TalkFloor's Dave Foster had me recently talking social media marketing with him. The result was four interview segments on FloorRadio [hence my title "Four On The Floor"] which aired on September 21 through 25, 2009.

He described the series as follows:

Christine Whittemore, Simple Marketing on Digital Marketing Christine Whittemore, Chief Simplifier, Simple Marketing Now LLC, discusses the opportunities available to retailers and others through digital marketing; blogging and social networking.

Talking with Dave is always great fun. Inevitably, he makes time fly, so I'm impressed that our conversation generated 'four on the floor.'

Here are the highlights. All interview parts about social media marketing are accessible from the same page:

Part I - 16:42 minutes
Dave asks about Simple Marketing Now and integrating digital marketing with traditional marketing [e.g., the upcoming Surfaces Marketing In a Recession workshop]. With consumers increasingly starting their shopping at an Internet search window, you need to be found online, even/especially if you have a physical store. Your company website, digital tools like blogs and Facebook where you can publish your own relevant content and issuing press releases online help do that. Being found online, via your customer's search query, is critical. Especially if you have a physical store; if potential customers can't find information about you online, it's as if you didn't exist.

Company websites are gradually transitioning from static brochures to dynamic sites with regularly updated content that helps tell your company story. Relevant content offers retailers opportunity for digital visibility. As with your physical store, your website should look inviting, neat, well organized, and freshly updated, too. Website content needs to be unique to you. It should reflect your story and experience and what is different about you. Definitely make sure the basics are covered. Include relevant information and how you connect with community. Add value with your content.

I mention my friend, Alan Woody, and Carpets by Otto. Alan, the general manager, uses a blog for his website. He has found it an excellent solution that allows him to provide customers with the information they need on a timely basis.

Part II - 8:36 min
Dave asks about the demographics of those using social media tools. I believe embracing social is more of a mindset than a function of age. After all, search is growing in importance across all demographics and the tools of social media allow you to extend your reach and connect with customers. You do need to experiment to understand what's right for you and your customers. But, if you are serious about engaging with customers, tools like blogs, Facebook, Twitter can be fabulous ones for doing so.

The cost for using these tools is minimal. However, there is a critical investment: involving your people and having them fully participate in customer conversations. As with any new program, there is a learning curve. The assumption, though, is that you are already committed to interacting with your customers. So these tools allow you to repurpose what you are already doing and get more use out of it, strengthen your customer relationships and develop a loyal community.

What about content. Ideally, you should be creating content that has meaning for a visitor or potential customer. For example, a customer testimonial; articles about proper cleaning techniques... Getting started and being consistent in the effort matters. Social media marketing is not a campaign; it's an ongoing customer commitment for the long haul. It becomes part of how you do business.

Part III - 12:10 min
The magic of social media is that those who are attracted to your content are interested in what you have to say. This is a paradigm change. You are no longer trying to reach the masses because masses are massively not interested. Rather, you want to reach individuals who are interested. That means that they are pre-disposed to what you have to say and offer!

Next, it's important to integrate the various marketing elements. A person who discovers your blog has a better reason to visit your website and is more qualified and closer to wanting to talk to you about product. I share examples of small businesses like WiseGrass and NakedPizza using social media to market themselves and how they integrate the elements.

Dave asks about the relevance of social media for a product like flooring [this will be the subject of a separate post]. I see lots of opportunity for helping understand how to care for products. Most people don't know how! For example, I learned by videotaping Annette Smith that you must blot not rub a carpet to remove a stain. What a big deal for setting expectations on how to care for product and what an opportunity for having consumers come back to more information.

How do you get people to visit your sites? Same as for your stores! You're now having to do more in the community -- as I describe in "retail outward" -- to interact with people and make them aware of your relevance to them. It's a matter of being aware of what happens that affects your customers and listening to them where they are talking and interacting.

Part IV - 10:38 min
As Dave astutely observes, everything feeds into everything else! I mention the Conversation Prism visually capturing how integrated all of the elements are.

How to get started? Pay attention to your own customer dynamics and marketplace. Spend time online to start listening [e.g., have you set up Google alerts?], take little steps to start exploring, get ready to connect, and eventually strategize and integrate it all.

A good resource is my free e-book Social Media's Collective Wisdom: Simplifying Marketing With Social Media with 26 prominent social media practitioners offer recommendations on how to bridge new and old forms of media to better connect with customers.

Details about my upcoming Surfaces 2010 presentations:
+ Marketing In A Recession 101 takes places Monday February 1, 2010 1 from 9am to noon
+ Social Media 101 takes place Tuesday February 2, 2010 from noon to 1pm.

With over 70% of consumers spending significant time online before buying, it's critical for retailers to connect with them digitally via social media marketing. And, the added benefit is that it's fun; there's so much to learn from engaging customers in conversation and figuring out how to offer value to your marketplace.

Before ending the interview, Dave asked how I got involved...

What about you? If you've taken the social media plunge, what got you started? What frustration or opportunity did you see being able to tackle?

Thank you, Dave, for this wonderful opportunity!

Please, let me know if you have any questions. Thanks for reading and listening.


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How Do I Evaluate A Blog?

Wordle "How Do I" by C.B. Whittemore
How Do I Evaluate A Blog? is a topic I address whenever I discuss the tools of social media and exploring what's out there.

First some basics that routinely come up in conversations.

What is a blog?

A blog is a web-log or an online journal with frequent articles on related subjects. A blog does not refer to the individual articles; those are blogposts.

You'll notice that the most recent blogpost or article appears first, that -usually- you can leave comments at the end of each post, making the content interactive and social, and that content is searchable.

Blogs are relatively easy to get started with. Popular platforms include Blogger [my favorite], Wordpress, Typepad and others. Some are free, some have costs associated with them.

Some blog URLs include a reference to the blog platform [e.g., the 'blogspot' in http://FlooringTheConsumer.blogspot.com refers to Blogger] and some don't [e.g., http://SimpleMarketingBlog.com]. In terms of evaluating a blog's worthiness, where or how you publish the blog is irrelevant.

What does matter is the blog content, its quality and its credibility.

Which parallels an important reality: it doesn't take much time to start blogging. What takes time - and this is where and why many blogs languish - is determining purpose and strategy for the blog and its content: planning for it, organizing it, researching it and writing it in a compelling manner.

I often refer to a blog as a "self-publishing platform." By that, I mean it is your means for publishing content that you create. In other words, it's like having your own printing press.

And, as with any book or magazine or newspaper that a printing press generates, if the content isn't compelling or relevant, no one will read what you have to say. But, if it is, then people you have never met before will find your content and start to engage with it and you.

I love blogs. Blogs are where many ideas develop and cutting edge thinking takes place. They represent valuable resources for relevant information, inevitably leading you to other sources of inquiry. Via blogs, you also have the opportunity to engage in conversation with those who are passionate about the blog's topic. Blogs are vibrant!

Although many people tell me they've never read a blog, chances are that they have and frequently! You see blogs appear prominently in [Google] search results especially if their content is relevant to the original query.

However, not all blogs are created equal.

Here's how I go about determining whether I consider a blog credible and worth exploring. When I evaluate a blog, I examine the following:

1. The Sidebar
I look at the blog sidebar; that's the column alongside the main body of text. It can be on the left or right. Is there a photo of the author[s]? I really want to see an image of a person. If not on the sidebar, than in a post. I'm suspicious when I can't associate a person with a name and an image.

Is there information about the author[s]? Is there a link to more information? I want to know who this person is and how s/he connects to the subject of the blog. If there's information, I can trust that I'm reading the words of a real person and I get a feel for the perspective captured in the blog.

Is there an email address available for contacting the author?

I want to see archives, category topics and links - links to additional resources, books, information relevant to what this blog and author address. The archives give me a sense for how actively managed or nurtured the blog is. The categories tell me about the blog's themes and subthemes.

I also expect to see subscription options - both email and RSS [i.e., Really Simple Syndication for feeds you read in a feedreader like Bloglines or Google Reader]. I am astounded at the number of blogs that don't include a means for visitors to stay in touch and become regular readers.

2. The Content
When I examine a blog's content, I look for relevance. As I consider relevance, I also evaluate how well written the blog is in terms of idea development and flow. This is a conversational medium: does the blog read as such?

What is the tone of the content? Is the 'voice' stiff and distant or is it relaxed? Does humor come through? Does the content read like a marketing brochure or is it conversational and more like a letter from a great friend? The magic of a blog is that it allows an individual's or the people who make up a company's personality to shine. A blog's credibility is a function of how authentically engaged those writing it are and how relevant the content is.

Next, is there constant self-promotion or is this thoughtful observation or analysis?

The more self-promotional, the less appealing it is to others. I look to see if the blogposts include references to other resources and perspectives. The more generous the author is in sharing links to others, the stronger the signal that this blog welcomes a variety of perspectives.

I like to see at least one visual element per blogpost. Something that relates or adds an additional dimension to content. Often, if I can't find the right visual representation for the idea I am about to discuss in a blogpost, I'm stuck. That's how important a visual element is to my creative process and that's how critical that visual element is in helping convey the blogpost's message.

Comments. Comments are wonderful, but judging a blog's worth based on the number of comments doesn't always lead to the right conclusion. I've noticed a big difference in comments depending on the subject and audience a blog addresses, and how comfortable that audience is with online interaction. My personal blog - The Smoke Rise & Kinnelon Blog - generates lots of conversation via email and in person, but few comments. I've also noticed more comments taking place on Twitter. So, it depends.

To find blogs of interest worth discovering and exploring, I recommend these Blog Search Tools:

+ Google Blog Search
+ Alltop
+ Technorati
+ BlogPulse
+ and, in Flooring, the Social Flooring Index.

Once you find a blog you like, consider bookmarking it in your browser [e.g., Chrome, FireFox, Explorer] or subscribing to it for email or RSS updates.

What would you add to this list? What else do you look for when you evaluate a blog?

For more perspective, definitely read A Mack Collier Blog Review.


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Press Release: DOMOTEX & Simple Marketing Now Launch DOMOTEX Blog

For Immediate Release: September 23, 2009

DOMOTEX and Simple Marketing Now Announce Launch of The DOMOTEX Blog
Focuses on how best to benefit from the world’s largest flooring trade show

Kinnelon, NJ – DOMOTEX and Simple Marketing Now LLC are pleased to announce the launch of The DOMOTEX Blog. The new weblog promotes online conversation about DOMOTEX: The World of Flooring and how visitors and exhibitors to this large, global trade show can benefit from the wide range of flooring possibilities.

The DOMOTEX Blog allows DOMOTEX executives to pro-actively address the mystery associated with a major international trade show located in Germany by educating those interested in the resources available and showcasing the benefits that many have realized from attending. As a platform for relevant discussion, the blog simplifies what doing business outside of the United States entails.

“DOMOTEX represents a very large international flooring trade show filled with a vast range of flooring products, innovations and opportunities,” says Rita Dommermuth, vice president of Hannover Fairs USA, Inc. “Our job here in the U.S. is to eliminate the hurdles that prevent attendees and exhibitors from feeling comfortable and getting the most out of the show. The DOMOTEX Blog enables us to address questions and concerns and highlight benefits.”

“With its own self-publishing digital communications platform, DOMOTEX has the ability to make the world smaller, linking American readers to relevant global resources and eliminating angst,” says Christine B. Whittemore, chief simplifier of Simple Marketing Now LLC, a marketing consultancy focused on bridging traditional marketing with new and social marketing to improve the customer retail experience and build brand. “Doing business in foreign countries can be intimidating and confusing given the range of languages, cultures and rules of conduct. Knowing what to expect ahead of time is a huge benefit!”

Weekly blog postings will address the resources available to attendees and visitors such as those offered by the U.S. Department of Commerce to assist in doing business in foreign countries, what to expect at the show, what previous attendees and exhibitors have gained from attending, and other topics relevant to readers.

Rita Dommermuth and Jim Gould, president, Floor Covering Institute and advisor to DOMOTEX, are the primary contributors to The DOMOTEX Blog.

“This blog allows us to share with readers the positives associated with DOMOTEX. It truly is the largest and most global flooring trade fair I have attended,” says Gould. “It’s a source of flooring product innovation and an opportunity to build international relationships as well as answer questions about duties, logistics, importing and exporting.”

“In addition to bridging traditional marketing with new and social marketing tools, The DOMOTEX Blog bridges American floor covering professionals with the global marketplace, thereby ensuring that they discover what’s most beneficial to them before attending the show” adds Whittemore.

Exhibitors, attendees and all those wanting to get the most out of the DOMOTEX trade fair experience are encouraged to subscribe to the blog for updates via email or RSS feed. Simply go to http://www.DOMOTEXblog.com. For more information, contact Dommermuth at rdommermuth@hfusa.com or Gould at jgould@floorcoveringinstitute.com.

For more information about Simple Marketing Now LLC, contact chief simplifier Whittemore at CBWhittemore@SimpleMarketingNow.com or visit the Simple Marketing Now website and companion weblog & newsroom – Simple Marketing Blog.

# # #

About Simple Marketing Now LLC
Simple Marketing Now is a marketing communications consultancy that provides organizations with the right combination of traditional marketing and new and digital tools to improve the customer experience and build brand. For more information, visit http://SimpleMarketingNow.com.

About DOMOTEX: The World of Flooring
For more information, visit http://www.domotex.de/homepage_e.

About Hannover Fairs USA
Hannover Fairs USA, Inc., the U.S. subsidiary of Hannover, Germany-based tradeshow organizer Deutsche Messe AG, organizes tradeshows, group exhibits and marketing programs at events throughout the world. Visit www.hfusa.com to learn more.

About Deutsche Messe AG
Deutsche Messe AG is owner and operator of the Hannover Fairgrounds and one of the world’s most active event organizers. Based in Hannover, Germany, the company maintains a staff of roughly 800 along with a network of representatives in 60 countries who each year plan and run approximately 50 trade fairs that host 21,000 exhibiting companies and attract 1.79 million attendees and 16,000 journalists from more than 100 different countries. Visit www.messe.de to learn more.

About The Floor Covering Institute
For more information, visit http://floorcoveringinstitute.com/index.html.


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