03 Oct AMA Breakfast Brief: Content Marketing – “The New Content Culture”
The AMA New York Capital Region Chapter’s Executive Vice President (EVP) of Programming, Will Trevor, caught up with Keith Reynolds after his “Breakfast Brief” presentation August 15th at Pioneer Bank and asked him a few more questions about the fascinating talk that he had delivered earlier that morning.
Trevor: You touched upon your background in your talk, Keith, but can you tell us a little more about how you got started in content marketing?
Reynolds: What got me started on content marketing was my work with a Homeland Security startup, and it was through my work here that I taught myself WordPress. The blog I developed: www.ipradiationsecurity.com attracted the attention of the science & technology advisor to the Homeland Security Committee of Congress. I was asked to submit testimony to a hearing, which led to bringing our startup to the exact department in the National Nuclear Security Agency and subsequently we had our system being tested at Sandia National Laboratory.
Most recently, I have been working with brands, entrepreneurs, and agencies to produce content portals like Untapped and Chief Packaging Officer.
I have learned the success of social media, SEO and content marketing is ‘getting noticed’ by other specialists, subject matter experts, or even “fans” is the crux of marketing in the digital age. It wasn’t that we aggressively pushed our way into the market through advertising… it was the reverse--we published information with journalistic integrity and we pulled our target audience and provided a “cookie trail” for them to follow -- enough so that we not just established credibility and authority in the space, but we succeeded to the point we were asked to participate in solutions with our offering.
Trevor: You talked about the 'New Content Culture', but what do you mean by this and what's 'new' about it?
Reynolds: As Peter Drucker said, “Culture eats strategy for breakfast.” For content marketing to work, the media you produce has to be tied to the goals and outcomes of your business. This means your content requires the involvement of your entire business team--including senior leadership. It has to incorporate vision, mission and values, core purpose and core values. Only with this level of authenticity will your social media, SEO and content marketing efforts come together and bear ROI fruit.
Trevor: Can you explain further about what you mean when you say that marketers need to adopt a 'Publisher's M.O.'?
The Publisher’s M.O. is a series of easy to understand “buckets,” or templates designed to help you create and implement the content marketing roadmap with your team. I have been using these templates as my core tools in my own work for several years and have begun to share them with others. I’ve found this approach improves the way marketing teams can work together across geographic and time boundaries, in that it steers marketing direction and aligns with actual business targets--measurable and attributable -- to achieve accountability and results over time.
Someone recently commented to me after one of my presentations that the content publishing is approach to marketing compared to traditional advertising is akin hunting vs. farming. With hunting, like traditional advertising, you go out and get your food right away. But it is haphazard. With content publishing, you are working on a known set of activities that will produce results in 3-6 months. By focusing on the process and measuring your progress, you will achieve sustainable results over time.
Trevor: What role does the 7-bucket Strategy play that you mentioned in your talk?
Reynolds: The -7-bucket Strategy helps marketers and entrepreneurs crystallize their go-to-market strategy and lay out the fundamentals of a plan and the resources needed to accomplish their goals. Oftentimes, marketers get stuck with the ideation process. This 7-Bucket Strategy phase defines key elements to get started with the whole masterplan (i.e., the Northstar Idea) by breaking things down into manageable chunks.
There are also 7-Step Implementation Buckets that I have incorporated into a set of worksheets to help teams get on the same page and perform at high levels to maximize success. This team-building, road map development and sustainable growth program involves defining, “Where are we going and how are we going to get there together.”
Trevor: You have a book coming out later this year, what do you see as the highlights and who will benefit most from buying it?
Reynolds: These demand and lead generation principles are time-tested and apply to any business seeking growth. My early feedback is that this is something that can be used by an organization of any size. Whether a division of a large company, marketing department, or agency seeking to produce an online publication, a content hub, a portal, or an entrepreneur looking to qualitatively expand audience and quantitatively grow lead generation.
My goal is to write and publish an easy-to-read book like ‘Who Moved My Cheese’ or ‘Seven Habits of Highly Effective People’, so that the concepts are accessible and applicable to anyone wanting to build an audience, optimize engagement, and realize ROI from their content marketing. If all goes well, I should have a first edition and worksheets by Q1 2019.