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Showing posts with label Writing. Show all posts
Showing posts with label Writing. Show all posts

Friday, July 3, 2020

There's Something About X (Clever Subtitle Here)

If I could write a book it would be about why members of Generation X are the way we are, and it would *be packaged like a Trapper Keeper. It would be a three-volume encyclopedia of X, and it might even have a coloring book in the back pocket. It would be called There's Something About X (Clever Subtitle Here), by the blogger known as Low Budget Superhero (@SuperLowBudge).

In my book if I could write a book my thesis would prove that Generation X represents and embodies a massive turning point for humankind. A tide has turned with X. The world is forever changed and maybe there's something truly terrifying about it. We are history in a much larger way than, say, one might refer to "The Beat Generation." Oh, so much more so, and I would explain how and why. 

Generation X is changing things in another way, in that X departs from the age-old definition of "generation" and remakes the entire idea of what a "generation" means, so there'll be a lot about the details that in my book, if I could write a book. I have stories. Personal stories, defining references to pop culture and other key images that bind a generation, maybe the last generation in a certain way. The book would be about what happened to us in the fifty-or-so strange years between 1970 and 2020, give or take half a decade at either end.

In my book if I could write a book there would be a lot about how weird we are, and why Generation X brains are wired so weird. I would explain in real terms, no fancy language. Warts and all.

Here's something to consider. Think about the arc of our technology. Think about phones alone! Generation X was the last generation to possess an actively tactile memory of making a call on old desk or wall phones. To know the feel of the weight of the receiver in your hand, the springy coiled phone cord that threatened to clothesline passers-by. The heft of the dial mechanism as you stuck your finger and the exciting zzzzing as it twirled. I loved calling people with 9s in their numbers.

Technology is one of the things that binds us to the younger generations. My niece regularly sends me video greetings or texts. She's eight and we're on the same tech. She keeps in touch with her grandparents in Florida! Imagine that for us! That was not the case for us when WE were the kids. MY grandparents were absolutely flummoxed by the simplest tech. All their VCRs blinked 12:00. My grandmother marveled over the little buttons on my school calculator. These days, whole families keep in contact on their phones, and Follow each other on social media.

In bold type, Gen X went from analog to digital in a blur of fifty weird years. I think we deserve some freakin' credit.

There's something comforting in that shared experience of taking a flying leap across a great technological chasm, from childhood when our highest-tech toy was an Etch-A-Sketch to the very first iPads, from wall-tethered telephones that served an entire family, to everyone having a smart phone, even a lot of kids. How old were YOU when you first got rights to partake of the phone? We remember waiting until after 7pm so the rates would go down. We have stories.

To Generation X, technology advancing rapidly is comforting. We have been part of it. We had a big hand in building the cloud, and if not directly then indirectly by using it. Anybody remember all those AOL CDs that came in the mail? If you ever popped one of those things, or had an AOL AIM account, you were part of building the cloud, too. Personally my role was more direct. I worked in telecommunications after college. I have stories from the cubicle throughout the 1990s.

Technology moved fast since our childhood. We climbed the mountain, we surfed the wave, we sped along the information superhighway with all the windows open. We optimized for mobile like champs. Ours was a triumphant grand jete across the great digital divide, and I tell ya, we're doing a pretty good job of keeping up. Some of us have grandchildren already. We understand their technology and adopt it for our own use. Gen X is on Twitch, man. (note: update with whatever's after Twitch)

There would be a lot about mental illness in the book. 

That's the book that I would write. ∎
*It would not really be a Trapper Keeper. But I would like to do a coloring book.

Wednesday, November 27, 2019

In Other Words: You're Posting Wrong

It is November 27th 2019, and I've re-activated Facebook after one full calendar year. To the day. Know what I've noticed? It's still a mess. Having said that, I've missed almost everyone. I wish the platform hadn't gotten so revolting. It seems there could have been a sustainable business model that didn't require vanquishing the very soul of the nation, but Zuckerberg gonna Suckerdrag. Truth is I'm better without the bitch, so I'm only back briefly. I'm giving myself six weeks to gather contact info for Friends I want to keep in touch with, and then I am deleting Facebook. But while I'm here...

Among the lesser trials of having Facebook in one's life is watching in real time the devolution of written communication. Can you believe how lazy everyone's getting about...well, words? People out here subbing out words for other words that aren't the right words...and worse, making up new meanings. I saw someone say something is "timely" and only through careful consideration of her post did I realize she meant "time sensitive." Girl. You don't want to mix those up. People using words and expressions they don't understand gets me right in the gonads. You guys, can we be more sure about what we're saying?

"Hear, hear!"

Don't type "Here! Here!"  "Hear, hear!" is the missive you're looking for when in strong agreement with a Friend's post. "Here, here!" doesn't make any sense. You can look it up or you can trust me, I'm a writer. To wit: "Everyone deserves clean air, water, affordable nutrition and health care as a human right."
"Hear, hear!"

For all intents and purposes 

This speaky-speak qualifier is what I call "junk" and as editor I'd cross it out hard. But if you're gonna use it, at least use IT, not its muddy inbred cousin "for all intensive purposes." For all intents and purposes, the clause modifies the content of whatever you just said, presupposing every possible intent and purpose. Don't say "for all intensive purposes." What would that even be.

All of a sudden

The first person I ever heard say "all of the sudden" was my then-future husband Joe, but I have since heard it from other people. Not a lot of people. But enough to show me it wasn't a Joe-only thing or a New Jersey (where he's from) thing. I don't know if "All of the sudden" is grammatically incorrect, it just sounds weird, doesn't it? The sudden what. Implies there's only one "sudden."

By accident

I theorize as follows: people who say something happened "on accident" do so because they're using a certain prepositional logic: because we say "on purpose" when we purposely cause an event, surely  it's "on accident" when we blunderbuss our way to disaster. Dude, no. It's "by accident" and "on purpose."

 

Monday, November 11, 2019

13 "Cunts" on a Monday

In my experience, older ladies (retired, grannies) are the ones who lose their minds when you use the word "cunt." Men and younger women (practical, busy surviving) don't even blink. So this one is for the ladies. My message is simply this: cunt happens. It just does, I'm sorry if you're offended, but what should offend you, ipso facto, is cunts—not the word used to talk about cunts. If I am talking about a cunt and I use the word cunt, then trust me, I'm a writer. I know what word to use. I'm like a surgeon with the things. The word exists because cunts exist. Cunts are...well, cunts are dicks but worse. Cunts are such dicks that we have this super-specialized word to describe, encapsulate and convey their extra-special flex of dickishness. It's a good word. Supercharged. The word so good that here you are clutching your pearls when presented with the word itself. Cunt happens. Don't be a Karen about it. 🙋


Tuesday, January 1, 2019

What is Content?



Content, Technically Speaking

By today's definition, content is any purposeful online communication, in any format, intended to reach people, convey your message, spark interest, or coax some kind of response from your audience, such as a click, a share, or a purchase. Content rules the lives of professionals at digital agencies and company marketing departments. These are tech-savvy creatives & creative data scientists. Marketers craft strategic campaigns aimed at one or more audience segments. To support a variety of digital campaigns, marketers generate and curate a massive amount of written and multimedia content (video, infographics, etc), which they deploy via websites and blogs, emails and texts, social sharing and more. It's actually pretty amazing.  

Read More>>>

Friday, December 14, 2018

You Know What My Library Really Needs? Coffee.

Because this is gonna require coffee. 

I'm at the Honan-Allston Library again today, doing research for a possible new client. One of my favorite things about freelance work, even if it's only writing a simple Artist Statement for a graphic illustrator, is the prep work. Freelancers learn a lot about a wide range of subjects. That's why we're all such strange people. That's my theory, anyway. 🤓

Friday, December 8, 2017

Apostrophic

Nobody caught this?

Saturday, November 25, 2017

I'd buy greeting cards from the Hallmark Fugelsang Collection.


I wrote some.

💝
Get in line early for the iRony collection for Capitalism Month
before they sell out.

Browse the Just Sayin' cards for the new year, perfect to send people you told to fuck off at Thanksgiving.

[The un-Valentine collection has been discontinued 
because everything is ruined.]
👉👈

Wednesday, November 22, 2017

The verb you're looking for is EXACT.

VerifiedPolitics.com
You don't extract revenge. 
You exact revenge.

RELATED: 
A friendsent me a lead on a job: Editor of a thing. 
I'm a great Editor, of lots of different kinds of things.
Rate of pay? $12.50/hour. Do you want everyone to make fun of your content?
Because that's what's gonna happen if you think 
making it better 
is only worth 
$12.50 
an hour.

Just...whatever, at this point.

I'm going to Five Guys.



Friday, November 10, 2017

Asking

Ya know, if I had like, $7000, my whole entire life would be different. I wonder what it was like centuries ago when there were patrons supporting artists. Should I finish The Art of Asking by Amanda Palmer? I keep thinking magical thoughts. Like, "Maybe seven thousand people will give me a dollar." That's how it works, right, Amanda? I only read the first part. Okay, I only read the cover. At the bookstore and I didn't buy the book. I don't have any extra money. Maybe I'll hit the library, but I have the feeling that the big take-away is gonna be, "Start by being Amanda Fucking Palmer." I just wanna finish my first book and launch my Diary of a Low Budget Superhero blogcast. I know Amanda Palmer. I'm no Amanda Palmer.

Because we didn't have a lot when I was a kid, me 'n my family always just sort of had to roll up our sleeves and push forward anyway. When I found the Arthur Ashe quote, it sang to me, so I wrote it on a piece of paper and taped it to my wall. It's the one that goes, "Start where you are, use what you have, do what you can." It's basically what my mom always tried to tell us, only she used different words. But same thing. Be fierce, claw your way out. Eye of the tiger. But you guys, I'm so tired. The thing is, I'm getting too old for this perpetual hamster wheel. You get a small raise at work, same week you get hit with another increase on your health insurance that wipes out the raise and takes even more out of your check so you're worse off than before. Then you get a Christmas bonus and it's just about enough to cover the extra taxes you owe because of whatever. Pay off a bill finally that sucked up $50 every month, then the rent gets raised by $50 a month. You get an extra pay check in a month that happens to have three pay periods in it, your car dies, along with any hope of ever collecting any real savings. Repeat until exhaustion sets in and you go insane. Fuck everyone that says you just have to work harder. Fuck you, seriously.

I'm so tired.

Need a new laptop, need some software I'll never afford at the pace I'm going. Everything is sky high — rent, food, meds — and I don't understand how people are doing it. We don't even have kids, or a car, or even a hamster. I need new glasses. I can't see. I'm worried about myself, I'm worried about everybody. And I need more sleep than I used to need back in the days when I did the things. So tired, while hopes and dreams gather dust on the proverbial vine (EDIT: holy ballz, that metaphor doesn't work at all and I don't even care. Wow, that's shite. I'm leaving it in because why not, at this point. Is this thing even on? Is there anybody out there?) I dunno, you guys. I dunno what to do or how it all works anymore. It's all just a sour ambrosia of mid-40s angst and all my heroes are dead or settling out of court.∎

#FirstBookProblems #PodcastWoes #EyeOfTheTigerIsBloodshot #Declawed #HardTimes

Is there an art to asking?

Help get Michelle a new pair of glasses.

Monday, October 16, 2017

Happy Birthday, Oscar

Isn't he wonderful. 

Friday, September 29, 2017

Rose Marie is on Twitter and She Is A Delight

This photo of Rose Marie is everything tonight.

Advise following Rose Marie on Twitter.
What a great lady.
@RoseMarie4Real

Thursday, September 28, 2017

Throwback Thursday: 1990

"OH DEAR GOD. Never Google yourself." 

That's what I wrote under "Write a Review" on an archive site I discovered this week. On this site, someone had posted the Spring 1990 issue of our college Honors newsletter, a quarterly called Femmes d'esprit. Spring '90 was the second issue after I became the Editor. The previous editor, Stacy, had gone off to Europe on a semester abroad. While I was envious of all the girls who got to do things like that, I was thrilled to take over. And today I'm equally thrilled and mortified that this PDF has been raised from the tar pits of time.

Saturday, September 23, 2017

Friday, September 1, 2017

Whatever it is you're doing, hire a writer.

You either get it or you don't.

“Some people have a way with words, and other people...oh, uh, not have way.” —Steve Martin 

Thursday, August 31, 2017

#HireAWriter



"I was a rocket ship filled with untapped potential. 
With Year Up, now the sky is the limit."

Dear Marketer,
Your transit marketing campaign
forces awkward metaphor and leans on tired, old cliche.
You probably spent a lot of money on this shit.
It should be better.
Hire a writer, fer fuck's sake.
Yours,
SuperLowBudge

Monday, August 14, 2017

I *need to tweet Hal Sparks that this shit really happened today


"Small black coffee, please."

"We don't have small, we only have medium."

"...that's impossible."

(blank stare)

I tried again, "What's the smallest size?

"We just have the one size."

"What is happening right now?" For a good three seconds I thought I was on a reality show. Like Hal Sparks was going to come out from the back and give one of his comedy lectures. Hal wrote this material years ago. Here's the thing. Gen X has had just about enough of this shit. #AllOuttaBubblegum.

Trust Me, I'm A Writer

I'll detail what you did wrong. I'll do it for free. Usually people pay me. But I feel I can help you improve your Customer Experience (CX). What should have happened is this:
"Small black coffee, please."

(Holds up the only cup to show me) "This is the only size we have, but I could just fill it up part way if you'd like?"

But let me tell you why.

Because Customer Experience Matters


You guys, no matter what your job, it's egregious to start any transaction on a negative. In this simple "a writer's morning coffee" example, it's not just for me but for the greater good of society. You see, if the first thing out of your mouth is a negative ("we don't...), you're souring the customer's entire feeling about your store. Straight off, there's a problem. Guys, we freelancers got enough problems. Bitches be broke.

The least that you could do as a small business in America is train your staff to make sure every transaction, especially coffee, should go smooth like Snoop Dog. Why give me this gatekeeper puzzle. I'm going to buy a coffee here today. Your goal is to make me want to buy a coffee here tomorrow, too, and then pick this place when it's my turn to lead writer's group next week. You should want me feeling warm fuzzies about the day's first accomplishment: coffee. What you're doing is sending me out the door perturbed, and then the first rando Masshole that tells me to smile is in real danger of getting that one-size coffee in his fuckin' face. So you see, your Customer Experience (CX) Fail is going to get a jerk some black coffee burns, and get me arrested for FuckThisShit. Do better. It's for America.

Say we disagree on what "Medium" means, in a place that sells "Medium" and "Large." Fine, please refer to Hal Sparks. But...THIS coffee place only sells the one size. Why say "We don't have small" and start right off confusing me?  
Me no coffee. Right now I'm like a baby when you shine a light in its eyes. And you're holding hostage my coffee while you make me play you in a game of 20 Questions that I don't understand.

Retail Marketing 101: Turning a Problem Into a Promotion

Just in case you are hearing "stock more size cups," let me be clear: don't. It's fine. What I am saying is, do not make your store logistics into a problem for the customer. Sell the "one size" coffee but why not use the "we only have one size" thing as a marketing tool. It will cost you nothing to stick the cup on a funky little display with a pleasant-looking sign (write it ON THE CUP) saying "One Size!" and make a joke about it. Something like "One size fits most! But you tell us when to say when!" People love stupid old-skool shit like that.

Are you guys saying that modern day "Medium" is re-defined as being anywhere between ten ounces and fourteen ounces? Well I don't love it. But. If we're refining the language, then somebody put it in Urban Dictionary or something. We re-purpose words all the time, but don't just assume that the wordsmiths among us (hi!) won't pick a fight over the technicality that you cannot have a Medium unless you also have one size smaller, and one size larger, to bracket that shit. Fer fuck's sake. ∎
*I will never actually tweet that. 

"The only way that glass of iced tea 
is a Medium 
is if it can talk to the dead." 


By the way, Medium has a real purpose in the beverage industry. We NEED Medium so we can feel like we are treating ourselves by ordering the not-smallest size. Everything else is so lean, money is so tight that we never get to do anything indulgent. So we should be ordering the small but we can go big today and get Medium. We can also feel righteous about not being a tubby little piggy and getting the LARGE when we haven't earned it.

Sunday, August 6, 2017

Happy Birthday, Lucille Ball

You fantastic, immortal superwoman.
The world would be so beige without your brilliance.
Happy Birthday, Lucille Ball!

Monday, June 12, 2017

The Art of Telling a Joke

Recently I was asked to punch up a job post for a high tech company. The CEO said he was trying to entice quality applicants, but he'd been informed that the tone of his job post made a fun workplace sound like a total drag. It did. We fixed it, and we did it with humor.

Does Humor Belong In Business Writing?

There's a ton of advice online sternly advising against using any humor at all, ever, in business writing, whether it's a job posting or a client email. I say, why not use humor? When done right, you can add some spark to those dreary-sounding job descriptions, make an employee handbook more enjoyable to read, or you can break the ice with a pun in a client welcome letter. You can certainly open with a joke in your quarterly presentation, in fact, there's a tradition about that...but make no mistake: you do need to be careful with humor in business writing.

Joking is Serious Business

Few things in life are as fundamentally subjective as our own self-perceived sense of humor.

In a social setting, when jokes go wrong it's primarily for one of two reasons. Either you're simply not that funny and no one gets you, or you are really quite funny, but you manage to offend someone. We have all witnessed, at some point, that incredibly awkward moment after a joke goes horribly wrong. It's why the word "cringeworthy" was coined.

In a business setting, when a joke goes horribly wrong, worse things happen. All it takes is for one person to become embarrassed, hurt or offended by your little joke, then your brief moment of merriment becomes a real issue. A client complaining to your boss or a coworker filing a Human Resources grievance is no laughing matter. Ask yourself this question: how many smart alecks have ever mounted a convincing "But it was only a joke" defense that ends well for them?

The only thing worse than a cringeworthy joke made within earshot of an unappreciative listener in a workplace is one that you've written down in a published document for serious people to read. Here are three real-world cautionary tales about being careful with  humor in the business world.

Make A Point Without Making An Enemy

An experienced Marketer asked me to proofread her slide deck for a presentation at a conference. Her topic: democratizing web content so it appeals to a wider audience. In one of her bullet points, she suggested using images that include a variety of different people as a way to engage a wider group. Thoughtful advice, very good. To drive home her point, she added a little quip. "Not everyone," she unfortunately wrote, "is a young, well-dressed white male." I red-lined that particular bullet point with a note, mildly worded, "Seems a little aggressive."

Her intent was noble. She sought to challenge a group of people to do better by communicating online in a friendly, inclusionary manner. So focused on making her point, she went too far in the other direction, inadvertently alienating every well-dressed, white male actually present at the conference. Not good. Had she left that in, the post-presentation networking event could have potentially been a disaster.

Balance "Personal" and "Professional"

"Personalization" is currently leading the way forward in B2C and B2B communication, aided by a massive sub-category of marketing tools designed to help nurture and maintain strong client/vendor relationships. Such emphasis on one-to-one relationships may blur the lines, maybe you aren't sure when it's okay to crack jokes in your customer communication. Rule of thumb – and fingers and toes –  be professional at all times, please.

This cautionary tale happened in the mid-1990s, before cloud-based software releases. No downloads. That means physical kits with software on CD, hard copy manuals, and pick/pack/ship distribution. For one software release, our vendor made an unholy mess of things, including a misprint on the CD. They'd actually gotten the product name wrong, and for some reason, had printed the entire run, skipping the vital step of sending one to me first so I could check everything and sign off on it. That was...really bad. I wrote up a formal request for root cause analysis (RCA).

I had a good relationship with the vendor Account Manager. Over the phone she was sincerely apologetic about the fiasco. Responding to my official written RCA request, she set up the big post-mortem meeting and sent around a formal notice with the date and time. "We are so sorry," she unfortunately wrote, "we'll all get together so you guys can air your gripe."

This Account Manager's problem was twofold. Firstly, she used far too casual a tone in an official communication with "you guys." She didn't consider that upper management, Finance and Legal would see that notice. Secondly, while she may have been attempting to diffuse tension through word choice, instead she created a B2B communication disaster. The lighthearted tone and connotation of "air your gripe" made my company's very serious incident report sound like a mere petty annoyance. The attempt to lighten the tension only served to increase it, and destroy confidence in that vendor. Unacceptable.

Slang: What Feels Right Can Go So Wrong

This tale started with a simple meeting agenda, sent by email. A Product Manager prefaced his email with a serious missive about the need to have all the stakeholders meet urgently for a deep dive decision-making session. "You will all," he unfortunately wrote, "get a chance to shoot your wad."

Oh boy.

The Product Manager's gaffe was a problem of evolved language. It may have taken several hundred years but that "wad shooting" expression evolved from being a literal 1800s military term to a games metaphor ("shoot your wad" was slang for "go for it"), but by now it's become a completely different kind of slang, one found primarily in adult entertainment. That kindly bespectacled older gentleman, who favored neat little bow ties and plain chicken broth for lunch, most definitely intended no such lewd meaning. He was only attempting to reassure the team, and promote a spirit of productivity through in-person collaboration. But none of that matters to the conductors of the company gossip train. That actual email only went to about ten people, but by the end of the day, the entire company knew about it. Awkward.

Use Humor Wisely (If In Doubt, Leave It Out!)

Yes, you can definitely use light humor in business writing. A harmless pun, a dash of whimsy here and there can add sparkle and keep readers interested – but be mindful of your entire readership. That is to say, if you find yourself saying, "Pat in Business Development is going to crack up at this," have you considered the opinion of everyone else who is not your good friend Pat? You won't have the same exact relationship with every reader. What's an inside joke to you and Pat may trigger an unexpected reaction in others. You might not lose your job. You might not lose a customer. You might, though, lose the respect of good people. Don't crack a joke that can become an embarrassment to you or to anyone else, internal or external to the company.

  •     Make sure you know what your words mean, considering both definition and connotation.
  •     Be on the lookout for inappropriate slang in your day-to-day business writing.
  •     Seek to avoid any joking that can be construed as an -ist, like racist, sexist, ageist and so forth.
  •     Have someone objective read through your items before you send, print or publish.
  •     If in doubt, leave it out! The risk of causing chaos is not worth it.∎
Originally published on Gearshift Content.


Monday, June 5, 2017

Sad news: work cut my hours to go leaner.
Worse news: I'm just going to be editing anything I see now until someone starts to pay me.
And probably even if they don't.
I think there's something wrong with me.


Thursday, May 4, 2017

What Is Content?

In the business world there's a nugget of wisdom that suggests we should be able to explain our work "to our grandparents." Now, I know many brilliant individuals with grandchildren who do not need things dumbed-down, so phrased in a less insulting way, let's say you're doing well if you can explain your work to anyone who isn't in your same exact business. The layperson, if you will.
So, for the non-marketer, what is content, exactly. Well, you know A Christmas Story? You know how Ralphie's favorite thing in the world, besides that Red Ryder BB Gun, is the Little Orphan Annie radio program? Well, the Little Orphan Annie radio program is content. Every marketer, every brand and every media publisher generating content wants all of us to be as engaged with their content as Ralphie is with the Little Orphan Annie radio program...with the express goal of selling more Ovaltine, of course.

Content, Technically Speaking

By today's definition, content is any purposeful online communication, in any format, intended to reach people, convey your message, spark interest, or coax some kind of response from your audience, such as a click, a share, or a purchase.

Content rules the lives of professionals at digital agencies and company marketing departments. These are tech-savvy creatives & creative data scientists. Marketers craft strategic campaigns aimed at one or more audience segments. To support a variety of digital campaigns, marketers generate and curate a massive amount of written and multimedia content (video, infographics, etc), which they deploy via websites and blogs, emails and texts, social sharing and more. It's actually pretty amazing.  

Content Tools

The godfather of modern digital marketing tech, Scott Brinker, publishes an annual supergraphic. It's officially called the Marketing Technology Landscape, but most marketers refer to it as "the eye chart." Why? Because at last count there were about 7000 different kinds of software to help today's marketers compete in the 24/7 digital omnisphere.

Approximately 1/10th of the Marketing Technology Landscape Supergraphic (2017)

To support just the Content Marketing piece alone, the industry is constantly developing more advanced data-driven tools to generate, score, share and manage the content lifecycle. Marketers use SEO tools and specialized ad tech to boost search engine rankings. They use predictive algorithms to figure out how many people are likely to click on which content, at what times of day, and even on which devices. They pore over detailed content performance dashboards for insights as to what kind of content yields the most clicks, shares, likes, up-votes and, ultimately, revenue. They analyze, customize, personalize, and target. They optimize for mobile like you can't even imagine.

If it sounds like a gargantuan amount of work, that's because it is a gargantuan amount of work. Let's just say there's a truly impressive amount of coffee flowing at a great many jam-packed marketing conferences.

Marketers are fueled by this crazy combination of artistry & industry. There's real data-driven science at play, and new tools are put to use every week. And that's why top brands hire global agencies & marketing superheroes.

But What Are Your Content Goals?

Just because you don't have the resources of an amazing 24/7 data-driven global marketing machine, you can still get started generating better content right now. Your ultimate objective is to achieve success in your venture. So how do you even begin? The same way you begin literally anything else: first things first.

Content ≥ Intent

Everything you put online should have a purpose. That's what you need to keep top-of-mind when you think about your content strategy.

A content strategy that worked for your buddy's business may not work for you. The good news? The converse is also true. We know a rock band whose publicity guru hooked up with a micro brewer and used actual cans of beer as their record distribution platform. That won't work for most other kinds of business, but you've got to admire their innovation.

Define a set of goals, then figure out what kind of content will help you reach every goal.

Define Your Content Goals

Here are three pretty good goals for most modern enterprises.

1. Blog as a Thought Leader
Peter Sagal, host of NPR's "Wait Wait, Don't Tell Me"
addressing MarketingProfs B2B Marketing Forum.
Keynote Speech: The Art of Telling a Joke (Boston 2015)

You know your stuff. While your website proper is where you pitch your products and services, your blog is less formal. Loosen the tie, get real with the people. You can use your blog as a platform to talk frankly about what's trending in your field right now, make cool top 5 lists, and show that you're keeping pace with the latest innovations. Be funny. People love funny.

[Related: The Art of Telling A Joke]
  • Your SEM Marketer will tell you that you need to write with SEO in mind. That means writing with clarity and intent, with the right keywords, so your content gets found when people search online for exactly-what-you-offer.
  • Your Social Media Marketer will guide you about when and how to share your blog posts on Linkedin, Facebook and Twitter, cleverly hashtag-enabled for ultimate reach.
2. Build a Bigger Email List

It's tempting to just add everyone you've ever met to your email list. Don't do that. Instead, try giving away a relevant, easy-to-read eBook, Flipbook or Slideshow that people will gladly download in exchange for their email address. Unlike your blog, these materials are "gated content," meaning people need to take some action in order to get it.
  • Your Email Marketer will tell you that these opt-in subscribers are now qualified leads that have taken a big step along their journey towards conversion.
  • Your Lead Generation Marketer will know what to do next to convert that subscriber and leverage that to find and engage more of the same kind of people (it's "lookalike" or "influencer" marketing.)
3. Engage Your Customers

On a regular basis, send highly engaging, informative newsletters to your mailing list subscribers. Every modern email marketing platform has automation & tracking built-in, so you should be able to easily separate your mailing list into leads and customers.
  • Your Email Marketer will tell you to send one kind of email to the leads, and a totally different kind to the customer, so as to engage, but not to annoy, either segment. They will help you to track bounces and open-rates to see how well you're doing with your email campaigns.
  • Your Customer Relationship Management Marketer will integrate email results with whatever CRM you're using so you have a record of every interaction. This will be important later for upgrades, upsells and cross-sells.
It's All Connected

Fresh, quality blog posts that you share on social media will drive more traffic to your website or landing page.

Enticing, informative eBooksFlipbooks or Slideshows will drive more email subscribers to your mailing list.

Engaging newsletters will keep your brand top-of-mind for your subscribers. That is, if you make sure the content seems interesting and relevant enough to open. People need to welcome an email from you, not reach for the "unsubscribe" link. ♛

Get in touch if you need better content.