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And that’s a wrap of the week ending February 7, 2020
This week I’m ruminating on rumination (and suggesting an alternative choice to overthinking issues). I supply my contemporary tackle the function of content material advertising in model activism. Julia McCoy joins me to speak about how following her intestine intuition – even when it scared her – helped her construct a worthwhile content material advertising enterprise that ended up being a real lifeline. Finally, I share an article that may enable you give up worrying and discover and repair the inefficiencies in your content material pipeline.
Listen to the Weekly Wrap
Our theme this week is “What, me worry?” Let’s wrap it up.
One deep thought: Making choices beneath stress (2:30)
Are you overthinking issues? Many individuals consider rehashing issues in our heads helps us determine the reply. We develop into so targeted on making the fitting determination, we lose the flexibility to make one in any respect.
Overthinking typically rears its head as we plan a posh change. I not too long ago labored with a director of content material technique at a big B2C firm to map 12 weeks of duties associated to a significant content material initiative. Worry over whether or not the e-commerce staff would meet the deadlines of a tech undertaking in time to line up with the content material efforts weighed on him – particularly since he didn’t management that a part of the undertaking.
Overthinking typically rears its head as we plan a posh change, says @Robert_Rose by way of @cmicontent. #WeeklyWrap Click To Tweet
I share the recommendation I gave this consumer about planning for the long run however dwelling (and dealing) within the second:
HANDPICKED RELATED CONTENT:
A contemporary tackle content material activism in a ‘post-truth’ world (10:15)
Commentary from PublishersDaily/MediaPost caught my eye this week. The article, Content Activism Can Help Brands Shape A Positive Future, covers a subject on my thoughts proper now.
The article begins by protecting floor most of us are accustomed to – manufacturers are utilizing content material “to align themselves with the key issues of our time.” It goes on to speak about content material’s function:
(C)ontent advertising is solely an even bigger canvas for manufacturers to develop a story, however extra not too long ago, the narrative has modified from simply product or providers to incorporate ethics and ideas. We’re asking ‘how’ greater than ever. As conversations develop round revenue vs. objective or inclusive capitalism, what they do creates model worth, choice, and differentiation.
The creator factors to the instance of the Food Sustainability Index developed by the Barilla Center for Food & Nutrition and the Economist Intelligence Unit to advertise information round meals sustainability. As the article notes, “In a post-truth world, content surfaced within quality editorial environments allows audiences to feel confident that a similar level of diligence and attention has been applied to the facts.”
I share my tackle this fascinating development, together with one other instance of how company social duty (CSR) content material is now not nearly what the corporate is doing (eliminating paper cups within the workplace or having the staff run a 5K for charity), however the place media is the CSR program. Interesting stuff, and I’ll be watching and writing about this extra sooner or later.
#CorporateSocialResponsibility content material is now not nearly what the corporate is doing, however the place media is the #CSR program, says @Robert_Rose by way of @cmicontent. #WeeklyWrap Click To Tweet
HANDPICKED RELATED CONTENT:
This week’s individual making a distinction in content material: Julia McCoy (14:44)
I typically speak about how my friends are making that means in content material. And this week’s visitor is the dwelling customary of that.
Julia McCoy is a serial content material marketer, entrepreneur, and creator. She based a multimillion-dollar content material company, Express Writers, with nothing greater than $75 at 19 years outdated. Today, Julia has been named an trade thought chief in content material advertising by Forbes and is the creator of two best-selling books, founding father of The Content Hacker, and educator. Julia has a ardour for sharing what she is aware of in her books and in her on-line programs. Her newest e book, Woman Rising, is a memoir that chronicles how she escaped from a spiritual cult and rebuilt her life.
Julia is anyone who positively doesn’t let fear cease her from making (and assembly) formidable objectives. We discuss at size about her distinctive path to constructing a content material advertising enterprise. Here’s a preview:
Three months into it, I had extra work than I may deal with. It was a breaking level for me. Do I proceed solo and switch down all these gigs or do I construct a enterprise? Naturally, as a result of I’m that sort of persona, I wished to construct a enterprise. That’s the place Express Writers got here from. It was a five-minute concept I truthfully thought wouldn’t final a 12 months. Eight years later, 90 individuals on the workers, it’s like “pinch me.” But on the similar time, it’s that equation of working exhausting actually does equal success. It does come right down to how exhausting are you keen to work?”
It all comes right down to how exhausting are you keen to work, says @JuliaEMcCoy by way of @cmicontent. #WeeklyWrap #contentmarketing Click To Tweet
Listen in to our dialogue, then be taught extra about Julia:
One content material advertising concept you should use (31:45)
The submit I’d love so that you can have a look at this week is correct in step with what I’ve been speaking about – determining the best way to make worry-free plans.
In Fix These Big Inefficiencies in Your Content Pipeline, Kimberly Zhang affords actually good tips about avoiding content material advertising waste. She factors out actually good areas to deal with, together with writing for a number of personas, missing in accountability, experience on too many matters, inventive groups that lack help. Fixing these areas will enable you fear rather less.
An overloaded or overwhelmed #content material staff can result in #contentmarketing waste, says @KimZhangCEO by way of @cmicontent. #WeeklyWrap Click To Tweet
Love for this week’s sponsor: ContentTECH Summit
Here’s one thing you don’t have to fret about – the place to search out training on content material and know-how – and a wholesome dose of sunshine. I’m speaking about ContentTECH Summit April 20 to 22 in San Diego.
We’ve obtained wonderful audio system like Meg Walsh, who runs content material providers at Hilton Hotels; Cleve Gibbon, chief know-how officer at Wunderman Thompson; and Wendy Richardson, senior vp of worldwide technical providers for Mastercard.
These brand-level of us are prepared to show you the efficient use of know-how and higher processes that may assist your strategic efforts to create, handle, ship, and scale your enterprise content material and supply your clients with higher digital experiences.
And I’ve obtained a reduction for you. Just use the code ROSE100 and also you’ll save $100 on registration.
Check out the agenda and register as we speak.
Join me subsequent week as we search for the sharpest instruments in our shed. (Don’t fear, we’ll nail it.) This will not be a drill – and we aren’t nuts. But we are going to wrench one thought to degree your head, decide one information merchandise to hammer our level dwelling, and share one content material advertising rule that may enable you measure up. And it’s all delivered in rather less time than it takes to be taught that Kansas City is definitely in Missouri.
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Cover picture by Joseph Kalinowski/Content Marketing Institute