It’s been a super busy week so I’m resurrecting my “BRIEF” posts. They’re designed to answer a quick question or pass on a valuable nugget of practical advice and it won’t take you more than a couple minutes to read it from start to finish.
I spent last week immersed in content marketing at Content Marketing World in Sydney. It was the first time Australia has had a conference of this size with so many international thought leaders and major brands speaking about how to achieve success with content marketing. Joe Pulizzi, founder of the Content Marketing Institute and host of the event launched the conference with a wardrobe branding exercise like none of I’ve seen before. (see below) Here are some of the consistent themes that came out of the sessions I attended.
New research released today by the Content Marketing Institute confirms what I’ve long suspected. Australians have embraced content marketing in the biggest way and are working hard to implement bigger and better projects in the future. The Content Marketing in Australia: 2013 Benchmarks, Budgets, and Trends gives solid evidence about how Australia compares to our American counterparts and lends insight into where we’re heading in the next year.
I’m probably going to offend a lot of people, but here goes. If I read one more article about how to create a social media strategy, I’m going to scream. Why? Because social media isn’t worth anything without content - unless, of course, your goal is to chit chat.
I’m a reader. If I had to choose only one way to receive information - and even entertainment - it would be through the written word. I have one of those brains incapable of looking at print without reading it.
You know the first rule of content marketing is to think like a publisher, right? Our job as content marketers is to figure out what information or education our target market wants and then develop content to fill the void. It’s an important shift away from broadcasting the products and services we offer. If you ask me, the second rule should be to act like a journalist.
Like most of you, I’ve been thinking about how to improve my business this year. I’ve spent the last 19 months working on a content marketing project designed to help people find mining jobs and other careers in the Australian resources industry. I’m still working on that gig but I’m turning my attention back to my own business – and my own blog. I know it’s essential to make sure every minute of my day is productive. One area I’ve been working on improving is my record keeping. Sound boring? I thought so too until I discovered improvements in the amount I’m invoicing clients.
Remember me? I've had so many notes and queries about whether I'm still blogging. The answer is both yes and no. For the past several months I've been focused on the blog at the Careers and Industry Guide. It means this blog has been neglected but I'm planning to get back to it soon. (Confession: I've chosen sleep over blogging for these past few month.)
Have you heard about the skill shortage in the resource industry? Regardless of where you live, nearly every country with natural resources is battling to find skilled professionals to fill the roles. Australia, Canada, South Africa and many more countries are courting a small, transient, global workforce of engineers, geologists and metallurgists to keep their mining, oil and gas, and energy operations running. What can these major corporations do to secure the right talent? If you're Rio Tinto, you turn to content marketing.
Have you read the Steve Jobs biography? I only ask because I've pretty much been banned from speaking about it at home. It's getting that way at work, too, except one of my colleagues is just as fascinated with the book as I am. One reason I like the book is because it defines visionary and I've been desperate for someone to do that. Here's why.