Online Customers are Like Toddlers, They Don’t Like Getting ‘Pushed’

push vs pull

It was bedtime. If you have ever had a toddler, you know it’s not for the faint of heart. I was walking my 3-year-old boy down the hall to his bedroom. I had my hand on his back so he’d keep moving quickly.

“Don’t push, Daddy,” he said, turning around and locking eyes with mine. He held out a finger and pointed it at me, “We don’t push.”

I took my hand away. “Sorry,” I said. “How about you go in your bed and I’ll get you some milk.”

He said, “OK!” and hopped into his room — by himself.

Toddlers don’t like to be pushed. They like to be enticed. They like to be pulled.

Online customers are much like toddlers. Continue reading

What Many Agencies Are Doing Wrong With Inbound Marketing

For many agencies, content marketing is unlike anything they’ve ever done before. While content is part of traditional advertising and media outreach, “content marketing” or “inbound marketing” is often very different.

I’m consistently underwhelmed by the digital content in almost all forms that come from agencies. Rarely does it seem that there’s a strategy behind it. But a lot of them are doing it anyway. And a lot of them are probably thinking content marketing is a waste of time because they’re doing it wrong.

As a result, agencies are losing to upstart companies that get it completely. And it’s really not even close. Here are a few things agencies are doing wrong: Continue reading

How Should You Produce Content During News of War and Miley Cyrus?

It’s been hard for me to blog here since the Boston bombings.

ContentHook is my place where I can release some of my own thoughts on marketing. But since Boston, when I’m left to my own thoughts, I start thinking about real-world events.

From Boston to Egypt and Syria, there hasn’t been much energy left to put down thoughts on marketing during my spare time.

But it does lead to a question I assume other content marketers must have: There’s a war looming in Syria, how can I create something of quality that is much less important? And how can I get anyone else to care about it?

I think there are basically two ways you can go about it.
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Three Content Marketing Lessons Learned From Chris Hadfield in Space

If you haven’t seen any of the space videos or images from Chris Hadfield, the first Canadian to command the International Space Station, you’ve been missing out on some real awesome stuff.

The guy has been hanging out on the space station for about 5 months, sharing some of the most amazing photography of the Earth ever taken, and creating a slew of funny, interesting and educational videos. In that time, he’s probably brought the most positive attention that space station has ever had.

He and the Canadian Space Agency has had millions of Youtube views, and nearly 1 million Twitter followers.
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5 Content Marketing Lessons Learned From ‘The Midway Film Project’

In the middle of the Pacific Ocean, a lone island sits more than 2,000 miles from the nearest continent. No human lives there. It’s a kingdom of albatrosses, a paradise for birds, uninterrupted by any predator or man.

It’s one of the most unique and isolated places that exist. A beautiful spectacle of nature at it’s finest.

But closer examination tells a darker story. A sad tale of humanity’s devastating affect on an entire population.

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9 Simple Social Stats To Make CEOs and CMOs Love You [Short Post]

Eventually, the boss will tire of reports on just views, shares, likes, comments, and more fans and subscribers.

Eventually he or she will say, “So what? What are we really getting out of this investment in social media and content marketing? ”

Social shares don’t speak the boss’ language. The cost to get that share, well, that’s the kind of thing that turns them on. They want to know how much it costs to get all these vanity stats, and if you can improve that cost.

So, it’s an easy fix, but might take a little more time in your reports. Just throw a ‘CP’ or ‘Cost Per’ in front of all your metrics. Here are 9 different reports that might save your job: Continue reading