There are leaders and then there are followers. Generally the idea is to be the former.
But perhaps it's worth a shot to look at this phrase the other way around. Maybe to be a leader, it's worth being a follower.
The people who lead the way with awesome ideas and unique talents did so by acquiring knowledge and applying it in new and interesting ways. We all need to learn stuff to lead stuff. And those who do it best inspire others to act.
They are Thought Catalysts. Here they are as told by the movers and shakers from Speakers' Spotlight.
Do you know how long an effective Facebook post should be? If I told you forty characters, what would your reaction be? A tweet should be 100 characters (even though Twitter affords you 140 of them). It makes perfect sense, right? I know that people like Tom Webster over at Edison Research is, without a doubt, rolling his eyes. I’m with him. But, that was the latest headline fromFast Company in an article titled, “The Proven Ideal Length Of Every Tweet, Facebook Post, And Headline Online”. All over the world, junior brand and community managers are building PowerPoint decks with charts, graphs and quotes from this article in an effort to demonstrate both how “in the know” they are, and how antiquated the upper echelons of the marketing and communications are. Those silly dinosaurs running the show in their corner offices, don’t even know how valueless most of what they do has become.
Length does not equate to quality, value or substance. It’s an arbitrary number that is being allotted to a very crowded (and hyper-saturated) marketplace that hosts very finicky and tough to understand consumers who, in one instance, will “like” a picture of a dog licking itself and within the same brush of the finger also like a group denouncing human rights in Syria. Ahh, the human condition. So mystical. So difficult to pin down. The question is asked often, and in various ways:
We get caught up in the mechanics and completely forget about why we’re creating anything in the first place. Ultimately, it should be twofold:
The answer to all of the questions above surrounding length is rather simple: content should be as long as it needs to be to create value. I’ve seen movies that have been three hours long and movies that have been thirty minutes long that have changed my life (and how I think about humanity). Research Brief posted a fascinating article – at just around the same time as the Fast Company one mentioned above – titled, “Trusted Content Closes Vendor Selection.” So, it’s not about the content… it’s about the quality of it and the level of trust that it inspires. It’s true, we often ask the wrong questions about the content that we’re creating and, in doing so, we wind up creating content that doesn’t get traction. The net result being a perception that either content marketing doesn’t work or that content marketing doesn’t work for our brands. Both are misnomers. Putting aside any kind of viral effect that some are lucky enough to achieve (do you believe in unicorns?), we need to be asking more profound (and real) questions about the content that brands are putting out into the world. So, before you put finger to keypad in an effect to pump out an extra few free impressions to a saturated social media channel, sit down and ask yourself the following:
That’s the main thing that every brand needs to focus on. Content that understands and responds to the thirteen questions above will change the brand and help it add more value to the path to purchase. What this Research Brief article also illustrates is something that many digital marketing pundits (like myself) have been banging the drum about for some time: Yes, the path to purchase is complex, but “The Internet is the primary place where business buyers begin the path to purchase. 68% start their content sourcing at search engines and portals, 40% go to vendor websites, and 25% are activated by an email from a trusted source or peer.”
If there was ever a case for digital marketing to lead all marketing initiatives (B2B, B2C, a small impulse buy or a year-long sales cycle) this is it. The Internet is the primary place where business buyers begin the path to purchase. This is a critical and key message. So, if you thought that the thirteen questions above are going to make you bang your head against the wall, start asking yourself a whole new set of questions about what your brand is truly doing to to engage with those who are simply kicking tires, those who are looking for a preferred vendor and those who are trying to validate the choice of vendor that they have already made. Too many brands are churning out this chum of content without the focus, intensity and voracity that is truly required to qualify any/all of this content marketing as a “success.”
Make no mistake about it… it starts with you. That being said, it all starts online.
Mitch Joel is a digital marketing expert, who assists companies in understanding and utilizing new media and marketing effectively. To read more of his posts, visit Mitch Joel's page on Speakers' Spotlight. To have Mitch speak at your next function, email Speakers' Spotlight at email@example.com.