Content Management Best Practices in Staffing

Often times when I talk to marketers they are finally realizing they are becoming publishers. Most brands started out with some sort of website, though it was mostly a brochure, it had content. But with the advent of so many new channels via social and digital – the need for content has gone up exponentially. In fact a brand or an individual can build their reputation and trust amongst their customer base, based on the content they create and distribute. B2C marketers, when asked in a survey (1) said they wanted content to be able to help them:

  1. Become better at converting visitors on website: 65 percent
  2. Create more engaging/higher-quality content: 62 percent
  3. Become better storytellers: 61 percent
  4. Optimize content: 61 percent
  5. Organize website content: 61 percent.

In the B2B world, marketers said measurement is a key area in which they are struggling. Though, those that used LinkedIn as a distribution channel 94 percent found it to be the most used and the most effective social media distribution platform for placement of their content. (2) That makes sense, as LinkedIn is the business social network for many people.

As we talked to content marketers, another thing was clear. It’s not free. It takes money and time — and that means staff with particular skill sets to accomplish the various aspects of creating, editing, distributing and measurement of the contents effectiveness. As a result of this need for content and the need for senior leadership to understand how important content management is, we created a report that covers some best practices when staffing up a team to deliver on a brand’s promise. The link to a snapshot of the report can be found here.

As you are creating your content management strategy, don’t forget about the people. Yes, it’s important to have technology, but you also need process and people to make it all work!

@drnatalie

VP and Principle Analyst, Constellation Research

(1) http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C…

(2) http://contentmarketinginstitute.com/2014/10/2015-b2b-content-marketing-…

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Video Interview: Thought Leadership with Mitchell Levy and Michael Procopio

Thought Leadership with Mitchell Levy http://MitchellLevy.com and Michael Procopio http://MProcopio.com covers all things around thought leadership, how to become one, how to use it as a form of communication, how to help others become one. I got to sit down with them for a Google Hangout and discuss customer service, social media, real-time marketing and more!

Dr. Natalie: voted Top 20 In Social Media HuffPo
Dr. Natalie’s ebook: voted as one of the Top Ten Most downloaded Social Media ebooks- On smROI

Click here to watch my videos on Social Media ROI:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company


Dr. Natalie’s Executive Success Acceleration Firm™
Executive Business Strategy Advisor & Social Customer Experience Industry Authority & Consultant

The Doctor Knows Social Media ROI & Our Business Strategies Rx Get Results!
Our Motto? Be Awesome by: Learning, Sharing & Growing!

What we do: We work with companies to deliver increased revenue and decreased costs:

  • Executive Leadership Guidance on Strategy and Business Use of Social Media
  • Social Media / Business Benchmark Assessments – Tell you what you got/ what you might consider
  • Social Media ROI – set-up measurement capabilities and dashboards
  • Workshops on Business Strategy: Customer Experience, PR, Marketing, Customer Service & Internal Employee Advocacy
  • Instructor MEMES Summer Institutes at UCLA Anderson & UCLA Extension
  • Customer Experience / Social Customer Service Excellence Benchmarking Assessments & Advisory
  • Software Company Visualized-ROI, Persona-based Solution Selling w/ Targeted USP & Messaging / ebooks, White Papers, Webinars…
  • Social Media Training, Organizational Change, Motivation and Goal Setting

My book: Like My Stuff: How To Monetize Your Facebook Fans

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The Social Consumer – An Interview WIth Mike Krigsman and Vala Afshar at the NMX Conference

I had the opportunity to interview Mike Krigsman and Vala Afshar at the NMX Conference about their views on the intersection of the social consumer and businesses. What do businesses need to understand about the social consumer? What mistakes are they making? And what does it look like when business do a great job of interacting with the social consumer. These two experts share their insights with me.

About the interviewees:
Vala is the Chief Customer Officer and CMO at Enterasys which is a Siemens Enterprise company. A critical component of Siemens Enterprise Communications, Enterasys answers the challenge, bringing a new level of intelligence to IT, with solutions that include wired and wireless network infrastructure, advanced security, and network management. He is also an author, Inventor, Blogger and his posts can be see at: huffingtonpost.com/vala-afshar/

Vala can be found on twitter at: @ValaAfshar

Mike Krigsman provides strategy consulting, writes about CIO issues and the cloud for ZDNet and contributes to the Wall Street Journal.
Mike can be found on Twitter at @mkrigsman

At Social Business Builders,
we work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff
310-919-8467

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Here’s My book on How Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

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Brands Are Listening, But They’re Not Hearing: The 7 Keys to Increasing Engagement

I told you a little bit about the workshop I’m hosting for Direct Marketing Day @ Your Desk coming up in March…here’s more info to get you excited!

Studies show Marketers, PR Professionals and Social Media/ Digital Experts are measured on increasing engagement. Engagement is often evaluated with fluffy metrics or “Likes.” Content is what people share and hence, it’s what drives engagement. What brands don’t have a good handle on is how their content ranks amongst their competitors in driving engagement.

So with the hundreds of thousands or millions of dollars spent on content and engagement tactics in social media and digital marketing, brands and agencies are flying blind. Many typically use social monitoring/listening tools to monitor social media interactions. However,  these traditional tools don’t provide a clear, competitive standing on how engagement and content performance stack up against other top brands.

As marketers become publishers, they need to move beyond social listening tools and advance to competitive industry reports that provide insight into their rivals’ positioning in social engagement. These reports are guideposts not only for smart executives who want to know where their brand stands, but also for those who want to learn how to improve their brand’s engagement and content performance for a higher social media ROI. Join me as I provide practical tips and guidance via my “7 Steps to Social Media Engagement ROI” based on best practices from my UCLA Anderson School of Business Executive Program.

When: March 14th, 10:15 AM

Where: At your desk! Really! Register here.

Learn. Share. Grow!
@DrNatalie L. Petouhoff

For more info on my work:
Ebook
:Social Media ROI

Social Media ROI YouTube Videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media

Video 3: How Social Media Benefits the Whole Company

Book on Monetizing Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Let’s Connect here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

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Join me for Direct Marketing Day @ Your Desk, March 14th

Starting at 10:15 AM on March 14th, I’ll be presenting “Reboot Your Marketing Plan with Smart Data – for Email, Social Media and Beyond!” I’ll demonstrate how data and social media interactions can  seriously increase ROI, including loyalty, brand advocacy and referrals.

Here’s a little more about Direct Marketing Day @ Your Desk:

The Direct Marketing Day @ Your Desk Virtual Conference & Expo, brought to you by Direct Marketing IQ and Target Marketing, is a one-stop shop where you can find the information you need to reach more people and serve them better, to market more effectively, and to increase revenue — all online.

Peggy Hatch, Group President and Publishing Director of DMIQ and Thorin McGee, editor-in-chief of Target Marketing, are masters of direct marketing strategy. Peggy, Thorin, and the teams at DMIQ and Target Marketing have gathered a team of direct marketing professionals who represent the freshest thinkers in the industry today for Direct Marketing Day @ Your Desk — a one-day virtual event for direct marketers.

DMIQ’s mission is to give marketers practical tips and strategies for profitable direct mail marketing, thanks to research and trends discovered in our extensive Who’s Mailing What archive, the world’s largest library of direct mail. In addition to our website, DMIQ also offers a weekly newsletter that offers case studies and unparalleled insight on the trends, tests and controls of what’s working in direct mail.

Target Marketing publishes both a monthly magazine and a daily newsletter, delivering hands-on, how-to-do-it editorial that gives you the tools you need to effectively develop, execute, and evaluate your direct marketing efforts. Whether it’s direct mail, telemarketing, or websites, you’ll get the ideas and insight you need to help you and your company market smarter and more profitably.

 

Looking to sign up for my roundtable? Just click here! I hope to “see” you there!

Learn. Share. Grow!
@DrNatalie L. Petouhoff

For more info on my work:
Ebook
:Social Media ROI

Social Media ROI YouTube Videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media

Video 3: How Social Media Benefits the Whole Company

Book on Monetizing Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Let’s Connect here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

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