A conversation with Convince and Convert...

As a marketing consultant, my main focus is to work with clients and companies to help them create efficient and effective marketing plans, and then to put those plans into action.  Sometimes those clients have a clear idea of what they want or need to do, and other times they are stymied by the ability to get a clear focus and plan, and then have the time and resources to execute on it.

 I help build content strategies, working with the teams involved to guide them through the steps of developing all the critical aspects.  I also perform assessments of existing programs or campaigns and assets, build editorial calendars, or define some new content types that may work best for their audiences. 

 The job varies based on needs of clients, and I try to bring all my personal tools to the table when working with a group.   You have to know how to read your internal audience to ensure they’ll succeed with whatever solutions you offer. 

 I’d like to talk about the concept of using alternative outlets and methodologies to not only create the “believers” in your organization around the importance of developing content that resonates, but also the idea of using potentially non-standard tools for content distribution and awareness.   The example I share in your question below is around Energy University which was featured in Killing Marketing and one that I’ve spent quite a bit of time talking to Robert Rose about.  It’s an online learning program that became a content marketing model and lead generation tool long before we were talking about content marketing!  It operates in marketing as a cost center but in fact can be tied to profit, which really turns the idea around and is part of what Joe and Robert talk about in their book. 

 For my general marketing support, the channels and formats are dictated more by the needs of my clients and their customers or audience.   This means that we often prepare content for use on blog sites, social media channels, web sites and special landing pages, and the creation of content that supports their messages in those areas.  

 But one of my key focuses in working with a client is to find out what their channels may be.  And that can include the channels used within their business, like partners.  Do they produce and publish content to feed their sales channel and try to make them more effective at talking about their company, their products, their solutions?  Do they have a partner program that can benefit from the same content that is produced and used for end users?  Is there sufficient communication and updates delivered to these end user-facing groups that represent your company? 

 One example of this is the use of podcasts.  Let’s say a company elects to build a podcast for their end user audience and post it on Youtube, websites, in email.   Have they also considered sharing it internally through their sales channels to empower and excite them and to ensure they have this in their toolkit before their customers notify them of the great podcast they just saw?   Conversely, podcasts are a great tool to use for a distributed workforce, remote sales teams, traveling employees. 

 So in developing the content and viewing the channels where they’d like to distribute, I usually bring this other perspective to the discussion as it is often overlooked and can be one of the most powerful ways to leverage your content and visibility.