Monday Mornings with Madison

Monthly Archives:
February 2017

Content Marketing: Quality vs. Quantity

By now, most everyone has probably heard someone harping about the need for businesses to “tell their story” or “engage consumers with content” or “connect with customers on a personal level”. For over a decade, the mantra among marketers has been that Content Is King. Content is meant to attract and keep the attention of customers and potential customers. As the saying goes, “Be careful what you ask for; you might just get it.” Everyone jumped on the content bandwagon. Ad agencies, marketing firms, public relations firms, SEO firms and media vendors all rushed in to help. They all touted the need for “MORE CONTENT.” The goal was quantity. Tell stories. Share information.
Today, consumers are saturated – actually overwhelmed – by content. Social media has enabled and encouraged everyone to share information and tell stories. Methods of storytelling abound. Businesses are sharing more information. Experts are writing white papers. Industry leaders are putting out Forecasts. Charities are telling stories. Teenagers are chatting and tweeting and sharing pictures, videos and stories. Even religious leaders – who used to be confined to telling their stories from the pulpit – have joined the digital storytelling revolution. And the media — the original reporters of the world’s stories — now find themselves vying to be heard above the storytelling din. People are experiencing an onslaught of ‘content’ the likes of which has never before been experienced. The whole of humanity is busy creating content. It is a growing ocean of noise. Now what?
This is where the law of supply and demand kicks in. When there is a glut of supply in the market, then the value goes down. Whereas once upon a time quantity was the name of the game with content, going forward the focus is shifting toward quality over quantity. Welcome to the age of quality content. Continue reading

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How to Become an Industry Insider or Influencer

In general, an “insider” is a member of any group that is limited in number and generally restricted in access. The person – by virtue of being a member of this group – has access to secret, privileged, hidden or otherwise obscure or complex information or knowledge. The insider is a member of the “gang” and hence knows things outsiders don’t, including insider jargon.
The term “Industry Insider” has various meanings. For example, in the world of securities trading, the term “Industry Insider” is generally used to describe someone who works for a publicly-traded company, or trusted advisor to that company, and possesses key information (often non-public information) about that company. They know things because they are on the “inside.” That information, if shared and/or used to influence stock trades, is illegal. The Securities and Exchange Commission considers that a form of illegal insider trading.
However, with the rise of social media, the term Industry Insider has taken on a totally different meaning. In our complicated and information-rich world, the concept of insider knowledge has grown in importance as a source of direct and useful guidance. Today, being an Industry Insider is considered a badge of honor, earning that person considerable respect and influence. So how does one become an Industry Insider, and isn’t this just a new way of saying expert or guru? Continue reading

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Industry Insiders and Influencer Marketing

Reaching customers during their decision-making process is one of the most coveted goals of sales and marketing professionals. Reaching someone at just the right time with just the right information can have a profound effect in influencing a purchase, especially if it is coming from a person of trust. Say, for instance, a man is looking to invest money. There will be many steps that go into the decision-making process of what to invest in. He might read some recent articles about the stock market in reputable investment magazines. He might get some advice from blogs written by investment gurus about investing in real estate. He might hear a radio commercial featuring a celebrity recommending investing in bonds. And he might get advice from friends and family members who have successfully managed their own investments. Some of this advice will be considered and some will be discarded. The man is more likely to listen to someone who is a trusted advisor, friend or colleague, especially if he is in the midst of the decision-making process.
Indeed, this is known as Influencer Marketing. Influencer Marketing is one of the best strategies for successfully infiltrating and influencing the decision-making process. Hence the name. Just how does Influencer Marketing work? And how effective is it? Continue reading

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When Teamwork Breaks Down

It was recently reported that Usain Bolt – dubbed the world’s fastest runner – was stripped of one of his nine Gold medals. Unlike other occasions when athletes have lost a medal or award, in this case Bolt himself did nothing wrong. He was not guilty of cheating or unsportsmanlike conduct. Rather, Bolt lost the Olympic gold medal because his teammate, Nesta Carter, tested positive for a banned stimulant found during a re-analysis of samples from the 2008 Beijing Olympics. Carter and Bolt were teammates on the winning 4×100-meter team, which set a world record of 37.10 seconds. Carter ran the opening leg, and Bolt took the baton third in the race. But doping by even one member of the team disqualified the entire team – four athletes – from the competition.
Besides being heartbreaking for the three innocent athletes, this case is indicative of the importance and vulnerability of teamwork. And it is instructive about what happens when teamwork breaks down. In truth, while people tend to think that teams are the democratic—and the efficient—way to get things done, research shows that most of the time team members don’t even agree on what the team is supposed to be doing or what is most important. Getting agreement is the leader’s job, and he must be willing to take great personal and professional risks to set the team’s direction. And if the leader isn’t disciplined about managing who is on the team and how it is set up, the odds are slim that a team will do a good job. This is certainly true in Olympic sports and – although perhaps less glamorous — it is also true in business. So what do we know about teams, why they break down and what can be done to ensure they don’t? Continue reading

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