90 Second Content Marketing Lessons

90 Second Content Marketing Lesson - Why Your Newsletter Did Not Work Part 3

This lesson concludes our discussion about why so many organizations have had disappointing results from newsletters.

 

Today's lesson is about consistency and frequency.

90 Second Content Marketing Lesson - Why Your Newsletter Did Not Work Part 2

This lesson lists several reasons newsletters may be underperforming.

Part of the problem might be trying to use newsletters as if they are a short-term marketing campaign. Stuffing your communication full of promotional content and calling it a newsletter can affect your readership.

90 Second Content Marketing Lesson - Why Your Newsletter Did Not Work Part 1

Newsletters don't work. I've heard that from clients before. It takes me only a few minutes of probing with them to find out why.

 

There are three major reasons that newsletters fail and they are all kind of connected. We'll go over what I see as the major obstacles to success with newsletters in the next few lessons.

90 Second Content Marketing Lesson - Wasting Money on Marketing

"Half the money I spend on advertising is wasted. I just don't know which half". That quote is attributed to merchant and Postmaster General John Wanamaker.  And it was probably true for him at the end of the 19^th century.

 

But things are different today. At least they can be. We have access to much better tools than the marketers of 100 years ago.

 

By taking advantage of tracking capabilities that are built in channels you CAN figure out which parts of your marketing plan are working  best for you.

90 Second Content Marketing Lesson - Website and Email Relationship

Every so often we have clients who want us to help them update the content on their web site or start an outbound email program for them, believing that one or the other is more important. But working on one of these areas while ignoring the other can lead to disappointing results.

 

90 Second Content Marketing Lesson - Growing and Using Contact Lists

It may sound strange, but there are a great many companies that do little or nothing with their lists. I've signed up for company email lists before. And then… nothing! That doesn't make a lot of sense. This would be an ideal time to start up a conversation.

 

When it comes to growing your list, there are a number of things you can try.

90 Second Content Marketing Lesson - Automatic Newspapers

There are companies that allow you to create an online newspaper, magazine, or blog automatically. You may have seen some of these in your Twitter feeds…

 

It sounds like a no-brainer way to push content out to your list of contacts. And it's a horrible idea.

90 Second Content Marketing Lesson - Me Too Disease

Content published by a lot of companies today is almost the same as what they've created over the last couple of years. Even worse, it looks like it could just have easily have come from their competitors.

Don't be afraid to shake things up once in a while.

90 Second Content Marketing Lesson - Ditch the Gimicks

You may have noticed a trend recently from some email marketing campaigns who are desperately trying to get more people to open their messages. They are using little symbols in the subject lines to try and get attention – stars, hearts, and diamonds seem to be the most popular.

 

I hope you're not doing this with your outbound messaging campaign...

90 Second Content Marketing Lesson - Blah, Blah, Blah

There is an abundance of writers who seem compelled to spew out a never-ending stream of buzzwords and corporate-speak. Those kinds of statements really do no communicating at all.

 

There is a very small window of opportunity when we have the attention of a reader, viewer, or listener. Why use up that valuable time on phrases like "comprehensive solutions" or "superior customer service"?


This lesson is about what you say in your content and how you say it.