Content Curation and Marketing
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Content Curation and Marketing
Content Curation and Marketing is a powerful tactic to engage potential customers and clients
Curated by Barry Deutsch
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Are You Producing a Variety of Content to Appeal to Potential CEOs?

Are You Producing a Variety of Content to Appeal to Potential CEOs? | Content Curation and Marketing | Scoop.it
Blog posts and online articles are a great place to start when it comes to content marketing. In fact, for many businesses, these types of content lay the foundation of their content marketing strategy. However, you can use other types of content to help your business stand out and communicate to your market in different …
Barry Deutsch's insight:

As a Chair of a Vistage/TEC Group, here are some great examples of easy to produce content that reflects a variety of different ways to communicate with your prospects and network:


1. Featuring an interview with a Vistage/TA Speaker or TA on a subject relevant to Leadership. Do you realize NO chair has ever called me and said "I would like to write a blog article on executive hiring - could I interview you for 20 minutes".


You're sitting on a mountain of these with hundreds of outstanding speakers and TAs who would be glad to spend the time with you on the phone.


2. Do you have a blog as your primary homebase to publish content? More and more chairs are using this as an effective publishing platform.


3. Are you writing a variety of content that your network can download or request from you, including checklists, faq sheets, white papers, research, survey results, case studies.


4. Do you take your video camera to your Vistage/TEC meetings and record a 2 minute interview with one of your members on the value Vistage/TEC has brought to them personally and their company.


5. Do you leverage by re-posting and integrating into your content stream the wealth of content from Vistage/TEC including the slide decks on slideshare, videos on the youtube channel, or blog posts on the home page?


You almost don't need to create any new content (not my recommendation) on your own since there is so much already published.


6. Have you requested LinkedIn add you to the publishing/influencer platform where you can re-purpose some of your content to share with your network of prospects on LinkedIn and build your visibility, awareness, differentiation, thought-leadership, and PR?


In my coaching program with Vistage/TEC chairs on leveraging social media, most chairs are leveraging perhaps 1 percent of the available tools and strategies to find, attract, and engage with potential CEOs.


If you would like to take my initial 15 minute 8 point survey as to how you are using these tools and how you might leverage a few of them to reach and engage with more CEOs, give me a call or shoot me an email and we'll set up a 15 minute call.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus

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Do You Think in Terms of STICKY Content with Your Network?

Do You Think in Terms of STICKY Content with Your Network? | Content Curation and Marketing | Scoop.it
Sticky content, is one of the most cost effective tools for capturing reader eyes and driving traffic.
Barry Deutsch's insight:

Is your content sticking? 3 years after people have heard you speak or read one of your articles do they reference back to it - can they even remember it? Jeff Bullas, one of the great voices of on-line marketing, reinforces this idea in his recent blog article.


I've spoken to over 35,000 CEOs, Presidents, and Senior Executives in the last 15 years through trade shows, conferences, and executive forums. My primary message is related to improving hiring accuracy and success.


Sounds like boring topic - right? How do put lipstick on this pig?


We've wrapped almost every key concept of a highly structured methodology with sticky content. Our experience is that senior executives who heard us speak 8-12 years ago still remember the content and can quote the exact sticky phrases.


We were already making our content sticky 15-20 years ago - we just didn't know it was called sticky content back then. After reading an outstanding book called "Made to Stick" by Chip and Dan Heath, we amplified out sticky concepts.


For example, instead of presenting "You should follow these three best practice concepts for sourcing great talent" - the ideas got across and stuck because folks remembered things like "You don't fish in deep enough ponds for the best candidates", "You have to fish where the fish are", and You tend to attract the bottom third of the candidate pool by letting your job description masquerade as an advertisement".


Do you use sticky concepts in your on-line content, methodology, speaking, emails, and headlines? Are you boring, mundane, and not interesting OR are you compelling, outrageous, controversial, and inspiring?


Barry Deutsch

Social Media Coach to Vistage and TEC Speakers and Trusted Advisors

 

Vistage/TEC Speaker or Trusted Advisor - Are you reading our Blog on How to Attract and Engage with Potential Clients Through Social Media Blog?

 

If you're a Vistage/TEC Speaker - Consultant - Coach - Trusted Advisor, join our LInkedIn Discussion Group to learn how to find, attract, and engage more clients

 

NOT a Vistage/TEC Speaker or Trusted Advisor, then be sure to visit our public blog on how to drive sales through social media, AND/OR our open discussion group on LinkedIn, Sales Through Social Media

 

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Are You a Victim of Making Common Mistakes in Sharing Information with Your Network?

Are You a Victim of Making Common Mistakes in Sharing Information with Your Network? | Content Curation and Marketing | Scoop.it
Content - Marketers simply can't create enough original, quality content for each channel every day, which is why many rely on content curation. But, all too often, it's not done well. Avoid ...
Barry Deutsch's insight:

This is an interesting article about curating content and some of the common mistakes that we make in sharing information with our networks.


I liked the first 4. In the 5th, the author seems to contradict herself. In the beginning of the paragraph she talks about spending time to do a quality job on curation (taking other people's content and adding your insight, observation, thoughts based on your experience and how it's relevant to your specific audience).


A couple of paragraphs latter she talks about using some of these new tools that everyone is rushing to try on that "automate" content curation. It seems like a contradiction.


You can fully automate 1out of the 3 elements of content curation. - the distribution of your content. You can partially automate the first step - finding the content. The middle part is where you've got to invest a few minutes on a human-personal level writing epic insights.


You can automate finding the content - that's Step 1. One of my favorite platforms is scoop.it - the flexibility and ease of this tool is outstanding and very intuitive to use. They have both a free and professional paid version. However, it still takes a human touch to go through the hundreds of articles to pick the one or two that might really be impactful for your network. I spend 1-2 hours a week using tools like google alerts, sccop.it, the LinkedIn publishing platform of influencers, and feedly to identify potential curated content worthy of sharing.


Step 2 is the writing of your insights, thoughts, observations. This is where you are going to promise me you will not be boring. Once you get good at - it should take about 5-10 minutes per curated piece of content to add your outrageous and compelling wisdom. This CANNOT be automated. This is the piece no one wants to spend time on. It takes time.


I'll share an example: It takes me 45-60 minutes to write a 450-600 word blog article. I can curate a piece of content like I am doing here in 5-10 minutes. Again, Sccop.it provides a great platform for you to ad your individualized thought-leadership. I try to publish 5 curated pieces of content for every original blog post (or slideshare or youtube video or podcast).


Finally, Step 3 is the distribution of your curated content and insights into your various social media networks. This step is probably the one that lends itself most easily to automation. My preferred approach is to use Scoop.it integrated with Bufferapp to schedule my curated content at appropriate intervals and times with different social networks. This process requires about 10 seconds of your time after writing - once you've set the initial parameters.


There you have it - the proper blend of human touch with automation to create a powerful communication vehicle with your network to engage, stimulate, interact, and encourage folks to raise their hands to learn more about you and your business/service/products.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus

 

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How Can You Prevent Your Best Talent From Leaving?

How Can You Prevent Your Best Talent From Leaving? | Content Curation and Marketing | Scoop.it
Show your high-performing team members that you care about their careers by implementing stay interviews.
Barry Deutsch's insight:

I just had this conversation with a group of Vistage senior executives as a part of our formal speaker program titled "You're the Person I WANT to Keep".


How do you create an early warning system to NOT get caught off guard by your best talent giving notice? I especially liked the lead paragraph in this article:


"As a leader, you know it the minute your most talented employee walks into your office — she is going to resign. You chastise yourself: why didn’t I see it coming? If you are honest with yourself, you know that in some way, you did see it coming. You just didn’t take the time to do something about it."


Change your entire culture - talent management - to conducting stay interviews instead of exit interviews.


Barry Deutsch

Master of Hiring Accuracy

Doctor of Hiring Failure and Pain

Prognosticator of Radical Hiring Improvement

 

Learn more on our popular Hire and Retain Top Talent Blog

 

Do you have a FREE Copy of our best selling e-book on how to hire and retain top talent?

 

Learn how your success depends on the quality of the team you build and keep by joining us in our LinkedIn Discussion Group on hiring and retaining top talent

 

Join the Discussion With Me On Google Plus

 


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Barry Deutsch's curator insight, February 12, 2014 4:41 PM

I just had this conversation with a group of Vistage senior executives as a part of our formal speaker program titled "You're the Person I WANT to Keep".


How do you create an early warning system to NOT get caught off guard by your best talent giving notice? I especially liked the lead paragraph in this article:


"As a leader, you know it the minute your most talented employee walks into your office — she is going to resign. You chastise yourself: why didn’t I see it coming? If you are honest with yourself, you know that in some way, you did see it coming. You just didn’t take the time to do something about it."


Change your entire culture - talent management - to conducting stay interviews instead of exit interviews.


Barry Deutsch

Master of Hiring Accuracy

Doctor of Hiring Failure and Pain

Prognosticator of Radical Hiring Improvement

 

Learn more on our popular Hire and Retain Top Talent Blog

 

Do you have a FREE Copy of our best selling e-book on how to hire and retain top talent?

 

Learn how your success depends on the quality of the team you build and keep by joining us in our LinkedIn Discussion Group on hiring and retaining top talent

 

Join the Discussion With Me On Google Plus

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Capture the Attention of Your Clients by Being Contrarian

Capture the Attention of Your Clients by Being Contrarian | Content Curation and Marketing | Scoop.it
We asked 20 experts for counter-intuitive, contrarian advice on content marketing. Here are 20 tips you don't hear often.
Barry Deutsch's insight:

I love to be the contrarian. When everyone is pitching traditional, tribal, and boring ideas that everyone else keeps rehashing - I like to be the contrarian, devil's advocate, lonely voice.

 

Here's a bunch of great ideas in this article. The one example that really stood out for me (and he's one of my role models in content marketing) was the comment by Marcus Sheridan (remember him from the Vistage Conference):

 

Talk about your competition… a lot.

“When it comes down to it, for those companies that are willing to talk about the competition and other products (in a factual and accurate manner), there is a content goldmine just waiting to be discovered.”

 

What do your competitors do well or poorly. What are the expectations of clients in your market? What are the top 10 frustrations of clients dealing with firms like your firm?

 

Has anyone tried this yet? What results have you got? What content could you use to talk about your competition in your local market?

Barry Deutsch

Master Coach for Leveraging Social Media to Drive Sales

 

Are you a Vistage/TEC Member seeking to leverage Social Selling?

 

As a Speaker/TA You can drive sales through your thought leadership?

 

Sales Executives - What are You Leaving on the Table by NOT using Social Selling?

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Vistage and TEC Chairs Attracting CEOs - The Leverage of Content Marketing

There has been a lot of fuss about content marketing and how to make it work if you're a business. In frank and concise language, Marcus Sheridan explains how content marketing is based on "principles" in this slide show-- and is not a fleeting strategy that will come and go with time. 


Via Stefano Principato
Barry Deutsch's insight:

Marucs Sheridan does a great job in this powerpoint on slideshare talking about some key rules in producing content for lead generation, nurturing, and thought leadership.


I cannot imagine a better tactic for Vistage and TEC chairs to engage with potential CEOs for their groups than content marketing.


Who saw Marcus make his keynote presentation at the last conference?


Do you have a specific written plan of what you're going to do daily, weekly, and longer term to find, nurture, and engage potential CEOs for your groups.


Is it worth spending 15-20 minutes a day to create an abundance of CEOs who want to learn more about what you and your group can offer them?


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus

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gustavo salazar's curator insight, January 22, 2014 2:28 PM

leyes del mercadeo de contenidos

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Vistage and TEC Chairs - Do You Nurture Your Prospects with Content Curation?

Vistage and TEC Chairs - Do You Nurture Your Prospects with Content Curation? | Content Curation and Marketing | Scoop.it
Earlier in the week, we took a look at how content curation can be used to generate leads.
Barry Deutsch's insight:

Here's an excellent description and example of using content curation to nurture your prospects for your Vistage or TEC Group. I really liked the comment:


"Remember, the primary goal of nurturing is to keep in touch with the potential buyer. As long as you are hyper-relevant, you are accomplishing the primary goal of maintaining interest. A nurture interaction doesn’t need to be about a whitepaper. It doesn’t need to be a detailed blog post.  In fact, it doesn’t even to be about something you wrote! Often, the best nurturing is going to be about interesting, relevant content that other people wrote."


I am doing what he talks about in the article with you. This is highly relevant information that some of you might find useful in nurturing your leads that are not ready to sign up immediately.


These prospects/leads may still be early in the buying/decision process and need additional information touching pain points to move forward.


Do you take what you gathered in previous conversations about their pain points and then share relevant information every few weeks on those specific issues they've told you that they care about?


As a Chair, you're sitting on a mountain of rich content from speakers, the Executive Street Blog, and articles in the library - not to mention your own examples of member success within your group. Do you leverage this wealth of information to nurture your prospects on a regular, systematic basis?


Do you automate this process or are you doing it in an excel spreadsheet? It doesn't matter, the key is getting started.


Call or email me if you would like to get a jump start on nurturing your prospects through their decision making to join your group.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus


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Leveraging Social Media Tools for Efficiency

Leveraging Social Media Tools for Efficiency | Content Curation and Marketing | Scoop.it

We’ve experimented with lots of different content marketing methods at Buffer, so I wanted to share with you 9 of the best ways we’ve found to increase engagement and improve your content strategy.

 


Via Kamal Bennani
Barry Deutsch's insight:

Interesting article discussing leveraging one of my favorite social media tools.


I knew about 10% of the capability of some the items discussed in this blog post - blown away by what I didn't know.


This is the value of constant reading and exploration - how tools, tactics, methods are literally changing overnight - hard to keep up with all of it.


What do you use to improve your efficiency - and are you "UP" on the latest leverage/application of the tools?


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?


Join me for the conversation on Google Plus



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Vistage and TEC Chairs: Curate Content to engage potential CEOs for your groups

Vistage and TEC Chairs: Curate Content to engage potential CEOs for your groups | Content Curation and Marketing | Scoop.it
Business 2 Community
Curating Content Or Creating It: Which Drives More B2B Conversions?
Barry Deutsch's insight:

The author of this article talks about the idea of using curated content (stuff others have written vs. your original content). This is a powerful approach to communicating valuable information to your network, and signficantly reduces the time it takes to generate shareable content.


I particularly liked the embedded slideshare deck in this article about  "finding and sharing content without a single original thought".


Just remember the key to sharing valuable content with your network is about putting your unique spin, insight, commentary with the article so that it gives context and meaning to your network for the needs they have.


It also reinforces your thought leadership, expertise, and value you provide.


Sharing great content is NOT about posting links to articles - this is known as link spam - it's easy but worthless.


Are you leveraging tools like scoop.it to find great content and share that with your network. A key element of taking this approach is to pepper the curated content with original content of your own.


I use a 4/5:1 ratio. One original piece of content for every 4 or 5 curated pieces. The time difference is enormous. It takes me about 10 minutes to curate an article by finding, reading, summarizing, and drawing insights, and then publish to the proper social media sites or networks.


To produce original content like a 350-500 word blog article, it might take 45-60 minutes. To produce a slide deck of 20-25 slides, narrate it for about 3 minutes,  create a video from it, write a blog article around it, and then post the slidedeck to slideshare, the audio to iTunes, and the Video to both iTunes and YouTube could be a 4-5 hour project.


It's easy to fall into the habit of only curating content as your content marketing strategy - don't fall victim to this -resist it! Sprinkle in some of your own original content to show deep insights and value.


If you have questions about creating a specific weekly strategy around communicating with CEO prospects in your network, shoot me a note, and I'll show you how easy this strategy is to reinforce your visibility, thought leadership, expertise, and value.


Chairs

 

Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

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Why Do Most Chairs Fail at Content Curation and Marketing?

Why Do Most Chairs Fail at Content Curation and Marketing? | Content Curation and Marketing | Scoop.it
Content curation can help you build social authority, but it's not easy, and it doesn't happen overnight. 5 tips to improve content curation and content sharing
Barry Deutsch's insight:

Jay Baer, one of the true gurus of social media marketing, blogging, and content curation, summed it up best when he said:


"Content Curation is a Long and Winding Road


Other than the time commitment, the task of content curation is relatively simple. Recognize, however, that content curation is a long-term social media strategy. You don’t become a reliable and trusted source for content sharing overnight, or even in a few weeks."


It's not for those looking for a quick fix. I've been at it for at least 2-3 years and have a lot of success around my brand, differentiation, and inspiring potential clients to engage with me in a conversation. However, success really didn't start to appear until the last 6-12 months.


Do you have the patience for a long-term strategy? Do you see yourself running your business and doing the same thing for at least the next 5 years? If your vision is shorter, stop reading right now - it's not worth your time.


If your vision is longer, wouldn't you like to have a marketing strategy that required very little time investment, very little financial investment, and had the potential for a huge payoff? Of course you would - but you're TRAPPED in a tactical paradigm of  focusing on the immediate closure of CEOs for your group. You're having trouble transitioning some of your efforts to a longer-term, abundance of referrals, full top of the funnel approaches.


Until you start this transition and see the value of it, one that might hopefully reduce your stress, anxiety, and overall work effort, doing things like blogging, curating content, publishing on social media, engaging on LinkedIn - these will all be a worthless pursuit.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

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Should You Give Your Content a Full Workout?

Should You Give Your Content a Full Workout? | Content Curation and Marketing | Scoop.it
Content - As summer approaches, some of us will hit the gym in hopes of being swimsuit-ready. The more we exercise, the easier it becomes. That's because we're building up our endurance ...
Barry Deutsch's insight:

I loved the metaphor of conditioning - getting in shape compared to the various levels of content marketing. Pawan uses a pyramid to help visualize the variou levels and related effort required for content marketing.


Do you have content at each of these levels? How well do you leverage that content to drive potential prospects into the top, middle, and bottom of your sales funnel?


Is it time to set up your workout schedule and exercise everything vs. just one small part?


Barry Deutsch

Master Coach for Teaching how to drive Sales Through Social Media

 

Are you reading our Sales Through Social Media Blog?

http://www.barrydeutsch.net/sales-through-social-media

 

Learn how to leverage social media for sales.

 

Don't forget to Join us on our LinkedIn Discussion Group for Building Sales Through Social Media

http://www.linkedin.com/groups/Sales-Through-Social-Media-3854199/about

 

 

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Time for a Humor Break in Content Marketing

Time for a Humor Break in Content Marketing | Content Curation and Marketing | Scoop.it
Barry Deutsch's insight:

I'm always looking for a bit of comic relief - especially in a sea of so many serious articles about content curation, content marketing, social selling, and leveraging LinkedIn.


Here's a few humorous cartoons - you'll probably identify with at least one. Even though the cartoons are funny - some of them strike a painful point. I know I'm personally guilty of a few of these content marketing mistakes.


Barry Deutsch

Master Coach for Teaching Vistage/TEC Companies HOW TO drive Sales Through Social Media

 

Join our private blog for Vistage/TEC Members on HOW TO Leverage Social Media

 

http://www.linkedin.com/groups/Vistage-TEC-Member-Group-Leveraging-1875132/about

 

Not a Vistage or TEC Member, then be sure to visit our public blog on how to drive sales through social media, AND/OR our open discussion group on LinkedIn, Sales Through Social Media

http://www.barrydeutsch.net/sales-through-social-media

 

http://www.linkedin.com/groups/Sales-Through-Social-Media-3854199/about

 

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Why Is Content Marketing Important?"

Why Is Content Marketing Important?" | Content Curation and Marketing | Scoop.it
Lin Wilder is an Internet marketer and writer I was reminded of the long history of content marketing while listening to a Webinar earlier this week. We tend to think that whatever we have discover...
Barry Deutsch's insight:

In Lin's article, she talks about how almost 200 years ago John Deere started marketing plows by using what is called content marketing today. He started publishing a newsletter/magazine, holding closses for farmers, and providing content to reinforce the value of his differentiated product (steel plows).


If John Deere can do this with plows, and Marcus Sheridan can do it with swimming pools, and yours truly can do it with executive search and hiring process improvement - anyone can leverage content marketing to build a loyal group of customers and prospects.


What do you think is the major roadblock you face in starting, leveraging, and implementing an effective content marketing program to drive sales?

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Are You Leveraging LinkedIn for Engagement and Interaction with Your Network?

Are You Leveraging LinkedIn for Engagement and Interaction with Your Network? | Content Curation and Marketing | Scoop.it
If utilized correctly, LinkedIn Groups can be an amazing resource for entrepreneurs and small businesses. Otherwise, they can just be a waste not.
Barry Deutsch's insight:

I've been talking about the power of LinkedIn Groups for recruiting and marketing in my recent talks to Vistage and TEC groups. Have you been joining groups that fit functionally, industry, or by management level?


Good article on some simple rules to follow when participating in groups. I really liked Stephen's comment:


"On LinkedIn, I tried something new. I realized you need to provide people with good content to keep them coming back -- information that will benefit them. You need to really care."



How active are you in LinkedIn Groups? Do you invest 5-10 minutes a day to engage?


Barry Deutsch

Master Coach for Teaching Vistage/TEC Companies HOW TO drive Sales Through Social Media

 

Join our private blog for Vistage/TEC Members on HOW TO Leverage Social Media

http://www.linkedin.com/groups/Vistage-TEC-Member-Group-Leveraging-1875132/about

 

Not a Vistage or TEC Member, then be sure to visit our public blog on how to drive sales through social media, AND/OR our open discussion group on LinkedIn, Sales Through Social Media

http://www.barrydeutsch.net/sales-through-social-media

 

http://www.linkedin.com/groups/Sales-Through-Social-Media-3854199/about

 

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If You Speak to Drive Business - Shame on You if You're NOT Using Content Marketing

If You Speak to Drive Business - Shame on You if You're NOT Using Content Marketing | Content Curation and Marketing | Scoop.it
Content marketing strategies, campaign critiques and best practices are covered here by SEJ's expert guest contributors. Want regular exposure to our audience? Get in touch with us to sponsor SEJ's Content Marketing ...
Barry Deutsch's insight:

Small case study in this article about travel speakers/writers using content marketing to drive their business.


If you speak to drive business (not to earn a living speaking), are you leveraging your goldmine of content to find, engage, and nurture relationships with potential clients?


If you're not active on the primary social media networks for business (facebook, twitter, linkedin, google plus, and youtube, and slideshare), you're leaving money on the table.


My popularity as a speaker has exploded since I started leveraging content marketing, and my business has increased by roughly 30% through social media engagement, interaction, lead generation, and lead nurturing.


If you would like to discover the key steps to dramatically growing your business for a minimal investment of funds and time on a monthly basis, shoot me a note and I'll take you through our "I could have had a V-8 head-slapping survey that takes about 15 minutes on the phone - especially if you're a Vistage/TEC Speaker/TA.


Barry Deutsch

Social Media Coach to Vistage and TEC Speakers and Trusted Advisors

 

Vistage/TEC Speaker or Trusted Advisor - Are you reading our Blog on How to Attract and Engage with Potential Clients Through Social Media Blog?

 

If you're a Vistage/TEC Speaker - Consultant - Coach - Trusted Advisor, join our LInkedIn Discussion Group to learn how to find, attract, and engage more clients

 

NOT a Vistage/TEC Speaker or Trusted Advisor, then be sure to visit our public blog on how to drive sales through social media, AND/OR our open discussion group on LinkedIn, Sales Through Social Media

 

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Are You Boring To Your Network?

Are You Boring To Your Network? | Content Curation and Marketing | Scoop.it
Chronicling the Content Marketing Revolution

Via Thomas Faltin
Barry Deutsch's insight:

Being a news source of repeating the news in sharing articles from business publications like Fortune, Forbes, Inc. is boring - your network gets those articles from 27 different sources.


They are looking for YOU to provide a compelling story so that they can raise their hand and say: I would like to learn more about how you might help me.


Much of what I see from Vistage/TEC chairs, speakers, members, and trusted advisors posted on social networks is boring, mundane, and a complete turn-off - it leads to zero engagement and interaction from their networks. It serves no purpose and is a complete waste of time. Your network skips over your article or blog post or shared item without a second glance.


Take a hint from our popular hiring program when we talk about recruiting top talent by making the advertisement different from allowing a job description to masquerade as an ad. Make a Compelling Statement - why would someone want to leave their current job to come to your organization?


In the case of attracting CEOs, why would they want to engage with you? Share your stories of success! How have you helped others? Why is there such a reluctance to share these rich, wonderful, compelling stories - and keep relying on the boring, mundane, regurgitation of news stories.


Be bold, take a stance, be controversial, be contrary, be compelling! No one on social networks is interested in BORING.


Send me your next article or blog posting and I'll share with you some techniques to make your network jump at the chance to interact with you.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus

 

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Vistage and TEC Chairs: Are You Stuck on a Myth of Content Marketing to CEOs?

Vistage and TEC Chairs: Are You Stuck on a Myth of Content Marketing to CEOs? | Content Curation and Marketing | Scoop.it
Much of what we think we know about social media and content marketing is wrong.
Barry Deutsch's insight:

Jay Baer is one of the icons in marketing using the web - particularly with social media and content marketing. I liked this post he put up shattering many of the myths we have about using content to find, engage, and nurture relationships in our network.


Here's one of the biggest myths I see in working with Chairs:


"2013 data from the Pew Internet project finds 72% of American adults who are online use social networking sites. (note: 85% of American adults are online). Even among Americans 65 years old and better, 43% of them use social. To further put this into context, about 70% of American households had satellite or cable television, circa 2011. So, is it possible that YOUR customers aren’t using social? Conceivably, yes. But even if they aren’t yet using social for business, chances are they are using social in some capacity."


Many Vistage and TEC chairs have told me that they don't think using content marketing (sending articles/blog posts/other useful content to potential CEOs for their group is not an effective strategy since CEOs are NOT active on the web searching for information and on social networks).


Maybe 2-3 years ago you could make this claim, but today it's more of a justification/rationalization NOT to do the work required to establish your credibility, PR, awareness, thought leadership, and expertise.


Leveraging content in my own business with CEOs has resulted in a significant boost in referral marketing, leads, and actual business.


What's holding you back as a Chair from engaging with local CEOs through sharing valuable content? Remember, more than anyone else in B2B services at the CEO level - you're sitting on a goldmine of potential valuable content.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus

 

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Are You Rationalizing Why You Should NOT get started in Content Marketing?

Are You Rationalizing Why You Should NOT get started in Content Marketing? | Content Curation and Marketing | Scoop.it
Content marketing is a proven, effective way to boost a brand, but not everything people say about it is true. Watch out for these apocryphal assertions.
Barry Deutsch's insight:

As Chairs, I find many of these myths (rationalizations and justifications) for not putting your toe in the water to get started with content marketing are just silly excuses.


The process of producing content and sharing it with your target audience of CEOs is simple, easy, requires zero dollar investment, and minimal time investment for a potentially huge payoff.


Among the group I chairs I coach in leveraging social media - through content curation and marketing - this is a powerful tool in the process of finding, nurturing, and engaging with potential members for your groups.


This is a tool in your toolbox you cannot afford to ignore.


If you're desire is to create an abundance of leads, have a waiting list of CEOs who want to be in your group, and continuous full groups, stop making excuses and explanations for not getting started.


You literally can be up and running in 5 minutes. Yes it will require some initial investment of time to turn it into an on-going systematic process - but the benefits are enormous as can proven by the hundreds of articles I've posted regarding this concept for Vistage and TEC Chairs.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus

 

 PS - Email or contact me if you would like to take my 5 minute survey of whether content marketing is a good tool for you.


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Vistage and TEC Chairs - Capture the Attention of CEOs - Be Contrarian

Vistage and TEC Chairs - Capture the Attention of CEOs - Be Contrarian | Content Curation and Marketing | Scoop.it
We asked 20 experts for counter-intuitive, contrarian advice on content marketing. Here are 20 tips you don't hear often.
Barry Deutsch's insight:

I love to be the contrarian. When everyone is pitching traditional, tribal, and boring ideas that everyone else keeps rehashing - I like to be the contrarian, devil's advocate, lonely voice.


Here's a bunch of great ideas in this article. The one example that really stood out for me (and he's one of my role models in content marketing) was the comment by Marcus Sheridan (remember him fro the Vistage Conference):


Talk about your competition… a lot.

“When it comes down to it, for those companies that are willing to talk about the competition and other products (in a factual and accurate manner), there is a content goldmine just waiting to be discovered.”



What a great idea. As a Chair you can talk about all the other alternatives potential Vistage and TEC members have at their disposal to become more effective as CEOs. As a result, you're credibility, thought leadership, and expertise will sky-rocket.


Has anyone tried this yet? What results have you got? What content could you use to talk about your competition in your local market?


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

Join the Discussion With Me On Google Plus

 

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Are You a Trusted Advisor to CEOs or a low level/narrow Subject Matter Expert?

If you want to sell more, earn more, say "no" more - then you need to develop your ability to be a trusted advisor.
Barry Deutsch's insight:

I liked this presentation by Chris Lema on the idea of what a trusted advisor is to their clients and their network.


In stepping through this short slideshare presentation, it reminded me of some things strategically I need to keep doing to grow my business.


Is it time for an introspective look of whether you are a trusted advisor or a subject matter expert?


In research over the last 20 years within the Vistage/TEC community,  my informal analysis indicates that less than 5% of all speakers and "TAs" could be categorized as trusted advisors to their CEO clients. Most are narrowly focused in the category of subject matter experts and relegated to vendor - service providor roles at the department head or below level.


Where would you rather work? Which role might lead to more business?

 

Barry Deutsch

Social Media Coach to Vistage and TEC Speakers and Trusted Advisors

 

Vistage/TEC Speaker or Trusted Advisor - Are you reading our Blog on How to Attract and Engage with Potential Clients Through Social Media Blog?

 

If you're a Vistage/TEC Speaker - Consultant - Coach - Trusted Advisor, join our LInkedIn Discussion Group to learn how to find, attract, and engage more clients

 

NOT a Vistage/TEC Speaker or Trusted Advisor, then be sure to visit our public blog on how to drive sales through social media, AND/OR our open discussion group on LinkedIn, Sales Through Social Media

 

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Defining the role of Content Curation and Marketing

Job description including roles and functions of a digital curator

Barry Deutsch's insight:

Interesting job description - generic skills and responsibilities - not a success-based definition - but still useful for companies seeking either to do these tasks internally or outsource them.


You could use this as a checklist to verify you're doing all the elements of a content curation and marketing function/effort.


Barry Deutsch

Master Coach for Teaching Vistage/TEC Companies HOW TO drive Sales Through Social Media

 

Join our private blog for Vistage/TEC Members on HOW TO Leverage Social Media

 

http://www.linkedin.com/groups/Vistage-TEC-Member-Group-Leveraging-1875132/about

 

Not a Vistage or TEC Member, then be sure to visit our public blog on how to drive sales through social media, AND/OR our open discussion group on LinkedIn, Sales Through Social Media

http://www.barrydeutsch.net/sales-through-social-media

 

http://www.linkedin.com/groups/Sales-Through-Social-Media-3854199/about

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Are You Using Content Marketing Tools To Improve Sharing Information with Your Network?

Are You Using Content Marketing Tools To Improve Sharing Information with Your Network? | Content Curation and Marketing | Scoop.it
The Social Media Strategies Summit team has gathered stand-out examples of five tools across five categories of content marketing including, content curation, content creation, finding writers, content promotion, as well as ...
Barry Deutsch's insight:

Good list of social media tools. I've used a variety of these tools in my content marketing, particularly buffer to schedule social media site postings.


My favorite tool is not listed her - scoop.it (from which I am sharing this post)  which gives you content for sharing your insights and expertise with your network - it also automates the posting of your content across a variety of social media sites.


Check these out - I'm always looking for tools that improve my efficiency, speed, and automation in sharing information with my network.


Chairs

 

Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

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Are You Investing Time to Both Write and Promote Your Content?

Are You Investing Time to Both Write and Promote Your Content? | Content Curation and Marketing | Scoop.it
This post was co-authored with Jordan Boshers.
Barry Deutsch's insight:

Key points by Brent Gleeson on Forbes.com about writing and promoting your content. The social media bandwagon has shifted a little over the last year to content marketing for engaging potential clients and customers, especially for expert knowledge professionals like Chairs, facilitators, consultants, and trusted advisors.


How much time are you investing in both writing, curating, researching, and developing content for your CEOs? Are you investing as Brent suggest, an equal amount of time for both creating and promoting?


I can imagine no greater tactic than using content to engage potential CEOs for membership in a Vistage Group: discussing their issues, presenting case studies, sharing expert information, demonstrating the value of membership through numerous examples.


Are you as a Chair leveraging the goldmine of content you're sitting on to engage and bring forth potential CEOs for your groups?


Have you considered what a few hours a week might do to start filling your pipeline and creating an abundance of referrals? Is it worth investing 2 hours a week to have a piece of mind of ensuring full groups.


Email me for a free 15 minute content marketing review to see if you're currently doing enough to capture and engage potential CEOs. So far, it appears that about 10-15 Chairs are starting to master this strategy of engaging potential CEOs through content marketing. Is it time to join them or keep watching to see what might happen?


Don't forget that using content to market is a long-term strategy - one which potentially takes 18-24 months to build up a "critical mass" and reach a comfort point on the learning curve - especially if only spend 2 hours a week doing it.


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

 

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How Can You Use Content Curation for Lead Nurturing?

How Can You Use Content Curation for Lead Nurturing? | Content Curation and Marketing | Scoop.it
Barry Deutsch's insight:

Good article providing a quick summary of how content curation can be used to move leads down the sales funnel by engaging with deeper and and more valuable content as your prospects raise their hands and tell you they want MORE.


Once you get a lead than's not yet ready to buy - what steps do you take to move them down the sales funnel? How important is giving away outstanding and EPIC content to move them one step forwad in your sales process? OR do you quickly abandon the ones you can't immediately close?


I find in my business - the lead time from an initial conversation around a "REAL" need, can extend anywhere from 3-6 months. In that time period, other providers of similar services to mine enter the picture, my prospect does their own due diligence through their networks and in on-line searches.  Numerous reasons develop as to why they SHOULD NOT do business with me.


Content Curation and Marketing to these prospects is an outstanding tactic to stay top of mind, reinforce your value, establish yourself as a thought-leader in your niche, show/demonstrate the impact you can have, and it negates all the sales efforts of your competitors - all without have to keep asking for the order?


Do you have a plan right now of how to use content curation and marketing to increase your conversion rates at each step in your sales funnel? Have you benchmarked what the best competitors are doing in your niche?


Barry Deutsch

Master Coach for Teaching Vistage/TEC Companies HOW TO drive Sales Through Social Media

 

Join our private blog for Vistage/TEC Members on HOW TO Leverage Social Media

 

http://www.linkedin.com/groups/Vistage-TEC-Member-Group-Leveraging-1875132/about

 

Not a Vistage or TEC Member, then be sure to visit our public blog on how to drive sales through social media, AND/OR our open discussion group on LinkedIn, Sales Through Social Media

http://www.barrydeutsch.net/sales-through-social-media

 

http://www.linkedin.com/groups/Sales-Through-Social-Media-3854199/about

 

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Defining Content Curation - Top Internet Marketing Experts Share

Defining Content Curation - Top Internet Marketing Experts Share | Content Curation and Marketing | Scoop.it
While every marketer must have content marketing, their biggest challenge is producing sufficient content, given their budget and staff resources, that attracts and converts prospects.
Barry Deutsch's insight:

First, I'll assume you are filtering or curating content as some level for your customers, clients, and prospects. You're doing this for a variety of reasons:


You can't produce enough original content due to bandwidth limitations

You're providing a great service to your network by filtering important information with your insights

You're attempting to establish yourself as a trusted advisor, a thought leader, and a go-to resource for credible non-biased information


There is no doubt that curating great and outstanding content for your customers, clients, and prospects is a valuable tactic.


My question is - are you doing content curation on a regular systematic basis or whenever you have a few minutes. Is your content curation reflective of your insights, knowledge, case studies, and years of experience  -- or are you simply spamming links of articles for your network that they get from 27 other sources?


Are you tracking the engagement, comments, and conversion to business that your content curation generates -- or is this simply a casual activity?


As a chair facilitating a CEO group, there is perhaps no better marketing strategy to engage, and develop leads - than the process of content curation - hitting CEOs you want to attract on their pain points.


You've got a mountain of content to put your insight against for your potential CEO prospects for your Vistage or TEC Group - speaker content, the items posted on the Vistage/TEC blogs, the success stories of your members, and the overwhelming information you're sent from corporate.


When was the last time you shared a piece of information with your network and put your own thoughts layered on top - perhaps as a blog post, a status update on LinkedIn, or even an article you published to your website?


Barry Deutsch

Social Media Coach to Vistage and TEC Chairs

 

Are you reading our dedicated Chair blog to learn how to create an abundance of CEO referrals?

 

http://www.impacthiringsolutions.com/vistagechairs

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