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Contents tagged with content marketing

  • The 4 C's of Community and how you can use them to leverage your crowd

    • By jennifer
    • |
    • Friday, November 22, 2013

    We last discussed how three important trends are changing the face of digital marketing: the visual web, socially curated discovery and superfan communities. The great news is that consumers are more willing to share your brand’s story than ever before, but only if its authentic, useful and ideally, allows for open dialogue.

    Communities are the next-generation to Facebook pages and microsites, so building community right can yield you some major loyalty points with your customers, search engines (yeah, SEO boosts, baby), and grow a level of trust and authority that no other marketing strategy can.

    4 cs of communityIn our research, we’ve discovered four elements to community-building and they all happily begin with C:

    • Content
    • Curation
    • Cultivation
    • Collaboration

    So, are these community elements just phonetic fun or very vital to building a loyal tribe? Let's dig deeper.


    You want people to come, right? For communities, content really is king. Meaningful content lays the foundation and will engage your audience, communicate your story, convey your customer's needs and fuel an effective SEO strategy.

    But you don’t have to go it alone. That’s where curation tools and your superfan curators come in…


    Curation is two-fold: curating content and curating the community.

    Content curation: So much of what’s in our news streams isn’t original journalism, but rather curated, shared or distributed to us via aggregator apps or our niche community. To offer up a great experience to your community, you don’t necessarily have to create reams of fresh, original content. In fact, 95% of people are looking for aggregated news that is multi-sourced, fresh and free. Most of us seek trusted curators to filter out the overload of data and categorize it into topics that matter to us.  Plus, we want the option to add our commentary to the mix, while connecting with others of like-mind.

    This isn't a free ticket to forsake unique content. Of course you'll need some original content based on your expertise in order to be authoritative, but many companies can’t dedicate to a full-time editorial team. But content curators are your key to winning the content game and building an army of trusted contributors. Which leads us to the next point in curation.

    Community curation: The right community platform will provide deep analytics into how your audience is interacting with your content, each other and your brand. Once you know who the superfans are, you can tap into their passion and give them some leeway to curate and create content for you. Yep, I do mean that you'll have to give up some control. Understandably, that terrifies the goodwill out of some companies but with the right guidelines and platform in place, you'll still guide what's published on your behalf with little overwight.

    create content that lives onPlus, why not follow the lead of some of the most community-driven brands? Community curation is already being done by companies like Sony, Sephora, LEGO and Harley Davidson.

    Identifying and leveraging your superfans can mean finding your best advocates. And they’ll "work" for you because they’re passionate, not because they’re pulling down a paycheck. Since paying them would turn them into employees, you'll want to reward them in non-monetary ways like community notoriety - which will further fuel the flame of curation prowess.


    Cultivation is the process of refinement. In this stage, you’ll figure out what matters most to your community members, who’s most involved, how to optimize your content, what rewards are working and  how to better leverage your superfan curators - the 1% of your community - for the good of the many.

    This step in the process is remarkably fun because it means that you’ve got an active audience. Your analytics will reveal the opoprtuntiies and wins, but what the stats can’t tell you is whether you really “get” your community and whether they sincerely <3 you. Sure, social shares, likes, vote ups, interactions and inbound numbesr will give you an idea, but you’ll need to dig a little deeper. You’ll need to ask for input (polls can help), conduct A/B tests, develop one-to-one relationships with active voices and open the door to actually working with vetted customers.


    This is where you ask. You listen. You implement and evolve based on your community’s feedback.

    Consumers are more educated and discerning than ever. To win their attention, offering free shipping isn’t going to be enough, nor writing a few informative blog posts, nor making your product new-and-improved.

    In the near future, the brands-winning-hearts-and-wallets will be going to companies who will literally give up a little control to their crowd, engage their customers and respond with authentic, positive good-for-all evolutions. Companies that do will be rewarded because a lot of times, people just want to share positive feedback (Global Trust in Advertising Survey, Nielsen).  LEGO uses their online communities to produce new ideas for LEGO sets. Now, not only developing loyal customers – a notion that is increasingly hard to come by - but it will make more money (crowd-sourced improved product = more sales).

    Its not an easy migration from push marketing to collaborative customer conversations, but it will not only make your brand stronger, more authentic and help you remain competitive for the long-term.

    its your community

    Have questions about community building? Contact us to start a dialogue about how we might be able to assist with your community strategy. 

  • Recap: How to produce and share your blog's content more efficiently

    • By jennifer
    • |
    • Friday, February 22, 2013

    When you're in the trenches and heads down working all the time, it can be tough to disrupt your scrappy-but-still-running workflow to migrate to something more effective. But if you blog regularly or if you're a professional writer, you know that you can easily waste time by letting inefficient processes stick around.

    Liz StraussThat's why the subject of creating and sharing content is a great topic for prolific blogger Liz Strauss' "Successful Blog" and something that we are passionate about as well.  A big THANKS to Liz for inviting Sarah Evans to guest post about the process of writing content. In this post, Sarah divulges her best tips for replacing older, less effective blogging habits with new ones. And don't worry: it's really not painful. It just requires a little bit of process change, but the results will more than speak for themselves. Plus, you'll gain some free time to do other things. Who couldn't use a little more of that?

    Speaking of process change, people like Liz don't get to where they are without some serious workflow hacks that keep them at the top. Liz Strauss is one of the most influential business strategists and keynote speakers and is the founder of SOBCon, the high-touch business summit. Liz understands how people perceive a blog, product or experience and how brands can help create loyal customers. Her advice is heeded around the world. She's one of the best strategists and is an #unstoppabledoer for sure!

    Here are a few quick tip excerpts from the post for your tweeting pleasure:

    • #Blogging tip: create and group edit content real-time via Google Docs via @lizstrauss @prsarahevans (click to tweet)
    • #Blogging tip: create a shared editorial calendar in a shared platform - via @lizstrauss @prsarahevans (click to tweet)
    • #Blogging tip: be collaborative - research, ideas, writing & social sharing: via @lizstrauss @prsarahevans (click to tweet)

    Cheers to more productive and effective blogging!

    If you'd like to see how Tracky can help you collaboratively produce content, just let us know! We're happy to help.

  • HOW TO create and manage your social editorial calendar - Google+ PR Expert Hangout Recap

    • By sarah
    • |
    • Monday, February 11, 2013

    If you’re a communicator or marketer responsible for your brand’s editorial calendar, then you’re probably always looking for ways to plan better. What does “better” mean? The ability to produce more high quality work in a shorter time frame. What are some of the reasons you can’t produce as much content as you’d like? We’d venture to guess a few of these are culprits:

    • Email overload;
    • Too many files being shared back and forth; and/or
    • Various levels of content approval.

    We’ve been there. When you work with multiple people to produce, share or curate content it can get cumbersome or even, dare we say it, annoying.

    In 2013, our Chief Evangelist, Sarah Evans ,announced the launch of Google+ PR Expert Hangouts as part of the Google+ PR Community. As part of these efforts, she shares how we plan and execute on social editorial calendars for Tracky.

    PR - editorial calendar Hangout

    Watch the Editorial Plannning Hangout here

    Want to use Tracky to manage your editorial process (and more)? Email sarah<at >

    editorial calendar

    Calendar view example of an editorial planning group in Tracky

  • 9 tips to market your content marketing from @NeilPatel (using open social collaboration)

    • By sarah
    • |
    • Friday, December 14, 2012

    Ready for some tips and a workflow that will blow your mind? As we gear up for 2013, the Tracky team is full on evangelizing a better way for social marketers to work.

    Inspired by Neil Patel’s (@NeilPatel) recent "Don't Forget The 'Marketing' in Content Marketing" post, we took the best of his content and created an actionable (and reproducible) list. Neil outlines how to execute each of the following:

    1. Create a list of bloggers to pitch
    2. Reach out to be a guest author or contributor
    3. Link to other blogs and bloggers
    4. Request social shares
    5. Email website owners
    6. Write a top 100 industry list
    7. Create a blogroll
    8. Leave comments
    9. If all else fails, buy readers

    Click here to view all 9 tips from Neil in a Tracky Premium Module. Plus, we threw in an additional 19 blog marketing tips that I've identified.

    You’re about to kick your content marketing up a notch.

    We guarantee it!


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