Three metaphors in B2B content marketing and how they can lead you astray. Content Marketing is guided by the language we use to describe our activities. So metaphors can really shape our thinking. Three in particular are widely used and can be misleading.
48. WHETHER IT’S ON TWITTER OR
FACEBOOK OR LINKEDIN OR GOOGLE +,
YOUR ‘FOLLOWERS’ AREN’T REALLY
FOLLOWING YOU AND THEY’RE NOT
YOUR ‘FRIENDS’ AND YOU’RE NOT
REALLY IN THEIR ‘CIRCLES’.
50. IN SOCIAL MEDIA, THERE’S
ONLY ONE WAY TO GET
PEOPLE TO REALLY FOLLOW
YOU AND REALLY BE YOUR
FRIEND AND REALLY INVITE
YOU INTO THEIR CIRCLES.
51. YOU HAVE TO EARN IT.
WHICH IS A LOT
HARDER THAN
GETTING THEM
TO CLICK ‘FOLLOW’.
52. YOUR ‘FOLLOWERS’ ARE
STRANGERS WHO HAVE
GIVEN YOU – AT BEST –
A MICROSECOND EVERY
MONTH OR SO TO GET ON
THEIR RADAR. THAT’S ALL
THEY ARE.
53. IF YOU’RE BUSY COUNTING
YOUR FOLLOWERS AND
COLLECTING ‘LIKES’, YOU’RE
IGNORING THE THING THAT
REALLY MATTERS.
54. THE THING THAT REALLY
MATTERS IN SOCIAL MEDIA IS
EARNING A REPUTATION
AS AN INTELLIGENT,
CONSISTENT, ENTERTAINING
SOURCE OF INSIGHT.
55. IF YOU CAN DO THAT, TEN OF YOUR
FOLLOWERS WILL BE WORTH THE
MILLION PHANTOM FANS OF THAT
‘PERSONAL BRAND GURU’ WHO
PUMPS HIS BANAL EFFLUENT INTO
THE TWEETOSPHERE EVERY HOUR,
ON THE HOUR. YOU KNOW THE GUY.
73. COME AND GET SOME.
B2B Content Marketing The B2B Marketing The B2B Content The Holy Trinity of
Strategy Checklist Manifesto Marketing Workbook Technology Marketing
Great content marketing A tirade against the A short primer on the single The three questions you have
starts with a sharp content reactionary forces of most important weapon in the to be able to answer (quickly)
marketing strategy. This traditional marketing. A wake B2B marketing arsenal: if you’re a B2B marketer. It’s
Checklist will help you up call. Okay, a bit of a temper content marketing. It’s hot! pretty simple, really.
sharpen yours. tantrum.