Male Enhancement and Content Marketing

I originally published this article on LinkedIn Pulse, but felt it was good enough to reprint here as well.  Let me know what you think!


There are dozens of different metrics you can track to put some science behind the art of modern marketing, and there are hundreds of different apps and web tools designed to provide the what, the who, the where and when for every type of digital marketing there is, and for every industry.

There are also millions of professionals (like me) who are willing and able to tell youhow to use all that information and all those tools to accomplish your marketing goals as efficiently and effectively as possible.

But there’s a part of the equation that’s all too often lacking in modern marketing, and that’s the why.

You see, sometimes we all get so caught up in doing what has to get done, we forget why we’re doing it. And that can lead to a lot of wasted effort, failed projects, and squandered resources.

The Why of Content

As a perfect case in point, take the creation of brand content.

Everyone’s doing it now, and for good reason. It works. It’s important for branding, for visibility, for educating the buyer and helping guide their decision making process.

So, over the last few years pretty much every company, large and small, has started investing time and money into creating content.

But why?

Sure, all those reasons I just listed are valid. But are those really the reasons behind this huge surge in content creation?

Unfortunately, no. At least not all the time.

In many cases, companies are jumping head first into content creation just to keep up with the competition. They look at their rival’s website, then they look at their own, and they realize, “his is bigger than mine.” And any male reading this knowsthat doesn’t feel good.

So they start sinking money into creating content in order to fill that apparent void. To feel better about themselves, and to ease this vaguely-defined ache inside that’s confirming a closely held opinion about themselves that they’ve never been able to shake:

The fear that they’re inadequate.

The Limp Truth About Male Enhancement

If you dare, take a break from reading and open up your email’s spam folder. I can almost guarantee you’ll find at least one if not dozens of emails advertising penis enlargement.

What an incredibly odd and relatively disturbing thing to be bombarded with on a daily basis. And yet, my marketing mind is telling me – accurately, I’m sure – that they wouldn’t keep sending those emails out if they weren’t making money doing it.

Do the pills or machines or exercises or whatever they’re selling actually work?

Who knows. I’ve never tried. But I have to imagine any positive effect is minimal and temporary or it would be a much more mainstream product.

You see, these sleazy little ads are successful because they appeal to the vain and insecure part of every man. The part that worries that we’re not good enough, not big enough, not strong enough to satisfy.

And it’s that same vain and insecure feeling that is driving so much ill-conceived content creation these days. Just like those pills advertised in those spam emails, though, the actual results of this content are often minimal and temporary.

But just putting it out there can give a business owner – male or female – a false sense of security and pride because they feel like they’re doing the right thing to carve out their place in the industry. They feel like they’re getting bigger so next time they compare themselves to “the other guy”, they don’t have to be embarrassed.

There’s a better way.

Finding Your Why of Content Marketing

There are very clear and valuable reasons why your company should be producing content. There are logical and supportable reasons why a given type of content, tone of delivery, distribution method, and any other component of your content strategy is the right choice for your company at this time.

But you’re not going to figure that out by coming at content marketing as a “me too” necessity.

To understand the “why” of content marketing for your unique brand, you need to start with the most important person in your entire organization: your customer.

You need to learn what she wants and needs to know before she can make a comfortable buying decision. You need to discover where she’s most likely to go for that information, and how she prefers to take it in.

Put simply, you need to understand your customer inside and out, and then you need to develop your entire content strategy around providing that individual with the most valuable, helpful, and interesting content you can come up with to satisfy her wants and needs.

That’s your why.

With that as the basis of your strategy, you’ll have the length of vision, the girth of reputation, and the longevity of experience to satisfy the most demanding of customers.

And you’ll find other, less secure, members of the competition doing their best to catch up with you.

WTBWY Bites – The Hidden Key to Powerful Buyer Personas is Why?

WTBWY Bites are short and sweet shout-outs inspired by stellar content from around the web.  My take on their take on something related to what I do.  Enjoy:

The Hidden Key to Powerful Buyer Personas is Why?

I’ll be the first to admit that I’m terrible at practicing what I preach when it comes to buyer personas.

They’re vitally important to an effective content marketing strategy, and I include them as a requirement in every strategy concept I work on for my clients. But for my own business, my personas are murky and out of date.

I’m flying by the seat of my pants.  Stupid, I know.

An article I recently ran into on the excellent Top Rank Blog brought this failure home to me (again), but it included a powerful element to the persona creation process that I don’t think I’ve ever fully explored before: the big “why”?

Customer Insights Are Key for More Persuasive Marketing Content

This is powerful support for deep and detailed customer personas.  But an important part of these personas that some may fail to think about is the question of  why is this person going to Facebook (or G+, or Twitter, etc.) Why are they visiting my blog?  Why are they searching on Google?

The keywords they use or the fact that they create a given profile doesn’t necessarily align perfectly with their actual reasons for being there.  And if your messaging also doesn’t align with their actual reason for being there, it’s not going to resonate – even if you find the right person at the right time.

WTBWY Bites – Don’t Go For the Lowest Common Denominator When Outsourcing Your Content Marketing

WTBWY Bites are short and sweet shout-outs inspired by stellar content from around the web.  My take on their take on something related to what I do.  Enjoy:

Don’t Go For the Lowest Common Denominator When Outsourcing Your Content Marketing

I’ve been fighting this battle for a long time now, and as an industry I think we’re starting to come around… sort of.

But there are still way too many writers out there willing to give away their talent for ridiculously low prices, so there are still plenty of customers willing to hire them.  I’m not saying that every writer who writes a 500-word article for $5.00 is a bad writer (although many of them are,) but I am saying that anyone who’s NOT a bad writer should surely be valuing their expertise at a higher level than that.

Not only does it cheapen the entire content creation industry by making a powerfully profitable skill set into a commodity, but it also makes it more difficult than it should be for legitimate content professionals (like me) to make a fair living because our prices seem incredibly high in comparison, leaving us at an unfair disadvantage.

I came across this great article on the Writer’s Beware blog, and it provides some interesting food for thought for all those paying customers who are lurking on eLance and oDesk hoping to snag a great writer on the cheap.  You may not even be communicating with the person whose profile picture and resume you’re looking at:

Scam Warning for Freelancers

Basically, scammers are out there posing as legitimate writers in order to snag your initial deposit, then disappearing with your money and moving on to the next victim.  And they’re able to create profiles on these sites using pictures and information cut and pasted from the writer’s own website and apparently eLance and oDesk can’t do anything to stop them.

My recommendation: back away from the lowest common denominator (oDesk and eLance) and instead entrust your content marketing work to established professionals who you reach directly. After all, if you’re looking for someone who knows how to create compelling marketing content, why are you going to trust someone who has to rely on oDesk or eLance to make them visible?

The State of Inbound Marketing 2014 – Takeaway #3 – Data Facilitates Alignment

This is the third in a series of blog posts covering the key takeaways from HubSpot’s recently released “State of Inbound 2014” report.  For the full report, please visit HubSpot.  The rest of this series will be presented on the SPROUT Content blog.

Inbound Marketing Data Facilitates Alignment

The days of the Mad Men are officially over.

Marketers are no longer simply clever creatives with laissez-faire to do whatever they please.  Instead, they’re being held accountable for generating real results and being able to prove ROI.In this respect, they’re very much onboard with executive leadership, as proven by this chart:

Inbound Marketing Requires Data

As you can see, practitioners and leaders are thinking the same way almost across the board when it comes to where their priorities lie.  And, a closer look reveals that those priorities are heavily data-dependent.

Gaining leads, converting leads to customers, increasing revenue, reducing cost… all of these can be easily tracked, analyzed, and optimized by the use of data.  Hence, the use of available data helps to facilitate alignment between two departments that have historically fought to see eye-to-eye: marketing and leadership.

How well is your team aligned?

Creating this level of alignment can have a huge impact on how smoothly your operation runs, how effectively your inbound marketing strategy connects with and benefits from your other ongoing marketing efforts, and, to a large extent, your satisfaction on the job.

So, how well aligned are you?

A simple test to consider is this:

If the boss calls me into his office to discuss X campaign, do I already know what to bring with me, or am I flying blind?

You see, if your marketing department is properly aligned with leadership, you should already know what sort of data your boss is liable to be looking for.  You’ll know what types of tangible results he’s expecting and how to go about explaining any variations from that expectation.

Being aligned in this way, not only will you be in a better position to impress your boss, but your boss will be in a better position to trust and back up your decisions to his own boss or the board of directors, as needed.

State of Inbound Marketing 2014 – Key Takeaway #2 – Getting Found is a Top Priority

This is the second in a series of blog posts covering the key takeaways from HubSpot’s recently released “State of Inbound 2014” report.  For the full report, please visit HubSpot.  The rest of this series will be presented on the SPROUT Content blog.

Getting Found is a Top Inbound Marketing Priority

Blogging is Key to Inbound Marketing

According to HubSpot’s report, marketers who put emphasis on their blogging strategy were a whopping 13 times more likely to see positive ROI, which is the number one reason they see bigger budgets the following year.

So blogging is understandably high on the priority list of top inbound marketing performers.

What about you?

Is blogging an important part of your overall inbound marketing strategy?

How to Prioritize Blogging

Putting the proper priority on blogging is as simple as consistency. (He says with a completely hypocritical grin.)

It’s simple. Not easy.

We’ve all heard the guidelines:

  1. Create an editorial calendar
  2. Set aside research and writing time each day
  3. Plan ahead to coordinate your editorial calendar with  real world events
  4. Promote your content consistently after each post
And the list goes on.
It’s all great advice, and it works, believe me!  Did you know that Words That Begin With You used to be a daily blog?  Absolutely! Seven days a week for almost seven months.
It was awesome!
And horrifyingly difficult.
But I’m glad I did it.  It gave me a deep reservoir of solid content to refer to as I adjusted my strategy over the years.  It also implanted a healthy writing habit that I can still rely on to this day.
I really wish I still posted with that same level of consistency, but alas, along with increasing client demands came slacking personal marketing.  It’s an age-old dilemma and one I’m not qualified to advise on.
But the fact remains that it’s possible to give blogging the attention it deserves in your inbound marketing strategy.  And the best way to do that is to be consistent.

The State of Inbound Marketing 2014 – Key Takeaway #1 – Inbound ROI Unlocks Budget

This is the first in a series of blog posts covering the key takeaways from HubSpot’s recently released “State of Inbound 2014” report.  For the full report, please visit HubSpot.  The rest of this series will be presented on the SPROUT Content blog.

Inbound Marketing ROI Unlocks Budget

This is huge.

So huge, in fact, it leads off the key takeaways from a report chock full of huge items.

Why is this such a big deal?  Because content marketing has historically had an issue being taken seriously by old-school executives and those who hold the purse strings.  It’s understandable, but it’s not fun – especially for those of us sitting on the inbound side trying to justify our existence.

The report makes a clear correlation between those inbound marketing professionals who are putting a priority on tracking ROI and their level of success as revealed by the continuation of – and even expansion of – their programs. Which, understandably, leads to increasing ROI as time goes on.

Inbound Marketers Should Track ROI

For obvious reasons, those marketers who are able to display a positive ROI are much more likely to see their budget renewed in the following year, or even increased to allow them to expand, experiment, and create even more return.

Inbound Marketing That Shows ROI Get More Money

So, are YOU tracking inbound ROI?

ROI is going to be tracked differently for each organization, so hard and fast rules don’t apply.

However, most of the basics are universal.  They’re covered nicely in this EventBrite post that applies the question specifically to online events (of course.)

The basic areas that make up legitimate inbound marketing ROI are:

  • Awareness
  • Engagement
  • Demand Generation
  • Lead Generation
  • Sales
In the case of the first four areas, actual dollar amounts will be difficult if not impossible to pin down.  Don’t let that dissuade you, however.  Marketing and sales departments have always had to place a monetary figure on people in order to justify expenditures to locate and convert those people.
Call it lead scoring, brand value… call it whatever you want, but use your analytics data to determine what your average conversion rate is throughout each of the first four categories, then compare it to the tangible fifth category: sales.
As you go through this process, working backward in some cases, you’ll eventually come down to a dollar expenditure that applies to each bucket into which you can split up your inbound marketing efforts.
From that point forward demonstrating ROI is as simple as comparing those numbers to the amount of sales those efforts eventually generated.  If the number is positive, you win!

As a Content Marketer, are You Mulder or Scully?

OK, I’m about to reveal the true level of my geekdom.  And, if you’re interested in improving your content marketing chops, you’re coming with me.

I’m a huge fan of The X-Files.  It’s one of the few TV shows I fell in love with from the pilot episode and the rest of the world actually did too.  Thanks to the magic of Netflix Instant Watch, I’ve been binging on re-watching the series for the last several months, and it’s still great.

The show evolved over the years it was on the air, but for the seven years when it was most popular, there was one truly unbeatable aspect of it that kept viewers coming back.

It wasn’t the scary, disturbing plots, (although they were really cool); it wasn’t the slam-bang special effects, (although they were pretty impressive); and it wasn’t the occasional goofy humor intermixed with the spine-tingling horror, (although that’s always a match made in heaven.)

No, in my opinion, the most impressive aspect of The X-Files (and the aspect that directly relates to improving your content marketing skills,) is the complex, yet deeply satisfying, relationship between Special Agents Fox Mulder and Dana Scully.

Before we continue, take the quiz…

So, which kind of content marketer are you?  Mulder or Scully?

Based on your answers to the above quiz questions, you’re either a Mulder or a Scully content marketer.  Read on to see what that means and how to maximize the impact of both!

Who is Fox Mulder?

Fox Mulder is the believer.  A man fully convinced in his beliefs (of alien life and the existence of a world outside of what science can explain) to the extent that he has dedicated his life to finding the truth about these things.

He is a man of action.  Quick to pull his gun and start running after anyone – man or monster – who may hold the key to uncovering the truth he seeks.

He’s rash, impetuous, willing to try anything.  And these qualities gain him some incredible success: he’s always the one who sees the monster, watches the UFO speed away, or in some other way catches a glimpse of “the little man behind the curtain.”

But, he gets himself in a lot of trouble along the way, too.  He gets beat up, shot at, abducted, not to mention constantly being on the verge of losing his job.

If you’re a content marketing Fox Mulder, you’re a fast-acting tour-de-force who’s willing to try anything because of your fervent desire to see the results that you know content marketing can bring you.  You’re focused and determined, ready, willing and able to give your content the time and energy it needs and deserves because you know it’s going to bring your business to the next level and beyond.

And you’re right.  But there’s a problem.

You can’t do it alone.

Who is Dana Scully?

Dana Scully is a medical doctor who joined the FBI after med school.  A scientist who therefore views the world through that lens.

She is analytical, critical, a skeptic who needs to look at the evidence and has difficulty looking beyond it in search of the truth.

She is strong, independent, determined to do what is right.  But, in her own way, she’s also constantly seeking answers, even if she needs to bend a few rules to get at them.

She’s the yin to Mulder’s yang.  A skeptic to his believer.  A voice of calm reason to his energetic paranoia.  And – this is important – she knows her way around the FBI rulebook and politics, and knows how to work the system.

So, while Mulder heads off alone to chase a lead, Scully stays at the morgue and examines the body.  While Mulder runs after the monster or chases the UFO, Scully pulls out her cellphone and calls for backup.  While Mulder gets punched in the face, Scully draws from a safe distance and yells “FREEZE!  FBI!”

And she’s gotten Mulder out of trouble more times than we can count because when Assistant Director Skinner (their boss) needs answers for the men upstairs, Scully always has the folder with the little bit of evidence they managed to scrape together so the case can be filed and the X-Files can live to search another day.

If you’re a content marketing Dana Scully, you’re all about strategy and analytics.  You’ve got a solid plan from the start and you’re working that plan slowly and methodically.  You’re aware of the studies that tell us the best time to tweet, the most effective headline formulas, the best post frequency.  You’ve identified your audience and you’re keeping a finger on that audience’s pulse through a hundred visits to Google Analytics every day.

The only trouble is, you’re not really getting anywhere.

Because you can’t do it alone.

Mulder and Scully Together

You see, the reason Mulder and Scully were able to accomplish so much is that their dichotomous personalities completed each other so well.  Mulder couldn’t have succeeded without Scully, and Scully couldn’t have without Mulder.

Without Scully, Mulder’s just a crackpot who believes in aliens and (unfortunately for all of us) has a badge and a gun.

Without Mulder, Scully is a potentially boring desk jockey who examines dead bodies for evidence and writes a neat report.

Together, they can save the world.

So what does this teach us about content marketing?

Simply this:

To succeed at content marketing, you need to embrace both sides of the Mulder/Scully equation:

  • You have to have a strategy in place.  A framework of content that works together and builds on itself.
  • But you also have to be impetuous sometimes.  Try something crazy.  Just throw it out there and see what happens!
  • Know your audience like the back of your hand, and spend some time on analytics or you’re flying blind.
  • But don’t get so caught up in analyzing everything that you forget to act!  The more the DO, the more there is to ANALYZE!
  • You’ve got to use your head.  Great content elicits thoughts and conversation, and it’s based on a solid understanding of how people think, learn and make decisions.
  • But you have to use your heart too!  Passion for your topic and your audience is key.  If you don’t appeal to your audience’s emotions, you’re dead in the water.

When the impetuous believer in you starts to lose heart, your analytical skeptic can pull together the necessary evidence to keep you going.  And when your analytical skeptic gets too bored, your impetuous believer can light the fire again!

Content marketing is a long-term commitment.  A difficult road, sometimes.  And it’s not for the feint of heart.

But the truth is out there.

WTBWY Bites: LinkedIn Rocks for Content Marketers, and Here’s Why

You’ve probably heard already about the “leaked” internal memo from LinkedIn discussing their acquisition of Bizo and their subsequent plans to take over the world.

About the Bizo Acquisition, the Leaked Document, Corporate Espionage, the Monopolization of Social Media, and Where LinkedIn Will Be in Five Years…

I don’t care.  It’s not important.

Why LinkedIn Rocks for Content Marketers

Now this, on the other hand, is important.

You see, LinkedIn occupies a very special and unique position in the world of social media and content marketing.  It has always been the place for leaders and decision makers.  Even before it was the powerhouse it is today, it was the first, the biggest, and the best social network for business.

As such, it’s a natural for professionals like me – B2B-focused marketers, consultants, trainers, coaches, etc. – to focus our often meager time and financial resources on.  Unlike Facebook, Twitter, Google+, Instagram, Pinterest, or any number of other big and small options out there who try in their own way to appeal to everybody, LinkedIn does – and always has – appeal to business people.

In my own circumstance, I can tell you definitively:

I have never once been able to trace back a single dollar earned in my freelance career as a writer and content marketer to Twitter, Facebook, Google+, Instagram, or Pinterest.  LinkedIn, on the other hand, has directly or indirectly been responsible for around 90% of my income over the last three years (since I went full-time.)

LinkedIn for content marketers

Photo courtesy of ideagirlmedia(CC No Derivatives)

In this helpful article by Lizetta Staplefoote on the blog, the matter of the leaked document and whatnot are actually analyzed from the perspective of content marketers.

It does a great job of highlighting how shifting audiences, the rise of mobile, and the rise of social selling have all played a role in LinkedIn’s strategy, including their acquisition of Bizo and their plans for 2015 and beyond.  And it ends with three key take-aways for content marketers:

Key Take-aways:

  1. Less Guessing – The more powerful targeting capabilities LinkedIn will provide will make B2B content marketing far more effective than it even is right now.
  2. More Pressure to Produce – The enhancements will also open up many more opportunities for targeted, even personalized, engagement, which means more content is needed.
  3. Re-think Your Strategy – There are ways every content marketer can mirror the best parts of LinkedIn’s strategy to up their game on all fronts.