محتوا و قالب

کتاب: از گریوی بپرس / فصل 9

محتوا و قالب

توضیح مختصر

  • زمان مطالعه 0 دقیقه
  • سطح سخت

دانلود اپلیکیشن «زیبوک»

این فصل را می‌توانید به بهترین شکل و با امکانات عالی در اپلیکیشن «زیبوک» بخوانید

دانلود اپلیکیشن «زیبوک»

فایل صوتی

برای دسترسی به این محتوا بایستی اپلیکیشن زبانشناس را نصب کنید.

متن انگلیسی فصل

CHAPTER 7

CONTENT AND CONTEXT

IN THIS CHAPTER I TALK ABOUT THINKING LIKE A SUPERMARKET, THE TRUTH ABOUT AUTOMATING, BUILDING TRUST ON TWITTER, AND BARTERING YOUR WAY TO THE NEXT BIG LEVEL.

People buy with their hearts, not their heads, and the way to every consumer’s heart is through a good story.

The Greeks recited their stories, the medieval bards sang theirs, and then the printing press dominated for more than five hundred years. Less than a century ago we started putting a lot of stories on radio and television. Today we tweet and blog and Vine. But even as the platforms and distribution channels change, the rules of good storytelling have remained the same for businesses since the beginning of commerce: The quality of a brand’s storytelling is directly proportional to the quality of its content. If it’s not good, no one will pay attention.

What defines quality content nowadays?

It appeals to the heart.

It’s shareable.

It’s native to the platform on which it appears.

It breaks through the noise.

I find that last one ironic. Not very long ago it was only big brands that had the muscle to blast their story all over the radio, newspapers, magazines, and TV. Today’s marketer, however, doesn’t have to invest in a printing press, or a satellite, or buy expensive advertising. You don’t even necessarily need a sales team in order to distribute your story anymore. You’re so lucky to have access to the Internet and be able to use its tools to put out your content. Unfortunately, everyone else has them, too. That low bar to entry means that the field is ridiculously crowded, and it’s getting harder and harder to get noticed.

Which is why it’s so vitally important that everyone from big organizations to solopreneurs to small companies start thinking and acting like media companies. Sure, you’re selling liquor, or tech, or original art, but the very survival of your company will depend on distributing your story through your content as often as possible to as many people as possible. And not just any content, but content that brings value to your current customers while attracting new customers as well. Netflix gets it. That’s why they started making their own TV series. So does Starbucks, which is developing original documentaries that tie into themes relevant to the socially conscious brand. Red Bull, too, is producing original videos, articles, and news covering sports, lifestyle, and culture. If you’re not putting out good content on a regular basis, you will be drowned out by all the companies who are. You will be Blockbuster video. You will be Borders. You will be the carriage driver who bought a lot of horses just as the first Model T drove off the lot.

This advice goes for individuals, too. Like it or not, unless you’re living completely off the grid you’ve got an online identity, and everyone, from dates to schools to employers, will rely on the Internet to see what they can learn about you before ever meeting you. It’s in your best interest to shape what they see. If you’re not producing content, you don’t exist.

It takes far more time than money, so for a while you may have to allocate your time differently than you might have been taught back in b-school. Staffing, strategizing, and selling are all important, but if you must, take a few hours away from those operations every day and put that time toward creating content. That’s how you scale the unscalable.

You don’t have to have a billion dollars like Starbucks or Red Bull to become your own media company. All you have to do is put the time in and be aware of emerging social networks. That’s how I got my start. I didn’t have millions of dollars to get Wine Library’s story out there. I distributed my content on these weird new platforms called Twitter and Facebook and YouTube. They were free and easy to use, and no one else there was doing what I was doing, which meant my content got noticed. Now you’ve got Instagram and Snapchat, Medium and Meerkat, and many, many more. Mold your content so it feels native to these platforms and creates context, scratching the emotional itch that drew your consumer to the platform in the first place. Meanwhile, keep your eyes open to the new up-and-comers. Take advantage of the platforms no one is using yet. Make them work for you. People and brands are using content and context to become stars on them every day.

Can anyone create good micro-content? How can you make sure your team consistently creates good content?

If you owned a hockey team, what would you do with Snapchat?

What are your thoughts about the new TLD extensions market? We’ve seen some new extensions sold for good money, like dui.attorney. Is this going to take off as people expect? Is this something that VaynerMedia would bet on?

Everyone visiting my site will be there for custom music. Should I delay them with content?

What’s the best way to grow a following or community from nothing?

The company I’m working for has a great story but we’re not getting the engagement we hoped we would. Is it worthwhile to promote our Facebook posts, tweets, and LinkedIn posts in order to gain more engagement from our social posts?

What’s better for content, blogging or vlogging?

I have 39K Instagram followers and I average about 250 likes per photo. I also run the Instagram account for the company I work for, and we have 6K followers and also get 250 likes per photo. What am I doing wrong on my personal account?

Should I post articles on my blog and just mention them on social, or post natively on sites like LinkedIn, Facebook, and Medium? Or both?

What do you think of the recent Omnicom advice to move 25 percent of ad budgets to online video and the space in general?

Short or long videos? What’s the value?

How do new and small channels gain a following when people don’t engage?

Gary, what would you say to the current pro athlete, retired athlete, or even an up-and-coming athlete who is getting scholarship offers, who wants to brand themselves? Should an athlete have an official website? If businesses are now considered media companies, should athletes be thinking along these same lines?

You say to put quality content out daily. Can I add curated content, and if so, what’s the mix?

I work in two different spaces. How do I use social media platforms so that I’m not confusing my audience?

Is there a way to drive traffic to a website when posting content directly to Facebook?

Should I wait until my website is 100 percent built before putting out content or put out content while I’m still building it?

Should I avoid doing podcasts or videos if I have a foreign accent?

If you’re not from an English-speaking country, should you produce content in English to reach a higher number of people, or should you produce content in the native language of your country?

I am growing my business and looking to include partners for content. What’s the best way to recruit them? Money? The promise of exposure?

How much time do you spend creating a single piece of content? Do you focus on video because it’s more natural for you?

You’ve talked before about “recycling” a tweet, but what about other content such as a blog post? How often do you pull a piece from the archives to dust it off and republish?

I spend ten to fifteen hours on image posts I make for my company on social media. They are hand-drawn lettering posts as well as computer drawn. I get way more likes on my hand-drawn posts than the computer-drawn ones. But lettering takes a long time to do, and I don’t think I can keep up a daily social media content output. What should I do?

Is it wrong to have my Pinterest account tied to my Twitter account so when I post to Pinterest it autoposts to Twitter?

How can I take my website to the next level by making it go viral and increasing sales and visibility?

I posted a video on Facebook that got 2,700 views and 35 shares in one day. It took one year for me to get the same number of views on YouTube. Should I focus on creating videos for Facebook exclusively?

Since you’re such a fan of Facebook videos, do you plan on embedding them on your website instead of your YouTube videos, and is it more beneficial to do so if you are not monetizing?

You say you don’t consume much media, but isn’t it kind of necessary in order to put out relevant, current content?

Is Pinterest really such a good marketing tool, and how could a small business like a restaurant use it well?

What kinds of headlines attract you on social media?

I know you’re not big on automation, but it’s a reality. How do you decide what and when to automate, and what’s your take on marketing automation software? You’re an advisor to HubSpot. Thoughts on that space?

How do you think overly edited photos and text overlays affect the authenticity of Instagram posts?

What advice would you give people who want to grow their companies but don’t have your personality and have a hard time meeting people?

What’s the best way for a real estate agent to gain buyers’ trust on Twitter?

Do you think brands need to be represented across all social platforms or just the most popular ones?

مشارکت کنندگان در این صفحه

تا کنون فردی در بازسازی این صفحه مشارکت نداشته است.

🖊 شما نیز می‌توانید برای مشارکت در ترجمه‌ی این صفحه یا اصلاح متن انگلیسی، به این لینک مراجعه بفرمایید.