Mark Schaefer wrote a post advising a “liquid” content strategy, with content posted only on various rented, third party platforms and not on a site that you own. This is diametrically opposed to the hub and spoke (or “spine”) strategy I support. In the hub and spoke model, your content lives in your hub (usually a website or blog) and is shared elsewhere (third-party spokes). Imagine your entire content team spinning their wheels — and your budget — in a constant search for “woo” to accommodate this pseudo strategy. It’s not sustainable.
This concept might work quite well for companies like Groupon, but B2B companies or companies that need to convey complex ideas will find little success scrambling after the next shiny object that has captured the public’s attention. Rather than frantically posting original content on third-party platforms first, like so many corporate lemmings, consider the fickle audiences the platforms are attempting to capture and realize that to do so is to support the quest of the platform for relevance and business longevity in the face of mutable tribes – not necessarily to support your company’s best interest.
What did you run from today? As my puppy ran from a loud noise three stories below, I teased him for being ridiculous (my pit bull is a lover, not a fighter). It dawned on me immediately that none of us are immune to these ridiculous moments.
In my work through the years, I’ve often expected executives and business leaders to be fearless. With decades of experience and vast stores of knowledge, telling the story of your work — whatever that work is — should be effortless. Instead, those few that are fearless are met with legal teams, media teams, branding specialists, multiple editors, and accountants. By the time the intrepid few have run that gauntlet, they are often completely turned off by the effort it takes to tell their business story. Their strife echoes through a canyon of cubicles, creating an environment where the the more timid among them get the clear message that one carefully produced pre-approved message for all is “good for you”, going down like medicine.
What would happen if you chose the bold statement, the action words? Would the sky fall from your declarative sentence? I don’t mean adding a layer of buzzwords to your headlines, or linkbaiting. I mean digging deep, and releasing the barbaric yawp of your full experience. I’m not talking about a late night taxi confession, a regrettable drunk dial to your less guarded inner self. Instead, simply saying what you mean, revealing what your decisions cost you and what your successes gifted you. I mean helping those who are trying to find your work understand how they can connect with you beyond your price sheet.
Try an exercise with me. For one week, pay attention to every word you don’t say. If you want to write it down, even better. But for one week be mindful of when you are silent. Also be mindful of when you self-edit — be it on social media or in the boardroom. What did you lose in your silence; what opportunity was missed? When you self-edited, was your point softened to the point where it caused meetings to end without action, or a project to extend another week in indecision, destined to die in committee?
As you begin to see the toll self-censorship creates in your everyday life, take a look at your brand storytelling. Does it seem rote and disconnected? That means you are allowing fear to take the lead, instead of clear conviction and knowledge. I propose that what makes you afraid is exactly what should be said. Am I advocating for disclosure of corporate secrets, or mishandling of client trust? Of course not. I am advocating for clarity, purpose, brevity and as much truth as you can tell in your corporate communications. That’s the “secret” that makes people who read your words come back for more.
I contributed to this ebook/white paper on content marketing called How To Kick-Start Your Content Marketing, A Seven Step Approach to Delivering Success, created after a webinar I did with Mike Lewis of Awareness, Taulbee Jackson of Raidious and Paul Gillin. Enjoy, and thanks to Skyword for gathering our thoughts together for the book!