Content will remain the catalyst for a brand’s online success (or failure) and ultimately having a tremendous effect on their overall digital return on influence (ROI).

John Bell (author of The Digital Influence Mapping Project) wrote a fabulous piece (which inspired this short writeup and graphic) on this shift in marketing and communications – content marketing finds its value (head on over and take a peak, come back, and we’ll continue on).

Examine the intersection between user and brand.

Content marketing goes beyond the products and services (it touches them indirectly) your organization possesses. It takes a look at who makes up your core demographic and then directly speaks to that user group about that shared interest. You have to examine the intersection of a user and brand. What’s the warm and fuzzy for the user, what’s the shared interest, what’s that one thing that makes both brand and user tick together? What’s the value you posses to help shape that user groups way of life? Speak to that topic.

Though I wholeheartedly agree on everything John is saying throughout his post, I think there’s one piece that’s being left out, or maybe that I would alter…

Creating content for users instead of consumers.

First, users aren’t customers. Users simply absorb your relevant and valuable content. This user group is your brands targeted audience but has a far greater reach than speaking to just consumers. Think about this for a second (refer to the graphic above as well or click here for a larger view). You are able to speak, with adding high levels of relevant value, to a user group that is five times (I have no idea how big, but it’s bigger) the size of your costumer base means huge opportunities. Though a user may never become a customer of yours, what this means is you have created a brand ambassador indirectly. This new ambassador is sharing relevant content that is deriving from your brand. This user group has become much larger making your brand (content) much more visible in an instant. By speaking to a community of users, this eventually will produce consumers who will want to give you some cash for your product or service. Users have now joined the group of brand ambassadors along side consumers. The larger the user base, the greater opportunity of obtaining customers. But, content must remain relevant and valuable. There is still a targeted direction, it’s not the masses.

American Express does it best.

American Express is a financial organization that offers credit card solutions for both personal and business use. What they have done with their content marketing strategy is created a hub that speaks to a core of their demographic. This platform is called American Express Open Forum. Their content consists of how to operate a small business – “powering small business success”. What it doesn’t consist of is how to operate a small business leveraging their credit card solutions. Instead it’s simply a forum. A place where top influencers and thought leaders in the small business space offer their advice, via guests posts, on running a successful small business. From managing, to marketing, to design, etc. This is the true kicker – it’s powered by the small business experts outside of American Express. They seek to the SMB expert to produce the content. They have even gone to the extent of declaring their own day of the year called “Small Business Saturday”. It’s the day after Black Friday that encourages shoppers to shop small and local. When a small business owner thinks about financials, they instantly gravitate to American Express. Through persistence they’ve molded their brand to become the “all things small business expert”.

Keep the platform in your control.

What must be remembered is that the content hub needs to be in your control. Meaning, don’t use third party platforms to create content. Instead, establish your own platform that both creates and distributes relevant content by means of social channels to your targeted user base. Refer to the graphic above for the path a user and customer takes. The idea of this platform and content marketing strategy is to always be creating. This results in shareable links and high SERPs. It’s constant, consistent, and filled with fresh content and conversation. Conversation and dialogue that takes place in your living room – your brands controlled environment.  This large group of users are continually returning to your content hub, it’s only a matter of time before they themselves, or one of their SWYN (share with your network) recipients, meanders to your website to research your product/service and then filters to the bottom of your sales funnel.

As John Bell stated at the end of his post – it’s definitely a marathon.

Quick Response Codes

The QR code technology has been around for almost two decades but is now only starting to gain traction with widespread adoption here in the U.S. It’s origination can be tracked back to 1994 in Japan where Toyota created the code to track manufacturing parts.

Its use has evolved immensely since its conception with marketers across the globe finding creative uses in finally connecting the web (particularly the mobile web or via applications) with traditional print media. There is no longer this gab between both medias. Today’s consumers want immediate and relevant access to the brand. The  QR code allows for immediate interaction with the destination of the scanned code. A printed flier essentially comes to life with an abundance of interactive information.

How do QR codes work?

Create: First you’ll need to find a QR code generator (Kaywa, QRstuff.com, Kerem Erkan) which allows you to input actions (capabilities vary between QR code generators) on what you want the QR code to do when scanned. The QR code generator then outputs a 2D image with your actions (data) encoded into it.

There are different kinds of QR code generators that do different things. QRstuff.com allows you to create a shortened URL that gets encoded into the QR image. Once the image is created you can swap out the destination URL to be able to use the same QR code image for different destinations. The thing that stays constant is the image and the shortened URL, you’re able to change its destination.  TappInn allows you to build mobile smart sites so when a QR code is scanned you’re directed to a mobile site with your data and information. PingTags allows you to link your business card to your LinkedIn profile mobile site where one can acquire all of the necessary information. From the LinkedIn profile you can make a phone call, check your other social network sites, your blog, etc. From just one scan of your business card you have immediate access to their entire profile vs just the contact information that’s normally on a business card.

Direct: You can create QR codes that direct a user to a webpage, “Like” a Facebook fan page, SMS, text message, phone number, vCal, google maps, etc.

Scan: QR readers are applications (apps) that you’re able to download from your smartphone’s app store (iPhone - i-nigma; Android – Barcode Scanner; Blackberry – comes with the phone or QR Code Scanner Pro). Upon downloading and opening your QR reader app hold the phone’s camera over the QR code image until it is able to read the data. It will then direct you to the specified destination.

Where to use QR codes?

• Business cards
• Fliers
• Vehicles
• Ticket Stubs
• Magazines
• Billboards
• Thank you cards
• Window signage
• Buildings
• Mailings
• All printed marketing materials

Where to point a user from the QR code?

• To a website URL
• To a coupon
• To “Like” your Facebook Fan Page
• To a contest
• To an interactive application
• To a YouTube video
• To an iTunes download link
• To a vCal, vCard, etc.
• To a Google Maps location
• To a PayPal buy now link
• To post and share a tweet
• (Tip: be sure to have the destination be mobile friendly)

QR codes are now able to connect the traditional print media with today’s digital age media and allows for immediate interaction with the user. Most QR code generators offer a robust analytics platform to track your printed materials that house the QR code image. I’d say expect to see these everywhere as the uses begin to expand and become simply more convenient.

Have you see any creative uses with QR Codes?

Just as I post Privacy on Facebook’s Social Graph I read Huffington Post Readers Dislike “Connect With Facebook” Feature via All Facebook. The ‘Connect With Facebook’ feature (just recently released on the Huffington Post site) allows Huffington Post to suggest articles based on your Facebook profile; likes, bio, etc.

Here’s a few comments on the users reaction to the new feature (via All Facebook post):

“I don’t want any such ‘recommend­ation’ feature to channel me away from stories or presume that my interests don’t shift,” wrote MyFatCat. “This might be good for your advertiser­s, but it’s bad for my reasons for coming here.”

A few other commenters echoed this reasoning, hinting that Huff Post readers generally consider themselves fairly well educated and read, and don’t really need stories to be “so intensely personalized” and “babyfed,” as Leviathan21 put it. “I think I’m capable of navigating my way around a website and clicking on articles that interest me. I don’t need someone to pick my articles for me,” he added.

Cdub1991 said that the move was “a rather obvious ploy to increase revenue by enhancing their ability to sell targeted marketing to their advertisin­g clients. I wish them well, but I think I’ll pass.”

There are two sides to every coin.

It’s always good to see both perspectives on issues.  I still think that having this relevancy, for majority of the user base, is an attractive feature. I for one have very limited time in consuming content (news, sports, gardening, etc.) outside of my day-to-day industry focus. Therefore, based on my Facebook profile, the articles that I want to read first show up first.

So this may leave us with two thoughts to ponder.

Facebook profile optimization.

In the future, as the social graph expands and connecting to sites via Facebook Connect, will Facebook users have to optimize their Facebook profiles? Will Facebook provide areas on our profiles where we know outside sites will capture that data first. So essentially, optimizing our Facebook profiles to better our ‘outside of Facebook, browsing experience.

Two prong approach.

When a user decides to view a site through the “Connect With Facebook” feature, would it make sense to have a subtle box appear with options? The options could include: view content based on your Facebook interests or view in standard mode, allow site to show friends activity on the site, allow to share via Facebook, etc. The idea is to give the user an option in choosing how to view the site. Granite the money making side of this approach would be against it as it would be harder for advertisers to target the users not choosing to utilize all of the ‘Connect With Facebook’ features.

What are your thoughts on this whole ‘Connect With Facebook’ approach? Do you find it becoming a nuance for your browsing experience or do you find it to be an added value when browsing, socially?

This week when watching “The Facebook Obsession” (part 1, part 2, part 3) documentary put on by CNBC, of course, a hot topic was the privacy issue.

Embrace the relevant web.

When you sign up to Facebook you agree to abide by their rules – It’s free, Facebook makes the rules and has that right. If you aren’t on board with their rules of use and privacy policies, don’t sign up (though deleting an account can be rather cumbersome and difficult, but that’s a different topic). Users need to embrace the social graph and where the web as a whole is going. It’s a relevant, one of kind cloud made just for you.

Shopping via your social graph.

People find it easy and extremely convenient to utilize a login system like Facebook Connect not having to open and setup another account. The minute they enter the site they’re appalled by how relevant and personalized everything is – this scares people.This is when they feel their privacy has been breached.

Why is this an automatic red flag?

This is where I am confused. Yes, the site is taking data from your Facebook profile essentially without asking for permission (but you agreed to login with FB connect). Why is this so daunting and scary? These sites are using your data to generate an intimate experience for the time you’re logged in. Once logging out, it’s gone.

Why aren’t users on board of this approach? Why wouldn’t you want to walk into a department store having everything laid out that only you like; style, brand, color, etc.? It’s basically been built strictly for you. Why wouldn’t you want a suggestion from a close friend via their “like” or purchase whether they’re physically with you or not? Facebook’s open graph provides a shared shopping experience regardless of when your connections have been there. Friends are influential, you feel a sense of self gratification when your friends give you a bit of reassurance on your purchases. That’s what theses sites are doing, they’re providing a relevant shopping experience for YOU based on you. It’s efficient, easy, and connected.

Why waste time searching when it’s already suggesting?

Privacy on the web is a concern, but if your data is being used to create a better experience for you, embrace it. This has, and will continue, to change the way we shop forever.

Let’s open it up.

How do you feel about third party sites using your Facebook data? Does this breach your privacy or scare you?

Amazon just recently put out some numbers that shows e-books are putting up a good fight with the old fashioned print book, and may be going for the knockout? This past month alone Amazon sold 180 e-books for every 100 hardcover books. What was the tipping point?… the price structure. Since bringing the price point down to $189 sales have shot through the roof. As the iPad lowers their price, the Kindle will have to continue to lower there’s to remain competitive. For just a basic e-reader, setting the price right under the $100 mark will be smooth sailing – but that’s for another time.

How is this going to affect publishing?

Here’s the thing, I don’t see e-books affecting the publishing companies as much as most people think. Yes, of course, there will be whiteboard sessions in finding ways to strategically reposition themselves, but this happens all of the time anyways. This new form of absorbing ‘book’ content is relatively new for the average reader. People are excited about it and are racing to the checkout lines to get a hold of the latest and greatest.  I want to assume that those who purchase e-book’s don’t necessarily stop purchasing the printed book. Which brings me to my next point…

There’s enough room for both the digital and print platforms.

The e-reader is excellent for the busy body traveler who already has too many gadgets to carry – so they’ll slim there reading material down to just digital, catching up on all of there publications by a click of a button.

Then you have those who find extreme pleasure in the emotions that come along with the printed edition. The feel, the smell, the colors, absorbing the beautifully designed cover, brushing your fingers across the page all nestled up on the couch in front of a fire. Harnessing the book’s they grew up with or their children grew up with. The experiences, memories, and emotions that connect with the print book is just simply irreplaceable.

What about the music industry from CD’s to mp3 files, that didn’t turn out so hot?

What about it?… The book publishing channel does not fall into that category, it’s created their own identity. The CD is completely different in the sense to fully enjoy the content within that platform you had to put the CD into a CD player, so you weren’t actually holding it, or smelling it, or touching it while absorbing the content. With the print book, from cover to cover, you are emotionally and physically absorbing that content, the book itself, along with the content, is always present.The emotion that’s connecting with the print book isn’t comparable to that of a CD.

Mashable did a poll this week that backs up my thinking fairly well. They’ve found, through their readers, that the printed book was in favor over the e-book by roughly 19%. What does this mean considering the DNA that makes up Mashable’s core audience (social media, tech savvy, geeky gadget lovers: fore the mos part). There’s something of value here and it may fall within the lines of the level of difficulty to replace that physical connected emotion that comes with reading a print book.

Not to mention, how do you go to book signings with an e-reader?

So, is there room for both an e-reader and the hardcover on your bookshelf? And if you purchase an e-reader, will that keep you from purchasing other print books?

During a jog this morning I was listening to a podcast series by ‘The Marketing Guy’, Jay Ehret – called the “Marketers Roundtable”. They brushed on this topic a bit and it lead me to this post. My thoughts…

There has been a lot of talk about who actually controls you brand, especially with social media in the realm; folks have been leaning towards the acceptance of your customers controlling your brand, because you really can’t control it anyways.

I think there is a little give and take on this.

You can’t totally allow the consumer to dictate or define what your brand stands for. Not all customers see your brand like everyone else does. They create their own use and how they see you individually. People will always talk about your brand, whether it’s good or bad. This doesn’t control your brand, its merley dialogue. Where the control, or brand representation, comes in is how you respond to those messages. Your actions, your demeanor, your attitude is what dictates your brand. It’s a personality, it’s how you live and breathe.

Your brand is going to be hated, loved, and felt somewhere in the middle. By altering it, one way or the other,  to gain acceptance by those who don’t accept your brand, it’s most likely going to disrupt your loyal customer base. Just like human relationships, not everyone is attracted to everyone. They usually gravitate towards a certain personality. It’s up to the brand to hone in on the loyal customer base to please them and flourish that relationship, others will proceed, you just need to establish a loyal foundation.

A brand comes from the inside out, you the organization controls your brand.

Don’t be influenced to do otherwise. If you do this, you’re altering your personality to ‘please’ everyone, thus resulting in an ‘artifical’ relationship. You’re basically putting on a good face.

For instance, back to the human interaction (relationship), when two people are about to enter their marriage life as one they do so because they were gravitated towards eachother because of who they are, to both the good and the bad. In this sense, the good by far outweighs the bad, therefore a few mishaps is ‘life’.

We don’t enter this stage of our life with the mindset of thinking that there is potential in this person, so what the heck, - ”I can just create or mold my significant other into the person I’ve always imagined I’d be with”. This doesn’t work, it may work for a while, but the controled partner will soon reach it’s boiling point and will have had enough. They’re not being themselves and they’ve lost touch of who they really are - it’s a fictitious relationship.

So, to end, your brand’s relationship with the customer, in a sense, mimics that of a human relationship.

It really can’t be molded by your consumer. They must be loyal to your brand because of what your brand stands for – they must gravitate towards it naturally. This, of course, is done with the assistance of marketing and advertising. If your brand is continuously changing to please everyone, you send mix messages and alleviate all loyalty. You can’t trust or be loyal to something that is constantly changing.  Products and services are always going to change, but your brands message must remain constant.

What’s your take? Who is in control of your brand?

Would love to hear your insight in the comments below.

Augmented Reality has been around for some time now but really created a hype in 2009, but I think in 2010 the kinks will be ironed out and it’s going to go from hype to implementation. By implementation I mean small businesses really utilizing this tool for mobile users and local search.

Augmented Reality (AR) has different interpretations but for the most part it’s taking reality, seen through a camera (mobile), and adding a computer driven layer that includes data and imagery by using the phone’s location-based services, and compass.

The future is now…

With the revolutionized geo location software capabilities already in play on our mobile devices and now augmenting reality with those same devices, makes the “futuristic” AR the next BIG thing for 2010.

For instance, you’re walking down Michigan Ave. and you’re in search of restaurants, whip out your smartphone and point your camera down the street. Not only do nearby restaurants start to appear, but by clicking on a particular restaurant their specials at that very moment appear, menu items, business information, ratings and reviews by other consumers, the latest tweets, etc. The app searches the internet for all relevant information on the restaurant so you can choose the best dining experience based on the data that’s drawn.

This is not only powerful for restaurants, but any small business; dry cleaners, carpet cleaners, auto repair, etc.

A lot of the AR apps available now are more directed towards tourism. For instance, one is viewing a historical building and wants to know a little background on it, just point your phone at the stunning architecture and tons of relevant information is suddenly at your fingertips; Wikipedia entries, tweets, blog posts, news articles, etc. Become knowledgeable of your surroundings instantly.

Smartphone and Touchscreen phone usage is on the rise and quickly…

These types of capabilities on smartphones is going to be around for the long haul. The usage of smartphones has skyrocketed in the last couple of years. ComScore, in November, released a study showing that in August of 2008 Touchscreen phone usage was at 9.2 million users (with a 153% change of increase) to 23.8 million users in August 2009. Smartphone usage in August 2008 was at a whopping 20.7 million users (with a 63% change in increase) to 33.7 million users in August 2009.

Below are a few examples of AR apps found on BusinessWeek’s Best iPhone AR apps for Business post:

Yelp
- The new Monocle feature is activated by pointing your phone at a building and it then compiles data driven from Yelp.com.

Screenshot below provided by Rachael King

Urbanspoon

- This application is based on ratings and reviews for restaurants. Point your phone at a particular restaurant, center it in the cross hairs of your scope, click on the restaurants name and you’ll be able to view the most recent ratings and reviews compiled from various sources.

Screenshot below provided by Rachael King

New York Nearest Subway

- This app allows you to look through your phone’s camera to locate the nearest subway.

Screenshot below provided by Acrossair

Augmented Reality is quite fascinating and it’s going to be interesting to see more players get involved and also how the small business community is going to tap into this.

Have you used any of the AR apps? What were your thoughts?

Marketing is getting people who have a specific need or problem to know, like, and trust you.

This is the definition John Jantsch uses for small business marketing. John is the author of  “Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide“. This is the type of book where you read it once and ideas flow, then you read it again filling in your own marketing strategy. It really gets you excited about communicating your business.

Everyone is in the marketing business.

John refers to this statement over and over again. Regardless of your product or service, your in the marketing business. Small business owners get overwhelmed in even a simple thought of implementing any kind of marketing on top of running their day-to-day business operations. If you, as a business owner, use just one core ingredient to start out with your  plan, your business will reap benefits. But, the outcome lies in being consistent and true to that one ingredient. When your ready, grab some more duct tape and put its sticky system to use.

Before you can implement anything there are two elements that must be answered:

1.) Identify your ideal client.

What does your most loyal customer look like?

2.) You don’t sell goods and services, you sell solutions to problems.

What are you really selling? (click here for further thoughts)

After some soul-searching and really understanding who your client is and what they’re really purchasing, this lays down a solid foundation to build a successful campaign.

John really emphasizes on creating a group of extremely loyal customers (influencers), and then utilizing his referral system. This group of influencers can take your profits from a flat line to a steady upward slope.

Not only did I read this book with  a mindset of marketing a small business, I also read it in terms of marketing my own personal brand. I think there are a lot of relevant elements in doing so… I want to dig a little deeper into this thought and will post something soon.

This book definitely needs to be in the hands of anyone doing any kind of business. It’s a thought-provoking read in the way you view your own business image and how you can get your customers to see it the same way, if not better. The short review tips at the end of each chapter are excellent refreshers and the examples are idea generators.

Is this a two thumbs up read? If you’ve read it, let me know what you thought?