5836007929_2b20e323e2_oLast month I published a post letting everyone know that I was ready to explore my options when it comes to working with a company full-time to help with their content, digital and social marketing strategies.  In the last several weeks, I’ve talked to a lot of companies and I consistently heard two things:

1 – “We’d love to hire you, but we can’t afford your salary right now.”

2 – “We don’t have a position open, but what we really need right now is some help with our content and bringing our strategy into focus.”

 

According to Glassdoor.com, the current salary for a Content Strategist is $72,258 a year in the US.  For a Director of Content, that jumps to 6-figures.  So depending on your needs, that can mean anywhere from $6-10K a month.  A big expense, but on the flipside it’s a necessary expense if your business wants to be competitive in marketplaces where customers are increasingly using brand-generated content as a factor in purchase decisions.

This got me thinking; Is there a service I could offer that would give clients the help they need with content creation, focus and strategy, at a price they can afford, and also at a price that makes sense for me and that fits my available bandwidth?  I think I’ve come up with a solution that will help us both.

Hire Me to Be Your Content Strategist!  For six months, I will be your resident Content Strategy Expert, first performing an audit of your existing content strategy, then spending six months working with your team to help you create amazing content that helps you reach your business goals.  I’ll work with your team to not only improve your existing content creation efforts, but I’ll also edit and oversee your content creation so that your efforts are as effective and efficient as possible.

The best part? The price, of course!  You can hire me to be your Content Strategist for only $28,000!  

Here’s how it works:  The first month, I will work on a Content Strategy Audit for your company (I charge $7,500.00 for this service separately).  After the Content Strategy Audit is done, for the next 6 months I’ll be your Content Strategist!

  • I’ll work with your content team to execute any recommendations I find with the Content Strategy audit on how to improve your content strategy and creation efforts.
  • I will edit all the content your team creates for the next six months, including structure and headlines, so that it more effectively communicates with your target audience.
  • All the content you create for your blog and website will be optimized for search engines so that your content ranks better for specific terms that are important to your business.
  • I’ll help you create an editorial calendar so you can get a handle on your content creation schedule.
  • I won’t create original content for your company, but I will work with your content team to edit any content they create, and streamline your entire content creation process so you can create more content, and more effective content, in less time.

 

You get all that for less than half of the average salary of $72K a year for a Content Strategist!  Honestly, this level of service is closer to a Director of Content, which is a senior-level position.  So the value of the service you will be getting at this price point is clear to see.

If you want more information on this service, click here, and if you want to have me be your Content Strategist for just $28,000.00, email me!  Obviously, this service is a first-come, first-served offering, so please email me immediately if you have interest.

Welcome back to the 5th week of the SEC Social Media Fan Experience.  Each week leading up to the start of the college football season, I’ll be looking at how the SEC teams are leveraging social media to connect with their fans.  After today we’ll have 2 more installments coming next Tuesday and Thursday, as the season starts that night.  You can catch up on former entries in the SEC Social Media Fan Experience here.

Here’s the schedule for the series:

July 30th: The Florida Gators and The Vanderbilt Commodores

August 6th: The Tennessee Volunteers and The South Carolina Gamecocks

August 13th: The LSU Tigers and The Miss State Bulldogs

August 20thThe Texas A&M Aggies and The Kentucky Wildcats

Today: The Georgia Bulldogs and The Missouri Tigers

September 1st: The Auburn Tigers and The Arkansas Razorbacks

September 3rd: The Alabama Crimson Tide and The Ole Miss Rebels

How The Georgia Bulldogs Use Social Media to Connect With Their Football FansRecruits

As I’ve been going through the SEC Social Media Fan Experience series, I’ve spent a lot of time talking about how each team does with sharing behind the scenes content from its Fall camp.  Fans love these videos as it gives them a sense of how practices are run, which players are doing well in practice, etc.  So I was a bit surprised when I checked the Facebook, Twitter and Instagram channels for Georgia Football and found almost no content from Fall camp.  No videos, no recaps, nothing.

So is this an example of Georgia really dropping the ball when it comes to giving fans the content they want?  Maybe….or maybe not.  While Georgia isn’t sharing very much content from their Fall camp, they are also sharing a lot of content devoted to how former Georgia players are doing in the NFL.  Also, I kept seeing the phrase ‘Commit to the G’ sprinkled throughout the content Georgia was sharing.

Then I came across this awesome video on Georgia’s Vimeo channel:

Now Georgia’s content focus makes a lot more sense.  Georgia isn’t targeting fans with its content, the Bulldogs are trying to connect with recruits.  Remember when I started this series I said that social media was a great way for college football programs to connect with both fans AND recruits.  Georgia is the first SEC schools in this series that’s focused the majority of its social media content on connecting with recruits instead of fans. BTW note that one of the last shots in the above video is Todd Gurley posing with NFL commissioner Roger Goodell during this year’s NFL draft.  That’s no accident, the video is designed to show recruits how amazing it is to play in Athens, and that playing for Georgia will also help them go on to play in the NFL.

This goes to the heart of what all good social media strategies are about.  Last week we looked at how Texas A&M is doing an amazing job of leveraging social media to connect with its fans through Instagram, Periscoping practices, even a kickass smartphone app that pulls all their social media content together in one place.  It’s easy to look at what Texas A&M is doing with video, photos, livestreaming, and then look at what Georgia is doing and think the Bulldogs are behind the Aggies.

But you have to remember: Georgia is creating content that helps it reach its unique goals for social media.  Texas A&M is trying to connect directly with its fans, while Georgia is trying to connect directly with recruits.  Different goals which means a different approach to content creation and distribution.  Both programs are doing a great job of creating content that connects with their desired audience.

 

How The Missouri Tigers Use Social Media to Connect With Their Football Fans  

Missouri’s social media efforts seem to be a bit lax, to be honest.  And it’s also a bit difficult to find the football program’s social media accounts, when I clicked on the main site’s Social Media section, I was pointed to the Facebook page for the Tigers’ football program, and the athletic department’s Twitter account.  Some Googling led me to an Instagram account for the football program as well as a YouTube account(which hasn’t posted new content in 10 months) and one for Twitter.  If I had looked at Missouri’s football social media accounts at the start of this series I probably wouldn’t with such a critical eye, but after seeing how well some of the other SEC programs are leveraging social media to connect with football fans, what Missouri is and is not doing stands out.

Yet the Tigers do seem to hit most of the high points. There’s a good mix of fan-oriented content, especially content that highlights players and markers that let fans know how close the season is to starting.  Also, one thing Missouri is doing that I like is they are leveraging Twitter and Facebook to drive fans back to their website for in-depth practice reports, as you see here:


Maybe there’s a Periscope channel I just missed or something similar, but I’d like to see more content from Fall camp from Missouri’s channels.  Although, it may be a conscious choice by Coach Pinkel not to share content from Fall camp.  Many coaches are very protective of sharing what happens during fall practices (and rightly so).  In fact, I would wager that Georgia is also purposely not sharing content from Fall camp, as Coach Richt is notorious for limiting exposure to the facility and practices during the Fall.  In this case it can be a trade-off between giving your fans the content they want, and potentially giving opponents information about your team.  But with the level of control that each program has over the content it creates, I think they can edit it down so they share content from practice that doesn’t give away their secrets, but does excite their fans for the upcoming season.

So that’s it for this entry in the SEC Social Media Fan Experience.  We are down to our final week, next Tuesday we’ll cover how the Auburn Tigers and Arkansas Razorbacks are using social media to connect with their football fans (or maybe football recruits!).  See you then!

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For Black Friday in 2011, Patagonia ran an interesting ‘Don’t Buy This Jacket’ ad in the New York Times.  The ad kicked off a campaign by Patagonia to attack ‘consumerism’ head-on, and the brand asked its customers to strongly consider whether or not it was necessary to buy a new piece of clothing, or if an existing article they already owned was still useful enough.  Additionally, Patagonia wanted customers to think about the idea of owning things that have a purpose versus just owning something because you wanted it.

Surprisingly, the campaign actually sparked sales growth for the brand, to the tune of a whopping 33% increase in 2012.  The campaign is part of a consistent message that Patagonia has delivered to its customers:    Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Patagonia’s marketing works because it’s not focused on its products, but rather the ideals and beliefs that the company holds that its customers identify with.  I’ve written repeatedly about Patagonia’s marketing efforts and even included the brand as a prominent case study in Think Like a Rock Star.

And keep in mind when you read this that I don’t own a stitch of Patagonia clothing.  I just recognize amazing marketing when I see it, and want to celebrate it as such.

Another initiative Patagonia pushes is its Worn Wear program.  Patagonia will take your damaged clothing, and for a ‘reasonable’ fee, repair it for you.  The idea here is to extend the life of an existing garment versus buying a new one.

But this year, Patagonia is kicking it up another notch, and taking the Worn Wear program on the road, literally.  Throughout the year, a specially built Worn Wear wagon has been making its way across the country.  This vehicle is making stops and not only repairing Patagonia clothing for free, but other brands as well.  Additionally, Patagonia is teaching customers at every stop how to repair their own garments.

And if all this hasn’t thoroughly impressed the hell out of you, Patagonia has one more trick up its brand advocacy sleeve.  It has partnered with DIY repair site IFixIt to create a series of custom manuals and even a section for asking questions on how to repair and care for individual garments.

So this begs the question: If such customer-centric marketing and business processes work so well, why aren’t more companies copying what Patagonia is doing? There’s a couple of very important distinctions with Patagonia:

1 – Patagonia’s founder, Yvon Chouinard, is an avid outdoorsman and very concerned about the environment.  That means there is literally buy-in from the top down for Patagonia’s marketing approach to focus on the passions of the customers over the products.  Because Patagonia’s founder shares the same passions as his brand’s customers.

2 – Patagonia is a private company.  In this PBS Newshour feature on Patagonia, PBS played a snippet of a talk that Chouinard gave where he explained that “The problem with a lot of public companies is that they’re forced to grow 15 percent a year. They’re forced to show profits every quarter.”  Chouinard’s implication is that by being private, Patagonia can pursue a marketing strategy that perhaps would be far more difficult or even unattainable if the company was public.

Regardless, the idea of focusing your marketing communications on the larger context that your brand lives in, works.  Apple does it.  Red Bull does it.  Patagonia does it.  More companies should be doing it.

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SEC Social Media Fan Experience: The Texas A&M Aggies and The Kentucky Wildcats

August 20, 2015

Welcome back to the 4th week of the SEC Social Media Fan Experience.  Each week leading up to the start of the college football season, I’ll be looking at how the SEC teams are leveraging social media to connect with their fans.  After today we’ll be over halfway through the SEC, with 2 more installments […]

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The Fan-Damn-Tastic Marketing Show Episode 36: Creating a Fan-Worthy Content Strategy

August 19, 2015

Welcome to the 36th episode of The Fan-Damn-Tastic Marketing Show! This week I talk about the five considerations in creating a Fan-Damn-Tastic Content Strategy! Before I get into the Show Notes, I wanted to say thank y’all for the continued support, last week’s episode on Creating Loyalty to Your Brand vs Your Offer had over 900 […]

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SEC Social Media Fan Experience: The LSU Tigers and Miss State Bulldogs

August 13, 2015

Welcome back to the 3rd week of the SEC Social Media Fan Experience.  Each week leading up to the start of the college football season, I’ll be looking at how the SEC teams are leveraging social media to connect with their fans.  Two weeks ago we looked at how Florida and Vandy are using social […]

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The Fan-Damn-Tastic Marketing Show Episode 35: Creating Loyalty to Your Brand vs Your Offer

August 12, 2015

Welcome to the 35th episode of The Fan-Damn-Tastic Marketing Show!  Today I spend a few minutes talking about how some companies focus on getting customers to switch to their brand, and how this approach can actually backfire.  Think of satellite TV (Dish vs Direct TV) and smartphone carriers (ATT&T, Verizon, Sprint, etc) all giving great […]

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SEC Social Media Fan Experience: The Tennessee Volunteers and South Carolina Gamecocks

August 6, 2015

Every week through the start of the college football season on September 5th, I will be profiling how SEC teams are leveraging social media channels to connect with its fans.  Last week I looked at how the Florida Gators and Vanderbilt Commodores are using social media, this week I’ll show you how the Tennessee Volunteers […]

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How Much Money Should You Spend On Your Business Blog?

August 4, 2015

The topic of #Blogchat last Sunday was “If You Could Spend $500 on Making Your Blog Better, What Would You Buy?”  It brought about an interesting discussion and here’s the transcript.  I wanted to add my thoughts because anything related to money and social media is a topic that a lot of companies have questions […]

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My Blog Traffic and Podcast Audience Results For July

August 3, 2015

For every month in 2015, I’ve set specific goals for growing my blog readership, and podcast audience.  The end goal is that by December this blog will have at least 100,000 visitors for that month, and the podcast will be downloaded at least 10,000 times for December.  Every month I am going to write a […]

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SEC Social Media Fan Experience: The Florida Gators and The Vanderbilt Commodores

July 30, 2015

Over the next 6 weeks till the start of the college football season, I’ll be examining how the schools in the SEC are using social media to connect with their fans.  College football in the SEC is huge business, and the primary driver of revenue in the richest athletic conference in the nation.  Last year […]

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