The MOST trusted name for information about ________________

July 7, 2011

Noise of a TGA measurement (device in an inada...

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Fill in the blank.

For yourself.

For your team.

For your organization.

Then, ask yourself:

“Am I REALLY?” (or “are we really?”)

Because here’s the thing, if you’re not,  you’re headed for irrelevance in the Attention Economy.

Three times within a 24 hour period (once by Matt Woodget, once by Sheryl Tullis, and once by Paul Johnson—all Raving Fans, I might add), the same refrain came up:

“How do you keep up? You’re one of the people whose stuff I will read and I can’t even keep up with all of that. What is going to happen?”

Now, these are wicked smart, cutting-edge folks. They understand tools and technology.

If they are having challenges, we all are.

So, how does it play out? What happens?

Clay Shirky has said, “it’s not information overload, it’s filter failure” and where that leads us…ultimately, is that we all will look for ever better filters.

And we’re going to need them.

51% of B2B marketers plan to increase their spending on content in 2011 which means that the signal:noise ratio is going to jump dramatically, particularly because most people and most companies still think of social media as “just another channel.”

Yes, I know. But, they do.

Or, even if they say that they don’t, they BEHAVE as if it’s just another channel.

Now, some of these filters will be automated tools and some will be people we trust.

Actually, it will be people we trust EXTREMELY.

How can we use content to earn that trust?

I think it will come down to having the discipline to ask ourselves (and answer honestly): will this REALLY deliver added utility to the person on the other end of this communication?

Whatever you call it, it means that if you aren’t striving to deliver something that connects to the core motivations and interests (see #3 of this eBook) of your audience every single time you publish, you run the risk of losing permission.

How often do you go back and look at your Facebook “friends” whose status updates you’ve blocked?

Yep, right.

Your Content Game Plan

Obviously, we need to focus on value/utility. It needs to be curated to the highest value.

It’s got to be (or shoot for) “remarkable,” it’s got to reinforce your story. All that.

But, even with that, to Matt, Sheryl, and Paul’s point…there’s still going to be times when it’s too much.

Content Laddering

In short, you are a publishing house that puts out an annual edition, a quarterly edition, a monthly, a weekly, and a daily (or whatever works for your audience and you), but you want to drive to the point where

  1. your audience is crystal clear about the nature of the content you offer and the frequency at which it comes (there’s a social CRM opportunity here)
    [note: here’s mine, though I probably can do a better job of explaining the options upfront]
  2. AND you get to the point where, like it once was where you said, “hey did we get this week’s copy of Time?” or “this month’s edition of Vogue?” that people will say, “hey I didn’t get my monthly newsletter/video, whatever from you. Where is it?”

When you reach that point, your content is anticipated and relevant.

That’s how you win.

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