Content marketing, user data and the dangers of free WordPress themes

Bit of a link post from me today as I’ve been working on a number of things for clients, and also updating some other projects. So rather than adding to the list that I intend to blog about someday, here’s some important things to consider:

Arm yourself with content, for Goliath is coming: Interesting post which reiterates a lot of the things I’ve been saying about content and marketing over the last 6 months – now is the time to start doing it. More and more companies are realising how useful content and social media marketing can be, and how much ROI it can produce, so you’re going to see more and more content fighting for attention. And given that it takes time to build an attentive audience, you don’t want to wait around any longer!

Myspace on the auction blog. What happens to user data?: Given that I’ve just been writing about social media content and user data from the perspective of future historians having access, it’s also important to consider what happens to that data if a site sells to another owner, rather than shutting down. How do you feel about your content, information and contacts being transferred? Another reason to adopt a hub and spoke model, with ownership of your own content/business/contact hub. And it’s so easy to do with the availability of self-publishing tools…

The hidden dangers of free WordPress themes: But although setting up WordPress, for example, is pretty easy, there are still dangers that you need to be aware of. For instance, only using themes from trusted sources, and checking them before you install them. Do you know what links are contained in the theme you downloaded from a random website? The original post shows the examples of how you can actually decode what could be hidden in a theme. There are a couple of solutions – one is to only pick themes from trusted sources, and the other is to bite the bullet and pay for themes from trusted sources. For instance, in my case, I tend to pay for themes from StudioPress, but there are some other good alternatives, such as Woo Themes (which I’ve used on some client sites, for example).

So why not spend the weekend getting started on your 2011 digital content and marketing. And feel free to pose any questions in the comments – if I can’t answer them, there’s a growing number of people reading this site who probably can!

First person accounts and social media…

I’ve been sorting through hundreds of books recently. Partly it’s an attempt to free up some space in the house, and partly it’s an acknowledgement that I no longer need to compulsively hoard every piece of media that comes my way. For almost three decades, I’ve combined the habits of an obsessive librarian and a paranoid squirrel in saving every books, film, record, videogame, comic book and piece of ephemera that has come my way, even if it wasn’t something I particularly liked. Collections were in alphabetical and chronological order, items were very rarely lent to anyone, and I never sold anything.

Now that has all changed. I very rarely buy magazines (perhaps 2-3 a year), physical music (a handful of cds each year), films (again, maybe a handful), and even my videogame purchases have become more limited. I’ve substituted RSS feeds, streaming audio and digital rental for many of these previous purchases, and indeed, some of the proceeds of selling my old books on Amazon will be used to finally purchase a wifi Kindle. And I’m slowly whittling down collections to consist of those physical items I’ll treasue, re-read, pass onto my son etc.

The books are a mixture of every part of my life – fiction, biographies, automotive books, academic books, and I’ve been re-reading quite a few which I haven’t seen in ten years. A large part of my degree concentrated on the history and consequences of the Vietnam War, and I’ve just finished re-reading

It’s a collection of excerpts from interviews with Vietnam War veterans, with little context and importantly, no moral judgement, which means it’s capable of being horrific, moving, depressing and inspiring – often in the space of a single page. I’d recommend it if you’re interested in military history, or if someone is thinking about joining the army after a diet of Hollywood and videogames.

But it also left me thinking about a couple of areas relevant to digital content and marketing:

The value of first-person communication:

There’s been a lot of discussion regarding eyewitness reports and social media – I’ve done enough of it myself during events such as the terrorist attacks in Mumbai, plane crashes, or earthquakes. But I’m not as sure there’s been a similar level of debate about the historical value of first person accounts, and ways to tie together the various digital outlets for an individual to give context (and whether that’s actually necessary or not). It might just be that I’ve not stumbled across enough historically-minded social media people, but one thing that does leap out at me is that for years historians have placed huge value on firsthand accounts of important events, and yet even now some people question the value of social media updates about the same level of topics.

We’ve seen libraries and archives start the process of digitising their collections, and beginning to open them up to the public, and the value that can then start being produced. We’ve also seen a noble archiving effort for the important digital websites by the Internet Archive. (Scarily, there’s actually a handful of pages archived from this site – first sentence of the earliest page saved? ‘I was wrong’, as well as the site which first employed me as a full time digital journalist, thanks to the good/bad judgement of one David Cushman)

There’s obviously the question of whether archives will exist for what is proprietary social media data on the likes of Facebook, Twitter, Flickr, Delicious, etc. If the company goes under, if legal restrictions change, or if our opinions on privacy change, will there be any route to saving our digital lives, and if so, will there be any way to join up tweets about Mumbai with pictures on Flickr by the same individual, even after their not around to point out which username joins to which alternative.

The first social media war?

In many ways, the Vietnam War was credited with being the first true ‘media’ war in terms of coverage and the implications on political and military policy. And recent wars have involved various elements of social media and digital publishing coming to the forefront, whether it’s updates, insights, personal observations, or document leaks. And we’re constantly being informed that nations are now preparing for the threat of cyberwarfare, about 30 years after a Berkeley astronomer and computer enthusiast first discovered a KGB agent hacking into their computer system (It was actually down to a system accounting error of a few cents – I highly recommend Clifford Stoll’s own account of what followed: The Cuckoo’s Egg: Tracking a Spy Through the Maze of Computer Espionage

Out of the Toy Box thinking

Working from home on my own business has a number of advantages. One is that the time and money spent on a daily commute can be used more effectively – especially as I can start work about 10 minutes after waking up! It also means I can spend more time with my family, which means clients get the work of a happier, more motivated person. But not only that, they also get more creativity…

Toy Train Set

I’ve read a fair bit on how to encourage creativity, attended a few courses, and have some friends and contacts who run extremely effective courses designed to help kickstart creativity in the workplace. And I’ve picked up some valuable lessons and advice. But probably all of that is roughly equivalent to spending a bit of time with my son each day!

Yesterday I took less than a handful of breaks from work, and yet in that time I became a cat, the Gruffalo, and invented a marketing campaign to make bathtime attractive to a toddler. And spent a bit of time in the evening deconstructing why certain children’s stories work far better than others for both toddlers and adults. (I’d currently recommend Horton Hears a Who, and Tatty Ratty)

And all without having to pay or travel to a course somewhere to get some new insight into effective writing and content techniques, plus a reminder in conveying the benefits (You get to play with your ducks and splash your mummy), rather than the features (You’ll be clean).

If you don’t happen to have a handy toddler, then I highly recommend one as a creativity generator (Before obtaining one of your own, I’d suggest a testing with family or friends – family parties are a particularly good opportunity). And if you’re a client, I’ll throw in an afternoon of building blocks and trainsets for free!

Report shows social companies make more money

A new report by McKinsey shows that ‘fully networked enterprises are not only more likely to be market leaders or to be gaining market share but also use management practices that lead to margins higher than those of companies using the Web in more limited ways.’ Or, in non-consultant speak – by being social inside and outside your company, you’ll make more money, and be able to get higher profits.

Cash Money by jtyerse on Flickr (CC Licence)

'Cash Money' by jtyerse on Flickr (CC Licence)

Networked enterprises are using collaborative technology and techniques to connect internal employees, and also to improve communication with customers, suppliers and partners. And the report also notes that the trend for using these tools is following an S-curve, which means rapid adoption by a lot of companies as they realise they can earn more.

Want to become social?

There are a couple of elements missing from the McKinsey report summary – firstly, it’s not just enough to roll out some new social technology. It won’t do anything for your business just sitting there, and that includes customer social outreach like blogs, social media, video sharing etc.

Ideally you should plan for the best and most effective social technologies which will have an impact on your employees and your customers, and the ways in which they will need to be encouraged, maintained, and evolved over the time. That might sound scary, but it’s actually a part of the process which I love – essentially putting together what your customers want, what your employees want, and how that can create revenue for your business. And if you’d like some assistance, then look for someone with experience of rolling out new social technology and knowledge transfer.

Then there’s the willingness to experiment, take risks, and also embrace the occasional failure. Too many companies are paralysed by fear of failing, when any social iniative carries an inherent flaw which you’ll never get rid off – dealing with humans! The effective route is not to avoid collaboration and social initiatives, but to start simple and plan 2 or 3 initiatives in the short term. One of those new ideas which takes off will more than compensate for the others – and in addition to productivity and revenue increases, it’ll also pave the way for more successes in the future, as long as you continue to evolve and progress it.

There’s an almost overwhelming abundance of opportunities out there, and keeping it simple and effective is key, with the agility to help it evolve and change your business for the better.