1. ContentMarketingLessonsWeCanLearnfromMichaelJackson

2. ContentMarketingLessonsWeCanLearnfromMichaelJackson
TheKingofPopcouldquitepossiblybe
theKingofContent,too.
Doyoureallythinkit’sacoincidencethatsomanyofhishitshave
messagesthatspeakdirectlytoyouasacontentmarketer?
No,it’snotacoincidence.
It’snot–stopit,you’reruiningit.
OOK,sowhilstthisisclearlyadesperateattemptto ndanexcuse
tolistentoMJsongsduringmyworkingday,thereareactuallysome
killertipstotakeawayhereandnotoneofthemare‘Bad’.Sorry.

3. ContentMarketingLessonsWeCanLearnfromMichaelJackson
…attherightstageofthefunnelwiththerighttypeofcontent,that
is.
Anycontentmarketerworththeirsaltknowsthatsimplytargeting
byjobtitleorsectorisnolongersufficient.Tocutthroughthenoise
andreallymakeahit,it’simperativethatmarketerssegmenttheir
contentbybuyingstagealso.You’veGottoBeTherewithkillercontent
ththatyourprospectwantstoseeattheverymomenttheywanttoseeit.
It’sobvious,really;youwouldn’twanttosendsomegeneric,
introductorycontentonyourcompanytoaleadthatyouwereclose
tosigningup–they’vealreadygonewaybeyondthatstage.Nor
wouldyouwanttoscareawayaprospectthat’sonlyjustcomeintothe
salesfunnelwithanin-depth,superdetailedcasestudy.That’dbea
realthriller.
GottoBeThere…

4. ContentMarketingLessonsWeCanLearnfromMichaelJackson
Don’tStop‘TilYouGetEnough…
…content.Manymarketerscitemeetingthedemandforcontentasone
oftheirbiggestchallenges–andwhocanblamethem?
Forexample,Twitteruserssendover100,000tweetseveryminute.A
tweetthatyousentonlyafewminutesagoislikelytohavealready
disappearedintotheTwittersphereforever.Withthisinmind,it’sessential
thatyourcontentisnotonlyhighquality–butthequantityisupthere,too.
ButButwhatis‘enough’?Whilst10tweetsoverthespaceofadaymightbe
suitable,10eBooksin24hoursmightbealittleexcessive.Takeaclose
lookatyourcurrentmarketingstrategyandidentifywhereyou’vehad
thegreatestsuccess,intermsofcontentvolume.

5. ContentMarketingLessonsWeCanLearnfromMichaelJackson
Isthereanythingbetterthan,whenamidstallthatspamandjunk,youget
anemailfromabusiness,anemailthat’ssotailoredandfeelsso
personalisedtoyouthatyourfaithine-marketingiswhollyrestored?That’s
whatyou’reaimingfor.
Makeyourtargetfeellikeyou’vesentthatcontenttothemandonlythem.
Thiscanbeachieved,inpart,byidentifyingthestageofthesalesfunnel
ththatyourtargetiscurrentlyat–butitcangomuchfurtherthanthatto
yieldevengreaterresults.Usepersonamarketingtoreallyzoneinonthe
target;recognisetheirkeyissues,objectives,barriersandmotivators,then
besuretoaddresstheseinyourcontent.
TheWayYouMakeMeFeel…

6. ContentMarketingLessonsWeCanLearnfromMichaelJackson
Thelastthingyouwanttohearfromaprospect.
Worksmartintheareasoutlinedaboveandyousignicantlyreducethe
chancesofeverhearingthesedreadedwords.But,youcan’tplease
everyone;whatmaybemusictooneperson’searsmightsoundlikenails
onachalkboardtoothers,soit’swisetohaveastrategyinplacetodeal
withunsubscribesand(although,hopefullynot)complaints.
BBesuretoaddressanyunsubscribesorcomplaintsrightaway;an
unsubscriberequestisn’tideal-butit’snottheworstthingintheworld.
Acomplaint,ifaddressedproperly,canactuallyprovideyouwithan
opportunitytospeakdirectlytoatarget,takeonboardtheirfeedbackand,
insomecases,eventurnthesituationaround.Justbesuretorespectthe
wishesofthetargetandactaccordingly.
LeaveMeAlone!…

7. ContentMarketingLessonsWeCanLearnfromMichaelJackson
Nottoodissimilartothemusicindustry,it’sanexcitingbuthighly
challengingtimetobeamarketerrightnow.Fromcontenttopersona
marketingtodemandgeneration,thereareplentyofgenrestoexplore
–andeachpresenttheirowndifficulties.Butyou’renotalone;most
marketersarestilltryingto ndtheirway–andthesupportisoutthere.
Speaktousaboutyourrequirements;fromimplementationofthelatest
auautomationtechnologytocontentdevelopment,wecanhealthe
(marketing)worldandmakeitabetterplaceforyouandforme.
YouAreNotAlone…

8. ContentMarketingLessonsWeCanLearnfromMichaelJackson
AboutYourSalesTeamCloud
YourSalesTeamCloudisacutting-edgeleadand
demandgenerationagency,specialisingin
persona-basedcontentmarketingandautomation.
Forgetwhatyouknewaboutleadanddemand
generation.YSTCoffersanewbreedof
pay-by-performancemarketingthatworks.
We’dlovetohearyourfeedbackonContentMarketing
LessonsWeCanLearnfromMichaelJacksonandhowit
hashelpedyoutodriveforwardyourmarketing
campaignandleadgenerationactivity.
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