Jul 31

Facebook Pages Better than the Website? Fans Think So

fans prefer facebook pagesEvery Thursday, I will republish my best articles from Technorati.com. Since Technorati redesigned its website and is under new managements, tens of thousands of articles that were previously published on the site are no longer available. I have been given explicit permission to republish my work on my own website.

When talking to 1000 social media users about how they felt about liking brands on Facebook, market research firm Lab42 found that 50% of them said that the Facebook page is more useful than the website. Sure, that statistic can be interpreted to mean that social media users prefer the social media profiles of brands to the website, or that social media users just like them better. However, the key word is ‘useful’, and no one has yet taken the time to figure out why Facebook pages are considered more useful, or how to make one’s website more useful than before.

Lab42 also found in this survey that the biggest motivators for liking a brand on Facebook were promotions/discounts, free giveaways, and customer loyalty, in that order. Brand websites rarely have the first two, and are primarily “brochureware”, bland marketing jargon that’s meant to sell the visitor on the product or service. Judging from the biggest motivators for liking a brand, most social media users are already sold on the brand and its product or service. On the one hand, this should make it easier for brands to learn about their customer base, since it seems that the Facebook fan base would reflect who’s buying the product and service. On the other hand, Facebook fans using the pages in this manner could make it difficult for brands to up sell, or even buy at all, since it seems that most fans are only buying when there’s a discount, or are just grabbing the free stuff.

This is further shown in this survey, where almost half of social media users said they liked a brand, but had no intention of buying from that brand. The reason? They only wanted free stuff (52%), or they like the product and can’t afford it (46%), or they only liked the brand to help out a friend (24%). Perhaps Facebook pages are best at giving consumers the best of their world; a free product or a great coupon. So, how do brands get the best of their world, whether it be from Facebook or from the website?

The biggest thing that I would recommend is business blogging. Stop all the brochureware on your website, and put something on there that’s actually for the customer and about the customer. Consider that over 44% of small businesses don’t even have a website! Also consider that even though 60% of businesses have a business blog, 65% of them haven’t updated in over a year! No wonder people don’t find them useful! There’s nothing there for them! And these statistics don’t include those that do blog regularly, but only update about new products and company updates. Customers don’t care about that. It’s no surprise they’re going to Facebook to get a free sample or a coupon. At least a free sample or a coupon gets the customer what he or she needs to solve their pain point.

The next thing to do to make your website more useful, after you have the business blog, is to create a resource center. This resource center can include white papers, ebooks, webinars, articles, free content that will actually help prospects and potential customers move through your buying process and actually consider your for something more than a discount.  The best thing about a resource center? It’s free, and you can actually learn more about your prospects, what they actually need from you, all while building trust and a customer relationship. After all, the number one thing, from the Lab42 survey, that brands could do to get more likes on Facebook (and retain them)?

More giveaways!

Oh look, you have all this awesome, engaging, relevant content that’s for free that you can share, content like buying guides, how-to’s, tip sheets, checklists. You know, stuff that will not only help customers, but will go much farther in nabbing and retaining fans than a coupon or a free shirt.

Do those two things, and you can actually improve both your website and your Facebook page. Sounds easy enough.

Jul 24

What Do Small Businesses Do on Social Media?

social media small businessesEvery Thursday, I will republish my best articles from Technorati.com. Since Technorati redesigned its website and is under new managements, tens of thousands of articles that were previously published on the site are no longer available. I have been given explicit permission to republish my work on my own website.

A new survey from email marketing software firm VerticalResponse found that 43% of small businesses (100 employees or less) spend at least six hours a week on social media, with seven percent spending over 21 hours a week on Facebook, Twitter, and such. The survey also found that two-thirds of small businesses are spending more time on social media than they did a year ago, suggesting that more small businesses are either realizing or actually seeing the benefits of social media marketing.

Facebook and Twitter are still the most popular networks that small businesses are using, coming in at 90% and 70% respectively. Although LinkedIn, Google+, and Pinterest are touted as must-use networks in social media marketing, a majority of small businesses, according to the survey, don’t use these sites at all. Of all the things small businesses could do on social media, it turns out that finding and posting content takes the most time, followed by learning and education (presumably this means learning how to use the social network, the survey isn’t clear) and analyzing efforts. The least time consuming task was responding to questions.

Six hours a week is a lot, and many small businesses are struggling with the work load and the time it takes to manage multiple networks. The survey doesn’t say a whole lot on how small businesses spend these six, eight, 12 hours a week, but there are good ways to spend that time. If you’re spending this much time on social media, and want to be assured that you time is well spend, then here are the things that small businesses ought to be doing:

  1. Responding to Questions – This is a must, especially since there are much larger companies who ignore, and even delete, questions and responses from fans on Facebook and other networks. It’s a little worrisome that small businesses spend the least amount of time on this, as it means that either there aren’t questions to respond too, or questions are going unanswered for too long. If there’s any engagement from fans or potential customers on social media, then always make them a top priority.
  2. Building Relationships – Surprised this wasn’t on there, which means it either wasn’t asked, or small businesses are treating social media too much like another avenue to push a marketing message. Think of the 50/50 rule when it comes to sharing content: 50% your content, and 50% other people’s content. Yes, other people’s. Retweeting, repinning, and resharing other people’s stuff helps them as well as you. You provide more value to your own followers while making a connection with the person who’s content you are sharing. Make sure social media is used to participate in a conversation, not just to take one over or to start one. It shows that you are listening.
  3. Analyzing Efforts – This is also a must, but analyzing your social media marketing efforts is much more than counting fans and mentions and comments. Actually, those numbers don’t mean all that much. What really counts, when analyzing your social media marketing, is how much traffic social media drives to your site, how many leads are coming from social media, and how many of those leads you’re turning into customers. After all, those are the things that keep businesses going. If anything, small businesses need to be measuring their success on social media. If not, there’s no way to know if you’re wasting your time.
  4. Defining Goals – Small businesses need to spend time figuring out what they want out of social media in the first place. These goals need to line up with the core needs of the business, and need to be more specific than “increased brand awareness” or “increased customer engagement.” What’s a good goal for social media? Something specific, and targeted toward the needs of the business, like “have 10% of our leads come from social media” or “have 100 people sign up for our webinar” or “get 50 more subscribers for our blog by the end of the month.”

Jul 19

Poetry Saturday: Light Ray Divergence

I wrote many poems in my physics class during my junior year of high school. I have several poems about physical concepts, or inspired by my time sitting in that classroom. I should find that poem I wrote about how nice a day it was outside, only to find myself stuck indoors.

I feel like this poem was an odd attempt at a love poem, but I don’t know for sure. I didn’t write too many love poems during my few years of intense poetry writing. I’m not the type to get mushy. I wasn’t in love either during that time, which probably made a different. Too bad for my fiance. No poems for him. But he does get Valentine’s Day cards, birthday presents, and dinner, so I think it’s a fair trade.

Light Ray Divergence

 

Your light is incident to me

and the reflection is congruent.

We are similar

as your light strikes me.

 

I am a plane mirror;

what I show you is undistorted

It is proportion.  It is truth.

I reflect your light.

 

But it doesn’t reach your eye.

somehow, you don’t see

the Laws of Physics

the regular reflection of rays.

 

Your light is incident to me

and the reflection is congruent.

I saw a virtual image:

you at the critical angle.

Jul 17

Honesty as a Competitive Advantage, Upcoming Necessity

Extreme Trust Honesty as a Competitive AdvantageEvery Thursday, I will republish my best articles from Technorati.com. Since Technorati redesigned its website and is under new managements, tens of thousands of articles that were previously published on the site are no longer available. I have been given explicit permission to republish my work on my own website.

Trust is an increasingly valuable commodity when it comes to doing business, one that some try to take advantage of with fake social media reviews and other strategies (old and new) that are meant to fool customers; however, Don Peppers and Martha Rogers Ph.D argue in their latest book it won’t be long before the only successful businesses are the ones that are extremely trustworthy.

Their book, Extreme Trust: Honesty as a Competitive Advantage, says that the rising levels of transparency in society will mean that businesses will have to protect customer interests proactively. By investing in ways to preserve reputation and to build customer relationships, businesses will develop the extreme trust necessary to survive a world where the social domain and the commercial domains are constantly colliding.

“In the future, companies will have to do this because of competitive pressure,” Peppers said. “If they don’t do it, someone else will.”

Peppers also said that the book is fundamentally about how business will change because of technology-driven innovation, and described extreme trust as the “inevitable evolution of business over the next generation or so.

We can probably think of many examples of how different companies and industries treat their customers as transactions, how they try to make money off of people instead of working with them to earn their profits. Below are some of the book’s most noticeable examples:

  • Banks will soon have to stop relying on overdraft charges, because so many of them are based on simple customer error.
  • Credit card companies will have to coach customers on avoiding excessive borrowing.
  • Cell phone providers will have to help customers find the cheapest calling plans for their usage patterns.
  • Retailers will have to remind customers when a gift card or rebate card has gone unused or may be lost.

“[It’s up to] companies to decide whether they understand that they have two goals now: make money this quarter, and figuring out how what they do and what they say is going to affect the long-term value of a customer,” Rogers said. “Long-term value is determined today.”

What makes a trustable company, versus one that will simply do what it says and follow the law? Peppers and Rogers say that a trustable company will do three things:

  1. Do Things Right
  2. Do the Right Thing
  3. Do the First Two Proactively

Customers would be willing to pay $11 more a month for a mobile phone company they actually trust,” Rogers said. “[A trustable company will] keep you posted on what’s good for you about the business, and offer things that are valuable to you instead of making you search for everything from scratch.”

Therefore, current tactics used to develop trust, such as fake social media reviews and black hat SEO techniques, only tarnishes a company’s long-term ability to gain trust for a small-term (if any) financial gain. Even though falsehoods can happen (like someone spreading misinformation or even leaving a bad, yet real, negative review), doing things so well that loyal customers come to your defense is a much better way to go.

“Social media takes care of [a falsehood or negative review] by burying it with more accurate data,” Rogers said. “There are simply not enough lawyers to take everything off the Internet.”

“Customers want to be treated the way their friends treat them,” Peppers said. “The real solution is social credibility. As long as you have cultivated a reputation in advanced for being trustable, people will value your business and mourn if you go out of business.”

The book may be considered a must-read for anyone leading an organization, but it is also a must-read for any consumer who wants to be a consumer of trustable brands, and not just another transaction. The only way for extreme trust to be the way we do business in the future is for people to demand it now, and to take it away from those who make their money by taking advantage of their customers.

“There have been radical changes in the last five years. This is not a fad,” Rogers said. “There will always be more interconnectedness and never less. This is the way we will have to compete.”

Jul 12

Poetry Saturday: The Glass of Monkeysweep

This is a poem that I remember clearly! During P.E. class my sophomore year of high school, we were required to choose different sports to participate in during class. For part of a semester, one of the sports I chose was ultimate Frisbee. We learned the rules of the game, how to throw a Frisbee, and part of the class was play games and compete in teams.

The inspiration for this poem came from a great catch that I made during one match. I was wide open near the end zone (no one covers me ever when I play sports), and the person throwing the Frisbee (I don’t remember who) had no one to throw it to but me since everyone else was blocked. He threw it. It was a big Hail Mary, and I caught it! Points for our team!

The “monkeysweep” referred to our victory move we did when we scored a point. We would take the Frisbee and “sweep” is across the grass, hence the name. “Buns” was our team word for the short pass when we were open, so we were supposed to shout that word when we were ready for a pass. “Weiner” was our word for a long pass. I’d like to think that I didn’t shout, “Weiner,” when I caught the big Hail Mary, but I can’t guarantee that. After all, I was the only one open, so I might not have had a choice.

The Glass of Monkeysweep

 

Taste the victory of green

in the glass of monkeysweep

pour in that touchdown wine

and toast to green’s triumph

 

Buns! Buns! Buns!

A short pass to the other

Vwip, vwip, vwip

stealthy through the defense

 

Weiner! Weiner!

The pinnacle of the game

Hail Mary to the end zone

Throw it out there, long and hard

 

The jargon of the Ultimate

the win spun on a disc

Taste the victory of green

in the glass of monkeysweep

Jul 10

As of Today, 10 Percent of Social Media Reviews Will be Fake

fake social media reviewsEvery Thursday, I will republish my best articles from Technorati.com. Since Technorati redesigned its website and is under new managements, tens of thousands of articles that were previously published on the site are no longer available. I have been given explicit permission to republish my work on my own website.

According to a recent study by tech research firm Gartner, 10 to 15 percent of social media reviews will be fake by 2014. With growing emphasis and credibility on social media as the “new word-of-mouth”, its crucial that we be able to trust the opinions we find on Facebook, Twitter, and other social networks.

“With over half of the Internet’s population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more positive reviews than their competitors and solicit ‘likes on their Facebook pages,” said Jenny Sussin, senior research analys at Gartner, in a news release.

Gartner found in this study that the nearly all of the fake reviews are coming from people who were paid to provide that positive review, whether that payment in cash, coupons, or other promotions. In 2009, the Federal Trade Commission determined that paying for positive reviews without disclosing that the reviewer had been compensated equates to deceptive advertising and would be prosecuted as such. Even so, many companies are seeking out fake reviews in the hopes of making a few more sales or getting a few more hits on the website.

How do you ensure that none of your reviews are fakes (and can be 100% trusted as a true reflection of what your customers think about you)? Here are a few tips:

  1. Don’t pay for reviews – Earn those reviews, especially since the FTC is cracking down on fake reviews and even pursuing litigation with two Fortune 500 companies caught paying for fake reviews. However, it is okay to ask your customers to take the time to write a review, as long as you don’t compensate them for taking a positive stance, or control what the reviewer says in anyway.
  2. Respond appropriately to the bad reviews - It’s tempting to counter or to cover up those bad reviews by encouraging or paying for an onslaught of good reviews, but that course of action only shows that you’re unable to improve and to take criticism as a business. Instead, note those bad reviews and make changes, perhaps even responding by saying you’re going to do something about whatever was wrong. Also consider that you can’t please everyone. If a reviewer just says the food was terrible, simply accept that not everyone will like the food you serve.
  3. Encourage honest reviews – There are many ways to get your current customers to write great reviews for your business without paying for them. For example, create case studies and blog posts highlighting your best customers. This way, the reviewer not only gets attention for being a reviewer and a great customer, but potential customers can honestly see and hear what your business can do. You can also let your customers know where they can write a review for you by taking control of your Yelp or Google Places page. By keeping your information on those pages up-to-date and telling your customers about them, they are more likely to go to those pages to write a review.
  4. Delete Fake Reviews – If you’ve paid for reviews in the past, then remove those reviews from your pages at once, or at least disclose that these reviews were paid for. Fake reviews only ruin the credibility of your business, and if you’re caught with fake reviews that lack the disclosure, you could lose a lot more than your customers.

Jul 05

Poetry Saturday: What Blue Doesn’t Tell You

I had hoped that I had something American or Patriotic that I could share during Independence Day weekend, but I couldn’t find anything that stuck out. So, I figured a poem about the color blue would be just fine. I do have a poem about the color red, but I didn’t want to share that one yet. I don’t really have any poems about the color white, but I do have one or two about snow. Those are better suited when there’s actually snow on the ground.

I don’t know why I wrote this poem or what inspired it. I’ve always liked that there are so many synonyms for each of the colors, but I don’t think that’s the main reason or the only reason why I wrote this poem, if it’s a reason at all.

What Blue Doesn’t Tell You

 

Aquamarine surfs in harbor

not telling where to catch the waves.

 

Cerulean adds pigments to the water

but doesn’t show the midnight how.

 

Cyan fiddles with the lights

keeping certain things in darkness.

 

Sapphire sparkles with shimmering glee

knowing why the dolphin smiles.

 

Navy leads the cadets to battle

cause and enemy left unknown.

 

Cobalt tortures the baby blue

picking for the answer’s sky.

 

Why such the unusual blues?

Blues thought’s bear no admittance.

Jul 03

There is a Plan B for Birth Control and Health Care Plans

birth control healthcare plans

Every Thursday, I will republish my best articles from Technorati.com. Since Technorati redesigned its website and is under new managements, tens of thousands of articles that were previously published on the site are no longer available. I have been given explicit permission to republish my work on my own website.

Last Friday, the White House announced that there will be no wider exemption for religious groups regarding the Affordable Care Act, which requires that “preventative care” be fully covered, with no co-pay, under new insurance plans, and the Department of Health and Human Services accepted recommendations that put all forms of contraception in that category. Beginning August 2012, new insurance plans must fully cover women’s preventive care, which now will include yearly wellness visits, breastfeeding counseling and equipment, and screening for gestational diabetes, domestic abuse, HPV, sexually transmitted infections (STIs), and HIV, in addition to the birth control and sterilization. This latest announcement grants only a one-year waiver they can apply for while figuring out how to comply with the law. Naturally, the U.S Conference of Catholic Bishops is against the new regulation, particularly the clause on birth control, as it conflicts with Catholic tenets.

As Reverend Peter Laird presents in his counterpoint, “The position of the Catholic Church on artificial birth control is well-known, though not always well-understood. Our teaching is founded in a conviction that every human act is meant to witness to the truth about God and man…The church does not consider birth control a right of health care, much less a good for human flourishing, because pregnancy is not a disease.

The new regulation does come with a “conscience” clause, an exemption that applies to non-profit employers that have the “inculcation of religious values as its purpose, that primarily employ fellow believers, and that primarily serve people who share its religious tenets.” This defined exemption would not include Catholic hospitals and probably won’t include Catholic Charities and Catholic institutions of higher learning. Thus, the new regulation has not been well-received by the Catholic community.

However, research from the Guttmacher Institute shows that 98 percent of Catholic women have used contraceptive methods banned by the church, compared with 99 percent of American women who have used these same methods at one point in time. The statistics aren’t much different. It’s fine that Catholic doctrine is against birth control, but with so many Catholic women violating this part of the doctrine, the church really ought to expend its energy on reaching out to its members instead of retaliating against the federal government. The study does not specify how many of these women are aware that using birth control is against church doctrine, so it’s impossible to determine how many are using birth control in spite of church doctrine, or because they don’t know that it’s against church teachings. It’s also possible that Catholic women are choosing to violate this part of the doctrine in order to avoid an unwanted pregnancy, and the confronting the choice of violating the church’s stance on abortion.

I don’t fault the church and other Catholic organizations for not supporting the federal regulation, but I don’t’ see how it jeopardizes the overall mission of these organizations, or the essence of being Catholic. I’m sure being Catholic is much more than avoiding birth control, like being a person for others and living simply. Plus, the new federal regulation says that all health plans much cover sterilization and contraception. That doesn’t mean that a woman will, or must, access that free contraception. As Laird says,

“Absent sufficient regard for rights of conscience, the birth control mandate will force all men and women — and all employers — to carry health “benefits” that violate the sincerely held religious convictions of many.”

I don’t deny that these benefits violate the religious convictions of many, but doesn’t it only count if those who believe such participate in this violation? Does mere availability automatically equal a violation all its own, even if no one took advantage of this availability? This regulation presents an opportunity for the church and Catholic employers to make its community aware that the use of sterilization and contraception is against church teaching.  Of course, another option is to revoke health insurance for all employees, but no one needs to be that drastic here. If anything, the regulation allows for the accommodation of non-Catholics at Catholic employers while encouraging Catholics to follow church teachings. As Laird puts it:

“Organizations such as Catholic universities and hospitals, social-services agencies and Catholic Charities, because they serve people without regard to religious affiliation, would be forced to provide contraceptive and sterilization services. In other words, we would have to stop being Catholic if we wanted to serve all men and women, as Jesus did. It would also require Catholic organizations to employ only Catholics, which may be at variance with both federal and state discrimination laws.”

After all, Catholic employers cannot legally exclude non-Catholics from its workforce, and Catholic Charities certainly wouldn’t exclude non-Catholics from its services. Therefore, there’s no imposition or forced adoption of Catholic teaching. Also, the regulation only stipulates the provision of them in health care plans, not necessarily by the institutions themselves. This means a Catholic hospital or clinic can refrain from carrying birth control and providing sterilization services to the people they serve. This would also mean that any non-Catholic that works in these places, that wishes to use birth control, would have the choice to do so. This regulation doesn’t infringe on the Catholic identity of institutions in anyway.

Why must this issue of birth control be treated as such a black and white issue? This issue of sterilization and contraception seems like an opportunity for religious education and tolerance instead of the religious intolerance that it’s perceived to be. Overall, this federal regulation doesn’t say that Catholic teaching is wrong, or that Catholic institutions cannot be Catholic institutions. It doesn’t stipulate that birth control must be offered to all who walk through those doors. It just needs to be part of the health care plan. Good Catholics can still be good Catholics by not using that part of the plan. Non-Catholics can still have this choice available to them if they wish. Just because the choice is there to choose birth control doesn’t mean that one must, should, or will choose birth control.

Jun 28

Poetry Saturday: Under the Syringa Tree

“Syringa Tree” is such a specific reference, one that I cannot remember (are we surprised at this point that I can’t remember doing many of these poems). My first instinct was that I was referring to a species of tree mentioned in Wangari Maathai’s memoir, “Unbowed,” but I knew that wasn’t right. I read that book during my junior year of college, and I know I wrote this poem in high school. Most likely my senior year of high school, based on the format, but I’m not entirely sure.

I did a quick Google search, and “The Syringa Tree” is a play about childhood under apartheid. I didn’t read the play and I haven’t seen a performance of the play, so I know I didn’t get the idea of the tree from there. I’m not from Africa and I’ve never been to Africa, so I know the reference isn’t from a personal experience with an exact tree or with the species. I’m dumbfounded. Why would I write this poem and reference this tree? I wouldn’t even know what a Syringa tree looked like if I saw one.

Under the Syringa Tree

 

Good work, good moral

and good luck

stained,

from the fallen leaves,

broken branches,

and withered roots

of the Syringa Tree

 

Ignorance is bliss.  And when the truth is hacked to the ground right in front of you, it’s all difficult to salvage.  From under the Syringa Tree, we saw the loss of comfort.

 

Late lilacs blossom

lavender, brightly,

after a winter

of hibernating strength.

Together, in one

the flowers grow

in soil cluttered

with the giant kudzu,

the fat outreaching one

with an overbearing green

flooding

through manipulation

 

Kudzu battles

the rival Dandelion

Kudzu

Dandelion

Kudzu

Dandelion

There’s only one

Syringa Tree,

one set of lilacs

for all to share.

They fight

for the credit

of the lilacs

 

Lilacs fade

and shrivel

with stolen credit

and stolen time;

The pleasure

of the flower

ruined

 

Gust to gust

puddle to puddle

winds and monsoons

were tough to trek

time and time again;

But under the Syringa Tree

leaves, branches

and roots

have protected

the underlings

 

Underlings

fostered by rings

of an extended legacy

celebrating

the fruits of labor

in koa bowls

and golden trophies

 

Cutting the grains

of harvest,

sharing the gold

under the Syringa Tree,

fun and company

under the Syringa Tree

 

Underlings

nurtured by

the Buddha

the native gardener

the distant hope

the rival dandelion

and all-knowing doc

 

But now,

the Syringa Tree,

gnarled by drama

wrinkled by stress

and tireless labor

of previous sunsets,

endured

and grew

a most honorable name,

only to have it

eventually slandered

by senior woodcutters

and junior poachers

of a selfish gain

 

Senior woodcutters

who squabble for wood.

Wood that doesn’t

matter in the long run

yet benefits all

in the short.

And through the skirmish,

hack branches.

 

Junior poachers

looking for

every advantage

to help themselves,

to feed their inane mouths

and bask

in stolen sunlight

 

We now fight for the lilacs,

the same lilacs

we used to share

and grow together.

 

The underlings are losing

the Syringa Tree

he blossoms no longer

the same lilac

 

Presents

Friends

Foes

Lovers to Come

Journeys to Go:

dissipated

and lost

The rich savannas,

a balanced circle,

and prosperity

all

lost,

except the foes

 

The previous season

oversaw glory

of a new kind

and a fight to defend

a clean match up

 

But soon squandered

is tomorrow,

under the Syringa Tree

the lilacs are lost

The underlings

won’t be there much longer.

They will wither too.

dried spirit,

dried young’un spirit

deprived of an energy

even hose far from

the Syringa Tree

could use

 

And by then

more than the lilacs

will be lost

 

But the whole tree.

 

Just a stump will sitt,

trying again to rebuild

what the kudzu

and the senior woodcutters

and the junior poachers

destroyed

 

Branches severed by the human hand never regain their original shade.  The comfort under the Syringa Tree will never have the same breeze nor will the lilacs bloom in the same radiance.  The Syringa Tree may survive but will never grow greatness again.

Jun 26

How to Ensure Originality in Your Content Marketing

originality in content marketingEvery Thursday, I will republish my best articles from Technorati.com. Since Technorati redesigned its website and is under new managements, tens of thousands of articles that were previously published on the site are no longer available. I have been given explicit permission to republish my work on my own website.

If your biggest content marketing challenge is creating original content, then you’re not alone. Almost 70% of B2B marketers said this was their biggest challenge, according to a B2B marketing trends survey from content curation platform Curata. The next two biggest challenges for B2B marketers were having the time to do it (65%) and finding high quality content (43%) to drive a content curation strategy.

As the use and importance of content marketing continues to rise, there’s added pressure on content creators to come up with new and original content regularly. Duplicate content isn’t cool, but creating original content can be a challenge when you are covering some of the same topics over and over again. So, just how do you ensure originality in your content marketing without resorting to copying or running out of ideas? Here are a few ways to do that:

  1. Involve More People in Your Content Marketing Process – If you have only one person writing for your blog, then creating original content is going to be a huge challenge. One person can only do so much. When it comes to your business blog, allow employees from sales and customer service to contribute as well. These folks have insight into customer questions and pain point, and can offer something incredibly valuable to the blog, something that your original blogger could have missed. For other forms of content marketing, involve a team or maybe outsource a project or two to a content marketing firm. A fresh perspective could be all it takes to get the original content you’ve been craving.
  2. Don’t Rely So Much on Copyscape – Too many people think Copyscape is the magic wand to finding original content and to banishing those plagiarists. However, Copyscape is not a silver bullet. First of all, simply rewriting something into your own words doesn’t absolve the crime of plagiarism. Think of this as putting someone’s book or academic report into your own words, and then putting your name on it without giving credit to the original author. The ideas aren’t your own, and without proper citation, even the rewrite is still plagiarism despite passing Copyscape. Second, there are things that ought to be cited and be verbatim in content, such as a quote, a definition, a set of statistics, a phone number, and a book title. This is where human judgement comes in, as rewriting these things may make your content less powerful, not more. Third, Google hates duplicate content, but an entire article that’s copied and pasted is very different from including a quote or an excerpt of someone’s book or blog post. Original content is much more than having unique text. It’s about having unique ideas while being able to give credit where credit is due.
  3. Conduct Your Own Research – A great way to be original is to conduct your own research with a survey or analysis of data, and then to report the findings. This method may take a while, but the goal is to find something new and to have a lot to write about, more than just a single blog post or white paper.
  4. Update/Repackage Current Content – No one says that once you publish something, that’s it. Get more mileage from your content by updating the information, or repackaging the content. For example, if you’ve written 20 blog posts about anti-virus software, then take those 20 posts and turn it into a guide or an eBook about anti-virus software. You can make this original by adding an author page and an introduction in the beginning, a description of your company at the end, and updating any statistics you used in the posts. Okay, you’ve technically copied yourself, but you own that content. No one’s going to ding you for that.

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