marketing on the internet

Content Marketing King for a Day

Posted on by paul in Uncategorized Leave a comment


I first ran across Paul Patzloff doing columns for Forbes magazine. Like many blogs on, it was smart, relevant and practical. The fortunate part of my discovery was that Paul lived in Minneapolis, meaning lunch was in our future. We got together, talked some s**t, and I knew he was destined to become a contributor to Content Kings. Paul is a marketer, a lead gen specialist and a digital swami. He helps companies leverage compelling content like ours into social venues and has created solutions for corporations ranging from Snapple and AT&T to Rosetta Stone and Thomson Reuters.

-Gary Johnson, MSP-C President

That was a fantastic introduction from Gary. Here’s my contribution to his blog.

Why the Long Tail of Social Media is Wagging Tomorrow’s Content.

Please tell me why so many content marketing pros are in a panic thinking they need to compete with established publishers?

Probably because many of us remain under the influence of the push attitude ingrained in our marketing psyches. And it goes something like this:

1.      Define your persona(s)
2.      Create & publish high-quality content you are confident they will love
3.      Target the best web venues for exposure and subscriptions
4.      Nurture further to prompt engagement and eventually a sale

Why mess with that? After all, the surprisingly colorful history of content marketing is full of high-quality publishing examples:

•  The Furrow is a farming magazine established by John Deere in 1895. It’s still thriving today as a monthly publication with a circulation of more than 1.5 million farmers across 40 countries and 12 different language versions.

•  In 1987, Brick Kicks was started and has since transformed into LEGO Club Magazine. My kids and millions of others devour every issue!

•  Local Hanley Wood has created STIR magazine for Sherwin-Williams aimed at design professionals. It enjoys a larger readership than Architectural Digest. Wow, that’s compelling content.

Well if you can’t afford the gloss? Consider a grassroots approach with user-generated content

High-quality, top production value content is not for everyone, or even within most of our budgets. So think about user-generated content. Here’s where you seek out content opportunities from your customers or prospects. Much like SEO keyword research, the way people talk about your product, services or brand can be an incredible source of authentic content.

Want a recent example?

Software mega-giant Oracle bought the blog and content publishing platform Compendium. Yes, blogging is content marketing. The secret here is that Compendium is more than a technology platform; it’s an innovative tool that can help you harvest content from almost anywhere: Facebook, email, blog posts, YouTube, Twitter and the like. So you can count on all sorts of interesting interpretations of your brand—be it favorable or critical. And that’s accurate, real-time content sourced from the long tail of social media, and beyond!

Start Today with video

One of the most efficient ways to kick-start your user-generated content marketing efforts is to leverage video. Go out and ask your customers a provocative question, like, “what was your biggest concern buying our product?”

A user-generated video provides an intimate feel that people trust. You can use responses as content or develop new content ideas. A tool like Bravo Video can help you simplify the process.

Your Takeaway

Don’t treat content or its codependent sibling social media as shiny objects, hobbies or nice-to-haves. Build them into your communications plan as KPIs (Key Performance Indicators) to validate their roles. Afterall, metrics matter.

Finally, ad legend David Ogilvy said it best: “You can’t bore people into buying.” I’ll take that a step further by saying, “You can’t bore people into believing.” And user-generated content can add that believability to your brand by tapping into the desires, fears, offhanded remarks and passions your prospects are sharing.

Do you know your 10 most important keywords?

Posted on by admin in Articles Comments Off on Do you know your 10 most important keywords?


SEO 101 for marketing on the web, plus two cool tools to use today

(This article was originally published on


Minneapolis Content MarketingAs published on


After 20 years as an ad & marketing guy, I’ve found that most businesses know their business and have an established set of words & descriptions. But too often many simply don’t always know or understand their online marketing lexicon. And by that I mean the words prospects are searching online to solve their problems.

When you think of the web search queries, try to think of Google or Bing or YouTube as being an enormous help desk  — or better yet a concierge. A smart, efficient helper directing you to a solution. So make sure your words and search meanings line up. In other words, speak your prospect’s language.

For example

  • You may think you are selling home heating systems 22K searches per month when furnace gets 5 million searches.
  • If you sell dog accessories 110K searches per month, consider emphasizing hot items like dog bed 450K and dog collars 673K searches per month.
  • You may be a cosmetic dentist 368K but you’d best be using teeth bleaching 1 million monthly searches as one of your 10 words.


I know this exercise may seem overly simplistic, but these 10 words are the foundational logic of your business online. And finding the right words is really a process of relation. By that, I mean you should first nail down the core 4-5 words you know are critical and then branch out for more related terms or phrases. Confirm your 10 words and load them into your web marketing efforts. Share with your internal and external teams so you can be speaking the same language across your content and digital marketing efforts.

Photo by Edho Pratama on Unsplash

Think beyond your website
Your 10 words need to live well on your website as SEO magnets. But they also need to be sprinkled into all your online effort like your blog, press releases, articles, white papers, case studies and your social media. Remember, YouTube is the #2 search engine, so it’s important to be there with the words that connect with your prospects.

Here’s how to start, or restart
As an established business you may already have a pretty good grasp of your 10 words. But it’s important to examine and even re-examine these from time to time. I believe trends, new business demands, and changes in your industry can continually influence your 10 words.

It’s all relative
For starters try this cool Visual Thesaurus tool from Think Map to start determining the different words that relate to your business. This Gantt-Style mapping tool lines up related words in a diagram. The movement and motion of this online tool is quite addictive! Using these related words will help you determine a wide range of terms for your business.

Value your words
Next, take that big bunch of related words and see what they are really worth. Try plugging them into KeyWord Spy. This is a neat tool much like Google Adwords. You can use their basic plan for free to get started. I like the simplicity and insights it provides.  You get tables that display the searches per month and the cost per click for online advertising. So it’s a real demand /cost analysis of keywords that are being used. And it can be quite revealing.

So go explore with these resources, discover your 10 words and embrace SEO with confidence.

Want to discover your 10 words to use in the fastest way possible?