Executive Summary: Conquering the High Cost of Content Marketing

Over on the Big Marker platform we do webinars each month. The most recent was called Conquering the High Cost of Content Marketing, and it featured a conversation between Communications Director Lee Schneider and Alissa White, founder of Matcha Source. To join up and attend our webinars live, please check out our community on Big Marker.

We follow each webinar conversation with a high-level executive summary that digs into the tools and techniques referred to in the conversation, and lets you in on how Red Cup handles these challenges for clients. Here’s a recording of that summary.

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Developing Your Long Term Media Strategy

I have always been a fan of quick hacks and tricks that can get me moving faster. Ultimately what you truly want is loyalty, and hacks often will not help you achieve that over the long term. The only solution is to develop and sustain your media presence over a long period of time.

As mentioned in a previous post: strong writers should consider blogging, just as effective talkers should consider a podcast. “You must figure out the smoothest way for your company to continuously create media of the long term,” as Lee Schneider put it in his Amazon bestseller Be More Popular: Culture Building for Startups.  Perhaps your startup is in phase two. You’ve launched, gotten some users, and you are ready to roll out a few new social channels. How do you refine your process so it is sustainable and effective?

Building communities online is about being specific, really specific. You have to start small, with a community of committed fans and users and grow from there. In other words, you must become popular with only …

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Why Be a Storyteller?

You’re running a startup. Why should you bother being a storyteller?  Who has time for that? I have a release to push out. I have a team to hire. I need lunch, and I need sleep, even just four hours a night. I need to stop being a workaholic, maybe in about five years. 

You’re been there, yes? But you also have to add storyteller to your job description, because your story is how your customers, users, and investors connect with you.  If you can tell your story in a way that overlaps with theirs, the connection you need is made instantly.

Example? The other day at a big natural products expo I was in desperate need of an espresso.  I walked by a booth for a coffee company. It was a brand I’d never noticed before.  The owner of the company, who was pulling the shots at the booth, noticed that I slowed my pace and offered me a coffee. He told me the story of how he got started, communicating his passion and knowledge about his coffee, the …

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How to Push Content That Will Drive Success

You don’t need to be everywhere, as long as you communicate effectively within the channels you are on. For example, strong writers should consider blogging, just as effective talkers should consider a podcasts. Here’s a process to consider when starting or refining your channel:

Start your channel — give your incoming audience a destination.

Post frequently — keep the content coming and you are more likely to attain a committed audience.

Maintain the quality — Quantity should not be emphasized over a base line of quality for the content that you are producing. Ensure that your content is clean and professional, without any major hiccups or defects that might reflect poorly on your organization. Keeping this up will help your audience absorb your messaging and see you as a pro in your field.

Carefully consider keywords and descriptions — Ensure the “packaging” of your content is created such that it will attract the attention of your intended audience. Searchers will be drawn to your content based on its title, description and keywords. Some useful tips could be to include “How …

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