Category Archives: Higher education

Grow Your Social Audience With (Pt. 2)

Last week, I introduced you to the social media listening and publishing application We learned how to set up campaigns and walked through the Actions dashboard of recommended interactions to handle. It was great.

Today, I want to show you’s Lead and Community tabs. The first helps you identify members of your audience that are ripe for outreach, whether for a sale, for a partnership, or as a potential clients. The second, my personal favorite, breaks down your audience into action groups, suggestion who to follow, who to unfollow, and who you need to re-engage with. Most important, it tells you why. With the click of your mouse you can understand your audience members better and know why recommends to connect with them for example.

Whala! No more flipping back and forth from your chosen social media listening and publishing to and your Twitter or Facebook account. All the information you need is pulled into, from when someone last tweeted to the days and times they liked something you posted.

by Ed Carpenter — Contact me for help with your content strategy.


Grow Your Social Media Audience Using (Pt. 1) is a social media listening and publishing platform that I love because it allows users to dive deeper into their relationship with audience members from right inside the application.

Want to know how many times some has liked your Facebook post or retweeted a status update? It’s right there in their profile. Want to analyze why recommends that you unfollow someone? Review when they last posted to that account, a month ago? Sorry Charlie, they’re fish bait now.

In this first review of, I show you around some of the best functions: From how to set up campaigns to why the app’s pop-up and light-box bios windows of your audience members can help you make better decisions about how to grow your audience and reach potential clients.

Are you a user? If so, I want to hear from you. What’s your favorite feature? What can’t you live without?

by Ed Carpenter — Contact me for help with your content strategy.

Buffer: How to Make Scheduling and Sharing on Social Media a Snap (Pt. 1)

Trying to keep up with the social media Jones’ can lead you to throw up your hands in defeat. It’s hard work. Some of you have written to ask how I consistently find quality content and the time to publish on social. Like you, I struggled. Than I found Buffer.

Honestly, I couldn’t do what I do without Buffer. It lets me schedule posts for multiple social media platforms, find and share great curated content my networks are interested in, and measure what’s a hit and what’s not — all inside the application.

If any of this sounds useful, check out my video tutorial on Buffer’s top features. What do you like best about Buffer?

This is the first in a two-part tutorial series on Buffer.

by Ed Carpenter — He’s a bad mutha … shut yer mouth.

iConsumer & the Golden Age of Marketing

The future of marketing like you’ve never seen it

Welcome to the Golden Age of advertising. Not the Mad Men of the 1960s Golden Age of advertising, the real Golden Age.

The way we see ourselves is about to shift, and the implications are hard to imagine. In the 21st Century, “Freedom” will be defined as much by the flow of information as it was defined by commerce in the 20th Century. For marketers, this new era will be marked by the rise of the iConsumer.Location-based Advertising

How this happened is important to understand, for the simple reason that it points to where we’re going. The most paramount factor is that nearly all information is now mobile. People can and are making decisions on the go — whether it’s about where to lunch or where to book an international vacation. A second crucial factor is that brands have the capacity to target consumers on a more personal scale than at anytime in human history. Up until now, marketing was conceived and executed on a mass scale. That worked because the public consumed advertising mediums, whether billboards, television networks, radio programs, or newspapers en mass.

But the arc of history bends toward fragmentation. It’s evident in streaming a-la-carte movie and TV viewing, in podcasts, blogs, and curated news sites. The trend is increasing and will continue, based on the ever-growing number of fingerprints that consumers leave archived in their email inboxes, cached in their online searches, and digitally mapped — thanks to smartphone geolocation.

Marketers will anticipate your needs

American’s spent more time on digital devices than watching television for the first time in 2014.

American’s spent more time on digital devices than watching television for the first time in 2014. Mobile ad sales in the U.S. outpaced newspapers, magazines, and radio ad sales for the first time in history. Only television and desktop/laptops exceeded them. Today, digital (mobile and desktops/laptops) comprises 30 percent of all U.S. ad sales.

Location Markeing

Infographic thanks to Marketing Land

It’s going to get bigger. It’s inevitable. Why? Because there are vast swaths of the U.S, let alone the developed and developing world, that are only beginning to realize the Internet’s mobile potential — and by that, I mean it’s reach and power to change what people know and what they want to know. In the new Golden Age, what we think of as “loyalty programs” will be ubiquitous and the default. Everywhere you shop will know you. As soon as you walk in — bing, your phone or Apple Watch will receive a coupon or tell you about the day’s special. You’ll receive alerts based on your location. Bing! “It’s 5:30 p.m., almost dinner time. The Indian food joint around the corner has a happy hour discount.” The anticipation will be done for you.

The demand for content, strategies, and deliverables to help businesses and brands reach the right audiences is compounding. It’s going to be huge because it’s going to become cheap. If you doubt me, just search “#marketing” on Twitter, the amount of free and near free information is exploding. Marketers I know, are uneasy. They sense a shift but aren’t sure what it is or what it means. And for old-school marketers, there is a growing sense of fear because the future is clearly digital, clearly targeted to individuals, and clearly about analytics. They are quickly becoming dinosaurs.

The end of marketing as we know it

But every Golden Age ends. And this one will too. It will follow a remarkably similar trajectory as the decline of the newspaper industry. Computers will do the jobs professional marketers once did. Except, they might do it better, if with a less personal touch — ironic, in a way, given the relentless focus on individual iConsumers’ wants and needs.

Is the end of marketing in sight? No more than the end of journalism was when people prophesied its demise 10 years ago. The good news is that marketing is going no where. But it has already driven off the cliff to its next destination. It’s in mid-air flight and we’re riding shotgun. People want to be marketed to. But we want to be marketed to smarter. You’ve heard of content curation? How about marketing curation? That’s what the Amazons, Facebooks, and Googles are building Titanic-sized data centers to support. For good or bad, the New Golden Age marks the end of consumers’ anonymity — what shreds there were remaining.

by Ed Carpenter — He’s a bad mutha … shut yer mouth.

Confessions of a Brand Journalist

Brand journalist or content marketer? Are they the same?

Are you a brand journalist? A content marketer? A brand marketer? Experts in the field have been busy deciding what you and I should be called. In recent weeks, an online debate simmered, nearly smoldered out, then rekindled. VIPs in the online marketing domain took off their logo-emblazoned gloves. Things got snarky. Challenges to duel were exchanged. Some had their name dragged through the mud.

brand-journalism-Trevor-McClintock-BelfastIt was entertaining, in an “inside baseball” kind of way, at least to online marketers. For everyone else, there was the kid-with-a-lightsaber-slicing-up-a-toy-aisle-at-Target video. They had a belly laugh, at least. I, on the other hand, have tried ever since to pinpoint why both sides’ arguments exasperated me. Why is there so much indignation about whether someone calls himself/herself a “brand journalist?” I wondered.

I concluded it’s because journalism has changed in America, and not for the better. Many of us feel it’s not living up to its name, or worse its purpose. As a former San Francisco journalist, I agree that’s a valuable debate — if 10 years too late.

But, if you want the truth, the debate about journalism’s flagging substance is a red herring. The debate we’re talking about is whether brand journalism is an oxymoron. It goes back to at least October, when Contently’s Sam Petulla sounded his barbaric yawp over the roofs of the blogosphere to demand that people stop using the term “brand journalism.”

I agree with the stance Contently has taken for a long time: There’s no such thing as brand journalism. The reason why is simple: If your purpose is to increase ROI for a business by obtaining more customers, you’re not in the journalism game. And calling your branded content “journalism” is detrimental because it may come across as deceptive to readers. Instead, you want to build trust by acknowledging your subjectivity and bias as a brand.”

More honesty

Shortly after Petulla published his piece, Jill Golden, a former journalist who’s now a content strategist with the NEA, weighed in along the same lines — but, I thought, with more honesty. “The word ‘journalism’ overstates, even misstates, what content marketing is, which is why ‘brand journalism’ is a disingenuous label,” Golden writes.

I understand Sam and Jill’s wish to draw a red line and their nostalgia for a better journalism. But theirs is a narrow interpretation of journalism, if they’re talking about independent, unbiased, no-advertising influenced or favoritism journalism. When we look around at journalism today, or, really, any day in the past for that matter, that’s a mighty tall pedestal. From its earliest days journalism has been a dog eat paperboy world and yellow was the color of its banner. Absolutely, we should hold public-service journalism in highest esteem, as the fourth estate. But as Nicole Jenet rightly wrote for ScribeWise, that’s just the tip of the spear.

You could argue that lifestyle journalism and sports journalism aren’t necessarily journalism … Don’t even get me started on “celebrity news.” But, readers are interested in those topics, they click on those articles and they regularly pick up the paper to read those sections. They help to fuel the business of journalism.

b2b-content-marketing-challenges-2011-300x241I want to be clear: Readers aren’t fooled by brand journalists, if we’re talking about writers who create stories for branded websites. With the word “brand” in their job description, assuming so insults readers, if anything. Readers know brand journalism doesn’t come from the Baltimore Sun or The New York Times (although, I believe branding in newspaper journalism isn’t as black and white as many of us like believe either). It comes from brands, whether that’s a multinational conglomerate, a public university, or a freelance graphic artist.

Lush Digital Media’s Sarah Mitchell agrees. In a recent post on Ragan’s PR Daily blog, she didn’t mince words when she wrote, “I believe what’s at the heart of this debate is a kind of elitist opinion that traditional media is better or more worthy than brand media … Quite frankly, brand journalism is saving traditional journalism.”

The question remains

And yet. And yet. Each of these arguments fail to get at what brand journalism is. We’re not even sure we’re debating the same term. No one defines it. Instead, we argue about whether the term “journalism” deserves some endangered species protection. Shouting “Free Willie!” and buying dolphin-free canned tuna sounds great, but it doesn’t lead us to common ground or even a common understanding. Before we get into that, let’s pause and review:

  • First, readers aren’t fooled by brand journalism
  • Second, journalism, at least the the vast majority of it, doesn’t deserve to be paraded on such a high pedestal, and
  • Third, brand journalism is a threat to traditional journalism (But that comes from unbranded brand journalism, such as that peddled by Chevron. (That’s a hybrid that’s not mentioned or recognized in any of the posts I referenced here or any of the related ones I read on this topic — so, of course, I plan to tackle that in a separate piece in the near future. Stay tuned.)

The question remains. Should we stop using the term “brand journalist.” Is “content marketer” the right term, as Contently proposes? All brand journalists are content marketers, after all. All content marketers are not brand journalists, however. Farmer’s Insurance’s “Must Have Apps For a Safe Road Trip” and Nike’s debut of its Lunar Vapor Trout cleat in Oregon Ducks’ colors just before the NCAA Championship are content marketing. But they aren’t brand journalism. Want an example of brand journalism? Look no farther than your alumni magazine.

Distilled to its purest form

Brand journalists rely on background reporting, multiple sources and interviews, vetting, genuine quotes, and a news structure — often the inverted pyramid. A brand journalist doesn’t rely on a team of marketers to polish the edges of a story until it glistens like Mr. Clean’s countertop. In fact, that undermines the brand journalism. Instead, a brand journalist depends on openness, trust, and honesty. I like to say that a brand journalist tells no lies, which some might argue is a generous interpretation — being that it is marketing. It’s not that brand journalists are independent and unbiased, but readers know where we come from and we are careful to distinguish what we do from the marketing we grew up with: the marketing that told us Camel Cigarettes made you a man and Dr. Pepper was healthy.

the storyBrand journalists depends on real people to tell personal stories about a brand, whether that’s a hospital, a haircare product, or a neighborhood farmers’ market. Distilled to its purest form, a good piece of brand journalism is a personal endorsement, infused with the tension and drama of good storytelling. I don’t know if “brand journalist” is the best term for what I do, but I know that “content marketer” doesn’t convey the proper techniques or expectations to patrons.

Where do I come down on the question of brand journalist vs. content marketer? You don’t have to guess. A brand journalist uses his/her journalistic training to develop and craft stories in a way that many, no most, content marketers don’t or can’t — simply because they don’t have the background. When I say I’m a brand journalist, you know right away that I bring a depth of experience and training to content marketing that allows me to visualize a story from a journalist’s perspective. That’s not the end all be all; it’s not even better, necessarily. What’s better depends on your product/service, your marketing strategy, and your relationship with your customers.

And yet. And yet. If we can agree those two things — brand journalist and content marketer — aren’t one and the same, then maybe we can begin to have a debate worthy of the respected names that have weighed in and that many of us look to in the industry for best practices.

by Ed Carpenter | »email WebContentInsider@gmail | Twitter @EdInOakland

Build Your Audience by Partnering With Active Content Creators

My advice? Work with those active posters to build a nexus between, say, the businesses district and area business, by cross posting events, images, and sales …

How to Become a Media Darling: 6 Dead-Simple Tips

One of the best ways to promote your business, organization, or expertise is to be featured in the news. It’s an independent, unbiased endorsement, after all. Marketers call this earned media.

Put simply, earned media is the visibility you earn when a journalist reports on your product, cause, or organization. It’s not owned media — the channels, tools, and content that you control and use to publish your story. And it’s not paid media — a.k.a. advertising

Beer brewmasterHow’s earned media work? Typically, you or your organization orchestrates a strategic news moment that you share with reporters. It’s not free media. You earn it — not only through the newsworthiness of your story, but through the sheer work it takes to land the coverage.

Sounds easy, right? Okay, maybe “easy” isn’t the right word. But what’s easy isn’t worth doing anyway — right? Have you ever wanted to be the brewmaster who is featured on the six o’clock news explaining how a revamped city ordinance led to brew houses sprouting up like recycled beer cans at an aluminum recycling center? To make that happen you could depend on providence — i.e. waiting around for a reporter find you, track you down, and call you. Or you could take the proactive approach recommended by brand journalist Phoebe Chongchua, a former San Diego-based news anchor/reporter, who has been helping clients reach the news media for more than a decade in print, in video, and now in a podcast — The Brand Journalism Advantage, where guests trade tips on storytelling and content marketing best practices.

Think like a journalist

If you’re looking to land some earned media coverage of your own, Chongchua has some tips for Web Content Insider readers. “The reason a lot of companies don’t get called by the media is because the media doesn’t know about them,” Chongchua says. “If you want free publicity from the media, you have to become a ‘notable resource’ to reporters.” That means “thinking like a journalist,” she says.

Here’s how to turn your business into a media darling:

1. Network with reporters. Just as it’s always good to know a great attorney, it’s also good to know a news reporter or brand journalist. Follow them on social media. Contribute ideas for stories not just on your company but on topics in the industry your company is in. If you post comments and begin feeding them unique and interesting stories, you’ll find that reporters will eagerly welcome your posts, emails, and even calls. Don’t waste their time. Be direct and offer pertinent and timely information.

2. Pitch your story and make it matter to many. The story you pitch has to have widespread interest coupled with a personal aspect. Don’t just pitch your company and/or product. Instead, offer to help with information that will benefit the news media audience. Then show how the personal element of the story plays a vital part of that story. Essentially, you’re storyboarding the report for them.

3. Make it easy to locate the “go-to expert” in your company for an interview. As a reporter, Chongchua called companies for interviews and was told, “We’d love to do this story, but the only person who can do the interview is our CEO and he won’t be back for a few hours.” What a shame. Make sure that your front office knows what to do when the media calls. Many connections don’t happen because a receptionist/staff can’t be bothered with a call from a reporter (because it wasn’t viewed as a sales call). How silly! That call could have generated extraordinary publicity and future sales.

4. Have real clients and people available that the media can interview. It’s vital to have past clients that you can recommend for the media to interview. Make sure you’ve pre-screened these clients and know that they can do a quality interview. Nothing is more frustrating than getting a lead for an interview from a company and then having the interview be awful because the referred client isn’t articulate or refused the interview.

5. Think like a journalist before you pitch to a reporter. If you’re pitching a story to a TV reporter, think about what video the reporter would use to tell the story. Some good stories are turned down on TV because there just isn’t any compelling video to accompany the story. It’s like saying you’ve got a good face for radio! Sometimes the story is simply better for print or radio. But if you can help the reporter understand the visuals, there’s a greater chance your story will make it on TV.

6. Use numbers in your press release. The media loves to throw numbers and statistics into news stories. Think about books and titles — numbers and statistics are easy to comprehend.

This video (above) was created for a rug company. It starts with a news hook: How much do college grads spend on home decor? That could easily be a news story that would interest traditional media. While the news media wouldn’t give the company the direct promotional exposure that this story does, it might easily decide to do a story based on the news angle and interview the rug company for the expert information that’s included.

Now that you know the basics, check out more tips from Chongchua on catching the media’s attention.

Special thanks to Phoebe Chongchua for the insights. Chongchua is the founder and host of The Brand Journalism Advantage Podcast, PCIN.TV., Live Fit Magazine, and The Plant-Based Diet.

by Ed Carpenter — He’s a bad mutha … shut yer mouth.

Don’t Skip These 3 Critical Steps to Building High-Quality Content

I’m just going to say it: A majority of online marketing content is fundamentally flawed. That’s because it’s being created to achieve shortsighted goals based on clicks or because the person or organization creating the content doesn’t understand the business, school, or nonprofit it’s been created for.MarketoonistContent

When I think of the first, I think of cat videos. Sure, we all get a chuckle out of them, but who do they serve? If you’re PetsMart or the SPCA, these videos are rich content for your customers. For everyone else, it’s click bait. While cat videos might increase your clicks or grow your “readership” (I put that in quotes because cat videos aren’t likely to help your business, school, or nonprofit), they’re bad marketing.

The second type of content is worse, in my option, because it reputes to provide value but doesn’t — at least not content created with long-term brand recognition in mind. In a new The Brand Journalism Advantage podcast hosted by Phoebe Chongchua, I highlight the three most important building blocks to creating high-quality web content. Sadly, these steps are completely ignored by many organizations.

Identity, beliefs, values

As I explain in the interview, I tell anyone who will listen that meaning in life starts with three things. Those things apply to web content as well. You need these three building blocks to tell your best story, whether that’s your personal story, the story of your startup, or the story of your latest product or service. You need them to humanize yourself, your organization, and your audience. You need IBV:

  • Know your identity
  • Know your beliefs
  • Know your values

“Of course, I have those,” you might respond. Do you? Do you know them? Have you written them down? Does everyone in your organization know them? Does everyone believe them.This is a step in the content development process that is often skipped. But I think it is the most important. Take Apple Inc., just because everyone knows them.

What is Apple’s identity? It’s a technology company based in Silicon Valley, the cradle of world’s high-tech innovation. Remember when Apple changed its identify from a computer technology company in 2007? Can you say iPod, iPad, iPhone?

What are Apple’s beliefs? It believes “technology should just work.” That means it should be intuitive. It believes technology should inspire. It believes technology is hip or cool or tight, however you care to phrase it.

The difference between knowing it and knowing it in your bones

What are Apple’s values? It values design, so much so that it is integral to its products from the outset. It values simplicity. It values imagination and creativity.

The Apple’s of the world have IBV in their bones, from the employees who design the iPhones to those who package their computers in those oh-so-precise boxes. But what’s important, what’s key, is that EVERYONE knows this about Apple, even you do — although you might not have thought about it explicitly.

To be a good content creator you must understand these three traits about the person, product, or service you’re writing about to make a story sing. Rather than ask “What,” ask “Why.” That’s a much more important question. It gets at identity, beliefs, values. It’s infused with motive. And emotion resonates with people.

Learn more, including how I’d help save a financially troubled company in 30 days with just $1,000, a cellphone, and a laptop — all part of the podcast.

by Ed Carpenter — He’s a bad mutha … shut yer mouth.

Why Twitter Finally Killed The “Auto Follow” For Good

How to Unlock Your Website’s Potential By Tapping Some Else’s Audience

Use the right bait for your readersHow many of you have heard a manager or a marketer try to shoulder someone without a blog or Facebook account with the job of creating content for the organization’s website and/or it’s social media platforms?

How often do you think this happens? Rarely? Regularly?

I encountered it again recently when I was consulting for a business improvement district here in Oakland. But it occurs in education, government, and, I’m finding, especially among small business owners. It’s no wonder with limited funding and, often, a small staff.

“We’ve held several classes for the district’s business owners,” the director explained on a phone call. Ten or 12 business owners attended and learned about Facebook, Yelp, and Twitter. We told them how important it was to have a website. It didn’t make a difference. We’re thinking of holding some more classes.”

Don’t waste time

Two weeks in, I heard the same story from two more directors. Wait! Stop! Don’t do it! I hate to be the one to tell you. But you’re wasting your time. Why?

1) For starters, content marketing (which is what we’re talking about when we refer to website and social media marketing) isn’t about instant conversions. It’s not about cutting out a coupon and showing up at the door.

It’s about building trust that will put your business at the forefront of someone’s mind when they need the service your provide

2) For better or worse, content marketing takes effort, time, creativity, and, to be good at it, some training. Not an hour-long forum.

3) If someone hasn’t established a website and social media channels, a quick how-to course isn’t going to open the door. It’s more likely to confuse them.

Best case scenario

The comparable that comes to mind is networking. What do you do at a networking event? You shake hands, exchange business cards, talk about the challenges of what your new acquaintance does. You don’t expect your acquaintance to go back to the office and buy something from your website the next day. The best case scenario is that they’ll remember you when they need the service or good you offer or, perhaps, when they’re hiring for a position that fits your skill set.

If you threw someone into an event like that unprepared, they might just stand in the corner. Setting someone up with a website and social media channels who doesn’t know how to use them isn’t going to achieve the results they expect. They’ll be deflated and retrench to their past approach.

Find popular content

My advice? Look to who has an active website and social media channels. Start with the low-hanging fruit. Work with those active posters to build a nexus between, say the businesses district and area business, by cross posting events, images, and sales information. Assuming they already have a large readership, you’re organization’s website will benefit from the wider exposure. The businesses will benefit for the same reason.

With four, five, or eight businesses in the district posting, the ones with the most active online presence, of course, regular cross posting will drive the biggest gain with the least effort. You’ll have converts to evangelize the cause to others. Plus, you’ll be able to show improved web and social media traffic because you tracked the analytics.

What about you? Leave a comment, and tell me what content tip or life hack has helped you?

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