The new habits you need to succeed

Starbucks. Michael Phelps. Martin Luther King. The guy down the street who lost a ton of weight. These success stories all have one thing in common, and it’s something any business leader can apply to themselves or their company.

Is it a focus on achieving peak performance? A process to uncover unique insights into your business situation? Adopting the latest and greatest technology?

According to Charles Duhigg, the key to success is having the right habits, and he explains why in his book, The Power of Habit.

You can read my full review of the book at PROFIT magazine.

Enjoy!

Not satisfied with your content strategy? Manage the change to the ADKAR approach

Recently I attended a one-day training program, hosted by a company called Prosci, that teaches a change management methodology that “has become one of the most widely used approaches to managing the people side of change in business and government.”

Prosci used its considerable creativity in naming this methodology with the acronym ADKAR, which stands for:

  • Awareness: is there awareness that change is needed?
  • Desire: do the key stakeholders impacted by change have a desire to change?
  • Knowledge: do the key stakeholders impacted have the knowledge required to undertake change?
  • Ability: do the key stakeholders impacted have the literal ability to change?
  • Reinforcement: do factors exist that will reinforce the change with the stakeholders impacted over time?

When each aspect is rated on a scale of 1-5, it becomes evident which steps of the process are the strongest and weakest, and therefore which aspects need to be addressed for change to be successful. As a newbie to organizational change management, I found it a practical and effective approach.

I also find ADKAR interesting because it can be applied to developing and executing an effective content marketing strategy – it asks the right primary and secondary questions that all must be addressed for your content marketing to be successful:

  • Awareness: Is your audience aware of your organization and its key strengths/value proposition?  Can you define your target audience(s)? Is awareness the right part of the purchase funnel to target or do you need to move further down the funnel and focus on consideration or decision? This will inform your decisions on what type of content is required based on the audience profile.
  • Desire: What content does your audience desire? I.e., what are the knowledge gaps or key challenges they face that they’d like to address? This will inform what themes or topics your content should focus on.
  • Knowledge: Does your target audience know what your your organization’s key strengths are? Has your organization clearly identified what its competitive advantage is (which infers that you’ve conducted a competitive assessment)? This narrows down the themes and topics to be focused on and ensures they reinforce your brand/competitive advantage
  • Ability: Does your content give your audience the ability to close their knowledge gaps or address their key challenges? This guides the content development to ensure it’s focused on the audience’s needs and not promoting the organization
  • Reinforcement: Does all the content you develop and distribute reinforce your organization’s competitive advantage? Do you have an editorial calendar in place that details what content will be produced over time to create consistency in messaging? Do the specific themes/topics clearly ladder up to your organization’s value proposition?

Although different on the surface from the strategic approach I’ve written about before, underneath, the creatively named ADKAR does ask the same key questions that need to be answered to create an effective strategy. If you’re not happy with the approach you’re currently using, it may be worth managing a change.

Know your market well enough to give them the bottle, not the money

I was in an elevator recently, listening to two others talk (there was only three of us there so I couldn’t really help it).

The woman said to the man, referring to her feelings about receiving different birthday gifts, “Don’t give me $25 – give me a $25 bottle of wine. If you give me $25 dollars, I’ll be like ‘what the hell? That’s all I’m worth?’ But if you give me a $25 bottle of wine, I’ll be like ‘wow – a $25 bottle of wine – cool!’”

Relatedly, best-in-class content marketing is about providing valuable content (regardless of the type) to your clients and prospects. To be more specific, it’s about providing valuable content as judged by the audience to be valuable, not as judged by the organization providing the content. From the conversation above, we know that the woman (i.e. the audience) attaches a lot more value to a $25 bottle of wine than she does to the money itself, even though each is monetarily worth the same. To her, there’s added value in the bottle.

For content marketers, the only way to figure out this distinction is to know your audience so well that you can clearly distinguish what they value. That will, in part, be determined by knowing what problems they have and how important they are – the more important the problem, the more valuable the solution will be. For the above-mentioned gift recipient, she may have had the problem of either really liking wine but not knowing what’s good OR not being able to justify buying a good bottle for herself. Either way, and whether the gift giver knew it or not, he was solving an important problem for her with the bottle and thus giving her added value.

As a content marketer, it’s your job to figure out the problems your audience has and provide them content that helps solve those problems. If you’re able to really understand those problems and the value to your audience of solving them, you’ll always be able to give them the bottle, and not just the money.

Clear as mud: content marketing in a nutshell…for my sister

“Hey, I read your blog today,” my sister said to me one day.

Stunned silence. I’ve got to admit, I was a little confused. I didn’t think anyone read my blog. I needed to clarify.

“What do you mean?” I finally asked, my in-depth investigative reporting techniques coming to the fore.

“I mean I read your blog today,” she said.

That definitely clarified things.

“What did you think?” I asked.

“It was good,” she said, as a sort-of cloudy look came across her face – the look that I took to mean, “I don’t get it – this whole content marketing thing. It’s about as clear as mud.”

And I realized that I hadn’t made the case, so to speak, for what content marketing is and why it’s a valuable marketing approach. So here, for my sister, and anyone else reading that’s still unclear about what content marketing is and why it’s valuable, is content marketing in a nutshell.

Let’s start with the environment in which we all live (and buy) in, and consider these facts:

  • some claim that the average person is exposed to more than 5,000 brand messages a day, either through print, digital, audio, or video. At this point, we’ve all become masters of filtering out ads – most of us don’t even see them anymore
  • Google search is quickly becoming the number one tool people use to solve their problems, whether the problem is finding a great restaurant, figuring out how to waste five spare minutes in an entertaining way, or learning about the different options you can have in a new car
  • “consumers” have so many products to choose from, and there’s so much messaging around them by sellers, that they’re getting burned out hearing about your product – they don’t care. What they care about is solving the problem they currently have, whether it’s an eating problem, a boredom problem, or a transportation problem

So, what these stats point to is a consumer tired of “interruption advertising” and being sold to AND who increasingly is using online means to solve their problems. How is a selling organization supposed to behave in order to align with cultural norms yet still sell stuff?

That’s where content marketing comes in to play. Content marketing is a very customer-centric approach to marketing where the customers/prospects and their problems are the centre of everything – not the organization’s products or services – and solving those problems becomes the raison d’etre of the selling organization. As a result, the selling organization doesn’t promote itself or its products, it stays focused on trying to help customers/prospects fix their problems. If done well, this will create a positive feeling in the customer’s/prospect’s mind towards the brand offering the valuable information. As well, by offering this valuable problem-solving information on a regular basis, it also keeps the brand top of mind so that when the customer/prospect is ready to buy a solution to their problem, the positively-associated, top of mind brand is automatically included in the consideration set.

As an example, think about one of the most successful brands using content marketing – Red Bull. Red Bull, for those living in a cave for the past 10 years, is an energy drink and focuses much of its marketing efforts on developing and distributing awesome videos (as in, videos that create a feeling of awe) about extreme sports. None of them mention the drink or the benefits of the drink – the leave that to other forms of marketing (like advertising). Red Bull’s content (in this case videos) is intended to create a strong and positive association between extreme athletics, a feeling of awe, and its brand so that when someone is considering buying an energy drink, they remember Red Bull’s videos and the feelings they inspired, and are inspired themselves to buy the drink over the competitors.

Or consider a small consulting business that’s trying to grow. Using the principles of content marketing, they identify a common problem in their target market that that have the capability to solve, and invite some of their clients, prospects, and subject matter experts to discuss the issue at no cost to the participants – they don’t present their products or services but only act as a normal participant. The group has a productive and engaging half day, during which someone from the consulting firm has been taking notes about what was said. The note taker later reviews the notes and packages up the most valuable points into a whitepaper that is given to the participants for free, as well as to other clients and prospects. In this way, the consulting firm has gathered valuable information that addresses a commonly shared problem and provides it to their target market at no cost. The recipients, having gained valuable knowledge, start to develop a positive association with the consulting firm, and if this process is regularly repeated, the consulting firm stays top of mind as a potential solution for the discussed problem as well as other related problems. When a prospect or existing client organization has a problem that the consulting firm has positioned itself as being able to help fix, the consulting firm gets included in the consideration set for purchase, which represents potential business that may never have presented itself without content marketing.

This same approach can be used by any company regardless of size or market to sell any product or service, regardless of B2B or B2C. There are, of course, nuances to it that vary by all these factors, but as an approach, it works equally well for all organizations.

And that, in a nutshell, is what content marketing is all about and why it’s a valuable approach.

Clear as mud, sis?