Things I've Learned from Lately #20

“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter social media marketer. Hopefully, they’ll help you, too.

Tapping the Three Circles of Content Sharing – Joe Pulizzi of Content Marketing Institute shares some takeaways from The Book of Business Awesome by Scott Stratten. In the book, he analyzes the three circles of content sharing, those closest to you and those further out (in the third circle).

Key Takeaway: Marketers must consider the people who don’t directly engage with their brands on a regular basis when creating content. After all, that’s where the greatest potential for social media marketing lies.

Don’t Think. Know. – Darryl Ohrt writes in AdAge about overcoming the ‘I Think’ syndrome and using real insight to justify concepts and ideas.

Key Takeaway: Marketers often have preconceived notions when it comes to social media marketing tactics. We think we have a feeling on what will work and what will ‘create some buzz.’ Instead, let’s focus on our audience and what they’re interested in. We fail when we’re on a different page than our customers.

Are You Really that ‘Connected?’ – Lucy Marcus shares her perspective when thinking about what it means to be “connected.” She argues that the depth of a connection is more important than the number of them and that even though we have technology, connectedness is still all about transmitting and receiving.

Key Takeaway: Social media allows us to be more connected, but we shouldn’t lose sight of the fact that authenticity is essential to make those connections meaningful. Marketers can sometimes get focused on the number of connections, instead of focusing on the ones they do have and making them better.