Rays Marketing Digest – The Attention Issue

Post by Ray 5 months ago - Content Marketing social media marketing - 4 Comments

Where your attention goes your time goes

 

One of the most poignant scenes in Author Miller’s masterpiece, Death of a Salesman is when Willy Loman’s wife takes her son to task for disrespecting his father:

“His name was never in the paper. He’s not the finest character that ever lived. But he’s a human being, and a terrible thing is happening to him. So attention must be paid.”

This line has stuck with me since I saw my first production of this play many years ago.

The play, written in 1949 hasn’t lost its relevancy.

Attention at that time was given on a personal level.

You paid attention to the individuals and events that affected your life.

People listened to people who mattered.

Now we live in an era where strangers shout at us for attention.

As digital marketers, we are those strangers.

So, how do we make ourselves matter?

I’ve highlighted some articles I hope will help you connect with your readers in a way that will gain their attention.

 

And on to this week’s digest:

IDEAS – Hot: A theory of propulsion by Seth Godin

Lead Generation – 3 Ways to know your prospects as well as they know you! by Brooke B. Sellas

Content Marketing – You can still win the content attention wars! Here’s Why by Mark Traphagen

COPYWRITING – 7 Copywriting Secrets To Writing Insanely Addictive Content by Jasper Oldersom

SEO – How to Combine Storytelling and Data to Produce Persuasive Content by Nichole Elizabeth DeMeré

Marketing – 10 Marketing Tips from Father of Marketing David Ogilvy by Alp Mimaroglu

TWITTER – 5 Screenshot Tools to Aid Your Visual Tweets by Ann Smarty

Ray2Go Spotlight – The Medium is Not the Message | Mark Traphagen Interview

 

Digital Content

Hot: A theory of propulsion by Seth Godin

Words are a noun attention is a verb

 

Words are a noun, attention is a verb.”

I rarely highlight Seth Godin’s posts since they’re so widely read – and for good reason.

The man is as prolific as he is brilliant.

 

This post in particular, had me think about how we react to digital content.

“Social media is built on the idea of propulsion. It’s not history, it’s now.

The smartphone isn’t smart, it’s merely hot. Pulsing with the next thing…

..we’re moving from the considered words of a book or even a Wikipedia article to the urgent, connected ideas that propel themselves.”

The article demonstrated why video and podcasts are so popular and why blogging has become such a slog.

I came away thinking, 

“Hasn’t there always been a majority of people who would rather read comic books than novels?

Seth gives us  an insight to how digital media works and how getting noticed means creating propulsive ideas that matter.

 

Content Marketing

You can still win the content attention wars! Here’s Why by Mark Traphagen

Here's Why Episode 59

Continuing to ply on the theme of “attention”, Eric Enge and Mark Traphagen address “content shock.

– how to survive it in their latest “Here’s Why” video.

These two guys are extremely busy (follow them on social media and you’ll see).

This “edutaining” video series, speaks to their commitment to create informative and entertaining content.

Here’s a few take-aways…

  • You don’t need a huge budget to compete
  • Be unique, if not with the topic (that’s hard) then by how you present it.
  • Be early on trends and niches

Be sure to catch this series before Eric gets grabbed by Stratford to play King Lear!

 

Lead Generation

3 Ways to know your prospects as well as they 3 Ways to know your prospects as well as they know you! know you! by Brooke B. Sellas

Brooke begins her article by giving her opinion on what differentiates “prospects” from “leads”.

 

Prospect(s):  Have shown some sort of interest in your company/product.

Maybe they’ve:

– Subscribed to your newsletter

– Downloaded a piece of your content

– Followed you on social media

“Prospects have given you the right to market to them; they’ve opted in.”

Lead(s): Have shown interest AND opened up two-way conversation.

Maybe they’ve:

– Requested a consultation

– Requested pricing

– Requested a proposal

Brooke addresses prospects in this post and suggests the best way of getting to know them is to “segment” them by:

  • Segmenting your email list
  • Segmenting your new subscribers or opt-ins
  • Segment by behaviour

This is a great read if you find your email list is not generating any action.

I will be taking another look at mine.

 

COPYWRITING

7 Copywriting Secrets To Writing Insanely Addictive Content by Jasper Oldersom

 Search As seen on… Popular Blog Posts About Me Hey, I am Ashley! I am an Aussie WordPress web designer who loves helping people get more customers from their website. If you are struggling to create an awesome WordPress site, or make sense of the online marketing world, jump right into my blog and I will show you the light! It's not nearly as scary as it seems :> 7 Copywriting Secrets To Writing Insanely Addictive Content

Once someone stops on our content, we only have seconds to keep them there.

If you want to persuade someone to take some sort action with your content, (subscription, purchase etc.) then brushing up on your copywriting skills is a good idea.

Jasper Oldersom takes us through the basics of copywriting  that will capture reader’s attention. 

There are a few well less known tips here…

  1. Ask questions.
  2. Develop a rhythm.
  3. Always give examples.
  4. Use future pacing.
  5. Use Eye-Catching Words.
  6. Tell a story.
  7. Use Greased Slide Copy. (I didn’t know what this was until I read the description.)

 

Content

How to Combine Storytelling and Data to Produce Persuasive Content by Nichole Elizabeth DeMeré

Here’s How to Combine Storytelling and Data to Produce Persuasive Content

Telling a story with your content is the best, if not only way to make a compelling connection with your audience.

By adding relevant data in the form of statistics, you appeal emotionally and intellectually to people.

This article gives us a examples to back the marrying of data and storytelling in your content.

 

“Persuade the rational brain, but also resonate with the emotional brain.”Click To Tweet

 

Marketing

10 Marketing Tips from Father of Marketing David Ogilvy by Alp Mimaroglu

10 Marketing Tips from Father of Marketing David Ogilvy

David Mackenzie Ogilvy was widely hailed as “The Father of Advertising”.

In 1962, Time called him “the most sought-after wizard in today’s advertising industry”.

Like Dale Carnegie, his legacy was given a boost with the onset on social media.

Barely a day goes by on Twitter that a quote of his doesn’t float by our stream. 

Alp Mimaroglu gives us a glimpse into Ogilvy’s genius by expanding on some of his most popular quotes.

 

“The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.”

“I do not regard advertising as entertainment or an art form, but as a medium of information.”

“Hire people who are better than you are, then leave them to get on with it.

Look for people who will aim for the remarkable, who will not settle for the routine.”

“Image means personality – Products, like people, have personalities, and they can make or break them in the market place.”

 

Interestingly, there’s not much mention of storytelling or making emotional connections with people. The last quote seems like the closest.

Informing yourself and selling to an informed public seems to be his main focus. This may have been revolutionary in 1962.

What do you advertising people think? 

 

 

TWITTER

5 Screenshot Tools to Aid Your Visual Tweets by Ann Smarty5 Screenshot Tools to Aid Your Visual Tweets

 

The idea that you must include visuals in your content is a given.

In the attention deficit culture we live in, big blocks of uninterrupted text stand as much a chance of getting read as a novel in a comic store.

Of course deeper content will get read, but usually for people looking specifically for it. 

If you want to grab someone’s attention, images take the least amount of time to register a reaction.

As Neil Patel says in his article for Content Marketing Institute: Visual Content Strategy: The New ‘Black’ for Content Marketers.

Twitter has been a little late in allowing the use of images.

Some long time tweeps don’t like it.

Kim Kardashian is not among them.

When I share links on Twitter, I often take the time to copy the featured image from the post then paste it into the tweet.
It takes more time but my analytics show that I get more views and retweets from tweets containing images.

 

Visual Content Strategy: The New ‘Black’ for Content Marketers

 

In the featured article, Ann Smarty gives us 5 screenshot tools that you can use for your Twitter content.

Browser Plugins: Take Screenshots & Annotate! 

–  Capture, Explain and Send Screenshots

Nimbus (Firefox, Chrome)

– Awesome Screenshot (Google Chrome)

Mobile Apps

– OneShot (iPhone)

– Twitshot (iPhone and web-based)

Animated Screenshots

– Recordit

Ann ends the post with some tips for curating your visual tweets.

Will have to try that.

 

 

Ray2Go Spotlight

The Medium is Not the Message | Mark Traphagen Interview

The Medium is Not the Message | Mark Traphagen Interview

One of the marketing influencers I look up to most is Mark Traphagen.

He’s one of few “gurus” that demonstrates through his own content, what it takes to be get attention on the web.

He’s authentic, he experiments, digs deep into data and with co-conspirator, Eric Enge, finds creative ways to share what he’s learned online.

It was a thrill to interview Mark once again on my show.

In this episode, we talked about social media and whether we are allowing the medium to dictate the message.

Our regular panelists, B.L. OchmanRandy BowdenJessica Dewell, and Scott Scowcroft had plenty of wise words to contribute to the conversation.

VIDEO REPLAY

 

SOUNDCLOUD PODCAST

 

Thank you for sharing your time with me.

If you need help with your social media strategy or execution, don’t hesitate to reach out to me at: ray@rayhiltz.com

You can view past Ray2Go shows on my YouTube Channel or the audio podcast on Soundcloud.

Subscribe to this weekly newsletter here.

 

About Ray Hiltz

Thanks for dropping by. I'm a Social Media Strategist eager to help you sort out social media platforms and content that will best drive your business forward. My background is in business, specifically non-profit performing arts and restaurants. (Some would argue that is also non-profit.) In addition to the posts you'll find here, I also host the Ray2Go show on YouTube and Soundcloud and publish the weekly "Ray's Marketing Digest".

4 Responses to “Rays Marketing Digest – The Attention Issue”

  1. Hi Ryan,

    I am excited that you included my post on Ashley’s blog to your roundup this week!

    The other posts you mentioned are top notch, too. I’ll take my time to check the ones I didn’t read yet.

    Seth Godin and Mark Traphagen are marketers I look up to, they put everything to test.

    I did read Nichole’s article on MOZ, I thought it was an excellent post on combining story with data.

    Needless to say, I’m a big fan of Ogilvy. I look forward to see what Alp has written about one of the greatest advertisers ever.

    I also like adding images to my Tweets. Luckily it’s become pretty easy to add images because you can add them from the URL with Buffer. I personally use Skitch for screenshots. However, Recordit is very interesting. I’m going to play around with that.

    Thanks for sharing these excellent resources with us, Ray. Again, appreciate the mention!

    Have a great week ahead,

    – Jasper

    P.S. I’m going to subscribe to your podcast. I think I’m becoming addicted to them 😉

    Reply
    • The pleasure was all mine, Jasper.
      Good copywriting is so important for anyone who communicates online with words – whether they’re selling something or not.
      I also appreciate your feedback.I also use Skitch on my Mac. (Evernote killed it everywhere else.0
      I haven’t produced much in the way of videos or podcasts lately, but hope you enjoy some from my archive.
      Will be getting back to them soon.
      Have a wonderful week.

      Reply
  2. Ashley Faulkes

    Hey Ray, thanks for sharing Jasper’s post. It was a cracker! appreciate it

    Reply
    • My pleasure, Ashley. Your site’s on my “hot” list. 🙂
      Have a wonderful week.

      Reply

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