Content in a bottle

As marketers, we’re accustomed to creating content for our clients. And with whatever time is left over, we dash off the occasional blog post on our digital parchment, which we roll up and stick into a bottle called a blog, and throw into the Internet sea. And then we wait.

If we’re lucky, someone finds the bottle, reads and is excited by the note and writes us a letter (email) in response.

More often, not.

If not, it could be the content but more likely it’s the vehicle. A content strategy addresses both. Most importantly it establishes guidelines that  will not only ensure your content will be delivered to its audience in a boat rather than a bottle but also increase the chances that they will read and indeed write you back.

Feeding the Content Monster

My latest post for Daily Fix blog went live today. Titled “5 Tips for Interviews that Produce Great Content,” it’s the product of an interview with DishyMix host and master interviewer Susan Bratton.

Most of my posts come from information gleaned from interviews of other experts. This does two things: allows me to learn something new while also giving me something new to pass onto the audience. Twofer!

Interviewing, however, is just one way of generating ideas for content. Check out “100 Sources of Blogging Inspiration” – This resource came my way via Twitter and content marketer @michelelinn, whom I met at a breakfast roundtable at the Marketingprofs B2B Forum this past May.

The other resource I wanted to make available again, less transiently, is this blog post by @therisetothetop5 Predictions On The Future Of Marketing, PR and Advertising Agencies.”

Also check out my new coaching program: Unique Great and Visible: Coaching for Marketing and Technology Thought Leaders. It’s a super cost effective solution for individual consultants and very small businesses. Longer white paper  here.

[Image from in promotion of “Welcome to Monster Isle,” a cool kid’s book.]

Cognitive Surplus Is All In Your Head

I do not have time to write this blog post.

I have a press release to write, two to post on; another content strategy document to draft; numerous pitches to get out, another Marketingprofs Daily Fix blog post to create based on notes from an interview I did with someone three weeks ago. ??Add to that, I have added expertisePR coaching to the services I provide, and need to communicate that to my network, as well update this website to explain what it entails.

So, as you can see, I have no time. Except, what’s this? A blog post. Oh.

This realization, courtesy of the first 48 pages of Clay Shirky’s new book “Cognitive Surplus: Creativity and Generosity in a Connected Age.” The Penguin Press: 256pp., $25.95. ??Read it.

(Image by Robbert van der Steeg )