Heather & Aaron Meza circa April 25, 1992

I’ll be celebrating my 21st wedding anniversary to my Jr. High sweetheart this April. Awesome, right? Yes. It truly is. We are blessed. BUT! i never got to date. So I watch the Millionaire Matchmaker. Yep! I love Patty, Dustin and is cutie pie wife. I like to watch folks transform, i like to see nice people seeking out (and hopefully) finding a lifetime love connection.

And with that, i give you the 5 things you can learn from the Millionaire Matchmaker about Inbound Marketing:

1) Let them plan the date!  Stop trying to control everything! Let the customer lead. Stop trying to sell them, instead help them get to know you and then you’ll learn if there’s something to build on.

2) No sex before monogamy. Stop leading with your dick (excuse me) product/service. You don’t want a one night stand, you want a marriage. Act like it!

3) Two drink minimum! Do you want to sound like a tool? A ditz? No! so don’t do anything to impair your judgement. Don’t let politics (and the BS of B2B especially) blur your vision. Stay focused on the task at hand. Do what’s right for the relationship, and everyone wins.

4) it’s called MATCH-making, not GUESS-making. So start targeting the right people. not everyone is going to be a match. And even if they are, they may not be ready yet. Know your audience, yes. But more importantly… know yourself. Know your company and target the customers that are ready to make a match with you.

5) This is about forever, respect it, trust it, build it. We’re not talking about “going around” like in Jr. High. We are talking MARRIAGE! Start thinking about the lifetime value of your customers (instead of just single dates on and off over the years). Invest in them and they just might invest back.

I could probably go on, and on, and on with this one. But i wont 🙂 5 feels good to get the conversation going. I’d love to hear your’s! What’s your #6, 7, 8…? Comment away!

–H

I was reading What’s the Return on Investment (ROI) of Content Marketing? (a useful article with nice infographics and links to other useful articles) and it contained a great definition of content marketing excerpted from another great article, Top Ten Reasons Why Your Content Marketing Strategy Fails. Here’s how Valeria Maltoni, the “Conversation Agent” defines content marketing in that article: 

“The definition – content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

It’s the opposite of interruption marketing. You create great content that attracts customers and prospects, educates them, and potentially engages them in a conversation with you.”  

I’d love to know what you think. Is this definition good enough? Could it be better? Is it missing anything?

–H

Yep! I like the term “upcycle” so much that I am making it work within the context of what I do for a living (digital marketing). No longer will I use the terms “repurpose,” “tune” or “tweak” when speaking about content.

Wait. Wait. Wait. “but what the hell is upcycle” you ask? Great question!

There are varying definitions (just search the web). Simply put (by me), it’s when you take elements of an item(s) to create something completely different that becomes more valuable than the original.

Upcycling is a term I’ve heard most used in the crafting/Etsy world. One of the most awesome examples of upcycling I’ve seen is the work done by Enlightened Platypus.

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Her sweaters are spectacular. AND, they are far more interesting, creative and valuable than the original bits she so creatively used to execute her vision.

If we recycle to get rid of something (because it no longer has a use), we upcycle to reimagine it. It’s the difference between working with “junk” versus “recovered” materials. The difference between being a garbage man and being an artist. Just semantics, I know… but semantics matter in my world. I was reminded of this fact just this morning while partaking of MarketingProfs University’s Content Marketing Crash Course. Ann Handley and CC Chapman spoke directly to the importance of “reimagining” content instead of recycling it. That instantly made me think of upcycling.

Hence, from this day forward, I will no longer talk about how to simply recycle content. no. no. Instead, I will speak to the importance of upcycling content to reimagine it. Join me!

–H