This is a 4 minute, raw, unedited caffeine-fueled passion-rant. I recorded it on my phone while driving down San Thomas Expressway on my way home from work.

I talk about how we should throw away old thinking that leads with web hierarchies and archetectures and instead enable a multi-dimensional approach to sites  so we can FREE the content to live where ever the audience is seeking it.

I’d love to hear your thoughts on this topic. Do you agree? Do you think i’m way off? Do you have an alternative perspective? Do you have any experience with customer journey mapping or content marketing? SHARE! I’m starving for a dialog on this topic 🙂

Also, this is the first time i’ve done an audio blog. Let me know what you think about this approach/format.

–H

(correction: I say iPad 4s at one point when I meant to say iPhone 4s)

 

Advertisements

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.

Image001

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