Where Social Media and SEO Fit in Today’s Content Marketing Mix

Search Social Content Marketing

Whether your role is in search, social media, marketing communications or PR, the importance of content marketing is unmistakable.

Brand content budgets and participation are up with the vast majority of B2C and B2B marketers now using content marketing. The industry is coming together on best practices and organizations are evolving their structures to include roles like Chief Content Officer and Brand Journalist.

While there is growing synergy between search, social media and content marketing, they don’t often function collaboratively in organizations. There are also some misconceptions about what content marketing really is.

This post will dig in to some of the realities of incorporating an integrated approach that leverages the best of search, social media and content marketing, while dispelling some of the myths that keep integrated efforts apart.

Be the Best Answer

Optimized, socialized, publicized and influencer activated content is essential for reaching information hungry, multi-tasking audiences who are bombarded with new messages every day. In order for brands to be credible and prominent on the search and social web for their customers, they’ll need to understand the best of each discipline and how to put them together. SEO can deliver content-rich answers to buyers at the moment of need, and social media can provide the means to connect and engage. Both publicity and influencer relations provide credibility and reach. All rely on content to achieve success.

While many marketers will debate what comes first, content, social media or SEO, the most practical approach is to use the tactics necessary for your target audience in order to “be the best answer” wherever customers are looking.

SEO is the Condiment, Not the Sandwich

More than keywords and links, search engine optimization is an important part of the success equation when it comes to content marketing. While SEO has traditionally been able to drive online marketing performance on its own, search engine updates to address content quality and the more conversational nature of search behavior have combined with the growing popularity of social networks to change the SEO landscape forever.

Think of SEO this way: If a customer-focused content marketing program is the sandwich, then SEO is the mayonnaise. It touches nearly everything and enhances the overall flavor of the sandwich. But on it’s own, not very appetizing.

SEO for Content or Content for SEO?

Many SEO-turned content marketers are focused on creating more content or creating content as a means to attract links. This is a similar approach as when social media became popular in the SEO world. Social networks and media use was focused on attracting attention to further attract links, not to create relationships, engagement or inspire transactions and referrals.

A simple comparison tells the tale: Having 500 optimized blog posts on every derivative of a 50 phrase keyword list that no one wants to read is no more useful than attracting 50,000 drive-by visitors to your site for 10 seconds each from Reddit. Being held accountable to superficial performance metrics drives superficial tactics. Do you really want your marketing characterized as superficial?

Understanding the difference between mechanical tactics and meaningful outcomes is an important distinction when hiring content marketing professionals or a content marketing agency. It can mean the difference between a keyword hell of thin content, or a content portfolio that serves real customer interests and proudly represents what your brand stands for.

Optimize Your Opportunities

Search marketers are, by their nature, opportunists. Each time a major trend in online marketing emerges, from blogging to social media, SEOs have adapted and engineered their way to discover every possible workaround or tactic to create a marketing advantage. This opportunism has extended to content marketing as well.

Operating within the guidelines of quality marketing, such adaptability is a highly valuable perspective to take. However, when opportunism bleeds into manipulations outside the scope of search engine guidelines, the risks can turn out to be painful and sometimes disastrous to a business.

But here’s the thing: Google is a battleground for SEOs and those with real, on the ground experience that have been able to adapt successfully can become some of the most valuable marketers you will ever find.

Being both creative and analytical as well as lateral thinkers, marketers with an optimized state of mind are particularly adept at finding solutions to complex marketing problems. But those SEOs that are still stuck on content marketing as “more fuel for keywords” and social media as “link building” should probably be avoided.

Social vs. SEO Focused Content Marketing

There are any number of benefits for engaging a SEO focused agency for content marketing compared to a social media agency. They each play essential roles for content amplification at all stages of the buying cycle. Here are a few common characteristics of each:

SEO Focused Content Marketing

  • Tactical approach: more content equals more search presence
  • Topics derived from actual search demand
  • Keyword managed content plans tied to performance
  • Continuous cycle of performance improvement using search analytics
  • Organic amplification is “built-in” to content creation
  • Content promotion, link building and social promotion
  • Good SEO is good user experience
  • Technical optimization
  • Performance is focused on search KPIs and conversions

Social Media Focused Content Marketing

  • Topics focused on brand and messaging
  • Shorter form content: status updates, blog posts, image tiles
  • Topics managed by social content calendar
  • Social monitoring surfaces new, real-time content opportunities
  • Amplification is often organic but increasingly paid
  • Influencers engaged to co-create and promote through social
  • Performance is based on views and engagement
  • Conversion and ROI are more difficult to measure with confidence

What should companies look for with search and social media when considering content marketing resources?

Goals and accountability are essential for an optimized and socialized content marketing program to succeed. For an integrated approach, here are three of your most important considerations to ensure content performs for customers and your brand.

  1. Attract –  How will the particular content object attract exposure? Will your content perform as part of an ongoing narrative? Will it be a part of a sequence? Will it be connected to other content objects through links, repurposing or curation? Where content is promoted on social networks will matter for attraction as much as what phrases and questions are used for search engine optimization.
  1. Engage – How will the content object be meaningful to the reader such that they interact, react and respond to it?  What context needs to exist in order for the content to be so relevant that it inspires action? Social Media and Search both play a role in developing the context for engagement. When they interact with what they find, does the customer think, “Yes, that’s exactly what I was looking for”, or something else?
  1. Convert – How will the optimized content object persuade the reader to take the next step? Each content object can play a role in guiding the reader from one stage to the next in a brand and customer relationship. From awareness to purchase to advocacy, conversions are happening at each stage whether it’s a social share, subscribing to a newsletter, downloading a white paper, signing up for a webinar, filling out an inquiry form or making a referral.

Within your content plan, think about how you can make these actions easy and intentional for the target customer.  An optimized content plan means being accountable to discovery, how it’s best consumed and what messages will inspire action.

Remember, content is the reason search began in the first place.  Take an optimized approach to incorporating search, social media, publicity and influencers with your content marketing programs. Make sure your content is accountable for attraction, engagement and conversion. With that focus on accountability, the investment you make in high quality, optimized and socialized content will pay returns over and over again.

If you haven’t read it yet, be sure to check out Optimize for a full plan on developing an integrated content marketing program.

Image: Shutterstock


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Online Marketing News: Buy Button Bonanza, Everyone’s Getting ‘Near Me’, Facebook Snags The Spend

Engage Your Visitors

How to Write Better Titles Using Data-Driven Strategies [Infographic] – How much time did you put into the title of your last blog post? If your answer was, “Not much,” don’t worry — it’s often the most overlooked component of content. Check out this infographic to learn more. Search Engine Journal

Google Says “Near Me” Searches Have Doubled This Year – Search queries that contain a location qualifier such as “nearby” or “near me” have doubled in the past year, according to Google Trends data from March. Eighty percent of those searches come from mobile devices. Search Engine Land

STUDY: Different Engagement for Different Types of Content on Facebook – Do different types of content on Facebook lead to different types of engagement? Social media news aggregator NewsWhip has the answer. SocialTimes

Twitter Brings Programmatic to Social With Amplify Update – The microblogging service has introduced a program called Auto Amplify. The new feature reduces lots of manual work and helps brands better manage their campaigns in real time. ClickZ

Facebook Video Soars Past 4 Billion Daily Views – Showing no signs of slowing, daily video views on Facebook have jumped 1 billion since January. Marketing Land

Twitter Unveils Official Consulting Partners: IBM Is First Up – IBM has worked with Twitter as a strategic partner since October, and the relationship has helped the social-data purveyor recognize something important: Twitter needs more preferred consulting partners. Ad Age

Pinterest Unveils New ‘Action Buttons’ – The social networking site revealed the plan for its long-awaited revenue-generating feature. Inc.

The Majority of B2B Companies Are Using Incomplete Data – Almost three quarters of the records in B2B marketing databases are inaccurate or incomplete, according to a new study by Dun & Bradstreet NetProspex. Direct Marketing News

Twitter Unveils New Audience Insights Dashboard – Twitter is looking to entice more advertisers to the platform with a new Audience Insights dashboard, covering a wide range of analytics options. Similar to Facebook insights, Audience Insights includes an overview of various demographics, interests and purchase behaviour data, enabling Twitter advertisers to dig deeper into their audience and better target their content – both through paid and non-paid means. Twitter

Facebook Accounted For 75% Of Social Ad Spending Globally In 2014 – The global social advertising market grew 41% to $15.3 billion in 2014; Facebook is maintaining dominance despite lack of presence in the giant China market. Marketing Land

STUDY: Interaction with Instagram Posts Trounces Facebook, Twitter – When it comes to interaction with posts, Instagram blows away parent company Facebook and Twitter, according to a recent study by social analytics provider Quintly. SocialTimes

Uber Partners With Foursquare to Combine Local Search and Transportation – Uber has formed yet another partnership, this time with local search recommendation app, Foursquare, that will give the car service an even greater advantage over competitors like Lyft and Curb. Search Engine Watch

Facebook Adds “Call Now” Click-to-Call Feature to Newsfeed Ads – Local advertisers now have a new tool for converting social network users to leads and sales, thanks to Facebook’s new ‘Call Now’ button for News Feed ads. Mobile users who tap the button call the business immediately. Social Media Today

Google Confirms “Buy” Button Is Coming To Search Ads – Google has just confirmed the report that it will enable “buy now” buttons on some mobile ads. Marketing Land

What were the top online and digital marketing news stories for you this week?

Thanks for reading and have a great weekend!

Infographic: Marketing Domination Media


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The Digital Marketer’s Mobile Optimization Checklist

mobile-checklist

Every good marketer knows that one of the key elements to success is making it as easy as possible for your audience to consume and share information. Part of creating ease of use is keeping in mind where and how your audience is spending their time.

What degree of success do you think a marketer would have if they were to plaster flyers at every Red Robin around the country, when the vast majority of their customers eat at In-N-Out in California?

So now we’re all hungry, but what does this have to do with mobile optimization? I hate to be the one to tell you, but mobile internet usage is something we need to be strategizing for now, not in the future.

According to comScore, 60% of all internet usage is made up by smartphones and tablets. Additionally, over 20% of millennials no longer even use a desktop to access information online. You read that right, they are 100% mobile.

Mobile optimization affects everything from creating a responsive website to making tweaks to your content marketing program to serve mobile users. The checklist below provides some helpful tips for staying on top of the mechanics and engagement strategies necessary for mobile optimization.

SEO

Responsive Design: Most savvy web developers and many new website templates are now including responsive website design as a standard offering. If you’ve recently updated your website and don’t want to invest in a complete overhaul to create a responsive website, you can setup a separate mobile site. However, always keep in mind that there are benefits and drawbacks to taking this path.

PageSpeed: Mobile users are searching for content on-the-go. There are some fairly simple best practices that you can implement to improve page load speed including:

  • Optimize your images so that they are smaller, and therefore load faster
  • Implement caching plugins
  • Use JavaScript sparingly

Use the PageSpeed Insights tool to test your website’s current performance.

Local Optimization: To ensure that your business surfaces in local results, be diligent about making sure that all of your contact information is consistent across the web.

Title Tags & Meta Descriptions: Your mobile audience is working with a lot less screen than desktop users. Try to be as concise as possible when drafting title tags and meta descriptions.

Content Marketing

Think Concise, Not Shorter: Mobile users need content that is scanable and impactful. Remove the clutter and format your content in a way that makes sense for your audience. This doesn’t mean that marketers need to cut down on the length of the content that is being published, but content should be presented in bite-sized chunks that are easy to consume.

Provide Great Imagery: Visual content performs very well on mobile devices. While you may not have given much consideration to blog or long-form content images in the past, here is your opportunity. A well selected image can be the difference between a consumer engaging with your content, or quickly moving on.

Incorporate Videos: Forrester found that when marketers included a video in an email, the click-through rate increased by 200% – 300%. Additionally, eMarketer uncovered that consumers are actually spending more time watching video on mobile devices than on desktops.

Social Media

Mobile Usage: In 2015, there are approximately 1.69 billion social media accounts that are accessed via mobile. When creating and publishing social media content keep your mobile audience in mind.

Mobile Friendly Apps: Many social media platforms offer mobile friendly applications and add-ons that can be easily integrated into brand profiles.

Get Visual: Incorporate visual elements as much as possible into social media campaigns across all platforms. Also, if it makes sense, utilize platforms like Instagram which present a great opportunity to incorporate images and videos into social media content.

Put Your Website to the Test!

Google provides a couple different tools that can help you determine if your website is mobile friendly, and provide access to some  applications that can help you become mobile if you aren’t currently.

The opportunities above only scratch the surface of mobile optimization. If you can currently check five or more of the items above off your list, you’re on the right track. If not, consider it an opportunity to increase your reach and better serve your mobile audience.

What do you find most difficult about implementing digital marketing programs that are mobile friendly?


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Four Advantages To Building New Homes



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If buying a home is distressing, to build one from scratch can be downright stressful. Construction of new homes, however, offers four advantages.

Unlimited Customization

Many people would like to live in a home tailored just for them. Most do not even consider this option when a move is contemplated, as they feel it would be too expensive to build from scratch. According to the National Association of Home Builders (NAHB), the new home median price in 2013 was $ 268,900. This is not a high price for total customization and the knowledge that a house is really yours. It is not uncommon to pay more than $ 300,000 for the property that has already been built for the needs of another person. Why pay for a house that is not fully built its own specifications when the same money or less could be spent on customizing luxury?

More efficiency

Houses not only have existing floor creak and paper waste; They come with drafty windows, power devices and ovens energy intensive. All of these problems contribute to a highly inefficient residence. This inefficiency is bound to steal the minister, either by the need to remodel or due to exorbitant energy bills.

The new houses guarantee greater efficiency. This is especially true if they are built in a neighborhood or community with a green initiative. In these communities, existing plans for new housing involve energy saving strategies. These plans may include solar panels and maximum insulation, for example.

Best Resale Value

While most builders are unlikely to sell their homes at any time in your near future, it should be noted that the resale value of new homes is higher than the older. Each custom model is unique, and each has attractive features that cookie cutter houses abound. This makes these new homes attractive and more valuable to potential buyers. If circumstances change and the sale of new construction area, it is necessary, then at least you have the consolation of being able to ask for a higher selling price.

A healthier alternative

Old houses are full of health hazards of their owners. Although potentially beautiful on the outside, these buildings often complications in their walls and hide under your plants. Pest infestation, mold, lead paint and asbestos are some serious health risks that may be associated with older homes. Building a new place on earth can guarantee that none of these health risks is next to people with mortgages.

True pride comes to building a new custom home. As evidenced above, there are many residual benefits of choosing to build rather than buy. Owners who take this path are proud to know that his home is really yours.

B2B Marketing Roundup: Resources, Trends and Case Studies to Prep for #BMA15

BMA 2015 Speakers

For nearly 900 B2B marketers, this week will bring a cornucopia of ideas, insights and networking opportunities to the BMA National conference in Chicago. There’s a lot going on in the B2B marketing space from the increase in humanization of business marketing content to the application of big data, the impact of video, mobile and ecommerce.

The need to innovate isn’t owned by B2B marketers of course – CMOs are looking hard at differentiating their marketing and digital marketers are always looking ahead to see what marketing trends are worth exploring, experimenting with and adopting.

Making sense of it all takes time, so as part of my prep for the event, I’ve curated a nice mix of helpful resources, thoughts about future B2B marketing trends and even some case studies.

b2b marketing infographic

B2B Marketing Trends, Research and Statistics:

2015 B2B Content Marketing Benchmarks, Budgets and Trends - North America

B2B Marketing Strategy

B2B Marketing Tactics and Case Studies

As I mentioned above, I’ll be attending BMA’s Global B2B Marketing conference this week in Chicago. Here are the sessions and people I’m really looking forward to most. You’ll see several of these presentations liveblogged later in the week and next here at TopRank’s Online Marketing Blog:

  • Capitalizing on Change: Skills for the New Era of B2B MarketingMichelle M. Smith, SPIM, CRP, VP, Research, BMA, and VP, Marketing at O.C. Tanner
  • Being 3MJesse Singh, SVP of Marketing and Sales at 3M
  • The Rise of the Data-Driven MarketerRussell Glass, Head of Products, LinkedIn Marketing Solutions; Founder, Bizo=
  • Here’s Why You’re Failing at Content MarketingJoe Pulizzi, Founder at Content Marketing Institute
  • Predicting the Future: Unlocking the Power of Big Data in B2B MarketingLaura Ramos, VP and Principal Analyst at Forrester Research
  • Taming the Marketing Technology Beast and Teaching It to Fetch (Customers)Scott Brinker, Co-Founder and CTO at ion interactive
  • The Cloud Games: Catching Fire – A big panel featuring:
  • INSPIRED: How Brilliant Brands Create a Sudden Urge to ActAndrew Davis, author, Brandscaping
  • Putting Editorial Content at The Heart of B2B MarketingJohn Bell, VP, Enterprise Digital Marketing at Travelers
  • Successfully Making the Tectonic Shift from B2C to B2BMark Wilson, SVP, Marketing at BlackBerry
  • Face-to-Face Marketing RulesRuth Stevens, President at eMarketing Strategy
  • Big Data, Little Data and Marketing at the IntersectionTheresa Kushner, VP, Data Governance at VMware
  • B2B Video: The Comedy Writes ItselfTim Washer, Senior Marketing Manager, Social Media at Cisco Systems

If you’re attending BMA, I hope to see you there.


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Pakistan Turns Desert Into a Sea of Solar Panels



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ISLAMABAD- One of the world’s largest solar plants in Pakistan to provide clean, reliable and help reduce chronic power shortages in the country opened.

The plant, spread over 200 hectares of desert land in the southern Pakistani province of Punjab, which will generate 100 megawatts (MW) in its initial phase and more than 300 MW by the end of the year, according to government officials.

More than a third of Pakistan’s population has no access to electricity, and power shortages are a serious obstacle to economic growth.

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Inaugurating the plant, Nawaz Sharif, Prime Minister of Pakistan, said: “Since I am the prime minister, my only goal was to remove the darkness in Pakistan and make the lights back home.”

Mushahidullah Khan, Federal Minister for Climate Change, told the New Climate Network that the government is determined to make use of what he sees as a huge potential for solar energy in the country.

Energy crisis

He said: “The fight against energy crisis is the top priority of this government that we believe is essential for economic growth, reduce poverty, increase agricultural production and industrial water supply, solar energy reduce the country’s carbon footprint. ”

The plant – known as Quaid-e-Azam Solar Park – was built in less than a year by an electrical appliance Tebian Stock Company of China, at a cost of $ 131 million.

“Solar energy is particularly suitable

in remote areas

where it is difficult connectivity to the national network ”

China has forged closer economic ties with Pakistan as part of a plan to connect the Xinjiang region, in western China Pakistani port of Gwadar, on the Arabian Sea. The government in Islamabad said that China will invest more than 30 billion in solar projects and other Pakistan in the coming years.

At present, over 60% of the power in Pakistan is generated from oil and gas, and about 30% of hydropower.

Pakistan is considered one of the countries of the Asia-Pacific region the most vulnerable to climate change.

Irregular flow

In particular, the flow of water in the river Indo-on which millions depend on hydropower and irrigation of crops became increasingly erratic due to the variability of rainfall, melting of glaciers in the Himalayan region Western and impact of widespread deforestation.

Government officials say they are determined to go ahead with the projects more solar and wind energy across the country.

Asjad Imtiaz Ali, president of the Board of Alternative Energy Development in Pakistan, said that the development of solar and other renewable energies has been hampered in the past by the inconsistencies in government policy, and lack of understanding of clean energy.

“Solar power is especially suitable for remote areas where it is difficult connectivity to the national grid, as the Punjab, Balochistan and Sindh,” he said.

As part of the campaign for solar projects, the government recently announced the elimination of import duty on solar panels.

Solar Energy Is Feasible for Prevalent Energy



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The debate about solar energy is feasible to produce widespread outbursts of energy and is likely to continue for some time. In today’s time, everyone is aware of solar panels and their ability to provide benefits to the individual owners. As many as 500,000 companies and households in the United States implement change, so it is safe to say that people see the irrefutable benefits of renewable energy. If you are thinking of installing perhaps a solar energy system in your home or your organization, but are hesitant whether it’s worth, here are some reasons why the installation of solar energy that could be interested.

Profitable

Solar energy to save money. When he first came available only to homeowners, which was very expensive to install and pretty useless. But that was ten years ago or more. The price of solar panels has dropped significantly since its introduction in the market. Depending on the type of solar system you choose, maybe you could reduce your electricity bill by half or even completely get rid of the bill.

In fact, some states such as New Jersey and California to promote the use of renewable energy, which means that if you qualify, the electric company will pay you instead of vice versa. Similarly, the value of your home may also increase due to its solar panels. Recent research shows that you can sell your home to 15 percent faster if you have installed solar panels and conventional installation could increase the value of your home for about $ 20,000. This indicates that, even from a financial point of view, there are many advantages of installing solar panels.

Green

The use of solar panels helps to reduce emissions such as carbon monoxide, carbon dioxide and other gases that are harmful to humans and the environment. The use of renewable resources helps prevent global warming, which is having a negative effect on our planet. The more solar energy is used, the lower the air quality will improve and benefit us all. It is believed that if only five percent of households in the United States use of solar energy, to bring 89, 500, 00 pounds of carbon dioxide from the earth.

Reliability

Solar panels work to convert sunlight into energy in your home, and the sun will not go away soon. Even if we assume that the sun does not come out at night from solar panels can store enough energy to the network has access to energy even when the sun does not shine. You need to keep your solar panels free of debris such as dirt, leaves and snow, as this will make your panels are used to full capacity.

As you learn more about solar energy, you will notice that it is hard to believe its significant benefits. You can also visit local businesses if you are unsure of how solar energy can benefit you specifically.

Sunshine State lagging behind in solar energy



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The Sunshine State residents realize that the exploitation of the abundant solar energy in Florida is not an easy task. Industry experts rank third in Florida in the nation in the potential of solar energy roof, but 13 in the amount of solar energy produced.

Experts in renewable energy and solar industry say Florida is being delayed because the state is one of four that require solar energy to be sold exclusively by utilities. This limits the options to go Solar financial commitment and increases in advance for consumers.

The Sierra Club sees the lack of consumer choice as harmful to the environment. Tea sees an attack on personal freedom.

These unlikely allies working on a ballot measure in 2016 that would change the Florida Constitution to loosen the laws of solar energy in the state.

CIAL to be world’s first fully solar-powered airport



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Kochi International Airport is on track to become the first airport in the world to draw all its power from solar energy. The airport would generate 12 MW of solar energy, and work should be completed in three months. Bosch is the structure of the airport to build the necessary structures.

CIAL, the company that manages the airport, plans to raise between 50,000 and 60,000 units of electricity per day and would cost Rs 64 million rupees. Solar panels have arrived at Chennai airport and related works are underway.

The airport already has a 100 kW pilot project generates 1.1 MW power project for the company and produce 5000-5500 units of power every day. Currently, the airport needs about 50,000 units of energy every day.

When the new power supply is installed, you can sell excess energy KSEB. From now on, there is a program of the bank with the KSEB to where excess energy is sold to the Board. It is believed that the project would break even in four years. The panels were constructed so that they can adapt to the expansion of the airport.

When the new international airport terminal comes into existence, the airport would nearly one lakh units per day. Then you could use small hydro power to meet the requirements. The government has allowed the company to operate eight hydroelectric projects are being built by a subsidiary – CIAL Infra.

Stand Out or Don’t Bother: Sally Hogshead on Harnessing Your Fascination Advantage

Sally Hogshead Authority Rainmaker

Why is Jägermeister the bestselling liquor brand that no one likes?

Because it’s toxic taste is what sets it apart from all the other liquor choices behind the bar. The worst it tastes, the more people talk about it. That creates a unique experience that people seek out.

This illustrates what Sally Hogshead suggested in her opening keynote at Authority Rainmaker – different is better than better. Sally is a best selling author, keynote speaker and marketer who has consulted for brands ranging from BMW to Target.

Sally says that the uniqueness of a brand is what can be translated into their competitive advantage. When you are able to put that competitive advantage into words, it translates into something people will evangelize and purchase.

The same logic for brands can apply to individuals too. Your unique advantage is what will makes people hire you, promote you and remember you.

The key is knowing what your unique advantage is, how to describe it and harness it to focus on doing what you are good at.

Sally Hogshead tell us how to leverage your Fascination Advantage® in order to stand out and transform your career.

What is the Fascination Advantage?

In ancient Latin, facsinare means to bewitch or hold captive so people are powerless to resist.

Sounds pretty powerful, right? Your fascination advantage, is the thing about your authentic self that will allow you to captivate.

According to Sally, there are 7 primary fascination advantages. For most people there 2 advantages where they communicate most confidently and effortlessly.

The 7 Fascination Advantages:

  • Innovation: Creative brainstormers
  • Passion: Relationships builders with strong people skills
  • Power: A leader who makes decisions
  • Prestige: Over achievers with higher standards
  • Trust: Stable and reliable
  • Mystique: Solo intellect behind the scenes
  • Alert: Precise detail manager

The combination of your primary and secondary advantage are what create your archetype. Once you know your archetype, you can open the door to harnessing your best self.

Find out your type here: howtofascinate.com/you (Code: copyblogger)

49 Personality Archetypes

10 Things you Can Do Better Once You Know Your Fascination Advantage

Once you know your fascination  archetype, you know what differentiates you from others. Remember, different is better. Once you know what makes you better, you can leverage that to do even more.

Number 1: Create your anthem

An anthem is a very short phrase that describes how you are different. It is the easiest way to describe your unique value.

Typically a combination of an adjective (describes you) and a noun(describes what you do). For example Cutting Edge Social Strategist.

Number 2: Update your marketing copy

One you have your anthem update your LinkedIn profile or resume to speak to your unique advantage.

Number 3: Stand out to get hired and promoted

Now that you have been able to condense and communicate your unique advantage, continue to leverage that in the job you choose and the tasks you complete. When you focus on being the best authentic you, it becomes very easy for the right people to hire you to do the right things.

Number 4: Don’t become a commodity

A commodity is interchangeable. Competing with everyone else who is saying the same thing you are, is a hard way to make a living. Use your Fascination Advantage to side step the competition, as you offer a unique value proposition.

Number 5: Avoid tasks that do not speak to your strengths

If you are a Catalyst (Passion + Innovation), then be careful of tasks which focus on very detailed follow up. Focus on your strengths and if possible, pass the tasks you are less adept on to someone who is the best at them.

Number 6: Be more convincing and confident 

When you are at your most authentic and natural you will be most convincing. For example, an Innovation archetype will be at their most compelling when speaking about creative ideas, rather than the details of a project (leave that to the Alert archetypes).

Number 7: Build better teams

Great teams are built on diversity. Having a balanced team will allow others to take the lead where you are not comfortable. If you only hire people who speak the same language as you, you’ll be at a disadvantage when completing tasks that require other skills. For example, if the primary advantage of your whole team is passion, there will be great banter, but not much follow through.

Number 8: Convert People into advocates

Powerful brands aren’t merely purchased, they are evangelized. Honing in on what you excel at, will encourage people to not only hire you, but to spread that word around. Good word of  mouth, is a great way to build your career and business. If you can’t offer value on a project, it’s best not do it at all.

Number 9: Do more with less (less money, less words, less time)

If you are able to harness your Fascination Advantage, you can do more with less. Fascinating brands get more reach and recall with less budget. You can do the same by focusing on your strengths, spend less time communicating is words and platforms that are ineffective.

Number 10: Take advantage of a short attention span

The average human attention span in only 9 seconds today. With only 9 seconds, what is the most fascinating thing you can say? Speak the language of your advantage and you will be more likely to captivate your audience in a very short time period.

Imagine that you as an individual can be as compelling as some of the most powerful brands in the world. Look inward to your natural self, in order to determine, develop and harness your competitive advantage for marketing, for business and for personal success.


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© Online Marketing Blog – TopRank®, 2015. |
Stand Out or Don’t Bother: Sally Hogshead on Harnessing Your Fascination Advantage | http://www.toprankblog.com

The post Stand Out or Don’t Bother: Sally Hogshead on Harnessing Your Fascination Advantage appeared first on Online Marketing Blog – TopRank®.