Ben Stroup

While some people think that sales and marketing are one and the same, if you’ve ever worked in one of those departments, you realize just how different they are. For most organizations, the sales team and the marketing team are completely independent, causing a lot of issues over the years. When things are going well, neither feel like they get the credit that’s deserved. When things are going badly, each side starts pointing fingers at the other. Obviously, this presents a challenge for business.

This is a problem that CEOs and CMOs have tried to solve for decades, with little or no success in bringing the two teams together. However, content marketing is changing the game.

A few weeks ago, Content Marketing Institute shared an example of how content marketing can bring your sales and marketing teams together and achieve mutual success.  For us, it was further proof of some of the benefits of content marketing.

Here are a few ways that content marketing is eliminating the silos that have always existed between the sales and marketing teams:

• Content marketing helps shorten the sales cycle. In the past, the sales team’s ability to move a prospect through the buying cycle relied heavily on their ability to sell. Today, it relies heavily on their ability to help and add value to the customer. That’s what content marketing is all about.
• Content marketing combats common barriers to the sales process. By taking the time to figure out the most common walls your sales team runs into during the sales process, your marketing team is able to create content that helps break through them. Depending on where your prospects are in the buying cycle, you could totally eliminate the walls before your sales team even gets to them.
• Content marketing allows you to optimize your call to action based on where your prospects are in the buying cycle. Instead of handing your sales team a list of prospects that responded to your content marketing pieces who might be in various stages of the buying process, you’re able to customize each call to action based on your specific target audience. If you want to make your sales team happy, send them a list of prospects that responded to your latest content marketing piece broken down by sales cycle.

This is just the first step in how content marketing is changing marketing. The next generation of CMOs will be required to connect content marketing with revenue growth and understand how to turn blog content into sales conversations. The key for content marketing success over the next 20 years is based on your ability to bring your two teams together.

Are you using content to eliminate the silo between your sales and marketing teams?

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn, Facebook, or Google+.

There’s no denying that content marketing has become one of the hottest topics in marketing conversations across the country. But why is it that some brands are succeeding with content marketing and other brands aren’t seeing any traction from their efforts? That answer comes down to one key idea. Content marketing is a complex process that is about much more than sitting down and writing one blog post a week.

If we want to understand how to effectively utilize content marketing to realize the benefits, we must first understand the complexity of content marketing and its process.

There are five primary complexities that make content marketing difficult. Brands that understand these common snares and have developed a process to overcome them are the ones seeing tangible results from their efforts. Brands that are ignoring these processes quickly become frustrated in their efforts.

1. Discovery of new ideas

Content marketing as much about research as it is about writing. Where most brands get stuck in their content marketing efforts is that they have never taken the time to create a system for cultivating content ideas. Ultimately, they run out of ideas.

The quickest way to overcome this content marketing complexity is to start asking questions. What issues are your sales teams running into during their process? How can you resolve those issues through content? Asking these questions on a consistent basis will guarantee you won’t run into any issues discovering new ideas for content.

2.. Maintaining a schedule for fresh content

This is the number one issue for many of brands. According to a 2012 study, the lack of ability to maintain fresh content was the number one barrier for their content marketing efforts. This is why 62 percent of companies today outsource their content marketing. (Mashable).

By mapping out every step necessary to complete a piece of content and by keeping communication open between contributors, creating a content schedule and staying on schedule is a lot easier.

3. Identifying and connecting with key influencers

What other voices are sharing content that would benefit your audience? How can you leverage it to benefit your targets? One reason brands struggle with content marketing is because they’re trying to start a conversation with themselves instead of cultivate relationships with key influencers who are already established in their industry.

4. Applying a publishing process to a business environment

Most brands fail to understand the tactical side of planning for content marketing and can’t develop a system for the actual nuts and bolts of how they’re going to accomplish their content marketing.

Creating a clear process for scheduling content, tracking workflow, and distributing your content in a way that is similar to the publishing industry is essential for keeping a content marketing machine running smoothly.

5. Combining marketing, communications, and technology

Because organizations are set up to run with various departments managed by different people, it’s oftentimes difficult to come together to create the synergy needed for an effective content marketing piece.

Effective content marketing requires everyone to be on the same page during every step of the process. The more people who are involved, the more difficult successful implementation becomes.

Realizing these five complexities before you launch any content marketing initiative is essential for your success. If you’re not seeing the results you’d hoped for through your content marketing efforts, revisit these areas in your strategy and look to overcome them.

What are some other complexities of an effective content marketing strategy?

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn, Facebook, or Google+.

A few days ago, we ran across a true story of how one raving fan who used content marketing to promote a brand became the target of the brand’s legal department.

Here’s the short version:

A few years ago, a woman in Italy loved Nutella so much that she started a grassroots effort to celebrate it with World Nutella Day. As word spread, more and more people joined the movement, even to the point that national news outlets were covering the event. She even built social-media platforms with more than 47,000 fans and followers.

However, the Nutella legal team must not have felt the same way about this woman as she did about Nutella. A few months ago, they sent a cease-and-desist letter, asking her to stop using the Nutella product name, the sort of action a brand might take against a brand hijacker, hacker, or activist.

Once word got out about Nutella’s actions, the negative responses started pouring in and the legal department was left with a little more than egg on their face.

Luckily, the brand has since apologized to the woman and recanted their previous statements.

The lesson:

There’s an important lesson we can all learn that would have prevented Nutella from suffering the negative feedback from their action….

In content marketing and social media, your organization doesn’t control the conversation.

Ten years ago, a person’s ability to share what they thought about your brand only reached their sphere of influence, unless they wrote a letter to the editor. Today, social media has created an opportunity for consumers to connect and spread their message like never before.

The decision you have to make:

The fact that organizations no longer control the conversation is a primary reason most brands are afraid of diving into the content marketing and social media space. However, when it comes to this new level of interaction, your brand has a decision to make.

You can either view it as an opportunity or a threat.

At first, Nutella viewed it as a threat, and we all know how that story ended. When you understand that you no longer control the conversation, but are an active participant in listening and engaging with your customers, you begin to see the opportunity that makes content marketing and social media great in the first place. It lets brands and consumers connect on a personal, human level like never before.

Are you wasting energy and money trying to control the conversation around your brand, or are you loosening the reins and empowering others to help you?

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn, Facebook, or Google+.

While the more popular benefits of content marketing are what originally draws people into the practice, there are three equally important benefits that only a select few content marketers experience.

If you’re implementing a content marketing strategy, here are three additional benefits your brand will experience as a result:

1. Invest in others before they invest in you

The same principle of generosity that applies to leadership also applies to content marketing. By using content as a way to share information that helps people succeed, you create the ultimate “win-win” scenario. Not only does your audience win by using the information you provide to meet a tangible goal they’ve set, you’ve won by effectively earning their trust and permission as voice of authority in your industry.

Business has always been about relationships. With content marketing, your brand is able to build and cultivate a relationship with a prospective customer without ever having a phone conversation or lunch meeting.

Consider the facts that 90 percent of consumers find custom content useful and 78 percent believe that organizations providing custom content are interested in building good relationships with them. (TMGCustom Media).

Investing in others before they invest in you only happens by adding value to your prospects’ agenda by helping them become more knowledgeable, make better decisions, and set themselves apart from their competition. In the past, you’ve only been able to do that after multiple conversations. Today, you can do that through your blog.

The benefit content marketing offers is the chance to invest in your prospective clients and customers before you ever have a sales conversation.

2. Participate in conversations with people who seek you out first

In the past, businesses would spend thousands of dollars on advertising hoping it would capture the attention of a perspective customer and motivate them to call or visit their website. Often times, this meant that the brand that invested the most amount of money in the right marketing channels won. While we’re not trying to debate the effectiveness of advertising, the way consumers find brands and businesses today has totally changed.

What is now referred to as inbound marketing has totally changed the way brands are generating leads and growing their business. While some think this is more of a trend, the tangible results prove that it’s an effective marketing tool to generate conversations with people who are seeking you out first.

Today, 89 percent of consumers use search engines for purchase decisions. Content marketing is not only helping brands optimize search engine results, but people who are searching are also initiating the conversation.

3. Show people you’re human

The final benefit of content marketing is the opportunity to show people that you’re human. Consumers have always done business and will continue to always do business with people they know, like, and trust.

The whole idea behind the humanization of business became mainstream in large part due to social media. Social media succeeded by abandoning the traditional mindset and assumptions of our machine-based organizations, and instead embraced ideas that are much more consistent with what it means to be human.

In the same way that social media has enabled brands to connect with consumers on a more personal level, content marketing has given brands a chance to showcase themselves as humans instead of faceless logos.

What are some other lesser-known benefits of content marketing?

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn, Facebook, or Google+.

Content marketing is a term that has become increasingly popular in the business world over the past few years. Today, nine out of ten businesses are implementing content-marketing strategies, with little variation by industry. While most people talk about the benefits of content marketing from a business angle, the tactic can be equally beneficial, if not more, for today’s churches. If your website is the new “front door” for your church, consider content marketing the “steeple” that grabs people’s attention.

A few weeks ago, church communications strategist Tim Peters took time to interview Ben Stroup in an effort to share everything a church would need to know about content marketing.

Based on the interview, here is a quick, easily-consumable list of everything your church should know about today’s hottest marketing trend:

• The reason content marketing matters for churches today is because, now more than ever, church visitors are going online to research and find churches before they ever make their first visit. Content marketing enables your church to capitalize on this predictive search trend to help unchurched people in your community find you before you’ve even had the chance to meet them.
• Most churches are taking the shotgun approach to content marketing, shooting their content across every channel in the same format, hoping it will “hit” their audience. However, the churches that are seeing the most success with content marketing are the ones taking a more strategic approach. Content marketing is not about sharing as much information as you can as quickly as you can. It’s about strategically providing content in the context your audience needs to move them to action. 
• If you’re wondering what type of content to share, start by asking, “What questions or issues are people in my church facing today?” This will help ensure that the content you share is always making a difference in the lives of the people you’re trying to reach.
• As in business, there’s not a one-size-fits-all approach to content marketing for churches. The key to finding your rhythm is to lean into the lives of the people you want to reach. Don’t look to provide content you want to share; look to provide content that your audience wants to hear.

If you want a more in-depth look at the interview between Tim and Ben, you can read it in its entirety here.

Does your church invest in some form of content marketing? What practices have you found to be successful?

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn, Facebook, or Google+.

The team at Ben Stroup Enterprises is a diverse crew hailing from all over the country with a set of highly complementary skills and passions. Many of us are behind the scenes so we want to take this opportunity to shine a spotlight on each member.

BEN STROUP is a writer, blogger, and consultant at Ben Stroup Enterprises. He helps people with a message and platform navigate “The Content Matrix” to disrupt, engage, and inspire their target audience to connect, collaborate, and create change. 

1. What are you reading right now?

To Sell is Human by Dan Pink

2. What is the most beautiful drive you’ve ever taken?

From Nashville to Charleston, South Carolina

3. What is one item on your bucket list?

To travel around the world

4. What is your favorite family activity?

Summer beach vacations

5. What social causes fire you up?

Orphans. Poverty. Hunger. Homelessness. Health Care.

6. When you “unplug” what is your favorite way to spend your time? 

Reading. Running. Watching movies. And drinking coffee.

7. What are you most passionate about in your work? 

Disrupting the natural flow of things in order to bring about positive change.

8. What is the best piece of career advice you’ve been given? 

“Look life in the teeth. Even if it bites back.”

9. Do you consider yourself an introvert, extrovert or “ambivert?”

The older I get, the more I realize I’m really an introvert.

10. And the most revealing question–you live in Nashville, so have you watched “Nashville“? 

No.

Follow Ben on Facebook, Twitter, LinkedIn and Google+.

Hilary Sutton is a content writer at Ben Stroup Enterprises and is passionate about giving a voice to stories that are begging to be told. You can connect with her via Twitter, LinkedIn, Facebook, or email.

Once you have a proper definition of content marketing, it’s time to identify why it has become such a beneficial marketing tactic for many brands. When it comes to their reasons for investing in content marketing, there are three primary benefits that most brands express:

1. Become an Authority

Whether it’s a blog post, eBook, or white paper, utilizing content marketing enables you to become an authority in your particular area or industry. When you produce content that helps people solve a problem or answer a question, you set yourself up to become a thought leader in the eyes of your existing or potential consumers.

Being an online authority essentially means you’re not only a thought leader on a specific topic, but that you’ve also taken the time to translate that knowledge in a meaningful way online. You may know more about your particular industry than anyone else in the world, but if you haven’t taken the time to format your knowledge in a way that’s accessible to the consumer, none of it matters.

2. Earn Trust and Permission

In order to understand why content marketing matters, you have to realize that today’s consumer doesn’t inherently trust you. In fact, only 10 percent of today’s consumers trust traditional advertising. With content marketing, you’re able to build that brand equity by adding value and earning permission.

People do business with people they trust. By giving your brand a personality, taking the time to research the issues your audience is facing, and providing information that helps them, you effectively earn their trust. People used to do it in person; they still do, but now the opportunity can be extended by thousands and even millions by doing it online through content marketing.

More than 60 percent of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (Custom Content Council)

3. Multiply and Measure Your Distribution Channels

The final primary benefit of content marketing is that it allows you to segment your message. In the past, brands could only connect through advertising, direct mail, phone calls, and in-person interactions. Today, there are more opportunities to spread your message than ever before.

The benefits that content marketing affords are that it gives your brand a chance to…

• Communicate real-world impact and your brand’s unique value through a case study.
• Establish authority on a subject matter through a whitepaper or eBook.
• Generate awareness and equity by providing a stream of beneficial content through a blog.

Technology has made analytics readily available. Thus, measuring the effectiveness of each channel and your overall messaging is easier and more accessible than ever.

What are some other well-known content marketing benefits?

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn, Facebook, or Google+.

In January, Ben shared that he would have several important projects on his plate during the first few months of 2013. One of those projects was to produce Crafting a Theology of Stewardship, an eBook by Joel Mikell, president of RSI Stewardship. Today, we’re excited to announce that the book is officially available for download and already receiving great reviews.

Why is crafting a theology of stewardship important?

One thing Joel learned after years of ministry experience is that it is essential to base your philosophy of ministry on biblical teaching, rather than the constantly changing winds of culture and worldly influence. You need a solid theological foundation. This is true in teaching and preaching, and also in stewardship.

After working with hundreds of churches to inspire their members to give generously of their finances and resources, Joel began to notice the primary principles that guided churches in successfully cultivating a spirit of generosity within their members.

Over the past few years, the economy and changes in church giving habits have significantly impacted many churches’ potential for ministry. Joel wanted to provide a resource that would help church leaders understand what a theology of stewardship entails and how to help church members live it out in these changing times.

What to expect from “Crafting a Theology of Stewardship”

In this eBook, Joel shares seven perspectives that should be at the heart of a theology of stewardship and presents five significant value statements that will result. Joel also suggests a step-by-step strategy for creating a written document that articulates a theology of stewardship for the church, and provides several examples to guide the process. The last section lists 20 helpful resources in the areas of stewardship, giving, and generosity.

If you are a pastor or leader of a church who wants to increase your ministry potential through the generosity of your members, I highly recommend you pick up Crafting a Theology of Stewardship. I’m confident that there is no one else in the country who is more knowledgeable about church giving and capable of helping church leaders understand what it takes to develop generosity within their church than Joel Mikell.

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn,Facebook, or Google+.

The team at Ben Stroup Enterprises is a diverse crew hailing from all over the country with a set of highly complementary skills and passions. Many of us are behind the scenes so we want to take this opportunity to shine a spotlight on each member.

TERRY HADAWAY, owner of My Thinking Box, partners with Ben Stroup Enterprises as research director. Terry is an online learning expert and has written more than twenty-five books and study guides.

1. According to Myers-Briggs what is your personality type?

ENTP

2. What is one item on your bucket list?

I want to go to Australia.

3. What is the last great book you read?

Brain Rules by John Medina

4. What are you most passionate about in your work?

I’m passionate about helping people discover their purpose in life and develop a plan to live it.

5. What is your tech device du jour?

I bought a 3M mini projector to use when teaching/leading/consulting. It is small, iPad compatible, and excellent. Also, I am a huge fan of Apple TV and the versatility it provides.

6. Would you prefer money for a housekeeper, cook, gardener, or personal secretary? 

I  really don’t want any of those people. My wife manages our home and nutrition with excellence. We love gardening and I don’t know what a secretary would do for me.

7. What are your daily reads?

I read a book per week, as a minimum, and several blogs—Seth Godin, Dan Miller, Becoming Minimalist, Mother Earth News. Of course, I read the Bible daily.

8. What social causes fire you up?

Though not a real social cause, I am passionate about helping people discover their entrepreneurial spirit before they are disposed of by a corporation.

9. What historical time period would you most like to visit?

I’d like to visit the 1700s and live among the pirates during their peak along the eastern seaboard and Caribbean. Modern day pirates give classical pirates a bad name.

10. What is the best piece of career advice you’ve received? 

Best piece of advice: Keep your parachute packed because you will exit the plane (company) by force or choice and you need to land safely.

Connect with Terry via email.

Hilary Sutton is a Content Writer at Ben Stroup Enterprises and is passionate about giving a voice to stories that are begging to be told. You can connect with her via Twitter, LinkedIn, Facebook, or email.

For decades, brands have used content to attract and retain customers. For example, in 1904, Jell-O tasked salesmen with going door-to-door, handing out their free cookbook. As a result, Jell-O saw a $1 million increase in sales by 1906.

However, marketing has changed a lot since then. While the principles of effective content marketing and adding value to the life of your consumer may still hold true, the ways in which brands are investing in the format in today’s new connection economy have drastically changed. What started out as a tactic that a few brands added to their social media efforts has become a mainstream marketing approach that 90 percent of brands implemented in 2012.

With “content marketing” as the hottest buzzword in marketing, we decided it might be helpful to take a step back and create a comprehensive definition of the topic.

As with any new trend, creating a helpful definition for content marketing can be done by answering three important questions:

What is it?

In short, content marketing is about using content to move people to an action that can be measured and translated into achieving a goal or objective.

Content marketing is a conversation with an identified audience. It’s a commitment to consistent, relevant copy that doesn’t ask me to buy something. While content marketing can take various formats (blog, eBook, webinar, podcast, Google+ Hangout, whitepaper, infograph), for something to be defined as “content marketing” it must be grounded in the idea that people would rather discover you first.

Where did it come from?

What most people define as “content marketing” today was formed from a shift in buying cycles and developed through a rise in search engine optimization. Consumers changed from being primarily influenced by outbound, interruptive marketing to inbound, search-driven marketing in which they find brands before brands find them.

Content marketing is essentially the next wave of search engine optimization.

Why should I care?

The primary reason content marketing matters for brands is because consumers are no longer obligated to listen to you. In a world where we create as much content in two days as we did from the beginning of time through 2003, it’s time to rethink your content strategy to focus on building trust, getting permission, and earning the right to influence others.

By understanding that content marketing is the new normal when it comes to connecting with your audience and realizing that it has single-handedly changed the way consumers find brands, it’s evident that this marketing tactic is worth exploring.

If you had to define content marketing by answering one of these questions, what would you say?

Jeremy Chandler serves as the social media director at Ben Stroup Enterprises and jumps at any opportunity to connect with others. You can connect with him on Twitter, LinkedIn,Facebook, or Google+.