This is a content marketing blog.
I talk about social media…
I talk about SEO…
I talk about email marketing…
I talk about being a success online…
But at it’s core…
…this blog was built to discuss methods with which small business can harness the power of content marketing to drive growth in the years to come.
I say this because I feel social media, SEO and email marketing are all sub-headings underneath the more general concept of content marketing. Each is a piece of the puzzle…
…building the foundation of your content marketing strategy.
We produce content in form of blogging (text based), images, video and podcasting (audio based) that tells our story as a small business then use social media, SEO and email marketing to distribute that content.
How do we choose the right content for the right marketing?
The answer to that question my friend is determined by intimacy.
——–
in·ti·ma·cy
- a close, familiar, and usually affectionate or loving personal relationship with another person or group.
———
Intimacy is attracts you to a piece of content beyond just it’s value of knowledge or usefulness.
Intimacy is why with certain content creators you feel like your sitting at their kitchen table chatting over a cup of coffee on a Sunday morning with everything they create.
Intimacy…
…you feel special reading the blog or watching the video or listening to the podcast even though thousands of over people have the same access to that content that you do.
We often have feelings of intimacy towards our spouse, our children, our family, even close friends.
There’s a deeper connection in those relationships.
Intimacy is not false or fake or contrived…
…and the intimate relationship is not taken lightly.
Which means that creating intimacy in a relationship cannot be achieved through Tips or Tricks or Methods or Strategies (that notion even makes me a little sick to my stomach).
Intimacy is created through honesty, transparency, love and caring.
Intimacy describes an emotional bound of indescribable value…
The Intimacy Differences of Blogging, Video, and Podcasting
This post was inspired by a conversation on Marcus Sheridan’s blog titled Blogging vs. Podcasting: Which is Better for Building Brands, Followers, and Trust?
In it Marcus breaks down the difference between blogging and podcasting (obviously) to help his readers decide is podcasting is a good fit for their business.
I love podcasting.
I love it…
Check out my episode index on iTunes or if you don’t have iTunes Click Here.
What I love about podcasting… The Intimacy!
It’s the intimacy of podcasting that draws people in (at least that’s what draws me in).
Marcus’s blog is great… His Mad Marketing podcast is so much “Marcus.”
Jay Baer’s blog, Convince and Convert, is excellent… His Social Pros podcast is more “Jay.”
Same goes for Srinivas Rao and BlogcastFM…
and Michael Stelzner in his new fabulous blog Social Media Marketing Podcast.
You think you know these content creators because you read their blogs and follow them on social media.
But listening to each through a podcast is an entirely different experience.
It’s intimate.
They say “awww” and “ummm” and they hesitate and misspeak and their voice inflection changes when they get excited about a topic and if something is funny they laugh.
No LOLs…
No LMAO…
They actually laugh and you can hear it.
When I listened to each of the above content creators podcasts for the very first time I felt like I was meeting each for the very first time…
…even though I read each of their blog a hundred times.
I think about the intimacy of podcasting this way.
Blogging
A blog is like driving up to a friends amazing new home they’ve just built and have them show you around the outside. Your friend take plenty of time to describe why they choose each particular detail of exterior.
There is level of intimacy developed because understand why your friend made certain decisions. They let you into their world.
Video
Video is like that same friend finishing the tour of their home’s exterior and now taking you inside to show you the new kitchen and living room. Your friend is showing you their world exactly as they see it.
This is a deeper level of intimacy because of the deeper level of trust your friend is showing you. There is more potential for scrutiny.
Podcasting
Then there is podcasting… Podcasting is when that same friend, who’s walked you around the exterior of the house and shown you their kitchen and living room says, “And now I want to you to see my favorite part of the house… the wine cellar, man cave, etc”
See with podcasting there is a larger barrier to entry to create, edit, produce and market the content.
You have to LOVE it…
The people who consistently podcast put their heart and soul into the material (I know I do) and the result is the most intimate experience a content creator can share.
The Rub
Some might argue that video is more intimate than podcasting because viewers can see the person talking…
I disagree.
I think the fact that viewers are watching while listening dilutes the intimacy of the content.
With a podcast it’s just you and microphone.
Now deliver value.
If you do consider podcasting as part of your content marketing strategy I wish you the best of luck. I have several resources who helped me that I would be happy to share.
I hope you all will take some time and listen to one of my Content Warfare Podcasts on either iTunes or Click Here for non-iTunes.
Thank you and Good luck,
I am Ryan Hanley
P.S. If you’ve listened to the Content Warfare Podcast before I’d like to ask a favor. If you could visit iTunes and leave me a review of my podcast I would very much appreciate it here.
SPEAK YOUR MIND: What do you think the most intimate form of content marketing is? What are your feelings on podcasts?
Very interesting insights! Of course, we all know that there are a few different ways we can connect with our audience besides “just” writing blog posts. I hadn’t thought of the intimacy of a podcast in this way, but you make some very good points. Thanks!
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Elena,
There are definitely many different way to connect with our audience besides blogging… Thanks for your thoughts!
Ryan H.
Internet marketing has many different aspects, and the techniques you use may influence your product sales, increase your web site traffic and generate more income.
Blogging is just like an online journal which lets your share information, news and experiences, video are marketing tool which employ the use of images, slideshows and music and podcasting has been growing more and more as a useful method to deliver audio and video content.
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Good insight, the best method is all three. Why not just make everyone happy? It’s more work, but if you love what you’re doing it’s just more immersive and you get a larger audience. But if I could only do one I think I’d would go with video. I fell I make more of an impression with video but you make good points about intimacy in podcasting.
Roy wants you to check out… Friend Zone Signs
Roy,
I’m 100% on board with you “Do All Three” method. I think a healthy mix is important because Text based blogging gives a different feel and can serve and different purpose than Video or than Podcasting…
All three is definitely the best!
Thanks
Hanley
I have a long commute to work and I love podcasts. I do feel connected with the personalities on the shows, and if they don’t have personalities they’ll fall off my playlist. It’s like being at a seminar where you can just sit an listen to some good information then you can ask questions at the end by contacting the hosts through their website. No it’s not immediate interaction, it’s more casual interaction. So I’m not going to buy anything over a podcast, but I will be informed and may look into it more later.
Video has to have a visual purpose for me to follow. If it’s just a talking head or a still picture with audio… not interested.
Blogging goes either way. If the author has personality then I feel like I”m a part of their life, if they’re bland I feel like I”m reading a book.
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Robert,
Fantastic perspective my man. I think more people would enjoy podcasts if they approached them how you do.
It’s more casual…
That’s a great way of describing the format.
Thanks!
Ryan H.
Off the chain excellence here Ryan. When you get HUGE, which you will, do the world a favor and repost.
Beautiful piece of work here my friend.
Marcus
Marcus Sheridan wants you to check out… Why Finding Your Blogging and Online Voice is a Total Myth
Dude…
Wow… appreciate the feedback brother. Sometimes you tape a vein and just have to run with it. Thanks for all the inspiration.
btw I’m working on the getting huge part…
All the best dude
Hanley
Good stuff Ryan.
I’m not sure I agree with your rub or not Ryan, I think it depends on the communication style of the individual. I am a more highly visual communicator so seeing is my preferred way to engage and to be engaged.
One thing is certain . . . there are intimacy differences with the 3 mediums , but I believe it’s the person and not the medium that makes the difference.
Les Dossey wants you to check out… It ain’t a 6 step process for creating your personal brand. It’s better.
Les,
I think you are confusing functionality with intimacy. I think that Video is a MUCH more useful tool for delivering a knowledge because of it’s combined Visual and Audio nature.
But when we’re talking about intimacy, about getting into the soul of the person delivering content it’s my opinion that nothing does that better than an Podcast.
Does that make sense?
Thanks
Hanley
No confusion here!
I interpreted your article to say that podcasting is a more intimate medium than blogging or video and I don’t agree because the medium itself has no capacity to feel.
As you know humans can experience extremely intense emotions through all forms of communication mediums but it is not the medium itself that makes one more intimate than the other, but the humans engaged in the conversation.
Some of the most intense emotions I’ve ever experienced came from the pages of a book and a few from well written blog posts because my communication style is visual and not necessarily audible.
I’m not saying that I don’t experience intimacy audibly it’s just not dominant like it is with others.
For example when coaching I am much more effective in person or via skype which is the next best thing because I can access all the visual cues that are more difficult to discern audibly therefore the intimacy is greater for me and for the person I’m communicating with because I need visual cues to optimize my communication.
Here are a couple of pre-suppositions to consider as you think about effective communication and the subsequent effect it has on people.
“The meaning of communication is the response you get”
In your case a podcast provokes an intimate response in you not because it’s a podcast but because you naturally prefer to receive communication audibly.
“The relationship (intimacy) is the conversation or said another way, the conversation is the relationship (intimacy)”
For the relationship to be intimate both parties are obligated to communicate with each other using the medium the other prefers so that intimacy is heightened.
I follow a few blogs who use podcasts but seldom listen, preferring instead to read the transcript and then if something heightens my interest I may hit play.
The ideal medium for creating intimacy with your followers therefore is the one they prefer.
Les Dossey wants you to check out… It ain’t a 6 step process for creating your personal brand. It’s better.
hmm… maybe I’m odd and old fashioned, but I don’t enjoy watching videos or listening to podcasts, plus “intimacy” with people who’s services and products I buy is not important to me.
Speaking of me personally, I have no time to watch videos and I always think that that is waste of time as I can’t know if they’ll really address what I have to know. Similarly with audios. I have hard time to put me to listen to podcasts of any type. I prefer jumping through an article and picking out information I need. Much more effective for me. As far as intimacy goes. As podcasts and videos mean nothing to me personally, I prefer doing business with people whom I can meet in person and befriend them personally. So in a way I do prefer intimacy, but not as a marketer who doesn’t know me personally would like me to give it. If I want to do business with someone, I usually prefer to go to eat or grab a cup of tea. If they don’t want, then I pick others. As I live in NYC, there is a high concentration of people I can pick from. By doing business I mean people I will work on creative stuff: picking musicians, producers, PR people and similar.
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Dacesita,
I think the ideas you bring up are very valid. Your personal tastes for finding and developing relationships with the people you do business with are shared by many I’m sure.
But what about the people who don’t live in NYC? Who can’t just “meet for coffee?”
What about the people who sell a product or service that has a margin that doesn’t allow them to meet every client face to face for coffee before doing business?
I think your way is great and probably the most effective.
But I think for so many professionals its not a reality. If I had to meet every client I do insurance business with first before they became a client I couldn’t pay my bills. So I think it that regard the tools and intimacy building came be helpful to some.
Thanks for sharing your thoughts!
Hanley
Yeah, you have a bunch of valid points, too. Especially from your career perspective.
Well, I don’t know what to do with people who don’t live in New York. I have never lived outside a major metropolitan area for the exception of 3 years during college where everything was served on silver pallet on campus. But as far my real life took place I have never had this problem and I haven’t had the need. Why should I need anything from someone who is not in New York? I live in New York because here live another 8 million people who represent all industries. Well, as a musician there are three places that are relevant anyways – NY, LA and London – and if I am serious about my career then I gotta be in one of these three. As far as music goes I don’t need to go to anywhere to do business – all I need is here and people move here. I don’t need to visit some lone house in Florida or Ohio.
Well, if someone has no time or no interest to talk to me then I will find someone who does.
Also, as an artist I am not your regular Joe. I have a diva mentality and I do need special attention or I will send everyone to hell. It’s how divas function
Talking about “meeting with everyone”: I have to make ‘friendships’ as much as possible for serious work. If I have to rent an apartment, I don’t need to be friends with a landlord or real estate agent, or manager. Or if I sign some insurance. For these things I need someone who is honest and can explain me everything and answer all my questions. I have, however, found that many people are not willing to answer any questions and just want you to sign on the dotted line and get their commission. If I smell this, I send them to hell in clear terms. Because I need to know what I am getting into. Even if it’s 50$/month for some insurance. I value my time a lot so I do go after 50$ because of principle and because I have self respect and honor. Why should I pay even 1$ because someone says it’s the best deal for me? I sort of tend to read contracts and fine print. FYI – I worked in real estate and insurance sales in Europe.
Where I really go after friendships and getting to know people is musical stuff. Indie price for a song recording with producer in NYC is 1.500-2.500$. So I need to record let’s say, an album of 12 songs, and I wanna do it through your company. You better get to know me on personal level because I don’t part from 30k easily. However, I have already seen a lot if not everything regarding this. I talked to a producer whom I wanted to hire for recording a song and we met at the studio that belongs to someone else. So we talked about the project and then the owner came. It also operates as a label so I thought of release through the label so we talked about signing me to the label in connection to release. I asked a few questions in connection to my goals, including, “what would you do for me to help me get a Grammy nomination?” On that the boss exploded and said something like “if I’d helped everyone to get a Grammy I’d go out of business.” and “we record indie artists only to pay electricity bill”. Their rate is 2.5k per song. So I asked a few more questions and got out of there. There are few of great producers working there, but I will never hire any of them as long as I have to record in that studio. The idea that they think of me as an “electricity” bill is enough to principally not to involve myself there. If I record a 12 song CD there I give them 30k and they meant that this is peanuts for me and that they have a bunch of mainstream artists doing radio remixes there and millionaires’ kids recording. Well, since this is NY and we have 10 producers in a block, I went and found someone else who appreciates his customers and has become a friend in process. I also had a PR firm approaching me wanting 500$ a month for 6 months for their services. I wanted to know all details and set up a meeting to ask all remaining questions. After the conversation I didn’t think their services would make sense at that point and I said I will get back to them in about 6 months. To that the woman told me that if I waste people’s time with “silly questions” in NY, I should go out of business. She was almost threatening me to put an “asshole alarm” for other PR folks on me, all because I didn’t sign a 500$ a month PR contract which she has had already prepared with my name on while on my first meeting with her. I come from Europe and lived for the most part in monetary ultra conservative South Germany. Quite honestly I don’t know anyone with a loan except mortgage, in that area. All cars and musical equipment is paid for and people work sometimes for years to save up money for what they need, and everybody does ask questions, nobody signs anything on spot there.
So here you have a lengthy explanation on relationships from my perspective.
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Good job. Translates to a talk I’m going to have with my teens about texting vs developing true relationships.
Amber,
That’s very interesting. I didn’t think about it in that capacity (just in marketing) but in non-business relationship building the theory would seem to hold true.
Thanks for the feedback and good luck!
Hanley
Sorry I told you to stop saying umm.
E
Filing under: “Reasons why I don’t always listen to Eric”
Couldn’t agree more, Ryan. I know that my passions, and a much more personal me come through in my podcasts.
I’m curious to know which of those three converts the best for you.
Travis Allison wants you to check out… Destination Spots at Camp
Travis,
That’s a good question. I find that if I make a strong argument on the Podcast for why I think someone should do something… That I get a good conversion on that.
But then video and then blogging…
Even though I blog the most… Go figure.
Thanks!
hanley