Content marketing: what is it?

Simply put, content marketing is the creation and sharing of relevant and valuable content in order to attract, acquire, and engage customers with the objective of driving profitable customer action. Basically, content marketing is the art of communicating with your customers ostensibly without selling and it’s touted as the future of online marketing.

Struggling to see it in your world? That’s because you use it without even registering it. ‘What’sfordinner?’ is perhaps one of South Africa’s strongest examples. With well over 3.5 million followers on Facebook, the page has a strong influence on many household kitchens in South Africa.

 

What's for Dinner FB page

 

And would you look at that logo? This content is created and distributed by food brand, Knorr. So by providing valuable content in the form of menu inspiration and recipes, Knorr also draws an audience to their products.

Take today’s recipe, for example: “Crispy Chicken Burgers with Cheese Sauce: a delicious family dinner made with skinless fillets in a super-crunchy crust of Knorr’s new Crispy & Tasty chicken coating. Serve with roast potato wedges and all the usual yummy burger toppings.”

 

What's for Dinner Recipe

 

What’s great about content marketing is that it’s shifting the nature of the marketing landscape. Rather than the hard sell of thrusting a brand in your face (like a billboard for example), content marketing is client-focused, prioritising the offering of information that an audience wants and needs over a sale. It’s investing in the customer rather than banking on their ignorance and it develops good relationships and loyalty as opposed to generating quick sales.

At Pomegranite, we thrive on content marketing. It’s often about being able to translate accurately sometimes complicated subjects in ways that people not familiar with technology will understand. The skill of accurate translation is something we take pride in. We love getting our teeth into the translation of a brand from an offline space to an accurate presence online through creative design, clever copy and cutting-edge technology.

What content can we offer your brand’s audience? Get in touch to find out.

Behind the scenes update: Life on crutches at Pomegranite

injuries

The nice thing about working for yourself – and being able to work from home – is that, when the doctor says: “I’m afraid the answer is surgery,” at least you don’t have to worry about bringing it up with your boss to arrange time off work. Because work can be done from bed. On painkillers. And your boss – well, she’s you.

While you aren’t thrilled at the prospect of crutches for another six weeks, you know that there will at least be morphine in your near future. And sympathy. And who doesn’t like morphine and sympathy? Exactly.

Also – you know that your business partner will be there to take the reins where necessary. You can call her from the hospital bed when clients get hold of you and pass meetings on to her. When you escape are discharged, she will spend the afternoon working next to you so that you feel like you’re contributing, while, gently high on painkillers, you gaze out the window and ask very helpful questions like: “Is today Wednesday?”

When concerned clients enquire after you, she will stoically reply: “Oh don’t worry. She’s still high in bed.”

A couple days later, when you are trying to get your head back in the work game, weaning yourself off the good drugs, she will tease you sweetly, with enquiries like: “Do you think we could apply for a disability grant on the days that you’re feeling mentally challenged?”

In much the same way that men sometimes get sympathy pains when their wives are in labour, your business partner will gallantly throw herself off a bike on the Seapoint promenade, causing an impressive roastie. Just to make you feel better about the screw artfully inserted into your ankle by the surgeon.

And I’m sure, as the weeks go by, I can expect glowing compliments on the impressive guns that I’m developing, while my calf loses all definition, shrinking elegantly to the size of my arm.

When they advise you on the kind of person you should choose to go into business with, you don’t often hear advice on what to look for in a partner should you have ankle surgery twice. But they should. Because it’s times like these – when you’re making tea in a gym water bottle just so you can carry it to your desk in your teeth – that you realise just how important it is to be able to say to that person: “Please take over.” And you know that she will. And that she won’t mind. And that she’ll do a great job. And that, in the end, the only thing that will matter is that you can blow her away with your skills on crutches.

And, let’s be honest, isn’t that a quality you look for in an online presence consultancy – crutch competency? Yip. We have it at Pomegranite. In SPADES.

Listen up: How active listening can improve your business

Today’s blog is going back to basic, crucial skills. No, not how to post an image on Facebook. Today is about the most important, fundamental skill anyone providing a service, creating a product or running a business can have: the ability to listen well.

listening

Image source

What is active, empathetic listening?

Have you ever met someone who makes you feel like you’re the only person of concern in the world and that what you are saying is truly heard? You want to share more with him or her because s/he gets you. You are on the receiving end of active, empathetic listening and it is so important for any business.

An article called “Active Empathetic Listening and Selling Success: A Conceptual Framework” breaks it down for us. It asserts that listening has three stages: sensing, processing and responding. “Sensing refers to the actual receipt of messages, processing refers to activities that take place in the mind of the listener, while responding involves acknowledging receipt of messages”.

Empathy can be defined as “the ability to discern another person’s thoughts and feelings with some degree of accuracy and involves listening on an intuitive as well as a literal level”. In the context of listening, empathy operates as the ability “to perceive the internal frame of reference of another with accuracy, and with the emotional components and meanings…as if one were the other person, but without ever losing the ‘as if condition”.

Why is active, empathetic listening important?

Any business interaction starts as human engagement and the way you communicate lays the foundation for your professional relationship. The article argues that “[e]mpathetic listening is a critical part of the communication process and provides a supportive environment for the flow of messages between senders and receivers”.

It’s not just cold callers or people behind product counters that are salespeople. Whether you’re a freelance journalist or make craft beer in your garage, we all sell our product or service and we can all sharpen our sales skills. Active empathetic listening is a key skill in terms of your ability to sell. Here’s how empathy affects your ability to listen as a salesperson:

“When ‘sensing’, salespeople with strong empathy are more likely than those less endowed with empathy to be aware of more subtle cues from customers. When ‘processing’, salespeople with strong empathy are more likely than are less empathetic salespeople to understand the significance of messages, more likely to interpret and evaluate them correctly and, consequently, more likely to commit correct information to memory. When ‘responding’, empathetic salespeople are more likely to send back messages that assure their customers that they are on the same wave-length”.

For us at Pomegranite, translating a client’s real-world identity and resources into an online presence requires trust: we are the translators and representatives of a brand.  We need as much information as possible. Small businesses are generally small teams and often work very intuitively. This means that, often, a lot is assumed between the team rather than explicitly articulated. This type of listening allows you to tune into that relationship and bring up ideas for discussion.

How do I use it in my life?

Don’t be spooked by the big words. They were just to impress you. Active, empathetic listening is not difficult; in fact you probably do it all the time. But being aware of it will only make this sense more acute.

Let Shelley Sacks take you on this journey and try it out sometime:

[T]o really hear what another has to say we have to remove the agreement and disagreement. We have to try and stay with the person, with their pictures, with their thoughts, and see what they see and feel, without agreeing and disagreeing and letting our own thoughts run on internally. A good way to do this and focus more sharply on what someone is saying – to become a more active listener – is to consider what is being said in three ways. We can listen for the content of what is being said, we can listen to the feeling with which it is being said, and we can try and get a sense of the impulse or motivation in what is being said (from her handbook for her social sculpture Exchange Values).

When it comes down to it, the smoother and more satisfying your interactions are, the more repeat business you can ensure, the fewer dissatisfied customers you will have,  the deeper your relationships and the greater your feedback and opportunities.

It’s ALIVE!

Watching a little, baby website that you have created with your own two hands come to life and tell the story you imagined… is an amazing feeling. And when it goes LIVE! Yoh, yoh, yoh.

I know it’s early days, and the excitement is bound to wear off, but for now, it feels like a bit of a Frankenstein moment – in the best way possible, obviously.

When a website goes live