Content Marketing Makeover

Ann Handley
Monday, June 1 

ASAE’s Marketing Membership and Meetings Conference

Dear Diary: Today I created a blog post and I Tweeted four times. No one commented or retweeted me. I felt alone, especially when I went to my company Facebook page, and saw that my PTAT score is -42. How is that even possible? Only our Google+ is hopping.. Does that sound like a page out of your own content plan? It’s time for a reset. At this session, Ann Handley helps you remake your content marketing strategy and plan. She’ll show you what the best-in-class marketers are doing to create content that makes their boss love them. And, she’ll share her own formula for innovative content, and show you how it can apply to you. You’ll learn how to:

•    Create content that matters to your company
•    Use the can’t-miss formula for developing innovative content (no actual math skills required)
•    Organize your team to generate consistently effective content
•    Produce content that differentiates your brand Ann Handley is Chief Content 

Officer of MarketingProfs and author of many books including her latestEverybody Writes: Your Go-To Guide to Creating Ridiculously Good Content.

Marketing Prof’s Ann Handley kicked off @ASAEcenter”s Marketing,

Membership, and Communications Conference (#MMCcon) with a call for, not more content, but better content. Her brother searched diligently for a drink insulator, but wasn’t sold until he read Freaker’s pitch that sounded more like a rallying cry, or an invitation to a party, than sales copy for a drink insulator.

When Ann called the company, she was told that “when you sell a product that’s offered for free at trade shows, your story is everything.” Marketing Profs recently completed a survey that says more nonprofits are investing in content marketing than last year, even more will next year, and everyone is spending more money on it, but making it effective has remained a top challenge for the last five years.


With us awash in all of this content, and more coming, Anne presents some great tips and examples of how to do content marketing right.

First, she defines Content Marketing as meeting the following three criteria:

  • You own the media
  • Outwardly focused, not organization-focused
  • Not advertising: helps, not sells.

For your content to be effective, make sure it:

  1. Answers WIIFM (What’s In It For Me?)
  2. Answers FAQs and FUQs (Frequently Unasked Questions), like Ask the Mortician.
  3. Finds interesting ways to say boring stuff, even “Subscribe” is upgraded to “Boomshakalaka” at Chubbies.
  4. Is irresistibly useful – will they miss you if you stop emailing them? What will people thank you for?
  5. Uses empathy
  6. Is Inspiring
  7. Involves good writing (the steak) with marketing being it’s sizzle.
  8. Answers this “Marketing MadLib”: “Only we _____________ for those we want to reach.”
  9. Uses a voice that’s better and more unique than just table stakes like “honest, professional, reliable”

The best marketing doesn’t feel like marketing. A good test of whether your content marketing is consistently delivering is:  if you covered up your logo could you still recognize something as coming from you?

Michael is responsible for client SEO work, reporting, FB ads, and web hosting. Prior to joining NSI Partners, Michael received his Bachelor of Science in Business Management Information Systems from Liberty University, and worked at the school’s Network Operations Center. Michael resides in Lynchburg, VA, with his wife, Megan. His hobbies include gaming, watching Atlanta Falcons football, and reading.

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About NSI Partners

A digital marketing company with almost two decades of experience, NSI Partners helps clients achieve robust results in search marketing, social media, and other digital marketing spaces.

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