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Why Companies Need a Fractional Chief Content Officer (CCO)

In today’s age of content oversaturation, good, impactful content reigns supreme. From blog posts and videos to webinars and social media campaigns, a strategic approach to content with clear goals can elevate a brand, solidify its presence in the market, and forge lasting relationships with customers. However, not every company has the resources or the need for a full-time Chief Content Officer.

What is a Fractional CCO?

A Fractional Chief Content Officer is an experienced content professional hired on a part-time or contractual basis. They bring in-depth knowledge and strategic oversight to a company’s content needs without the overhead costs of a full-time executive. This role is especially beneficial for SMEs, startups, or enterprises looking to dip their toes into content without fully committing to a CCO position.

Why do you need a Fractional CCO?

Strategic Vision Without Full-time Costs: Hiring a full-time executive can be a hefty investment, especially for startups or SMEs. A Fractional CCO offers the expertise and guidance of a top-tier professional at a fraction of the cost. It’s a win-win: high-quality insights without denting the budget.
Flexibility and Scalability: As your content needs grow, a Fractional CCO can adjust their involvement, ensuring you get the right level of expertise at each stage of your business evolution. This flexibility can be invaluable as market dynamics and business needs change.
Expertise on Tap: A Fractional CCO comes with a wealth of experience from working with diverse brands and industries. This extensive background ensures they bring best practices, fresh perspectives, and innovative strategies tailored to your specific business needs.
Shorter Learning Curve: Instead of spending precious months onboarding and training a full-time executive, a Fractional CCO can hit the ground running. Their expertise enables them to quickly understand your business model, audience, and objectives, delivering rapid results.
Fresh Perspective: Engaging a Fractional CCO from outside the company can infuse fresh ideas and a new perspective into your content strategy. This external vantage point can often identify opportunities or gaps that internal teams might overlook.
Enhanced Team Skill Sets: Apart from strategizing, a Fractional CCO can mentor and upskill your existing content team. This hands-on training approach ensures that your team garners skills that can serve the company long after the engagement ends.
Quantifiable ROI: A Fractional CCO is results-driven. They’re accustomed to delivering value in a limited timeframe, meaning they’ll focus on strategies with the most significant ROI. Their expertise ensures that content efforts align with business goals, leading to measurable results.

Making the Leap to Engage a Fractional CCO

It’s clear that the dynamics of business are changing. The traditional approach of having a full-suite executive team isn’t always feasible or necessary. The “fractional” model is becoming a popular alternative for businesses to access high-quality expertise without long-term commitment.

For companies seeking to amplify their brand message, drive customer engagement, or pivot their content strategies in a rapidly changing digital landscape, the Fractional CCO is an invaluable asset. Their unique blend of experience, flexibility, and strategic insight can supercharge a company’s content approach, delivering tangible results that drive growth.

If your company is on the fence about its content strategy or if you’re looking for a flexible approach to executive leadership in the content realm, schedule a call with me to learn more about what I can do for you.

Remember, in the age of digital connection, content isn’t just about publishing. It’s about crafting a compelling story, building relationships, and driving value. And with a Fractional CCO by your side, you’re well-equipped to navigate this journey with expertise and agility.

Using Visual Recognition in Content Marketing: Lessons from a Matching Game

by hijinxmarketing | Content Marketing, Brand

Recently, I have been playing this matching game on my phone. They dump random items in a pile, and you must match them. They’re all different shapes, sizes, and categories. It got me thinking about my approach to playing this game. It would help me understand how my audience is reacting to my content.
My approach to this game is to look for the large items first. Things that I know I can get out of the way quickly. Second, I look for things with the same colors. If there are a lot of items on the board, I might start creating piles of items with the same color. If there are not a lot of items, I might randomly look for those specific colors, and I keep narrowing down the pile until I get to the items that are harder to see and match.
So, how can that help you with your content marketing? Understanding how your audience sees, reacts, and categorizes your content can help you make content that will resonate more effectively with them.

Exceeding Expectations: The Path to Stellar Customer Feedback

by hijinxmarketing | Marketing Best Practices, Customer Experience

In the world of business, feedback is gold. It is the compass that guides our decisions, the barometer that measures our success, and the mirror that reflects our performance. But let’s face it; your customers will not tell you if everything went right in their interactions with you unless you ask them. The average consumer is bombarded with countless interactions daily, from the barista who makes their morning coffee to the online store where they shop. If every experience is “fine” or “as expected,” it doesn’t warrant a mention. Only the peaks and valleys, the extraordinary and the disastrous, compel customers to share their stories.

How can you improve those peaks of positive customer feedback and reduce the valleys of negative feedback? How do you stand out in a sea of your competitor’s content and create memorable customer experiences? Whether through proactively requesting feedback after a sale or organic reviews online (think Yelp! Or Google business reviews), there are ways to improve your customer’s feedback about your business.

Dare to be Different

In today’s competitive marketplace, where businesses frequently emulate successful models and heed the advice of “influencers” on best practices, positive customer feedback cannot be elusive. By daring to be the exception to the status quo and actively seeking and implementing customer feedback, you can distinctly set your business apart from the competition. This differentiation doesn’t always require a complete overhaul or reinventing the wheel. The essence lies in being authentic, staying true to your brand’s core values, and consistently offering something fresh and tailored to your customer’s feedback. In doing so, you stand out and foster a deeper connection with your audience. Ways to be different include:

Unique loyalty programs: Tailor rewards and incentives using direct input from customers. This ensures that the program is appealing and relevant, fostering increased brand loyalty and engagement.
Organizing community events: Host events that resonate deeply with your audience. Understanding their interests and values can create memorable experiences that strengthen community ties and enhance brand perception.
Showcasing products innovatively: Instead of traditional marketing, present your products in fresh, creative ways. This captures attention and highlights your brand’s commitment to innovation and staying ahead of the curve.
Communicating with your audience in unexpected places: As I wrote in a recent blog post, many businesses neglect to meet their audiences where they are talking about their businesses online. If you communicate with your customers online on their terms, you will learn new things and create new connections.

Go Above and Beyond

Meeting basic expectations is the baseline for your customers. Exceeding them is where the magic happens and where you have the best opportunity for positive customer feedback. Think about what you currently do. Everything from how you communicate with your customers to the products you order and services you provide. What could you amp up or improve upon? Here are some suggestions:

Personalization: In an era of automation, a personal touch can make all the difference. This could be a handwritten thank-you note with an order or a personalized recommendation based on past purchases. Depending on what data you have on your customers, you could even send emails with more personalization than just their names.
Responsiveness: Quick and effective responses to queries or complaints can turn a potentially negative experience into a positive one. It shows customers that you value them and are committed to resolving their issues. Even swift responses to positive public feedback will show potential customers you are an active and engaged business.

Added value: Offer more than what your customers expect. This could mean giving free samples of your products, adding services to help ease the customer’s usage of your product, or educational content related to your product or service. Read my recent blog post about how Home Depot does this with its melding of online and in-person experiences.

Embrace the Unexpected

Surprise is a powerful emotion. When customers encounter the unexpected (in a good way), it creates a memorable experience. In my book, The Content Puzzle, I discuss how emotions play an important part in successful marketing. Humans don’t always make decisions based on logic or reason. Giving them something to feel can give them the impetus to act and hopefully purchase your product or service. Here are some ways to sprinkle unexpected delights:

Random acts of kindness: Occasionally upgrade a regular customer’s order for free, send a surprise gift to loyal clients, or offer a complimentary service out of the blue. Small businesses are good at doing these types of things, but even big companies can build in “kindness” points in their interactions with their best customers.
Show them how it is done: Share behind-the-scenes looks at your business, tell the story of how your products are made, or share customer testimonials creatively. People love to see how things work, and behind-the-scenes videos or articles are good, evergreen content to keep in your back pocket.
Host unique events: Organize unexpected pop-up events or workshops in locations that your customers frequent that offer attendees genuine value. These could be educational sessions related to your products, fun interactive experiences, or a space to relax and enjoy complimentary refreshments. The surprise element of discovering a brand they love in an unexpected place can create a lasting impression.

Ask, Listen, and Act

Lastly, while it’s true that customers might not always vocalize their satisfaction, it doesn’t mean we shouldn’t seek their feedback. Regularly ask your customers about their experiences. You can use surveys, feedback forms, or even direct conversations. But asking is just the first step. Listen to what they have to say and act on it. This continuous feedback loop and improvement will enhance your offerings and show customers that their opinions matter. Furthermore, by actively addressing their concerns and implementing suggestions, you refine your products and services and foster a sense of community. Customers feel valued and integral to your brand’s growth, leading to increased loyalty and trust. Oftentimes, business owners become myopic about their products and services. Your customers often have great ideas for improving your offering. And all you must do is listen.

Customer feedback is more than just comments or ratings; it’s the lifeblood of continuous improvement in the business world. In an era where many brands might seem indistinguishable, those who prioritize and act on customer feedback distinguish themselves. By actively seeking out and valuing this feedback, businesses can pinpoint areas of enhancement, innovate based on real needs, and solidify their customer bond. It’s not just about meeting expectations but about evolving with them. In the end, a brand that listens to its customers and iterates based on their feedback is one that’s poised for sustained success and growth.

Three Ways Content Marketing is Like Ice Cream

by hijinxmarketing | Marketing Best Practices

I am a big fan of using comparisons to help explain what can be complex topics. In honor of National Ice Cream Day, which occurs every year on July 16, I thought I would compare content marketing and ice cream. You might be thinking, what in the world does ice cream have to do with content marketing? Surprisingly, quite a bit. Like a bowl of ice cream, content marketing for small- and medium-sized businesses (SMBs) requires the right mix of ingredients, an appealing presentation, and a flavor that leaves your customers wanting more. Let’s delve into this delectable comparison.

The Right Mix of Ingredients

In ice cream making, it’s not just about mixing milk, sugar, and cream. It’s about balancing these ingredients in a way that results in a delightful texture and taste. Similarly, successful content marketing isn’t just about combining blog posts, social media updates, and email newsletters. It’s about crafting a strategy where each piece complements the others and contributes to the overall goals of your business.

The key here is variety. Just as vanilla ice cream alone can’t satisfy every palate, a single type of content won’t appeal to all your customers. You need to mix in different formats – blogs, infographics, videos, podcasts, etc. – to cater to diverse preferences. And just like making ice cream, your content marketing might not be perfect the first time you make it. Monitor your analytics to understand what content resonates most with your audience and adjust your ‘recipe’ accordingly.

Appealing Presentation

Ice cream parlors don’t just scoop ice cream into a bowl and serve it. They garnish it with syrups, sprinkles, and toppings, making it visually enticing (and yummier). The presentation is a vital part of the experience, as we eat with our eyes first. The same principle applies to content marketing. It’s not enough to just produce good content; it needs to be presented in a way that draws people in. A well-designed website, attention-grabbing headlines, and visually appealing images can make a big difference in whether your content is consumed or ignored. Remember, in the digital world, your content is competing with an ocean of other distractions. Make it as compelling as a well-presented sundae on a hot day. (If you are interested in this topic, you can learn more in my book, The Content Puzzle.)

Vanilla, chocolate, and strawberry ice cream on cone

Leaving a (Positive) Lasting Taste

Have you ever tasted an ice cream flavor so good that it lingered on your palate, making you crave more? That’s exactly what your content should do – make a lasting impression. Just like an ice cream maker crafts flavors that keep customers coming back, your content should be memorable and provide value that keeps your audience returning for more. In the context of SMBs, this could mean offering industry insights, practical tips, or thought leadership that can’t be found elsewhere. Content that solves problems or makes your audience’s life easier is the kind of “flavor” that will keep them coming back to your “shop”.

The Scoop

Like the perfect scoop of ice cream, effective content marketing requires the right blend of ingredients, an appealing presentation, and a lasting taste. By considering these elements, you can serve up a content strategy that’s as satisfying and successful as your favorite ice cream flavor. At the end of the day, remember this: content marketing, like ice cream, is a treat that should be savored. So take the time to craft your strategy, pay attention to your audience’s preferences, and remember to enjoy the process. After all, what’s sweeter than watching your business grow with a strategy you’ve carefully whipped up? So, business owners, are you ready to scoop up some success with your content marketing strategy? Get your spoons ready, and let’s dive in! Contact me to learn how.

Local Community Facebook Groups: A Treasure Trove for Customer-Centric Content Marketing

by hijinxmarketing | Marketing Best Practices, Social Media

In today’s interconnected world, local small businesses face both opportunities and challenges in engaging with their customers effectively. One remarkable tool for understanding customer sentiments and fostering relationships is joining local community Facebook groups. By actively participating in these online communities, small business managers and owners gain valuable insights into their target audience’s preferences, concerns, and expectations. In this blog post, we will explore how joining these groups can help local businesses shape their content marketing strategies, enabling them to connect with customers authentically and foster a strong community presence.

Community Connection and Insights

Local community Facebook groups serve as virtual gathering places where local residents share information, ask questions, and voice opinions about various aspects of their local areas. For local business owners (and managers), these groups are goldmines of customer insights they can use in their small business marketing. By joining these groups, they can observe discussions, identify trends, and gain a deeper understanding of the needs and wants of their local target audience. They can uncover pain points, preferences, and desires directly from the customers’ perspectives. This valuable knowledge serves as a foundation for developing content and product marketing strategies that resonate with the community’s interests and addresses their specific concerns.

Building Brand Credibility

Engaging with customers in local community Facebook groups enables businesses to build brand credibility and trust. By actively participating in discussions and offering helpful insights, business owners and managers position themselves as trusted authorities in their field. Sharing valuable information, answering questions, and addressing concerns demonstrate a genuine commitment to customer satisfaction. This builds positive brand associations and fosters customer loyalty. Moreover, when satisfied customers share positive experiences within the group, it acts as organic word-of-mouth marketing, further enhancing the brand’s reputation within the local community.

Content Creation and Customization

Joining and interacting in local community Facebook groups provides business owners with firsthand knowledge of the topics, interests, and challenges prevalent among their target audience. With these insights, businesses can create tailored content that directly addresses the needs and concerns of their customers. By producing valuable and relevant content, businesses can establish themselves as trusted sources of information within the community. Whether it’s blog posts, social media updates, or informative videos, local businesses can leverage content marketing to provide solutions, educate, and entertain their target audience while subtly showcasing their products or services.

Building Meaningful Relationships

Engagement within local community Facebook groups allows local businesses to foster meaningful relationships with their customers. By actively participating in conversations, responding to comments, and addressing feedback, businesses demonstrate their commitment to customer satisfaction. This interactive approach helps establish a personal connection and humanizes the brand. When customers feel valued and heard, they are more likely to become loyal advocates and refer the business to their friends and family. Additionally, businesses can utilize these relationships to gather user-generated content, testimonials, and reviews, which further contribute to their small business content marketing efforts. However, one thing that can damage those relationships quickly is not following the group rules. Some Facebook groups only allow company promotion on certain days of the week. Others don’t allow promotion at all. If you are at all unsure, check with a moderator before posting.

Here are some examples from my own local Facebook groups:

Bella Rose Designs is a local boutique. They sell a lot of handcrafted items from crafters in the local area, have a monthly subscription box, and they hold classes each month. In this example, the owner, Sarah Rose, uses her personal Facebook account to post in the local Chatter group about upcoming events. Depending on the circumstances, you might choose to use your personal Facebook account or your business account. You might want to consider creating an individual account that you use only for business purposes.

In this case, a customer had an experience at a local car wash, Kopetsky’s, and posted about it on Facebook. The owner of the business is very active in Facebook groups and responded to her original post. He was able to resolve her issue and she went back to the Facebook Chatter group and let everyone know what came of her original problem. This is an example of being able to mitigate a possible reputation hit by seeing posts about your business.

Another local business is our Biggby Coffee location. While this is a franchise, that doesn’t mean they shouldn’t be involved in local Facebook groups. In this case, they were looking for workers. Your local community is a great place to find employees who will be invested in the area, know a lot of potential customers, and become local advocates for your business.

As with the car wash example above, residents often post problems with local businesses on Facebook Chatter accounts. In this case, an individual recommended that people not use a local business because of a poor experience. And they attached photos. The owner of this business is not a member of the local Chatter group and did not refute this bad review.

Joining local community Facebook groups opens up a world of opportunities for local small businesses to understand their customers better, engage authentically, and strengthen their small business content marketing strategies. If a business serves multiple communities, the owners should join multiple groups. By actively participating in these groups, businesses can gain valuable insights, build brand credibility, create customized content, and foster meaningful relationships with their customers. Remember, content marketing is not just about promotion; it’s about providing value, building trust, and nurturing lasting connections. By adding engagement in local community Facebook groups to their small business marketing plans, businesses can become an integral part of the community, shaping their brand story while addressing the unique needs of their customers.