Content, Carnations, Strawberries and Spam
I'd like to share a story with you, when I had just left school and was working in a nursery [plants not babies] as a horticulture apprentice. We grew mostly carnations as I explained in my watermelon article. One day we were weeding the strawberry patch, [a thankless task,] later my boss yelled at me for leaving a weed behind. I explained it wasn't a weed, it was a carnation plant. I was expecting praise for being able to tell the difference between the 2 at an early stage. But instead he told me in no uncertain terms that ANYTHING growing where it wasn't wanted was a weed. He didn't care if a prize rose was growing here, it was, in his eyes, a weed.
I have never forgotten that lesson.
Lets apply that to content.
So, you have followed all the rules, read all the articles and have produced a really terrific, useful, informative chunk of content. Now you mail or tweet it out to your zillions of fans waiting expectantly for it. Job well done. You are certainly are not a SPAMMER.
Ahh, but what if, what you send out, despite being really excellent, is not what most of them really want or need? Your article is now a carnation in the strawberry patch. You ARE a spammer!
My point is now probably obvious, but just in case. There is more, a lot more to Content Marketing than just producing really useful material. Much more. Sure that is a good, nay, excellent beginning, but it is the finish that is important. You also need to make sure your material is targeted exactly to those people who want it, and no one else. How to do that? Ahaha, that is what we call Intelligent Content [the NEW buzzword] and another story for another time.... or you can contact us.
So let's now look at this Email.
Is it SPAM?
Maybe, so lets look at the how and why you are reading it.
Activ was formed from WPBeijing back in 2003 and we built a small base of people who were interested in our short newsy but unpolished emails. Over the years our audience has grown and our hand made emails are now courtesy of MAIL CHIMP. We build our audience two ways:
1/ By direct, voluntary subscription from any of the links we have on the web.
2/ By meeting and talking to people at trade shows, exhibits or social functions here in China and asking them to join us. Some say nope, some agree.
Now, we know, 12 years is a long time, some of you might have forgotten your China trip whilst for others you might have taken over a new role and our Edumercial is no longer relevant. Or, if your email is a generic [email protected]
or [email protected]
maybe the original incumbent has moved on and you have never ever been to China, much less met or even heard of us. In these cases it seems like SPAM, we accept that.
That is why at the foot of each of our Edumercials we have an option for you to update your information, tell us what it is you would like to read about, more about YOU. That way we can be more precise when we send out our material. And, if worse comes to worse and you really do want to end our relationship and hand back the ring, well, you can always email me and we will take care of it.
Again, out point is: Activ doesn't SPAM, if you don't want our material write and tell meand I will delete you, personally.
Ok, that's it for this month, don't forget Activ, in fact most of China is closed for about 7 ~ 10 days from October 1st in celebration of National day.
To end this months letter I have included a couple of links to help you with your CONTENT MARKETING.