Producing effective, quality content is a core challenge for just about all of the content marketers I know. Here's a way to get quantity FROM quality. The post Content Redux – Getting More From the Core appeared first on Subjectively Speaking. ...


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Content Redux – Getting More From the Core

Producing effective, quality content is the core challenge (and driver) for just about all of the content marketers I know.  Producing enough to satiate the audience is another challenge as well (but don’t make quality and quantity antonyms – go listen to Jay Acunzo’s inaugural podcast about this very topic – also @jayacunzo on Twitter).


Here’s one way you can get quantity from quality.


I’ve shared this very idea with former co-workers, and to my delight, it seems to cause a genuine “I get it!” moment from (most of) them. Seasoned content marketers will know this workflow, so this one isn’t necessarily for you. For those starting out, or looking for new ideas, it might help.


The Content Star

Consider focusing effort on creating one solid piece of content. Something memorable, something that takes a considerable amount of time. You might be thinking, “Well, I’d be blowing off my other content work if I did that…” – yes, you would. But for good reason (keep reading). One such ‘considered’ piece of content could be a whiteboard session, with your cofounder or other company lead about the core technology, service, passion play at work, or raison d’être you offer.  These are great, information-packed sessions. Don’t fret if you don’t know how to produce a good one – here’s a blueprint.

content, hero content, star content


So, the script is written, the stage is set (literally), you’ve filmed your whiteboard session, and have this high-quality, lengthy video session. Awesome!  Sweet piece of hero, star content.  Now what?  Well, promote and use the heck out of it, that’s for sure. But what else?


The Supporting Content Cast

Presuming this is a quality piece of content that we talked about earlier, now is how you can get the quantity edge.  Focus on repurposed, reimagined content, in  the forms that your audiences will like and consume consume and like.  How so?  Here are a few examples (see image for more):


  • In addition to sharing the video you recorded on YouTube or Vimeo, consider saving it up for a webinar for later use.
  • Consider ripping out the full audio track and loading it to soundcloud for just audio consumption.
  • Consider getting it transcribed with a service like speechpad to turn into an ebook, or a blog post series.
    • (see the image for five or so other ideas)


Supporting Cast Content -

The Takeaway

Focusing on quality should be first, for sure. Once you get that core piece of great content, don’t be shy to break it up and atomize into other useful bits. You never know when and where your audience will consume the content first, so re-using it multiple times is fine – it’ll always be new to someone.


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When Data is Compromised, Speed Correlates to Trust

What Happened

On Monday, June 15, at 3:40p Eastern Time (GMT -4), LastPass tweeted the following:

That reads: “We want to alert our community to a recent security incident & the actions we’re taking to protect users:

In the blog post, they note that LastPass noticed suspicious activity on the previous Friday (June 12).

That same day, at 7:52p … 4 hours and 12 minutes later … I received an email from LastPass (I am a customer), indicating something similar:

LastPass email to customers


This is incredibly responsive for a team to notice something on day 0, attempt to block and thwart it for 48 hours, blog about it on day 3, then tweet and email their user base mere hours apart from the blog post, and only 96 hours since the alert of suspicious activity.

Perhaps I’m overwhelmed with the speed of this, because companies like Target and Home Depot took ridiculously long to even admit there was an issue, and then to communicate that issue to its user base.

What This Means

Let’s be clear: none of these is “OK.”  None are acceptable (though we as a society say that, yet we are, in the end, accepting of these things).  On a relative scale though – I trust LastPass more than I do Target and HomeDepot because of the speed with which they communicated with me and were public and forthright about it.

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Tips to Getting Found on LinkedIn

Over the past few years, and more specifically, the past 11 months, I’ve fielded various requests – friends, past and current work colleagues, even family – about LinkedIn and profile management.  I co-wrote an ebook about this years ago (you can see it here, on my SlideShare account). LinkedIn has changed its platform since then, so not everything is applicable anymore.  However, many of the core concepts still are.


I’ve outlined below a distillation of some suggestions I’ve cobbled together the past few times I’ve fielded this question.  Bottom line: consider yourself as a search result (within LinkedIn and Google) – how can you make yourself more discoverable? Bolster your profile with more details and keywords, grow a relevant network, and share content.


At the end of the post, I share some additional reading you can do (and a hat tip to some of those as well, since they were direct, indirect, or inspirational sources for this post and set of recommendations here).


High Priority: “Must-Haves”

Complete (truly) Your LinkedIn Profile

  1. Add an overall summary
    1. In that summary, use keywords that will attract talent, so your profile shows up in search.
    2. Treat, or temporarily consider, your LinkedIn profile as an ‘ad’ that sits inside LinkedIn.  Really think about that for a moment.
  2. Flesh out each experience item a bit
    1. Start with the most recent/current and add the most detail here, and then cascade down.
      1. Also use relevant keywords here.
    2. Kind of treat it like a resume, where you’d add relevant detail.
    3. This also is ‘search juice’ – don’t “stuff it with keywords” (like this, and below), but be mindful of the kinds of talent, followers, and seekers you want to attract.  If the projects you worked on would be attractive, then certainly state them.

      A great “what not to do” scenario – courtesy of

  3. Personalize your profile URL
    1. A super-simple, 5-minute, one-time act. It jazzes up your overall appearance – you can do so here.
    2. It shows others that you spend time on and give credence to the platform.
  4. Seek recommendations
    1. It might feel weird to ask for them, so start by giving a few first. People tend to reciprocate.
    2. If you need examples of recommendations, look around (they are abundant), or look on my profile (use examples from both the ones I’ve received as well as the ones I’ve given) .

Medium Priority: “Nice-to-Haves”

Bolster Your LinkedIn Profile

  1. Look at the people who are viewing your profile – then intentionally view their profile
    1. They may then reach out to you to connect (making the step above easier).
      1. Be sure your settings are set to ‘show me’ and not be anonymous (you can read up on that here).
      2. Only connect with people with whom you really want to connect.
    2. Grow your network by connecting with at least one new person a week
      1. Your network will be bigger, allowing for greater reach from a recruiting and sharing perspective.
      2. Should you consider long-form posting on LinkedIn (see below), your post reach will be greater, too.


Lower Priority: “When You Have Spare Time”

Put the Finishing Touches on Your LinkedIn Profile

  1. Sharing Content – The More People See From You, The More Reasons They Have to Interact
    1. Share to grow your follower base and to engage existing followers — Give people a reason to reply to you, ask you a question, or share your update
    2. Aim for twice a week
      1. To share: log into LinkedIn manually and post updates (desktop or mobile); this is also useful for skimming to see what people share with you.
      2. Or, queue several posts in advance (e.g. on a Sunday; or, during early morning reading) using a scheduling tool like buffer.
    3. Consider LinkedIn publishing/long-form posting to supplement traditional status updates.
      1. Here are some great steps , Tips , and Insights on LinkedIn long-form publishing.
  1. Seek endorsements
    1. There are kind of like ‘recommendations lite’.
    2. Give some, get some. It helps because as people search for skills, the people with more endorsements in a skill show up better in search.

      “What I Should be Teaching on The Internet”, by Lex McKee [CC BY-NC 2.0]

  2. Add projects
    1. Different than the work you’ve done, more about an abstract way of defining some of the specific things you did while in a role
    2. You can also add projects outside of where you work – for example, volunteer work..


 If you have more time, and are interested, here is more reading:


What about you?  Do you have any LinkedIn profile tips?  If so, please leave them in the comments.


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Using Google to Find Out Who Creeps On You On LinkedIn - Who's Viewed You on LinkedIn

Google Image search is a great thing. I don’t mean entering a term like ‘spaghetti’, changing the results to images, and seeing all of the pastabilities (see what I did there?). Rather, for those that don’t know, you can search by using an image as the query. I’ve written about this in the past. Hop on over to read it (it’s short) then come back.




What’s a good current use of this? LinkedIn. Christopher S. Penn (@cspenn) talked about a related topic in a recent weekly newsletter (sign up free – better yet, complete your profile and get the weekly bonus material). To get the rest of the specifics, go sign up.


Here’s how you can use it on LinkedIn

If you click on the ‘Who’s viewed your profile’ / ‘x people have viewed your profile in y days’ option, you’re given a short list of profile views once you scroll down. The first five or so show a name and title and company (if that person chose to reveal that in their own LinkedIn setting). After that, only an image is shown, and its not even click-able.


You see where I’m going with this, right?


Right-click or control-click the image and save the image somewhere you can remember (desktop is a good idea). Now go use the Google image search tool as I described above and see where else that image is used on the Internet. There’s a good chance LinkedIn will show up. But even if it doesn’t, the chances are high that the image will be associated with a person’s name at least a couple of times on page one of search results, and likely the same name and image combo.


There you have it. With about 20 seconds of digital sleuthing, you now know who the person is. If you choose to look them up on LinkedIn or Twitter or wherever, have at it.


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What’s the Bugaboo?


Things aren’t always what they appear.  Sometimes when researching, we let our own biases get in the way – sometimes, even knowingly.  When something is too good to be true, we need to constantly ask: “what’s the bugaboo?”


You’re house-hunting and you’ve looked at 20 houses and none seem to fit. Next, one comes along and it just seems to click. It’s got just about all the amenities you want.  It’s just about within the price range you want.  It’s close enough to the neighborhood you want.  It just clicks.


Does it really, though?  Or is it your conscience telling you “stop looking, because the process is grating.”  Do you overlook imperfections because the (perceived and actual) good outweighs the (actual) bad?  Is it really that good?  Do you ask the right questions to flesh out the answer?


It’s a challenge to know what’s behind door number three (any Monty Hall fans out there?).  Because if we always knew, we’d always ask.  The challenge is to assess the situation as objectively as possible from afar, and ask the question that hasn’t been asked before. What can we poke, probe, and prod at to yield new information?  What can we attempt to surface to help make the decision (while ideally avoiding confirmation bias)?


This same rationale isn’t limited to house-hunting.  It’s true for buying a car, looking for the next career move, deciding on a long-term mate after committing to one for a while, or picking up and moving geographically.  To me, it’s anything defined by high switching-costs, high risk, high cost, and potentially an irreversible decision.


This is much easier for a low-cost (time, money, or some other metric) decision, or one that can be easily reversed or course-corrected.  It’s when it’s a big decision that it becomes tough.  Inherently, there are more questions. There should be more questions.


A good process can help identify a bugaboo more quickly – MECE comes to mind, though not at all perfect.  A well-trained gut or intuition is great, too.  But that’s more challenging to rely on, especially if it’s undeveloped.


What about you, reader?  How do you flesh out topics, issues, SWOTs, even … to help identify the ‘killer app’ of a question?


image source: Monty_open_door.svg, courtesy of


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