Lisi Powers
Creative Copywriter
Frequent Flyer
Archive: March 2014
March 29, 2014
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March 20, 2014
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March 13, 2014

A common misconception held by business owners is that all of the money that you invest in your marketing efforts should offer a direct return on investment (ROI). The problem here is that this methodology is somewhat old school—today’s marketing is heavily focused on digital presence and content marketing strategy.

A content marketing strategy is one of the most critical tools that any business has for building their online presence, because it’s the most straightforward way to provide answers to the questions that their target audience is asking. Thinking strictly from the perspective of a consumer, you’re going to develop trust in a brand that consistently provides answers that you’re looking for when you’re searching online.

One brand that is particularly great at content marketing is Kraft. Let’s take a look at who they’re targeting, and what questions those people are seeking answers to:

Target: Parents who are looking for recipes to feed their kids.

Keywords They’re Searching: healthy living, kid-friendly recipes, budget recipes, quick & easy recipes, slow-cooker recipes, etc.

To develop a content marketing strategy surrounding parents who are looking for new ways to mix up what they’re serving to their families every night, you need to provide a constant stream of fresh, new recipe ideas that are adaptable to a wide audience.

It’s important to keep in mind that people are also searching for recipes specific to certain dietary restrictions—we call those people your niche market. Planning a strategy that focuses on a niche market actually allows for even more precision, because the audience is smaller and is looking for something very exact.

For a big brand like Kraft, pursuing a broader audience is feasible, because their brand is already a household name. Small businesses that are trying to make their mark in the digital sphere often have greater success when they focus primarily on niche markets that would benefit from their products and services.

How Kraft Built a Killer Content Marketing Strategy

In order to provide recipes for consumers, Kraft created, a resource that’s packed full of free recipes that feature Kraft products. Not only can users print and save the recipes they find on Kraft Recipes, but the folks at Kraft have made it super convenient for users to share the recipes across a number of social networks. Simply by clicking the “share” button on each recipe page, a user can share to networks such as Facebook, Twitter, Pinterest, Google+, as well as directly by email. In total, there are 294 options to share recipes from Kraft Recipe! Additionally, users are encouraged to review and post their own pictures when they’ve made the recipes, which creates conversation around the content that Kraft has provided.

But what does all this mean for Kraft’s ROI? How many dollars has Kraft Recipes brought in from the free content they’ve provided?

Just by giving away recipes, Kraft hasn’t directly brought in a profit. The importance of content marketing is to build your brand’s awareness and reputation, and to make it a point of conversation amongst online consumers. While the Kraft Original Facebook page has an impressive 234,606 fans at present, their separate fan page for Kraft Foods – Recipes and Tips has 1.1 million fans.

The fan page posts a recipe once a day, or every other day, which provides consistent content without inundating fans with a flood of information. Each post receives several hundred “likes” and “shares,” expanding the content’s reach even further beyond the 1.1 million fans of the page.

You know that a content strategy has succeeded when online users not only seek out the content you’re providing, but share it with their friends. Social shares are definitive proof that your content provided the answer that a consumer was seeking, and was valuable enough that the user felt her friends would find it useful too.

Kraft has established itself as an authority on family recipes, and as a result has become a source on which consumers depend when they’re looking for something new. This means that when a parent, who is a fan of Kraft Recipes on Facebook, is looking for a quick & easy recipe, they’re likely to go directly to the Kraft page for ideas, instead of consulting a search engine that may direct them to another recipe resource. This is called brand loyalty, another major goal of content marketing.

What This Means for Your Small Business

How can you apply Kraft’s model to your own content strategy development? They’ve given you a perfect example of how to become an authority in your market, now it’s just a matter of establishing your presence amongst your target audience. For small businesses, it goes back to the niche market we discussed earlier; honing in on a smaller audience that’s seeking out your specific products or services and appealing to their needs.

If you own a catering hall that hosts an assortment of different types of parties, consider which type you tend to attract more often than the others. Do you find you host more weddings than sweet sixteens or corporate functions? If so, that’s your niche. Then think about what people are searching for when they’re researching wedding venues, and build your content marketing strategy to answer those questions.

That sounds like a lot of work, though, doesn’t it? That’s why many businesses choose to outsource their marketing efforts to agencies that specialize in content marketing. When you hire a professional with experience in crafting successful marketing strategies, you eliminate the guesswork and the trial and error that goes into learning what works and what doesn’t—they’ve already been there, done that, and have found a model that’s proven to succeed.

If your company is ready for digital marketing success, start building your killer content marketing strategy with Fat Guy Media today.

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March 12, 2014
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March 7, 2014
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March 6, 2014

Shared workspaces are all the rage in big cities around the world. They’re a genius idea, providing endless opportunities for professionals in virtually every industry. For starters, having to pay rent in a city like Manhattan, where even a closet-sized office space could easily cost $5-15,000/month, would be an impossible barrier for most startup companies. The opportunity to work in a great space like Grind NYC as often as you’d like for a tiny fraction of that is a dream come true for budding entrepreneurs.

But startups aren’t the only companies that are taking advantage of the influx of shared workspaces—many international companies that need to station small teams in various cities find that these shared workspaces are the most cost effective, practical solution to suit their needs. Even companies that have their own offices can benefit from shared workspaces, namely for their spacious conference rooms. If a small company is bringing in a big-shot prospective client, it certainly makes them look better to host the meeting in an impressive, professional conference room in high-rise on Broadway or Park Avenue instead of in their cramped office.

Gavin came across Grind, a shared workspace with locations in NYC and Chicago, and decided to reach out to see if Fat Guy could go check out their space.

@grindspaces do you think @FatGuyMedia could get a tour of the new york offices? I would love to see them!

— Gavin Matthew (@EatUpScalawag) February 19, 2014

They were super nice, and set up an appointment for us to visit the Grind NYC Broadway location. Last Thursday I charged up my Google Glass, and Gavin and I took off for the city to explore the space. We missed our first train because there was literally ZERO parking to be found anywhere near the station, so we parked about 4 blocks away and walked to the train. Shortly after everybody back at the office found out, we received a text of this Bitstrip:

Thanks, guys.

Anyway, our tour guide was an awesome girl named Alyssa. She was adorable and loved that we laughed at her jokes. To kick off our tour, she showed us their homage to the death of the traditional office. Encased in glass, they have a desk that’s littered with dated office supplies—floppy disks, an old calculator, and most awesomely, a Macintosh Plus (CAN YOU JUST LOOK AT THAT MOUSE?!).

Next to the desk, hanging from the side of a big, metal filing cabinet, are photos of a family that the working man never sees—he’s basically watching his kids grow up through pictures from the confines of his office. What a miserable way to live, right?

This display embodies everything that Grind strives not to be; their workspace is a place for people to come and go as they please, without the rigid confines of the traditional 9 to 5. People go to work there because they want to be there, and because the schedules they keep allow them to still live the lives that they enjoy outside of work.

While we were there, a company was having a meeting in the largest conference room at this particular Grind NYC location. During the break from their meeting, they spilled out into the open workspace, ooh-ing and ahh-ing as they stretched their legs and explored.

As we continued on our tour, we walked through the biggest open workspace, which was filled with several different types of tables, chairs, couches, standing desks, etc. to accommodate whatever work style a member may prefer. It had a very “Starbucks meets library” kind of feel to it; absolutely opposite of what you’d expect in a traditional office. All of the tables have plenty of power sources, so nobody needs to worry about being too far from an outlet to get their work done.

We walked down a hallway with a bunch of tiny rooms to one side, all with glass doors. While you’re allowed to talk on your phone anywhere at Grind, they understand that sometimes you need some private space to make a call—that’s what these little rooms are for.

Then we reached maybe the most beautiful part of the Grind NYC space: the coffee! The barista in me nearly died and went to heaven when I saw all the caffeinated options available to Grind members, and best of all, it’s all f-r-e-e!

Clearly, I had to pour myself a cup, and I was surprised by how great it tasted! (In retrospect, I don’t know why I was surprised, because the whole place was incredible. I’m just a coffee snob.)

There is space at Grind for companies that need an area dedicated to their team and their work, and it’s located just next to the coffee area (lucky!). There are 5 rooms that companies can rent as their own sort of headquarters, and outside those rooms are more tables for collaborative work that all members are free to use.

They have this really neat wall of screens that flip through information that Grind members share on their portal profiles; typically their names, companies, what they do, and some of their work. It’s a great way to familiarize yourself with what’s going on around you, and what kind of people are working on projects next to you. The networking opportunities are endless when you’re surrounded by creative, passionate people, which is one of the most attractive aspects of shared workspaces like Grind!

*there wasn’t a typo on that big screen, I caught it mid-flip in my picture.

There’s also a café area at Grind, which had a very Panera-y vibe to it, minus the actual food. It’s a space where people can sit at smaller tables to eat and chat, and they’ve started hosting Show-and-Tell events for members in the café in the evening. Their first Show-and-Tell just passed, but Alyssa was telling us that they hope to make it a monthly affair. It’s just like if we were back in kindergarten: members have the opportunity to introduce themselves, and share what they’d like about their companies/projects/work. Again, another amazing networking opportunity!

They also hold “Rethink” events, where they choose a particular topic and all meet to rethink how that topic can be approached. They bring in guest speakers, and it’s a great experience for people to get together and talk innovation.

The café is directly outside of three Grind “tanks,” the Do Tank, Work Tank, and Play Tank. All three are meeting rooms that can accommodate groups that need to meet in a more private setting to plan or work together.

Fun Fact: from the café you can see the Empire State Building!

All-in-all, we had a great time at Grind NYC, and look forward to using their space when we have meetings in the city in the future! And I can’t wait to come up with any excuse I can to have to work in there so I can take advantage of the shared workspace at Grind! In addition to the pictures we took with Google Glass, I also have a great video #throughglass of our tour, but for the sake of getting this blog out, I’m going to have to post it later, because we haven’t quite finished editing it yet! So check back soon for it, and we’ll be sure to notify you on Facebook and @FatGuyMedia when it’s up!

[UPDATE!] Here’s the video of our tour #throughglass!

Where would you like me to take Google Glass next? Let me know @LisiPowers!

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