Deadliest Catch & How To Win As A Content Marketing Greenhorn

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The following is a guest post by Future Buzz community member Lucas Miller

Unless you’ve embraced the life of a hermit over the past decade or so, it’s impossible that you haven’t seen at least one of the 1,000 episodes of Discovery Channel’s “Deadliest Catch.” The show depicts the real-life, heart-pounding nature of being a king crab fisherman out on the dark, dangerous waters of Alaska’s Bering Sea.

Usually — serving as a point of comedic relief during an otherwise tense environment — the newest member of a ship’s crew or “greenhorn,” as they’re most commonly known, are often forced to bite off the head of a herring or endure an onslaught of profanity as a hazing rite of passage. If you’re like me and prefer the comfort of an office chair and being distracted by internet cats and Twitter to manual labor, it’s a whole heck of a lot easier to make an honest day’s pay as a content marketer.

Beside’s, it’s cold, wet and icky out there.

Though being a rookie as a marketeer of content management or public relations writing is certainly more enjoyable than the life of a greenhorn out in the middle of the ocean, unless certain tactics are immediately put into practice, you’ll be — figuratively, of course — throwing yourself overboard, praying for some scary sea monster to sink it’s teeth into the flesh part of your upper thigh.

Much like the pandemonium of the Pacific, digital marketing finds itself in a similar state. Says Todd Noall, President and Chief Strategy Officer of Fusion 360, an advertising agency in Utah, “Modern marketing is pure chaos. Consumers are revolting against stagnate companies and abandoning traditional media in droves. Only those who adapt will succeed. The revolution is in full-swing.”

Due to such an uncertain state, it’s vital that your unique, carefully crafted content pushes consumers to action. For this very reason, storytelling is of paramount importance. Old-school advertisers reached the masses by way of weekly sales flyers. Statistics have shown that only 3 percent of these pesky mailers actually induce a recipient response. 97 percent of people are bored and can see the “sales pitch” side of the scheme from miles away.

Good storytelling involves users through clicks, shares, likes, retweets and favorites. This technique, storytelling — allows brands to share their story instead of selling it. Ever seen The Lego Movie? Yeah, you’ve been pitched to and sold without even realizing it. The task is doable, even without the help of Hollywood.

There’s a reason that marketing, advertising and public relations persons frequently wear scarves and make unique campaigns: they’re creative. “Creativity” is — simply put — the best and only strategy for marketers. Keep things fresh. Not all customers are the same. Differences of interest, gender, income and profession demand that a plethora of outlets be employed.

From exciting videos, hilarious memes and enlightening infographics to clean-cut articles and press releases, there’s a proper medium through which you can professionally push your product or service, while not being annoying.

Lastly, don’t get carried away. Anybody hip enough to have ever successfully juggled three balls knows that the eyes are entirely focused on one aspect of the acrobatic maneuver: the ball in the air. What the hands are doing is fully up to the hands. A juggler focuses on a floating ball’s trajectory and nothing else. With new content marketers, the tendency is to throw caution to the wind and begin a formatting frenzy. Start with a central idea and — while making careful planning a priority — look to expand.

At the end of the day, you’re not an actual greenhorn, but a professional producer of branded content. It’s unlikely that any of your errors be life-threatening, so enjoy your job and learn from your mistakes. Before you know it, you’ll have sold the world on your client’s brand — hook, line and sinker.

Lucas Miller is a Wizard of Public Relations at Fusion 360, an advertising agency in Utah. When not writing or running, he’s working tirelessly to perfect what he claims is the “World’s Greatest Pompadour.”

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