Oh, Have I Got Your Attention? 6 ways to make your Content Stand Out


The whole purpose of content marketing is attraction – to gain a prospects attention – to draw them into your world of content and provide value with your knowledge, information and experience.

How do you make it stand out from all of the other content out there? You can hit every channel and follow formulas, but what can you do to set yourself apart? How do you grab hold of the prospect like a pitbull and make them consume your content? How do you make them stop, drop and roll into your sales funnel by consuming your content?

How do you get in front of them and make them want to play with and buy your stuff?

Its all about reslanting – freelancers reslant articles all the time . they reuse their content and shape it to fit the industry or target market they are aiming at.

Unless you are coming up with something completely original (is there such a thing?) and disruptive, you can reslant what is currently working in your target industry/market.

1 – Video – are you shooting for informative or  viral foolishness or both? Explainer videos with a new angle, humor and education that positions you as an authority is key to building your brand. Viral foolishness is another way to make your name and brand memorable if it is particular to your market.

2 – Infographics – create a visual story – it can be linear, circular or interconnected. It has a start and a finish, it spells out the story and what you want to happen. The key is the info – once again establishing your voice and authority in the space.

3 – Email – drip campaigns, email blasts, viral videos embedded in the email etc.. You need to have killer headlines (check out our friends at SalesFolk.com to see how it’s done right) to get prospects to open and then have quality, targeted copy that grabs and engages the prospect, finishing with a strong call to action – which should be easy to click if your copy is strong enough. Make them want to see more.

4 – Social Media – It can’t just be the same post across all social media outlets – you need to shape and target to each platform – the optimal timing for each one is different – use your analytics to determine best times to post, etc.

Pictures or formulas and recipes on Pinterest, pictures that tell and sell a story on Instagram (which allows hashtags that makes your picture viewable to multiple categories) – use the strongest, most viewed categories to have your picture sent to.

Twitter for quick bursts of commentary and engagement with prospects – can be grouped in lists to scan what is out there. Twitter is great for social listening so you can take the temperature of your target market.

LinkedIn – the professional site for quality networking and prospecting, great for b2b , especially Saas sales. LinkedIn would be more your white shoed uncle that you market to.

Facebook and Facebook pages. With 8 billion members, there is a huge playground to play in. Facebook live now allows you to get in front of your audience at any time of day – documenting life instead of creating (as Gary Vee says) which helps personalize your message. The best thing about live is it stays in your feed, whereas Instagram is live when its live, and when your done its done. Its live until its dead. Just like you. Make it count – make it matter.

5 – Gonzo sh*t – Redbull – the energy drink company started out as just that – an energy drink company. Now they can be seen as one of the largest content companies around and not just an energy drink company. Massive sponsorships of extreme sports – a soccer team – auto racing – they had a man skydive from the edge of space for cryin’ out loud! When you think of Redbull do you think a burst of energy or somebody getting wings to do awesome stuff?

6 – Podcasts – Interviews. If you are trying to grow a base of prospects and followers, one great way is a podcast – by interviewing leaders in their space who have large followings – make sure you conduct a great interview – reslant and don’t ask the same old boring questions – and push out through your channels so that the interveiwees followers can all see it, like it and then want to follow you. Its a great way to add followers and find even more people to interview. Aggressive push this medium, it continues to grow and help you gain authority.

So tell a story – a NEW story – and tap into an emotion that makes people take action, make them crave more by using methods that are currently working in your market and reslant to position yourself as an authority and a leader in your space. Go get it, its out there!


Dave Rynne is a Business Development professional who believes there is always a better way to get things done. He writes about best sales practices, sales acceleration and how his past experiences have shaped his present Sales 2.0 philosophy. He believes in the power of Content Marketing. He likes to mix it up by writing other important stuff too.

Read more here:

Dave Rynne’s HubSpot Sales Blog




Having the Social Media Conversation with Your Children

This post was originally written for the Lasso Moon agency

I have 4 children in middle school: 2 girls, 2 boys. They are plugged-in to their phones, iPods and iPads. They began with Angry Birds and Minecraft games and quickly became interested in YouTube videos of Nickelodeon stars.  Next thing I knew, they were creating their own Instagram accounts. So, I did what I recommend all parents do…I started an Instagram account so I could follow them. I quickly realized that we needed to set some ground rules for what is and what is not OK for them to do on Instagram as well as future social media accounts. (None of them have a Facebook, Twitter or G+ account – yet!) Because I still like to think I’m cool and hip at 45, I told them if they are going to use social media, they need to keep it REAL: R – respectful, E –encouraging, A – amicable, L – low key

Respectful –

Absolutely no duckface! Respect yourself and others. The internet is forever and pictures don’t just go away. I explained that colleges and future employers will look at their social accounts, and that a foolish picture or comment can come back and haunt them.

Encouraging –

We are to build others up, not tear them down. Posts should be of a positive nature. Comments towards others and pictures of others they post will be to thank, encourage or help others.

Amicable –

That means no keyboard warriors. There will be no engagement in fights. If someone starts with them they are to delete, un-friend, or block that person – then immediately notify their mother or me. Cyberbullying is real and it will not be tolerated. Nip it in the bud.

Low Key –

Keep it to a minimum.  Social Media is fun and can help them stay connected to their friends, but the best way to stay connected with their friends is to BE with their friends. Turn off the technology and go have fun. Social Media is to be a low key, small part of their social experience. Have more fun with reality than virtual reality. As someone who is constantly plugged in, I appreciate what Social Media can do to help build up one’s personal brand, create new friendships and creative partnerships. But kids still need to be kids, there’s a time and place for social media and children / teens need to be aware of the potential consequences of their social media actions after they hit the ‘send’ button. How do you handle the Social Media question with your kids?


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Is Your Social Media Strategy SOCIAL?

This article originally appeared on the LASSO MOON AGENCY blog:

How is your social media strategy working for you? Are you putting out Original, Authoritative and Shareable content that informs, connects and entertains? Here are a few guidelines to keep your efforts in check:

S- Shareable

O- Original

C- Connectable

I- Informative

A- Authoritative

L- Lively


Shareable – Is your content, your message shareable? Will others want to ‘like’ it or retweet it to their followers?  We’re all more likely to share an article, blog, video, or post if it’s engaging, humorous and / or includes informative content.   And remember, sharing one person’s content increases the likelihood of forming a connection that will ultimately lead to them sharing YOUR content.

Original – Original content is what search engines want to see.  Tell Your story as often as possible.  When you are strapped for time, it’s fair to re-post another’s article, but always slant the lead-in to fit your own personality and your own experience. Your expertise is where originality comes from.

Connectable – Does your message connect with people? Can your target market relate to what you’re saying? If your readers can’t relate to your message, they will not continue to engage.  Strive to provide information that is relevant to your audience, and helpful to their own target audiences.

Informative – Social savvy people want to be “in” on the latest and greatest trends and news.  If you can provide relative information (and make it easy for others to understand, re-purpose, and share, then = job well done!!) you will be rewarded.  How many Google searches do you perform a day?  I can’t even start to count.  The point is, you want to be found when your prospect is searching for your product of service.  Put it out there.

Authoritative – Do you know what you’re talking about?  (I’m going to go with a resounding “YES”)  Then talk about it often.  Be the pro at what you know.  Provide information, answer questions, join conversations and engage as much as time allows.  This will enable you to gain credibility with your prospects, and with search engines.  Be as active as possible.

Lively – People like to be entertained. Does your information include humor? Is it breaking news? Something brand new? New info is hot, it’s lively and if you’re the first one “in,” before you know it, you’ll be the voice of authority in your industry.

©David Rynne 2016


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