Author: Jonathan Crossfield

Jonathan Crossfield describes himself as a storyteller because writer, editor, content strategist, digital marketer, journalist, copywriter, consultant, trainer, speaker and blogger wouldn’t fit neatly on a business card. Jonathan has won awards for his magazine articles and blog posts on digital marketing, but that was so long ago now it seems boastful to keep mentioning it in bios. He lives in the Blue Mountains near Sydney, Australia, with a very patient wife and one very impatient cat. Follow Jonathan on Twitter @Kimota.

By jcrossfield published February 5, 2014

Should You Date-Stamp Your Blog Content?

green stamp for dating thingsSometimes, we might think our best content deserves a bunch of flowers, a reasonably-priced pasta, and a glass of chardonnay at the local Italian bistro. But, bad puns aside, the decision whether or not to date your blog content (*groan*) is also about making the right impression on someone you hope will still be around when the coffee arrives: the reader.

Joe Pulizzi recently triggered a conversation on Facebook on whether marketers should date-stamp their content. And it was very interesting to see a clear split in opinions emerge in the comments. Many declared that they routinely ignore undated posts. However, others argued that removing the date from blog posts dramatically increased search traffic. (Notice the “reader versus publisher” attitudes there…)

So, who’s right? Is the whole notion of evergreen content undermined by dates that gradually erode the value many readers place upon it?Continue Reading

By jcrossfield published December 18, 2013

Beware the Social Media Content Algorithm Chasers

content marketing-penguin-pandaI’ve never understood lepidopterists. They admire the beauty of moths and butterflies, chasing them across meadows with a large net. But once caught, the creature is dropped in a killing jar and pinned to a display board.

As KPIs go, a butterfly collection is pretty brutal. The very thing these butterfly chasers value is actually mutilated by the act of chasing and collecting them.

Some marketers behave in a similarly short-sighted manner. These are the algorithm chasers, so focused on netting a better ranking or more “likes” that the very reason for these things — the content strategy — is devalued. Continue Reading

By jcrossfield published August 27, 2013

How Social Media Content Tools Can Work for Your Sharing Strategy

vine on mobileForgive me for a moment while I make an incredibly broad and general statement — the sort of simplistic statement I usually complain about when made by other people. But I’m not other people, and I need a hook for this article. Don’t worry. If I can’t make it stick, you’re welcome to point out the flaws to me in the comments section below, or on Twitter, Facebook, or LinkedIn.

And that sort of speaks to my point (when I get to it, that is): I’m betting no one would choose to respond and debate my hastily constructed theory on Instagram, or FourSquare, or Vine. That’s not how those networks work. In any case…

There are two types of social networks — sharing tools and content toolsContinue Reading

By jcrossfield published June 2, 2013

Stop Treating Social Media Content Like Spinning Plates

wobbling-spinning platesDrum roll please, as we welcome to the stage The Amazing Brando and his spinning social media plates!” (Cue polite ripple of applause, followed by a cheesy organ rendition of “Baby Elephant Walk.”) 

“The more plates The Amazing Brando spins, the greater the applause. Until… Oh no! Quora just crashed to the floor! And Pinterest is beginning to look wobbly! 

“The audience gasps as Brando manages to set YouTube spinning again with a hurried “unboxing” video on his smartphone. They clap as a few quick @replies save Twitter for a few more spins. And then LinkedIn crashes to the floor. No longer impressed, the audience wonders when the clowns will be back.” Continue Reading

By jcrossfield published November 2, 2012

Turning Social Media Follows into Content Marketing Leads

Social Media Content Marketing LeadsDigital marketing, particularly social media, has led to an obsession with meaningless numbers.

Followers, “likes”, and connections may give some indication of the size of your potential audience. But those numbers say nothing about whether your audience is really following your lead, liking what you have to say, or connecting with your message.Continue Reading

By jcrossfield published September 2, 2012

Hunting Hippos: Winning Approval from the C-Level for Content Marketing

Incredibly thick skinned, almost impossible to move, yet extremely dangerous when throwing its weight about, the hippo is a difficult beast to hunt.

We’re talking about the Highest Paid Person’s Opinion. If your business has a hippo culture, where decisions always seem to defer to the most senior person in the room, just how do you get approval for your content marketing strategy?Continue Reading