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Author: Pamela Muldoon
He’s a talented content marketing consultant with a rock ‘n roll edge. He’s guest posted for Copyblogger, Content Marketing Institute, Convince and Convert, among others. He has developed a strong voice in the content marketing space and he brings that voice to Content Marketing 360 podcast. Barry Feldman, Feldman Creative, has chosen this podcast to announce his upcoming book, aptly titled, Kiss My Glass. Barry shares what he means by “glass” and why brands need to develop a strong voice in their content marketing efforts. Learn why Barry believes writing is one of the top skills necessary for successful content marketers and developing a strong point of view is key to building community.
- What do you mean by “Kiss My Glass”? “We are reaching through emotionally, like a kiss, but not physically, unlike a kiss, to ignite a passion in somebody on the other side of the glass. The glass comes in different shapes and sizes, and had it been a year ago, I might have only harped on three. Of course, we have the computer; typically a 24-inch, or if it’s a mobile computer, a 17- or 13-inch diagonal piece of glass. And they’ve shrunk, and now we have tablets, and we have smart phones, but they keep shrinking and now we wear them, so a piece of glass can be your eyeglasses and they can be your wristwatch and who knows what they’ll come up with next. My premise is that without actually being there; if you’re kissing somebody, you’re doing that in real time, and you’re in the same space, I think. And when you’re kissing glass as a brand to a prospect, customer, partner, what have you, you’re not in the time, you’re not necessarily doing that in real time and you’re definitely not doing it in the same place or space. And so, Kiss My Glass is the idea of igniting a passion through glass, basically through the power of online marketing.”
- Why is writing as a skill so important in content marketing? “I think the reason it’s a dominant skill and really precedes all others is Google. You’re going to open up that piece of glass of yours, and before you is going to be a very sparse page with a field that says, “What’s on your mind?” And you’re going to put something there, and ultimately that’s a question and Google’s going to do what it does and scour gazillions of pieces of information. Those pieces of information are words, even if they’re presented as videos. If they’re going to get found, they’re going to get found by the words used to describe them or the transcript underneath them. Same with pictures. I don’t really want to give a boring lesson on how to optimize your web pages right now, but the why is because people are in control. Like I said at the top of the show, it’s a customer-centric world and the customers decide what the brand experience actually is and they influence each other. So, we need to get better at writing and I won’t say great. If you’re good you need to get great, and if you’re nowhere you need to choose a platform to be on.”
- Why is design such an integral part of the “Kiss My Glass” concept? “But design at large, when you think about some of the lessons that we have Steve Jobs to thank for, is really not so much about what things look like, but more about how they function. Of course, a lot of design went into every Apple product. You think back to the first iPod and the fact that it had so few buttons to press and it was so minimal, which obviously became Apple’s signature. That’s design. Getting the guck out of the way. Making it easy. So I think the answer to what makes design so important, beginning with design at large, and then in the terms of the materials we create and the online assets we produce; how do they function, how do I get comfortable with them? Do they feel right? Are they me? Is it easy? There’s nothing more important than that. Is it easy? If it’s difficult, if it’s confusing, if I’m being bombarded with stimuli, I’m going to bail. I’m going to go somewhere where it’s more comfortable. So this idea that if you’re going to persuade me to contribute, to hire me, to agree to my point of view, any sort of persuasion begins with getting the person you’re trying to persuade to be comfortable.”
- What does it mean to connect with your audience? “It means a lot of things. I guess, first and foremost, it means having a voice, being recognized. You talked about how you’ve seen my voice develop and that I have a strong point of view. I’m not for everybody, you know? And I don’t want to be. Nor is any brand that’s ever succeeded. Marketers that don’t understand what it means to pull emotional triggers make the mistake of thinking, “Our product, our service, our cause,” whatever it may be, “is perfect for everybody.” Erika Napoletano, a writing hero of mine, and a branding hero of mine, write a wonderful book that probably defines this phenomenon better than anything else I’ve read. Her book’s called The Power of Unpopular. She maintains in her book, “What happens to you when you travel down the middle of the road? You get run over. You’re road kill.” So you’ve got to veer left or right and you have to polarize your audience such that, you know, the ones that are in are in with passion and fervor, and the ones that are out were never going to be in in the first place. You can’t appeal to everybody.”
Listen to the full interview here:
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