Original content is highly valuable

My specialty is content marketing. This field combines traditional marketing skills with new media fluency, specifically social media. I arrived at this specialty after several years professional experience in online media.

I am particularly interested in helping companies and organizations explain their “green” initiatives to customers, constituents, and other stakeholders.

Select list of content-driven marketing clients:

Aol – America Online
Will the future bring more walkable development? Creative, adaptive re-use of buildings? These and other “green” themes explored in content for three specialized real-estate websites. Also managed social media for three Aol properties, resulting in +1556.67% ytd growth. (2009-2010)

Big “O” Tree
Whether you choose beautification, environmental health, or just plain enjoyment as your top reason to love nature, it’s good to know you can find specialized content pertaining to health and care of Mid-Atlantic plants and trees. Also designed the website. (2010)

Content Marketing Institute (CMI)
Wondering how content marketing can help your online presence? I am a regular contributor to this thought-leader industry site. In addition, I produce case studies from other online content marketing experts.

Imperial College London
Americans might find a 7ft-tall thermometer a “weird” college mascot. Not so at one of the finest British institutions. Content for existing and prospective students as well as alumni takes a fun look at the history of, and current status of, mascotry at the university. (2010-current)

Mary Baldwin College
Environment-Based Learning is the next nationwide teaching trend; MBC is offering one of the only masters degree teacher certification programs, and yes, specialized online marketing content is required. (Via Moore Public Relations, 2010)

Shenandoah Resource Conservation and Development (RC&D)
Don’t be foolish: farmers are indeed aware of their vital role in restoring our natural world. Managing content online and offline assures multiple stakeholders are informed of progress. (2010-2013)

TXU
Everything is big in Texas – including the state’s largest utility company and it’s desire to offer innovation solar, wind, and other options to its customers. Brighten, TXU’s collection of consumer-level conservation products, requires specialized content marketing. (2010-current)

Here are details about social media services offered.

Social Media Strategy Consulting

Autumn Olive Farms (Waynesboro, VA)
Best Address (Washington, D.C.)
Big “O” Tree (Stuarts Draft, VA)
Eastern Mennonite University (Harrisonburg, VA)
Liz Beavers, sculptor (Staunton, VA)
T&E Meats (Harrisonburg, VA)
RVNN.tv (Elkhart, IN)

Social Media Management

Three real estate brands, Facebook/Twitter: Aol Real Estate, Rented Spaces, Housing Watch – Aol (America Online) – 2009
George Bowers Grocery, Facebook/Twitter – (co-owner) – 2008
Geezeo – 2007

Social Media Monitoring and Reputation Management

~ clients not disclosed ~

Clients determine best course of action and response when I alert them of discussions relating to their brand and service.

Social Media Instruction

Facebook for Artists – Artisan Center of Virginia – Spring 2011
Introduction to Facebook – Staunton Parks and Recreation – Spring 2010
Introduction to Social Media – Staunton Creative Community Fund – Fall 2009

Embrace conflict in your content

Conflict is beneficial. It engages your customer and firmly establishes your point of view.

As the saying goes, “you can’t please everyone, so why try?”

Inserting conflict into your content isn’t a free pass to be nasty. Rather, adding conflict is an opportunity to rise above the slush of the quickly forgotten, and painfully predictable, content found practically everywhere online.

One of the best examples I’ve found on the topic of using conflict in business writing is by David Meerman Scott. He tells the (humorous) story of working as a male model in Japan in the 1980s. Read it yourself here.

Choose a side. If you have the stamina, and the nerve, avoid being boring — it’s a life lesson as well as content strategy.

This scares a lot of people because choosing a side means you’ll inevitably find those that disagree.

Here’s a perfect example: an excerpt of a love letter Jerri (jerrieee@aol.com) sent me for Valentine’s Day regarding an article I wrote for AOL. It left me tickled pink:

“KATIE MC CASKEY, author of this crap, seriously needs a ARROGANCE EXTRACTION. This is the most effin’ snobby article I’ve ever read. [...] Her comments [...] are outrageous, and I’d suggest her bosses give her some time off for the attitude check. [...] Perhaps her focus is usually “hauteur,” but she doesn’t belong in a publication that the “unwashed masses” will read. I’m going to remember this author’s name and deliberately NEVER read anything by her again. [...] Was she born to royalty? I’m not a big Hoff fan, but right now, I like him much better than Katie McCaskey. Send her to Snob Rehab. [...] P.S. I wonder if McCaskey’s store, George Bowers Grocery , which she’s evidently a co-owner of, sells only “hauteur groceries?”

Clearly, Jerri — in all seriousness — was mighty p-o’d that I dared to criticize the interior design choices of actor David Hasselhoff.

I’d like to thank Jerri for such a colorful description and coveted search engine optimization for both my businesses. What a doll.

I don’t have an ax to grind with David Hasselhoff. He is about as relevant to my life as I am to his — with one exception.

I would be genuinely surprised if he were anything less than happy about the debate my article stirred. Had I written something bland and boring who would have cared? Why would anyone have wanted to look at his home for themselves and state their opinion on it, unless there was conflict from the get go? (David: You’re welcome. Hope the house sells quickly.)

Embrace this kind of reaction to any of your content, too. It means they’re paying attention.