How would our ancestors have blogged and managed other online marketing tasks 15,000 to 100,000 years ago?
This question popped into my mind as I was preparing my online marketing presentation for FoodSA‘s Food Summit this Tuesday at the Adelaide Festival Centre.
My presentation is based on my recipe for the online marketing of food, in which I’ll take the audience through the ingredients and method for cooking up a marketing storm.
But most recipes are viewed in the context of an overall diet or lifestyle and arguably the Paleo Diet is one of the hottest ones around at the moment.
So, by way of entree for Tuesday’s offering, I’d like to take you through the Paleo approach to your online marketing.
The principles of Paleo diets
As far as I can tell, there are a few key principles upon which Paleo diets are based.
The first is that the lack of agriculture as we know it meant our ancestors must surely have been driven by a perpetual fear of starvation. If any of them slackened off and didn’t help hunt or forage, they’d starve.
The second is that the diet and lifestyle our ancestors achieved is what our slowly-evolving bodies are still designed for; bursts of intense physical activity to hunt and eat beasts, resulting in opportunistic feasts of meat.
The third is that in between successful hunts, our ancestors survived on nuts, berries and some fruits and vegetables, not grains.
We could call these three elements:
- The drive
- The feast
- The nibbles
There are, of course, many different shades of Paleo Diet and much more complexity reaching into lifestyle and exercise. There are also skeptics like evolutionary biologist Marlene Zuk who argues this whole movement is based on Paleofantasy.
Let’s see how this applies to our marketing.
The Paleo Blogging Diet
Here’s how I see the Paleo world creating an excellent model for successful online marketing habits.
The drive of always being hungry and a short step away from starvation must surely have instilled a work ethic in our Paleo ancestors.
With no grain-based staples to tide them over through lean times, they had to always be on the look out for new opportunities for feeding.
This attitude is one I see in successful business people and organisations using online tools like blogging and social media.
They are ever vigilant and driven by a passion and a curiosity to try new things and keep pushing themselves to get better and better at their use of online marketing tools.
At least once a week, the successful online marketer will take the time to feast deeply on some new, nourishing content.
Typically, this means a new blog post or article that will create conversation, answer questions or tap into a topic of interest to their target market.
This is not easy and that is why it takes a Paleo mindset to succeed.
It means thinking deeply about your prey (the topic) and how it relates to your tribe (your audience).
Under this model, you are not sprinting all week, but rather, saving yourself for a splurge when the moment is right.
The beauty of producing a feast at least weekly is that it can sustain sharing through other channels like Facebook, Twitter, LinkedIn and Google+ for many days to follow.
We will look at this more closely at the Food Summit.
Finally, in between the feasts, our Paleo ancestors seemed to know the importance of grazing on nuts, berries and other edible items they came across.
In a similar way, the Paleo Blogger will use Instagram, Pinterest, Foursquare, YouTube and a selection of other tools to keep chipping away at their online marketing goals in a lighter manner.
These social media habits can sow the seeds of new ideas and new audiences, as well as new angles of engagement among existing communities.
For example, a food producer snapping a picture of newly budding basil and sharing it across their social networks via Instagram with a comment that it is destined for a new product, is a quick, simple action that can spur interest and discussion.
Or imagine a Spring Gully employee checking in at an orchardist’s premises on a routine call to check how the current crop is progressing, shared across social networks via Foursquare. This is likely to whet the appetite of some fans and make them keen to add some jam to their shopping list.
And so we have the Paleo Blogging Diet; driven by hunger and passion, featuring a weekly serving of some substantial content, and rounded out by light activity when opportunities to capture images or actions arise.
Maybe it’s time to learn from our ancestors?