Posts tagged as:

content

Content is King: How to Land a Royal Flush with your Content Strategy

by · May 18, 2015

Can you hear that? That’s the buzz of the Internet swarming around content marketing. The field is increasing so quickly that Google search results for ‘content marketing’ outnumber those of ‘Barack Obama’ by more than a third. Given its track record for business success, more and more companies are boosting their online content efforts hoping they’ll win big. However not all content is created equal. You can’t expect to win on the big pots with low pairs or an ace-high alone. Content curation is an art of its own and only the right amount of training—paired with real life experience—will increase your chances for a big win.

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9 reasons your social recruiting strategy sucks

by · March 2, 2015

Author’s note: I am cold and tired of winter. This post is particularly cranky

Social recruiting has been around for quite some time. In fact, I remember developing my first social recruiting strategy about 9 years ago and it involved MySpace (hello, dating myself!). And sadly, not much has changed in this time. Social media is such a huge missed opportunity for recruiting. With over a billion people using social tools, the chances are really solid that your purple squirrel is out there and they are using one of the many social channels.

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My Inner Crybaby Is Crying Uncle

by · February 17, 2015

Awards season is ad season, as well. What began with #Downerbowl will end with the Oscars, and we will all be able to see that this year, the theme in agency land was creating emotion. Much like a few years back, it was trying to convince brands to be human. Both of these themes are really close to being successful, yet they miss the mark in my mind. A brand cannot be human. It should instead try to be useful. It is more attainable and reasonable. A brand is not human; it is a business. And if it is a good business, it offers products and services that are useful to people. Therefore, useful should be the place from which the brand communicates. As for creating emotion, this one was soooo close I could taste it. The miss was this: creating emotion for the sake of emotion is manipulative and off-putting.

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An Open Letter to Customers from The Brands

by · December 18, 2014

Dear Customer,

So glad you like the stuff! We do make great toothpaste and laundry detergent and we really appreciate your loyalty. We’re really glad the food is good and the car works well. But, we’re worried about you. The fact is, we don’t know why you buy, and we don’t know what the triggers are. We would love to figure that out.

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Mission-driven business will always win

by · December 4, 2014

Last month an article was written and widely circulated about a former employer of mine, the who is not important, what was important was the assertion that they lost their mojo because they shifted focus from being all about the “mission” to maximizing shareholder value. These types of articles always cause me to pause because the downward spiral of a business is not one decision, but a series of decisions. But, the fact remains when you stop delivering value to your customers; you are exponentially less likely to follow a growth trajectory.

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Listening And Measurement Is Useless Without Action

by · November 6, 2014

The past few weeks, I have been writing about listening and measuring to learn what matters most to your audience. I’ve taken a look at my own startup CredHive.com as well as served as an active advocate for my clients about listening deeply to the customer conversation in your category. I am wildly passionate about connecting customers to brands and to do this, I think it is really important to know what customers want. To understand what a customer wants means you need to listen to understand and really know your metrics.

The net of both of these posts (and many of my earlier posts) are about advancing the customer relationship and adding value to the audience’s day. The goal of course is to help your brand stand out in the social and digital landscape by really studying what’s working, what’s not and where any existing white space may live. I think measurement and listening are incredibly efficient ways to do all of these things.

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Getting Past the Social Echo

by · October 20, 2014

Listening is an important part of social strategy. It is important to know what’s being said about your brand where and by whom. I would argue that it is more important to listen to the conversations in your category or industry. In the past, I have called this delineation listening to respond (branded listening) and listening to understand (category listening). And here’s the big problem, when you are listening to just your brand, all you can hear is the echo of your own voice. Brands are creating more and more content each day and this content is being shared on their social channels and it is not following the 80/20 rule, so, the conversation is usually about you. And when you listen to respond, you will see your word clouds be, well, all about YOU. Which doesn’t tell you a whole heaping lot about the conversation. You might see that your brand or product is being mentioned frequently in social channels. And you might be cheering about that, until you see that the mentions are coming from YOU.

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Consider the trusted resource

by · August 21, 2014

A few weeks back Nichole Kelly wrote a series about ego and social and it took me a few weeks to really marinate in her words, the thing that I keep coming back to is this: We are overshooting social media. If the idea was to connect people with people with more immediacy than ever realized before, the opportunity for brands was to transition from monolog to dialog. It is simple. Have a conversation with your customer. Answer their questions. Take care of them when they need you. Occasionally introduce them to new products and services, but mostly, offer them an opportunity to dialog. It is something I like to see from my favorite brands. I like to get ideas for my home and get inspiration for dinner from my favorite brands.

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The High Cost Missed Opportunities

by · June 12, 2014

Ever need to hire anyone? It is hard. Ask most anyone out there. Hiring people is long and arduous. And far too frequently, it doesn’t work. Turnover is increasing, people switch jobs more frequently than ever and it isn’t getting any better. In fact, as the economy is turning around, it is only going to get more difficult. The recruiting industry has not changed much in many years. Yes, there is LinkedIn, but it’s just an online association with a job board, which really, is the old-school newspaper classifieds on your computer.

If you take a look at many social feeds of top employers, they are currently using social to post more “Help wanted” ads as if there are not 1 bazillion other places to post those job descriptions. And we all know that 70% of a job is in that last bullet item on the job description, ahem, “Other duties as assigned”. I’ve often pondered the challenges in recruiting and have come to the conclusion that the whole transaction is built on two things that are total and complete BS: the job description and the resume. I think this is why we have such a hard time finding talent and why it is so hard to get them to stick. Which brings me to the missed opportunity of social recruiting.

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