Make These 6 Lists to Set Your Marketing and Communications Up for Success All Year.
Idea > Game Plan > DONE
Whether your organization’s fiscal year starts in July, October, or January, the beginning of a new quarter is always a good time to implement new rhythms and practices to make your marketing and communications more successful for the next 12 months.
As a marketing and communications professional who also swears by the clarifying process of goal-setting > list-making> and time activating, I want to share with you the six lists I use to build brand awareness, fill the pipeline, and increase revenue.
This is my process for going from idea to goal to game plan to DONE.
Set your marketing and communications up for success this year by making these six lists.
1. Key Projects/Initiatives: Begin by outlining the major projects and initiatives you aim to tackle throughout the year. This could include launching a new product line, revamping your website, or expanding into new markets. You can include big organizational changes or more focused marketing/communications projects only. By identifying these key endeavors upfront, you can allocate resources and plan your strategy accordingly.
2. Goals for next quarter: Break down your overarching objectives into smaller, actionable goals for the next quarter. Whether it's increasing website traffic, boosting sales conversions, or enhancing brand awareness, setting quarterly goals provides a roadmap for progress and allows for regular evaluation of your performance.
3. Goals for next month: Zoom in even further by establishing specific goals for the upcoming month. These goals should align with your quarterly objectives and focus on tasks that can be accomplished within a shorter timeframe. This level of granularity ensures that you stay on track and maintain momentum toward your larger goals. This is where aspirations meet schedule and your goals get realized week by week.
4. Aspects of business to outsource: There are probably items on your goals list and aspects of your key initiatives that your internal team doesn’t have the bandwidth or expertise to accomplish. You can't do everything on your own. Identify aspects of your business that could benefit from outsourcing. Delegating tasks to external resources allows you to focus on your core competencies—what you do best and what only you can do— while leveraging specialized skills to enhance your overall strategy.
5. Cornerstone content to publish: What is your core messaging? Get clear on what is critical for your content to convey over the next 12 months. Your content should fit within 4 or 5 topical buckets—maximum. And what types of content will you create? A podcast? YouTube videos? eBooks? A live summit? Cornerstone content serves as a foundation for your broader marketing efforts.
6. Projects where you need to bring in an expert: Identify specific projects or challenges where you may need to bring in external expertise. Whether it's SEO optimization, email marketing campaigns, or data analytics, partnering with specialists can provide valuable insights and drive better results. Be proactive in seeking out experts who can complement your skills and contribute to the success of your initiatives. Even just one day with a strategist could give you clarity and help you move the needle dramatically.
Got my lists! Now what?
Lists are a critical starting point for getting ideas out of your head and moving you toward action. Each list serves as a roadmap for action, guiding you through the process of implementing your plans with precision and purpose. Once you begin executing, then you can start the process of iteration. Regularly review and refine your work. This ensures continuous improvement. And that ultimately leads to success. Whether it's achieving your quarterly targets, increasing brand visibility, or driving revenue growth, each list plays a vital role in propelling your marketing and communications efforts forward and realizing your broader business objectives.
By creating these lists, you're effectively streamlining your workflow and maximizing productivity. You're setting clear objectives, prioritizing tasks, and leveraging resources efficiently to drive results.
Hilary Sutton is founder and principal at HSL Digital, a digital marketing & communications consultancy. She is a keynote speaker and writer who has contributed to HuffPost, the Washington Post, USA Today, Yahoo! Singapore, and HuffPost United Kingdom. The author of several eBooks and courses, Hilary also hosts the Hustle & Grace Podcast where she serves as chief explorer in cultivating a flourishing career and life.
5 Reasons to Hire a Fractional Chief Marketing Officer
Imagine getting top-level expertise, fresh creative eyes, and the opportunity to peer into marketing strategies that are working for other organizations right now.
Hire a fractional marketing leader for your organization and you can have all of that.
Let me tell you something you already know: marketing budgets are not infinite–and neither are payroll budgets. In today's dynamic business landscape, companies often wrestle with the decision of whether to hire a full-time Chief Marketing Officer (CMO) or explore alternative options.
One emerging trend that's gaining traction is the adoption of fractional CMOs – seasoned marketing professionals who work on a part-time basis. Here are five reasons companies should consider this approach over traditional full-time hires.
5 Reasons to Hire a Fractional CMO
Cost-effective Expertise: Fractional CMOs give organizations the opportunity to get the expertise you couldn’t otherwise afford. According to various salary guides, the average marketing director costs a company between $166,147 and $210,512 every year not including benefits, paid time off, office, technology, other overhead costs, and, of course, the high cost of turnover. Fractional CMOs, on the other hand, provide the expertise without the hefty price tag. This allows businesses to access top-tier marketing talent on a flexible budget, directing resources where they matter most.
Flexibility for Critical Periods: Fractional CMOs bring a wealth of experience and strategic thinking to the table without the commitment of a long-term contract. This flexibility is invaluable, especially for small to medium-sized enterprises that may not require a full-time CMO but still need high-level marketing guidance during critical periods.
Diverse Experience Across Industries: Because fractional CMOs thrive on variety and work with a diverse portfolio of clients, they have experience across industries and verticals. They can even share marketing best practices that are working in other industries right now because they have the boots-on-the-ground real-time experience. This enables them to bring fresh perspectives and innovative strategies to the organization. Their external viewpoint can prove invaluable in identifying untapped market opportunities and refining existing marketing initiatives. They have the unique ability to “read the label from outside the bottle.”
Agile Implementation: Get more done in less time! The hiring process can be so time-consuming it often feels like a full-time job. Hiring a fractional CMO can happen quickly, enabling leaders to get back to their own jobs, rather than spending even more time hiring and onboarding a full-time executive. This agility is crucial in fast-paced industries where rapid adaptation to market trends is a competitive necessity.
Mentorship and Knowledge Transfer: The most under-the-radar but arguably the most impactful aspect of hiring a fractional CMO is the unique opportunity to accelerate the capacity of the entire marketing and communications team. This collaborative approach strengthens the overall marketing capabilities of the organization, leaving a lasting impact beyond the fractional CMO's tenure.
The decision to hire a fractional CMO over a full-time employee is a strategic move that aligns with the evolving nature of business. It offers cost savings, flexibility, diverse expertise, swift implementation, and the opportunity for knowledge transfer. Hiring a fractional CMO can make a massive impact on your organization. As companies navigate the complexities of modern marketing, the fractional CMO emerges as a powerful ally in unlocking strategic growth. Let a fractional CMO bring confidence, an owner mentality, and hyper-specialized expertise to your organization and witness the transformation.
How to Sell Yourself Without Selling Your Soul: A Quickstart Guide to Personal Branding
Prefer your content in audio or video form? Listen/watch the podcast episode here.
Do you want a new job? Do you want to attract investors or donors? Do you want a promotion? More customers? A raise? You want to increase your rates? Maybe you want to be tapped for industry recognition, panels, speaking opportunities, interviews?
In order to get there you need to do more than just do “good work” and hope someone notices.
But maybe you feel icky about tooting your own horn online. You feel more comfortable with doing what you did in school: studying for the test and making an A.
But for better or worse, in the world beyond academics, rewards don't come to those with the highest grade on the test. Competence is critical, but you need more than that. You need to make sure the right people know about what you have done and what you can do.
I have conversations all the time with competent professionals who know they need to show their work in public in order to level up their careers but they’re not sure where start. It can feel draining.
It is exceedingly possible to sell yourself without selling your soul. Here are seven ways to approach building a personal brand that will open doors and attract opportunity.
How to Sell Yourself Without Selling Your Soul: A Quickstart Guide to Personal Branding
1. Determine your “why.”
Get crystal clear on what you aim to accomplish. You will lose steam if you don’t feel motivated by a clear goal, so figure out what motivates you. Write it down. Put it on a 3x5 card on your desk. Tape it to your mirror. Do whatever you need to do to keep it in front of you. Selling yourself without selling your soul has to be tied back to a vision for a better future. What is your vision?
2. Determine what you want to be known for.
What do you do? Who do you serve? And what do you want people to think of when they think of you? Getting clarity on what you want to be associated with is critical.
3. Provide value to your audience.
My mantra for online content is to keep it PUFI: pleasant, useful, fun or interesting. And the best content creators strive for a balance of all four of these. You have an incredible opportunity to educate, encourage, and inspire those who you’re connected with online. How are you serving your audience?
4. Remember that your customer has Main 👏 Character 👏 Energy 👏!
THEY are the hero. You are the guide: the Yoda, the fairy godmother, the Jiminy Cricket. Steer clear of any communication that assumes your potential client is a planet orbiting around your sun (whether it's you or your company.) People have their own problems, insecurities, and concerns. You can show your work, build your brand, and position yourself as a thought leader, without the ickiness if you keep others in mind. Sharing your expertise in a way that honors the other person as the Main Character they are, has the potential to make a huge difference for your business and for your career trajectory.
Would you like help cultivating a thoughtful personal brand? Hustle & Grace Coaching is a unique hybrid program that is one part marketing and branding consulting and one part career & life coaching. It is perfect for time-strapped individuals who want to build businesses, careers, and lives that are flourishing. I had a past client say “killing it was killing me.” If that resonates, this is for you. There is a way to build a career that is headed up and to the right as well as a life that is headed up and to the right. I can help you get there. Get in touch here.
5. Don’t be afraid to celebrate.
Don’t assume the folks who you’re connected with online don’t want to hear about the good work you’ve initiated or been a part of accomplishing. (Imagine how much more interesting your feeds would be if people were sharing things worth celebrating regularly!) Most of these people have connected with you because they know and like you, so share accomplishments. Share the exciting moves your company is making. Share the headlines of your life and career.
6. Remember, you are (or you have) the solution to someone’s problem.
Sharing about what you do and who you serve is the only way people will ever know that you can help them. To that end, I love helping leaders communicate their values, vision, and knowledge through strategy, content, and communication. I get a thrill in helping people “show their work” so they grow their businesses, get access to bigger stages, can strategically position themselves for the next opportunity, attract more investors, and build a platform that makes it crystal clear to their audience what they do, who they serve, and how they can help. Get in touch here to talk about how we can partner together.
7. Don’t overthink it.
Social media is temporal. Today we often fall victim to “perfectionism paralysis” and can avoid posting any content because we’re afraid it might not be perfect or it may be criticized. Be brave enough to put yourself out there. If you do it authentically and with good intentions you can connect with others and even encourage them. With the advent of the internet and online communities, you have an incredible opportunity to reach like-minded folks and grow a loyal tribe like no one in any past generation ever has. Remember, the online space is a good servant but a terrible master. Keep it in check, use it for good, and take a break from it when you know that you need to. (I’m a big fan of social media sabbaticals. I recommend taking them regularly.)
Thoughtfully building a personal brand, gaining visibility, and sharing your work in public are things you can actually do to strategically grow your career, live in your purpose, and help others. Your story is begging to be told. So get out there and share it.
How to Repurpose Content in Your Marketing Strategy
Learning how to strategically repurpose content is critical in digital marketing. The competition is fierce. The digital landscape is noisy.
While the competition for attention is intense, the good news is that we have more tools to use to connect with people than ever before. Social media, email, blogs, magazines, books, eCourses, podcasts, and video, are all tools in the digital arsenal. But one resource remains finite: time. There is more to create, more opportunity to connect, and more ways to reach an intended audience, but there is not more time.
So how can you strategically repurpose content in your marketing?
With the right strategy and tools in place, one piece of content can be repurposed and repackaged to meet varied needs and consumption preferences. There is no need to multiply content creators or come up with fresh new content on a daily basis if you adopt the strategy of repurposing content. In fact, if you are only using a piece of content once, you’re doing it wrong.
Here are three tips on how to strategically repurpose content in order to better serve your audience, maximize the content you have, and save time.
How to Repurpose Content in Your Marketing Strategy
Get clear on your “why” for repurposing content.
Before the repurposing process can even begin, get clarity on your goals for the endeavor. Are you looking for ways to simplify the creation process? Are you in desperate need of new revenue streams? Are you looking to increase value for subscribers? Get clear on why you need to repurpose content and what you aim to accomplish. This will help inform how and what to repurpose.Get clarity by first determining what the biggest problems are that your content is trying to solve. Then, determine if you already have content to repurpose or if you need to create the initial piece of content that will serve as your cornerstone content piece.
Select or Create Your Cornerstone Content Carefully.
When strategically repurposing content, you will most often begin with a substantial piece of content. This cornerstone piece of content should be a long-form piece that will help you reach your content goals for the entire calendar year. Perhaps it is a series of audio recordings of speakers from a conference. It may be an annual report or research series that speaks to a variety of topics. It should be prioritized in your content creation annual budget. If you need supporting arguments for this investment, calculate the time it would take to create all of this content from scratch as opposed to starting with a cornerstone piece. The content cornerstone should be one that has proven to resonate with your audience or is a content pillar for your organization. Consult analytics to determine the content that performs best. When fleshing out your content strategy for the upcoming year, your first step is to determine what this cornerstone content piece will be.
Reformat or expand (or both).
You also have multiple options when it comes to repurposing content. You can take a given topic or piece of content and reformat it into a different medium or you can take a topic that resonates and expound on it, taking a deeper dive. For example, if an article on a new topic performs extremely well on your website, perhaps you should expand that into a podcast series or a virtual presentation. Reformatting existing content and expanding content that resonates are two strategies content creators should employ when appropriate.
Repurposing content gives you the opportunity to strategically serve your audience by giving them the topics they want in the formats they will consume. The next time you need content, look at your past content with fresh eyes. You may be able to reformat or expand on a piece of content you have already created without starting from scratch.
Do you need help crafting a content strategy? Get in touch and let’s discuss.
4 Tips to Activate Brand Evangelists for Your Media Brand
Every company wants to build a base of loyal, passionate fans. And with the opportunity to use social media to connect with your audience, it should be easy, right? But the problem is that there is more noise online now than ever. So how can your media company grow its reach and build brand loyalty?
Here are four social media tips to build brand loyalty and increase engagement on social media.
1. Equip your employees to become brand ambassadors.
One advantage that media companies have over other industries in social marketing is the ability to leverage the reach of your writers and media personalities. Create a strategy complete with social media guidelines specific to your brand. Encourage your team to engage with your brand online. Remind them not only that it is good for the company if they help amplify the organization’s message, but it also supports their individual career goals whether those are to grow their audience, elevate their thought leadership, or simply build their personal brand.
2. Use the latest social media features.
It’s always important to pay attention to the social media features that platforms are investing heavily in at any given moment. These kinds of content usually have the best performing organic reach. This is a great opportunity to humanize your brand, connect with your audience, and create shareable content. So keep an eye on what each platform is currently prioritizing.
3. Embrace chatbots.
This trend is a no-brainer for media companies to use. Use this digital tool to communicate and solve problems for your customers while you sleep. Your fans can get the answers they need any time of day and your team can focus on the more complex challenges of your organization. Consider exploring a platform like Chattypeople.
4. Inject personality into your social presence.
It’s easy to let your social presence become dictated by the content you are producing, but between news article shares and cross-posting video, be sure to include posts that encourage your audience to engage with you. Consider asking questions or using poll features. Keep your audience on its toes by occasionally dropping in memes and other light-hearted content. It’s important for your audience to remember that there are humans behind every social post.
Elevate your social strategy with these four tips and start turning readers and viewers into passionate brand advocates.
What Every Professional Needs to Know About Personal Brand
Everyone has a personal brand. Think about a client, a colleague, or someone you interact with in your local community. For any of these people you can probably think of three characteristics that they have. These are likely traits you’ve picked up on by interacting with them in person, receiving correspondence from them, and the subconscious ideas you’ve noted about them by interacting with them online.
For example, perhaps you’ve noticed that your mail is delivered daily by John who is friendly, conscientious, and reliable. He shows up on your doorstep like clockwork, has made an effort to get to know you on a first name basis, and lets you know when he will be on vacation and you’ll be receiving mail from another carrier.
As a professional, the same is happening for you every day. People are writing their own subconscious “stories” about you based on in-person interactions, what you post online, and the way you interact over email and phone.
The good news is, you can have direct control over your personal brand. You can intentionally pick ideas, values, and characteristics that you want associated with you. Having a thoughtful approach to your personal brand is critical for professionals. You need to give thought to your story as you seek to be a success in your current role and prepare for future opportunities. Here are eight ways to strategically take control of your personal brand.
What Every Professional Needs to Know About Personal Brand
1. Establish credibility by creating content.
Do you want to be viewed as an authority in your field? Produce content that educates others and contributes to the dialogue in your field. Maybe it’s a quick how-to video you share via your Instagram story, an infographic you create using Canva, or launching a podcast. Those pieces of content will differentiate you from the crowd.
2. Use your social media presence to show that you are multi-faceted.
You can show that you are a well-rounded, multi-faceted person without compromising your credibility. Be thoughtful about what you share. And remember, people want to work with interesting people. So, yes, it’s OK to post that photo of you riding a camel, or a link to your favorite WandaVision theory. Conveying that you are well-rounded and have interests outside of work is a good thing.
3. Contribute to the conversation in your industry.
Share interesting articles. Take part in Twitter chats. Join Facebook groups. Connect with people in your field on LinkedIn. These are subtle ways to establish your presence in your field. This does not have to become overwhelming. Tip: Become a content curator by following 20+ authoritative Twitter accounts in your field. Sign up for Nuzzel and you will receive a daily digest of the top stories from the feeds of those you follow via email. Then use Buffer to share those articles on your own feed on your desired schedule. This process can be done in less than 10 minutes per day.
4. Check your posts for narcissism, negativity, and typos.
While your closest friends and family may find your selfies endearing, people who don’t know you as well will likely experience them in a different, more negative way. Speaking of “negative” — check your negativity at the door online, unless you pair it with inspiration or a way to take action (think the difference between a rant and an actionable post). And typos — be ye warned. People intrinsically judge the intellect of the authors of posts that are filled with grammatical errors.
5. Determine your UVP.
As a professional, you need to flesh out your unique value proposition (UVP). What is your ‘unfair advantage?’ If you were an owner of your career (which—you are, by the way) how would you pitch yourself to investors as a worthwhile investment? Why should an investor put their eggs in your basket as opposed to someone else’s? These are incredibly important ideas to flesh out. They affect everything: how you spend your time, money and brain power. How does your UVP impact how you present yourself online? How does it change your website? The tone of your posts? Your social media presence? Which social channels you spend time on?
6. Polish your schpeel.
Pop quiz: can you stop right now and verbally explain what you do and how you serve the world in 30 seconds or less? You need to be able to clearly, confidently, and unapologetically tell the world what you have to offer. Why? You make a lasting impression when you can confidently share who you are and what you do. And the better you can get at explaining who you are and what you do, the easier it will be for other people to understand your work and think of you first when they need someone just like you for a project.
7. Decide your approach to social and digital media.
Your public persona should support your personal brand. And while we call Facebook, Twitter, Instagram and LinkedIn “social networks”–they are not just for the 50 or less people you interact with in person on a regular basis. What you publish on social media IS what you are putting in public. Never assume that something you post on social media will only get seen by certain people. Always assume a potential employer, client, stranger, or some other unintended audience will see it. Anything you post online should be consistent with your personal brand. Ask yourself why you have accounts on each social network. Why are you there? What do you want to accomplish through it? What can you accomplish through it? Adjust your approach accordingly.
8. Start now.
It takes a little while for a personal brand to catch on, so be consistent and go ahead and dive in. If you are “rebranding” yourself in a new line of work or thought, know that it takes some time for people to connect you with your new “thing.” So go ahead and put the time in. Be consistent and when people need someone with your skillset they will think of you.
In the digital age we live in, it can be difficult to know where to start when it comes to crafting an intentional personal brand. Start by recognizing that you already have one. And be encouraged that you can directly influence the ideas people have about you with an intentional approach. Now go forth and use your online presence to put your best foot forward and convey the amazing professional you are.
Are you ready to take your personal brand to the next level? Take the personal brand challenge! The 31-Day Personal Brand Challenge is a downloadable PDF that gives you 31 actionable steps to take to improve your personal brand one day at a time in a handy calendar format.
4 Reasons You Should Start a Podcast This Year
There are two types of people in the world: podcast junkies and people who don’t know how to listen to podcasts.
While that may sound a bit dramatic, it’s true. Some people are barely aware of the existence of podcasts, but a growing number of people make podcasts a part of their daily routines. Podcast listeners are a devoted, loyal, and engaged group. And that group is getting larger.
You may be wondering…
Is starting a podcast something that makes sense for my marketing team?
Is this a trend that our organization can benefit from getting ahead of?
Is it a massive undertaking that needs a large budget and additional staff?
Let’s unpack exactly what is going on in the world of podcasts and help you answer these questions.
How many people are listening to podcasts
According to the most recent research conducted in 2019, an estimated 51 percent of American teens and adults have listened to at least one podcast—that’s about 144 million people. That number has steadily risen year over year since podcast data began being tracked in 2006.
Here’s some more mind-blowing numbers:
90 million people listen to podcasts every month. That’s about one in three Americans.
62 million tune in to podcasts on a weekly basis.
Here’s what’s kinda nuts…
Weekly podcast listeners listen to podcasts a LOT.
17% listen to three podcasts each week.
21% listen to four or five.
17% listen to six to ten podcasts.
And 14% listen to eleven or more!
And of those who listen to podcasts on a weekly basis, the average listener listens to SEVEN different podcasts!
What makes podcasts so popular?
Mobile devices.
The advent of mobile devices gave people access to streaming audio in just about any location. In 2018, 76 percent of podcast listeners tuned in via a smartphone, tablet, or another portable device.
Another reason? It’s a secondary activity.
People often listen to podcasts while they’re doing another activity. Many listen at home while doing chores, or they listen on their commute, or at the gym.
Why start a podcast?
Podcast listeners are a highly engaged audience. According to research from the Knight Foundation, 96 percent of podcast listeners said they shared podcasts with a friend. Podcast listeners are fantastic brand evangelists. If they love a podcast, they share it.
Podcasts are still growing in popularity. If the past ten years is any indication, podcasts are poised to continue to grow for the foreseeable future. You can create content now that is discovered and appreciated by new audiences next year and the following year and the following year.
Starting a podcast is plausible. If you’re envisioning a radio station, let me stop you right there. You don’t need fancy equipment or a studio set up in order to produce a podcast. You need a computer, some headphones, and some free software. Now you definitely have options for spending more money to get a more professional sound, but really, anyone can start a podcast. It just takes a little research and time.
Here’s the biggest reason: podcasts are still relatively rare. While new podcasts are continuing to pop up every single day, there’s still way fewer podcasts than there are, say, blogs.
Molly Beck, founder of Messy.fm, a full-stack podcast production platform for business, explains:
“The democratization of text publishing platforms via Moveable Ink, WordPress, and Typepad, which all appeared in roughly the same time between 2001-2003, were the tipping point for adoption, growth and business use in blogging. At the end of 2000 there was 23 blogs listed on the internet. By 2006, there was 50 million (source).
It would be nearly impossible for you to name a business today that doesn’t have a blog, and the same will be true of having a podcast in a few years.
Advantages of a brand starting a podcast now means that their organization’s message is shared with an audience of current and potential customers that are looking to audio content in increasing frequency; that the brand is seen as forward-looking and digitally savvy; and podcasting can fit with a tight marketing budget in ways that other marketing initiatives (outdoor, OOH, live events) cannot. But most importantly: 90 million Americans listen to podcasts at least one a month, but only 660,000 podcasts exist in total on Apple Podcasts. The time is now to take advantage of the white space on the creation side so you can reach a huge audience of listeners before your competition does.”
Whether you are a B2B or B2C company, podcasting may be the right tool to use to grow your reach and engage on a deeper level with your customers, clients, constituents, or donors.
Are you ready to explore what it takes to launch a podcast? Download this free podcast launch checklist to learn exactly what you need to get your podcast off the ground.
4 Content Marketing Lessons from the Launch of Disney+
The launch of Disney+, the Walt Disney Company’s much anticipated streaming service, was a big deal for a company that has made billions in the traditional film and television industries. Bob Iger, Disney CEO calls it “hastening the disruption of our own business,” according to Iger’s new memoir, The Ride of a Lifetime.
But Disney has been making smart and strategic moves as they enter the streaming services fray. And since no company quite encapsulates the gold star of storytelling-meets-business quite like Disney, there are multiple marketing lessons we can learn from the mouse. Here are four content marketing lessons from the launch of Disney+.
4 Content Marketing Lessons from the Launch of Disney+
When new technology disrupts, get in the game and do it better. Streaming services like Netflix have monumentally shifted how people take in film and television. It’s had a huge impact: from shuttering all but one Blockbuster video store to a decline in movie theater ticket sales. Instead of dwelling on the creativity of the past, Disney is innovating to stay relevant. Disney has strategically acquired Marvel, Lucas (Star Wars), National Geographic, Pixar, and 21st Century Fox and thus is able to compete with heavy hitters like Netflix and Amazon. Their secret weapon is characters that people feel strong emotional connections to, and they’re using that to their advantage.
Repurpose content to connect with your audience. Repurposing content is critical to a savvy content marketing strategy. And with the launch of Disney+, Disney is doing exactly that. From Disney Channel original shows to animated classics that have been in the vault, Disney is aggregating all of their content and putting it in a new format to reach a larger audience. Some people who resonate with your content won’t read a white paper. But they will listen to a podcast. They might download an infographic. Repurpose strong content to reach your audience in new ways. Repurpose to stay relevant.
Expand on content that resonates. Disney isn’t just bringing old stuff out of the archives. Yes, you can watch Darkwing Duck to your heart’s delight, but it’s also creating new content with characters that you already know and love. The first of its big budget franchise expansion shows is The Mandalorian, a Star Wars live-action television show directed by Jon Favreau. Disney dropped a cool $100 million on the series. Disney has plans for at least four Marvel television shows as well--all with the original film stars. Disney is bringing new stories and new shows to beloved characters and franchises that people love. Content marketers should too. Dive into your analytics. Which pieces of content performed very well? How can you take a deeper dive? At McKinley Marketing Partners I wrote one article on ageism and saw that it got 4x the number of clicks than other articles published in that month. So we took a deep dive and wrote a four-part investigative series. Pay attention to what resonates with your audience and serve them by expanding on it.
Make the first “yes” easy. Disney is starting at a very low price point: $6.99 per month--$6 cheaper than Netflix’s standard package. Users can download content to ten devices with 7 different accounts. This is an easy entry point. So how can you make the first “yes” easy with your content? Create an experience for your audience that makes them think, “Well of course I’ll trade my email address for this download. That’s a no brainer.”
Creativity and a commitment to excellence are what set Disney apart from its competitors decades ago. But it’s Disney’s innovation and commitment to embracing technology that continue to make them the top story-based business in the world. This applies to your content marketing program as well. Look at your analytics with fresh eyes. What story is it telling you? What should you repurpose or expand? What technology do you need to pay attention to in your vertical? What do you need to do differently to approach your content the Disney way?
6 Ways Your Company Should Maximize Glassdoor
Does the very concept of Glassdoor.com make you grit your teeth? If so, you’re not alone.
Employers can find Glassdoor frustrating because on some company pages, you will find dismal reviews published by disgrunted former employees. These reviews rarely tell the whole story.
If you’re unfamiliar with Glassdoor, it is a website that is best known for its employer review pages. The review styles are very similar to Yelp. The site also includes job postings, salary information, and hiring support. It can be a great resource to get an idea of company culture.
Just as in every other aspect of business, your company’s approach to Glassdoor should be strategic. While it can feel like you have no control over what happens to your company’s Glassdoor page, there actually are some things you can do to use Glassdoor strategically and benefit from it.
6 Ways Your Company Should Maximize Glassdoor
Start by looking up your company Glassdoor page. To see your score, click on “companies.” Then type in the name of your company. Not only can you take a look at your own company but you can review competitors as well. For any company, you can have access to ratings and reviews, information on salaries, interview information, and jobs companies have listed on their site.
Create a free employer account. This will give you administrative access to respond to any reviews on behalf of the company. You can also update any other basic information on your Glassdoor page. We recommend you give a member of the executive team access to the page. If it’s the CEO, that’s even better.
Set goals. Whether you have negative reviews you need to deal with or simply not enough reviews to reflect the credibility of your company, take the time to flesh out a strategy to improve the impression of those who visit your Glassdoor page. Set a specific goal to improve your Glassdoor rating. The average company rating is 3.3 while Glassdoor’s “Best Places to Work” award winners have scores between 4.0 and 4.7.
Flesh out a strategy and identify key players. Determine who will monitor your company Glassdoor page, which member of the executive team will respond to reviews, and what kind of cadence you will aim to achieve.
Send review requests to current employees. As part of your strategy, request that current employees take the time to share their honest feedback on Glassdoor. Be mindful to do this strategically so reviews are published little by little throughout the year, rather than all at once.
Use the intel to your benefit. Even negative reviews can give you information that can help you improve the employee experience at your company. Both positive and negative reviews can give you insights that you would not otherwise receive. Use this information wisely. And implement lasting change that improves retention and increases employee morale.
Glassdoor holds great PR potential for your organization. By prioritizing Glassdoor, you can not only improve the culture at your organization, you can also show the world that your company is a fantastic place to work.
5 Tips to Create Blog Posts That Activate Your Audience
While marketing trends like artificial intelligence, automation, and voice continue to get lots of press and industry buzz, there is one type of content that marketers rely on year after year to build affinity with their audience and move them to action: blogging.
According to recent research, 66 percent of marketers use blogs in their social media content (Social Media Examiner) and 81 percent of B2B companies use blogs as a content marketing tactic (Content Marketing Institute).
But what blogging best practices should content marketers use to build a strong connection with an audience and move them to action?
Here are five secrets to writing blog posts that resonate with an audience and move them to action.
5 Tips to Create Blog Posts That Activate Your Audience
Get clear on the intent of the copy. You need to be able to answer the question: “what is your ultimate goal for writing this article?” Have a goal in mind for the reader. What action would you like him or her to take upon reading this piece? What knowledge do you want them to walk away with?
Dissect copy you really like. “Leaders are readers” as the saying goes, but writers are also readers. Become a sleuth for captivating content; then dissect it. How did the writer pull you in? What is the tone? What is the structure of the piece? Reverse engineer good copy and then use those tactics in your own writing.
Investigate the pain points of your audience. Who is your reader? What problem can you help them solve? Every piece of content you create should have a connection to the overall goals of the business. From large, long-form pieces, down to social media posts, every piece of content should serve your audience.
Use an editorial calendar. Each piece of content should serve a purpose in a greater overall marketing strategy. By using an editorial calendar, you’ll be able to create an effective, multi-channel marketing campaign that serves your audience and drives them to take the same action from various channels.
Edit ruthlessly. The Hemingway app is a great tool to use to highlight the parts of your prose that can get the axe. Your blog posts should be packed with actionable information. Blogs are not the place for superfluous words and meandering language. If it doesn’t serve the goal of the article, cut it.
Though new forms of content are certainly on the rise, blogging remains the cornerstone of content marketing. Strengthening your blogging muscle and reexamining how it serves your company’s overall goals will help you create content that resonates with your audience and moves them to action.
How to Nail Your Next Virtual Presentation
Many marketers use speaking at conferences as a way to build brand awareness, reach prospects, and contribute to their industry. These days, the majority of industry events and conferences are virtual. And while the content of presentations may not be impacted, giving a presentation or being a part of a virtual panel requires different strategies to succeed. A few seemingly small differences can make a virtual presentation a home run or completely ineffective.
If speaking at virtual summits and conferences, or even leading a training or meeting virtually, is on your plate in the future, keep these eight tips in mind to make sure you’re not doing anything to distract from your message.
How to Nail Your Next Virtual Presentation
1. Don’t read your presentation. Even though you could type out your speech word-for-word, don’t. The delivery becomes distractingly unnatural. You will end up reading more quickly than you would speak. The rapid eye movement is noticeable. In short, people can tell when you are reading. Instead of taking the time to type it up, use that time to rehearse. This is your area of expertise. Trust yourself. Practice your presentation. And use nothing more than an outline or a slide deck as a jumping off point.
2. Set up your camera shot so it looks professional. The shot should be straight on, not looking up at you or down at you. (Hint: if viewers can see the ceiling, or if you only take up the bottom half of the shot, it’s not a good angle.) Frame yourself in the shot in the same way you would want a good picture to be taken. The viewer should see your head and shoulders with a professional or, minimally, non-distracting background. To get this right you may need to angle your camera or put your computer on top of some books. Prep the shot in advance by doing a practice run.
3. Face a light. If your space is not naturally bright, you may want to purchase a ring light to brighten your face or set up a temporary presentation space in another room in your home that has better natural lighting. Also, make sure there is not a light source, like a window, behind you. This will result in you being backlit and you’ll appear as little more than a silhouette. You don’t want to look like you’re in the Witness Protection Program.
4. If you use slides, don’t fill them with lots of text. This rule applies to both in-person presentations and virtual. As an audience member, it’s difficult to keep up in a presentation when trying to both read a paragraph and listen to someone speak simultaneously. Your visuals should complement what you are saying and help drive home your point. Limit text to 5-10 words per slide.
5. Before the presentation begins, mute or turn off all your alerts: email, Slack, Teams, etc. Hearing your notifications randomly go off throughout your presentation is yet another distraction to your audience and it subliminally signals to them that they are not important enough for you to silence your notifications while you present. Prioritize your audience. Turn them off.
6. Make “eye contact” by looking at the camera lens. Again, you will likely need to practice this, because it may feel strange. But it’s important to look into the camera as much as possible so your audience feels like you are making eye contact with them.
7. If possible, co-present with a colleague. It’s easy to zone out while listening to virtual presentations, especially if you’re doing it all day long at a virtual conference. To help keep your audience’s attention, consider presenting with a colleague. The back and forth conversation and variety of faces will help people stay engaged.
8. Be energetic. Remember that on the other side of the screen is a human who wants to learn something, be engaged, and has a lot on their plate. If you need to stand in order to be energetic, then do that. Try to exude more energy than you may feel is required.
For speakers, presenting online hardly compares to presenting in person when it comes to the payoff of connecting with an audience face-to-face. But in a world where we’re not likely to gather in large groups for quite some time, optimizing your virtual presentation skills will help you connect with your audience and reach your goals.