Branding | The Brainzooming Group - Part 2 – page 2
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“Is there a way to decide how much content brands in a multi-brand family can share, and how much needs to be different among the brands?”

I’ve been asked that question multiple times recently after delivering Brainzooming social-first content marketing strategy workshops.

My answer?

Return to the fundamentals we teach for building a content marketing strategy. In these cases, however, you can approach things in reverse order, unpacking your brand strategy framework to answer this type of question.

3 Steps to Find Multi-Brand Content Marketing Strategy Similarities

Step 1 – Audience Personas

The first step is to identify what personas are in use across the multiple brands. Are there separate personas or are they the same? If they are different, how much do their interests overlap with one another?

Step 2 – Content Preferences

Next look at how much the personas’ content preferences and profiles match one another. Which themes and topics are going to be of interest to all the groups? Do they represent a large or small portion of the overall content?

Step 3 – Brand Promise Components

Finally, go through a three-question branding exercise that we use in many situations. In this case, it helps you understand your audiences’ expectations and tolerances for unique content:

  • What does each brand’s audience EXPECT in the content the brand shares?
  • What types of variations from that content will the audience ACCEPT from the brand?
  • If the brand delivers the optimum content, how will the audience REWARD the highly-targeted content?

Across this series of questions, you can begin to form conclusions about your options for creating content that is common across all your brands. – Mike Brown Download Fast Forward Today!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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“What am I missing? What is the insight I’m not seeing that could make our content marketing strategy make sense?”

An attendee at the 2018 Social Media Strategies Summit conference in San Francisco made that comment. She works for a major non-profit organization. She’s trying to manage through three strategic expectations the senior management team and board have regarding a content marketing strategy:

  1. They want to keep everything on one Facebook page.
  2. They have two important audiences that are each interested in different types of content.
  3. She can’t change either of the first two strategic expectations.

She’s beating herself up for her inability to find an amazing branding strategy insight. The one that would allow her to get around the contradictions posed by her senior management team’s decidedly non-social-first content marketing strategy expectations.

As we discussed her organization’s situation, I suggested various ways to target content to the two audiences based on what they are interested in hearing about from the organization. While the ideas were sound strategically, each one directly challenged the expectations in a way she was certain she couldn’t do.

After a few minutes, I assured her that she isn’t missing any big branding strategy insight.

The problem is the management team’s decisions about the content marketing strategy. Their stipulations are all about brand-first, not social-first, content.

She told her management team that she would return from the conference and write the organization’s social media strategy. She didn’t see that happening without the big insight.

I suggested she instead focus on creating a strategic conversation with her management team. Her first step is to address what they want to achieve as an organization with their two audiences. She can then start suggesting how social media contributes to realizing those business objectives. The more they want to push a brand-first content strategy, the less wedging in a few social-first content marketing tactics will successfully fix things.

Maybe THAT is the insight she was seeking: you can’t pursue the smart thing (a social-first content marketing strategy) when management’s every strategic expectation runs counter to doing so.

Not a great situation. As least now, though, she has a pathway to attempt to help them work their way out of it! – Mike Brown

Boost Your Brand’s Social Media Strategy with Social-First Content!

Download the Brainzooming eBook on social-first content strategy. In Giving Your Brand a Boost through Social-First Content, we share actionable, audience-oriented frameworks and exercises to:

  • Understand more comprehensively what interests your audience
  • Find engaging topics your brand can credibly address via social-first content
  • Zero in on the right spots along the social sales continuum to weave your brand messages and offers into your content

Start using Giving Your Brand a Boost through Social-First Content to boost your content marketing strategy success today!

Download Your FREE eBook! Boosting Your Brand with Social-First Content

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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I’m delivering a workshop at the Social Media Strategies Summit in San Francisco today. It will cover creating a sustainable, social-first content marketing strategy. The three-hour workshop will take participants through typical sticking points brands face in developing effective content marketing strategy plans that start strong, build, and continue to deliver results.

Areas where we’ll concentrate and spend extended time as participants work through Brainzooming exercises include:

One workshop attendee, Angelo Harms, Digital Marketing Manager at the Curaçao Tourist Board, has seen me present workshops multiple times at SMSSummits. Angelo has also brought us to Curaçao for content marketing strategy workshops the past two years. Because he’s seen SOOOO much of our content, I wanted to come up with something new Angelo hasn’t seen yet.

9 Ways a Brand Can Sustain a Social-First Content Marketing Strategy

Here it is, with a sneak peek for all of you.

It’s a tool to identify starter topic ideas along the customer journey (X-axis) from three different perspectives (Y-axis):

  • What customers are thinking about and facing
  • Industry and product category considerations
  • Brand content that fits social-first needs

Beyond a content calendar, it’s another strategy way to ensure sure you are developing a strong mix of content that is relevant to prospects and customers, no matter where they are along the journey to your brand.

If you would like to go deeper into the topic, download our FREE eBook on Social-First content. It covers many of the exercises and tools we’ll share in the workshop content marketing strategy workshop.

If you’d like help thinking about how a content strategy helps grow and develop your brand, contact us. Let’s grab time to chat about the possibilities for growing your revenue and customer base through social-first content! – Mike Brown

Boost Your Brand’s Social Media Strategy with Social-First Content!

Download the Brainzooming eBook on social-first content strategy. In Giving Your Brand a Boost through Social-First Content, we share actionable, audience-oriented frameworks and exercises to:

  • Understand more comprehensively what interests your audience
  • Find engaging topics your brand can credibly address via social-first content
  • Zero in on the right spots along the social sales continuum to weave your brand messages and offers into your content

Start using Giving Your Brand a Boost through Social-First Content to boost your content marketing strategy success today!

Download Your FREE eBook! Boosting Your Brand with Social-First Content

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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We have designed several branding strategy scopes of work recently where the available time between developing strategy and implementation is tight. In these cases, a critical question arises: How do you open branding strategy development to other partner organizations to create a seamless implementation process?

5 Ways to Open Branding Strategy to Multiple Marketing Agencies

Photo via Shutterstock

Here are five things we do to bring other marketing agencies in early to set them up for implementation success:

  1. Invite the partner organizations into all the planning activities for developing the branding strategy.
  2. Provide full visibility into all strategy development processes.
  3. Create expanded roles to ensure partners can contribute their expertise and strategic thinking early.
  4. Integrate the partners as active team members, even before their implementation roles begin.
  5. Let them help shape all the strategy outputs during planning.

In these ways, we open strategy development to marketing agencies so it’s not a closed process. This allows internal and external parties to look for ways to jump starts implementation planning as the branding strategy direction develops.

One Cautionary Note

One expectation behind this approach: any external partners must participate with the client’s best interests and success as the top priorities. If a partner expects full access but is intent on gaming the outcome to serve their interests, this level of openness won’t work to its full potential. I learned that lesson when I was on the client side and first put competitive marketing agencies together on project teams. It becomes clear quickly if a partner isn’t engaging with the best intentions. That’s an early indicator of big problems.

So, with an open process and the right attitude from participating marketing agencies, you can move seamlessly from strategy to implementation. – Mike Brown

Boost Your Brand’s Social Media Strategy with Social-First Content!

Download the Brainzooming eBook on social-first content strategy. In Giving Your Brand a Boost through Social-First Content, we share actionable, audience-oriented frameworks and exercises to:

  • Understand more comprehensively what interests your audience
  • Find engaging topics your brand can credibly address via social-first content
  • Zero in on the right spots along the social sales continuum to weave your brand messages and offers into your content

Start using Giving Your Brand a Boost through Social-First Content to boost your content marketing strategy success today!

Download Your FREE eBook! Boosting Your Brand with Social-First Content

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Before an impending purge of The Wall Street Journal back issues in my office, I reviewed an article from a late December 2017 issue: The New Age of Bespoke Travel. The article, by Nina Sovich, details how certain travel agents have reinvented themselves to compete when online trip planning now dominates over help from actual travel agents.

Photo by Dmitry Sovyak on Unsplash

The article inspired a laundry list of strategic thinking exercise prompts to re-imagine a threatened business model when your service offering is under assault from online offerings, bots, or some other form of complete automation.

A New Strategic Thinking Exercise

Here is how we see this new strategic thinking exercise coming together.

First, detail all the elements of your current service offering. Afterward, re-imagine what you could offer based on these generalized strategic moves travel agents are implementing successfully:

Customer Focus

Extraordinary Customer Service

  • Provide mega-personalized customer service
  • Offer 24/7 availability and assured communication WHENEVER the customer wants it
  • Remove EVERY worry customers in your market harbor
  • Remove ALL complexity before, during, and after your service
  • Establish unquestioned trust in your performance
  • Provide intense troubleshooting for ANY problems that arise – whether related to your actions or not

Amazing Expertise and Experiences

  • Develop and offer COMPLETE knowledge of your category
  • Offer highly-detailed upfront planning, customized for each client
  • Share more potential ideas / options than anyone would imagine
  • Create exclusive access to incredible experiences
  • Address customer needs outside the typical service boundaries your competitors adhere to
  • Design unexpected, once-in-a-lifetime opportunities
  • Integrate high-value, unique partnerships into the service offering

New Pricing Structures

  • Create a subscription-based price with no cost per interaction / service request
  • Establish a high-priced initiation fee and sizable annual spending minimums
  • Create an annual fee with a minimum spending volume beyond the fee

This strategic thinking exercise is straight from the Brainzooming R&D Labs. We don’t have any real-life stories to offer you yet on how it works in practice.

We’re excited about the possibilities of this strategic thinking exercise, though, and will probably try it out first on some Brainzooming service lines. – Mike Brown

Download our FREE eBook:
The 600 Most Powerful Strategic Planning Questions

Engage employees and customers with powerful questions to uncover great breakthrough ideas and innovative strategies that deliver results! This Brainzooming strategy eBook features links to 600 proven questions for:

  • Developing Strategy

  • Branding and Marketing

  • Innovation

  • Extreme Creativity

  • Successful Implementation


Download Your FREE eBook! The 600 Most Powerful Strategic Planning Questions



Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Since The Brainzooming Group launched, we have developed many strategic thinking exercises and models applying our methodology to diverse clients and business situations.

The result? We are further along and can even more easily customize these strategic thinking exercises to your needs if you face comparable situations. That is a major benefit if you want an outside, strategic perspective and need to start right now!

16 Strategic Thinking Exercises Ready to Go Right Now!

Review this list and identify the business opportunities or challenges that are incorporated in your strategic plans – or not. If any of these are on your agenda for this year, contact us. We can customize the strategic thinking exercises specifically for your organization and start moving even faster than normal!

We are trying to develop new strategies and strengthen our organization’s strategic perspective.

We know we need to use content marketing, but we’re struggling to connect the content to our brand and audience while generating real business returns.

Our focus is on innovation, and we need to bring it to life and create results before we lose interest and move on to the next big strategy.

Any of these opportunities and challenges familiar to you?

Are you under pressure to make one or more of these happen right now?

You owe it to yourself: contact us so we can talk through what you need to accomplish and see if it makes sense to work together.

We can get moving with the strategic thinking exercises and workshop implementation that will deliver results for you faster than you have ever imagined! – Mike Brown

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Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Vickie Howell is a broadcast personality, producer, author, designer, and instructor in the DIY world. Her online series, The Knit Show with Vickie Howell (YouTube) is the first studio produced, community funded, internationally accessible knitting and crochet streaming series. With the help of over 1200 individual and company backers, Vickie successfully raised $83k in 30 days on Kickstarter to fund the project. As of December 2017, The Knit Show has had over a quarter of a million views in at least 19 countries.

Photo: Harper Point Photography

For the sake of transparency, I note that Vickie also played bass in the imaginary band that she and I co-founded (I was the singer; the band was called Why Barbie’s Bad) as college theater students in the mid-90s, talking our way into (and out of) any number of ridiculous situations with our over-plucked brows, dark burgundy lipstick, and matching GIRLS KICK ASS t-shirts. Later, we worked for the same film and television production company while living in the same apartment building in West Los Angeles, and briefly had a side business selling light switches lovingly decoupaged by our own hands.

Those were, as Lou Reed sang, different times.

But some things remain constant. Vickie’s drive to strategize, revise, and improvise in the name of extreme creativity and productivity is as fierce and inspiring as ever, making her a natural choice for an interview on the Brainzooming blog.

Now Streaming: Extreme Creativity and Vickie Howell

Emma Alvarez Gibson (EAG): When your show was first available on YouTube, I told Mike about it, and I didn’t think he would watch it. Because he doesn’t watch anything, really. I’m always sending him videos and stuff and he’s like, Oh…yeah…I kind of clicked on it…

Vickie Howell (VH): I mean, but it’s knitting, soooo…

EAG: Exactly!

VH: Seems like it’s a given. Of course, he’s going to watch it. No? That’s not where you were going with this?

EAG: Well, two days later, he says, By the way, I watched most of the episode! I’m like, WHAT?! He says, It was really good! I was so impressed!

VH: Why? Why did he do that?

EAG: I think it’s the fact that when you saw that the market wasn’t doing what it had been doing, you took things into your own hands and found a way to do it anyway. Without getting too precious about it, those qualities in you really kind of embody what Brainzooming is about.

So, maybe tell me about how you got to where you are now and what your thoughts are about moving forward. There was a little period when there was a ton of DIY and craft shows on and that’s where you found your niche.

VH: Do you want a little background on why that went away?

EAG: Yeah.

VH: Ad dollars. There’s no money in crafts. And basically, Home Depot and Lowes are better ad buy-ins for [networks like DIY, the home of Vickie’s first show, Knitty Gritty]. We don’t have that kind of money in crafting, so it was a much more viable model to just move over to home improvement and home decorating.

DIY programming in social media has been easy. Anybody can post videos. People were getting their projects everywhere, all over the interwebs, and then they were getting the education on how to make their projects through sites like Craftsy and CreativeLive, and now Brit + Co., and Creativebug — there’s tons of them. So, the programming industry has had to completely hustle like the rest of us. Time is ticking. Cable stations are going to turn into streaming stations. So, everybody’s going big. They’re not going to go for the “there’s no ad dollars in it” show.

I was watching this all develop over the course of about eight years. I saw it happening again and again as I was working, as I was pitching, as I was trying different things. And I was still getting these messages almost daily saying that Knitty Gritty was still impactful, still had a space in people’s lives. I wanted to recreate that essence, but for now, meaning the digital aspect, which obviously wasn’t a thing back then, and the social media aspect, which was really the most exciting part for me. I started doing Facebook Live videos the first day they were available for verified users. And I noticed how many people were watching from different countries, like Turkey, Canada, Australia, Brazil–I didn’t expect that kind of community to be out there.

And for me, now, that’s the goal today. Your community is no longer in your own neighborhood, or your own state, or even your own country. As far as you can reach, and anybody can reach that far, from the comfort of their own homes — that reach is the limitation of your community, and community is the very base of marketing.

So, there were those two components, plus a third one. However you’re creative, whether it’s picking up a Fender Strat, or a paintbrush, or knitting needles, that is how you channel your creativity. And creativity is openness, and when you’re open, that allows you to see the world on a broader scope than what you would otherwise. I wanted to encapsulate that essence. It’s about people’s communities, it’s about connection of people, it’s about choosing it for stress reduction or for coping, or because you’re putting something beautiful out in the world, or for socialization, or whatever. So that was really important to me, and the only way that I could do that and make it look cool, without it being watered down heavily, was just to do it myself.

EAG: And from there, the wheels started turning and you started thinking, What would I need to start getting together so that I could produce this myself?

VH: Yeah. So, when I worked on a PBS show, I had co-executive produced it, and also produced it with my friend Karin Strom. We picked the guests, we picked the content, we figured it out. And so that experience gave me that final bit of confidence. And because I’d been in the entertainment industry, as you know, since I was 18 or 19, on and off, I knew a lot of it. But the actual nuts and bolts–that was sort of the final piece, just to see if I was a truly competent producer, and I found out that I was. And I loved it, and I still love it. It’s still one of my favorite things to do. That had been percolating for a couple of years. I worked for about a year’s time with Scripps [Scripps Networks Interactive], which owns the DIY Network, to license the Knitty Gritty name. It got pretty close, but we just couldn’t make it work, which was in hindsight a blessing, because I own The Knit Show, together with ProductionFor, outright. So, we don’t have to get approval for anything. It would have been nice to have that name recognition, but it’s so exciting, when I put on my marketing hat, that I don’t have the limitations that I would if I owed anything to anyone.

EAG: Absolutely.

Photo: Keith Trigaci

VH: I can work with people for sponsorships or partnerships in really interesting and innovative ways. Many companies don’t have the actual capital to invest, but they have the email newslists, or they have some kind of asset that is a viable barter, and so they get to put their name on what they think is a cool and innovative project, and we get whatever asset they have, whether it’s an e-newsblast to 250,000 people, which are eyes that we need, or it’s furniture for the set, or even wardrobe for me to wear to an appearance. And then what happens is that the backer page grows larger and larger and larger, so that when future investors look at it, they can see that a village built this. And there’s a village behind it.

So, I started building that, and then I went to my ex-husband Clint, because he owns a production company, ProductionFor. I went to him with the big piece that I didn’t know anything about, which was how to create a budget for a show. We went back and forth and I told him what amount I felt comfortable raising. As a side note, I’ve never felt comfortable asking for money. I sucked at selling Girl Scout Cookies. It’s just never been my wheelhouse. But because I could sort of see this as a service–people wanted this–I kind of worked it out. We found a number that we could at least try and raise together. We created a partnership with this company that normally produces interstitials, commercials, and the like, but really wanted to get into episodics. And I really needed a production company behind me for the technical side of it. So, we just sort of jumped in together. It was a huge learning curve, and there are a lot of lessons still being learned. But it was a pretty exciting adventure.

EAG: Once you got all the funding you needed, how quickly was the first season completed?

VH: I had my pitch meeting with ProductionFor in February. The Kickstarter began the third week in March and ended in April. I don’t know if you know this, but with Kickstarter, you get 30 days to raise all of it or you get none of it. That was the hardest thing I’ve ever done. And then I had my content producer Karin on a plane within maybe two weeks, and we started planning the grid. So, we went right into it. The actual studio production was the first week of August, it was five days and we shot ten episodes.

EAG: Where are you now in the process? What do you have happening next? If I know you there’s a long, long, long-term strategy.

VH: There is. The great thing about having streaming content is that there’s no shelf life for it. So now, I’ll go back and on a granular level, dissect it and see what I can do as far as marketing goes for external pieces. I’ve just received all the transcripts needed to get every episode captioned. Since we have 19 countries’ worth of ownership, I’d like to start experimenting with subtitles. I’m going to start with German and then probably Spanish. What I’d also like to do is investigate: can we sell this to an airline? Are there ways that we can sell pieces of it without it having to be pulled down from YouTube? And I don’t know the answer to that. So that’s something that I really want to investigate right now. And then I’ll break down each individual piece for additional cross-promotional opportunities.

We chose to put the whole season up at once to compete with other binge-worthy series in the digital market. That choice, though, means working harder to keep word circulating so new viewers find us. If I can offer screenshots and direct video links to snippets of the show that give a glimpse of even the smallest of products or locations, then I’ll ask the respective companies to feature us on social. This project is made for and by the community–so I’ll continue to ask that community to pitch in to make it a success.

Photo: Keith Trigaci

EAG: Blue-sky, no-holds-barred, what do you see happening?

VH: Here’s my pie in the sky: I didn’t produce this just to be a one-off. I want to continue producing the show and providing great content for the people in my community. That could be either on my own, through private investors, and just create my own thing, or it could be ultimately selling it to an Amazon or a Netflix or whatever–I think all networks are going to have streaming options soon. I have a feeling that NBC Universal will be one of the first, because they bought Craftsy, and they have Amy Poehler’s Handmade show. It could be any one of those, or it could be something I haven’t even thought of, because everything’s changing. Ultimately, I would like to produce DIY programming in all different craft realms so that I can help other designers and hosts rise. I would executive produce them. Quilting, jewelry, sewing, maybe baking, that type of thing. So that’s sort of the big picture.

EAG: A lot of people at any given point along this journey that you’ve just described would have gone, Well, I guess that’s it. What is it that keeps you pushing?

VH: I mean, but, when do you say that’s it? Like when you make your goal on Kickstarter? Or when you actually get the show produced? Or…?

EAG: I guess I’m talking more about the challenges, you know, the, Well, I have this great show, I was on this other show, but that didn’t

VH: Oh! Because I’m totally unhireable. That’s easy. Sorry, I misunderstood the question. No, I mean, what the hell else am I going to do? I’ve always, always sparkle-fingered my way through life, you know? I’ve always talked my way in and figured it out. And I guess the fear is just having to get a regular job, maybe. And also, I’ve had some really amazing experiences of people coming up to me and sharing really powerful stories involving one of my projects. And there’s something about that that helps propel you forward when you feel like pulling the covers over your head. Knowing that even if it’s just one person, or two people, or a handful of people, that you’re making a difference in someone’s life. And, you know, I’m not curing cancer. But if I can help a mom who’s sitting in a hospital room while her baby has leukemia–this woman just told me this story last week, so it’s fresh in my mind–and my projects, columns I’ve written, whatever, helped her get through something because it gave her purpose? That’s good enough for me, man. That’s good enough for me.

EAG: Thanks, Vickie! We can’t wait to see what you do next.  – Emma Alvarez Gibson

 

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Download our FREE “Taking the No Out of InNOvation eBook to help  generate extreme creativity and boost your creative thinking skills! For organizational innovation success, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative growth strategies. Contact us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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