Communication | The Brainzooming Group - Part 2 – page 2
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We still come across many companies, especially in B2B, that do not incorporate a content marketing strategy to effectively reach potential customers.

The reasons they give for lagging in this area?

A content marketing strategy is not a priority for them. They doubt whether social-first content strategy will work for their companies, because they are different or have customer bases that do not care. They do not know where to start or how to sustain creating great content. Maybe they are wedded to how they have always done things, with business development people, brochures, and frequent pleading to generate referrals.

7 Signs to Invest in a Social-First Content Strategy for Your Brand

We assure them that a social-first content strategy works, even in B2B. We also offer these types of signs that it is time to invest in a content marketing strategy.

Do any of these issues sound familiar in your organization?

  • You are not generating enough leads, at least in part, because not enough people are coming to your website.
  • The don’t offer information relevant to your targets, business, and industry that match with how and what your potential customers want to discover.
  • Your organization has great stories about your people and what you do but only share these great stories inside your organization.
  • Onboarding new customers is a challenge because they lack current information about what getting started with you entails.
  • You are not continuing to learn about potential customers each time they interact with your brand online.
  • Potential customers see your competitors as doing a better job educating the market you serve.
  • You only use traditional marketing channels and media.

Let us ask again: how many of these issues apply to your organization right now?
Download Your FREE eBook! Boosting Your Brand with Social-First Content

If several of them are all too familiar, you owe it to your top and bottom lines to explore introducing a social-first content strategy as a high-impact way to build your brand. – 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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It’s the time of year when it’s easy to look backward and forward at multiple dimensions of your implementation plan.

You have enough time to gain a sense of what’s working. You can look at your first steps and see whether your subsequent steps have been as effective. There is also enough time to still address gaps in your implementation plan to improve results before the year ends.
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What are those forward and backward looks telling you about the success of your implementation plan?

  • Are your people rallied around strategic priorities versus daily distractions?
  • Have you engaged key audiences to move forward aggressively?
  • Are you successfully executing innovation initiatives beyond the first big splash earlier in the year?
  • When things haven’t gone as expected, is your organization agile enough to change the direction?

If your implementation plan results are lacking by this point in the year, we have just the thing for you! It’s not too late!

Download our FREE eBook: Fast Forward – Successfully Implementing Your Plan.
Download Your FREE eBook! Fast Forward - Dozens of Strategies to Implement Successfully

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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Last week’s “Inside the Executive Suite” from Armada Corporate Intelligence featured ideas for how to handle confidential information. The business strategy focus revolved around how an executive can maintain confidences while employing confidential information to best benefit his or her organization. While passing along confidential information was more in the news last week than this week, it’s a daily issue in business.

Here are ideas the Armada newsletter shared on how to handle confidential information:

Business Strategy – How to Handle Confidential Information via Inside the Executive Suite

Confidential information has been in the news recently. It is a topic relevant to any senior executive immersed in business strategy. While the nation wrestles over handling confidential information in a government setting with geopolitical implications, similar and dissimilar questions exist in private business. Beyond trade secrets and insider knowledge that could move markets, organizations consider a wide variety of information as confidential.

How should you go about handling confidential information within your business strategy?

What are the different varieties, the implications behind a confidential information designation, and the way executives are using it?

These questions drove a chat with a former Fortune 500 executive about how he navigated confidential information at senior levels. It was not a legal conversation (so don’t take his comments as legal advice). His strategies suggest a real-world, pragmatic approach to protecting confidences while getting work done.

One Executive’s Take on Using Confidential Information

“Unless I’m too far removed from it to remember, I don’t recall any extensive training in business school about confidential information. While we undoubtedly covered it in class, I learned the ins and outs of confidential information on the job. When I worked on the consulting side, that was largely client information. In the Fortune 500 world, it was dealing with our own business information. Honestly, ‘confidential’ was as much code for ‘don’t tell anyone this’ as it was legally confidential information.”

Market-Moving and Insider Information

“The first consideration is whether the information has legal implications. Information that moves markets, is insider knowledge, contains trade secrets, or has some other legal standing must be handled with the strictest confidence. In these cases, you sign legal documents with specific parameters. I read through what I’m signing and strictly apply the restrictions. If something is unclear to you, reach out to your legal staff for advice so you have a clear, actionable guideline to work with as you conduct business.”

Via Shutterstock

Handling Business Strategy

“Much of what I dealt with involved information that an organization does not want disclosed because it changes the business and competitive environments, typically for the worse. Maybe there is paperwork attached to disclosing this type of information. Sometimes someone passes along information and declares it confidential as they spill the beans to you about something. These are tricky situations because they center around your ethics and smart business practices.

“What I do in these situations is step back and think about what the information means for daily and longer-term business. For example, in a corporate parent role, one of our subsidiaries had to disclose a new service offering it was planning. When the new service reached the market, the staff of another, competitive subsidiary visited my office to try to understand the market implications. The plan had to remain confidential to protect business relationships. I applied my knowledge of the new service offering to prompt them with questions they needed to ask or service implications they might need to explore. The questions were what I might have suggested if a competitor outside our corporate family had made a similar move.

“That kind of upfront exploration may suggest that activities currently underway might be more important, or less important, based on confidential information. In these cases, try to offer guidance or manage priorities to foster smart business decisions without disclosing confidential knowledge. Provide context to others so they think about their activities in a bigger or slightly different way that better fits a future outcome. Do this by finding a relationship between current, publicly-known strategies and what will happen as you implement confidential information.

“This happens with branding changes. Executives cannot disclose exact branding moves to their teams before public announcements. However, waiting to tell employees until after the market has learned the information leaves employees ill-equipped to support the change. I suggest finding ideas you can share with employees to prepare them for change without disclosing confidential information. If a rebranding will more heavily emphasize an aspect of a brand that exists today, ramp up the emphasis ahead of time. This is not necessarily easy, but savvy executives find ways to apply confidential information to maximize the impact as early as possible without compromising confidentiality.”

When You Can’t Say, or Don’t Know

“When there’s a buzz about something confidential in a company, it creates questions about what the secrets are. Some questions are point blank; others are more subtle. If you are in the know and receiving those questions, how do you handle it? It is important for me to never lie to people. I suggest executives develop an answer to questions about confidential information that they use in every instance, whether the person asking is on the right track or not. One example might be, ‘I can’t and don’t speculate about rumors.’ Rather than lying to someone accurately asking about a confidential matter (by telling them an emphatic ‘no’ to correct information), using a non-committal response is truthful and protects your own reputation.

“On the topic of consistency, in some cases, you may not know confidential information but have to continue your work. I’d analyze these situations after the fact to understand what the indicators were for the confidential situation. For example, when our company considered M&A activity, I’d receive certain questions about competitors’ market positions. The questions were always about multiple competitors, never one. The questions surfacing became a signal a deal might be in the works. That consistency helped me be more effective for the company without ever having to know the specifics of a confidential matter.”

Only One Point of View

These suggestions are from one individual. They are not legal advice about confidentiality. But they do suggest the importance of creating the policy and practices that work best for your organization.   – via “Inside the Executive Suite” 

What’s Your Implementation Strategy for Uncertain Times?

Things aren’t getting saner and more calm. Are you ready to pursue an implementation strategy that works in uncharted waters?

The Brainzooming eBook 4 Strategies for Implementing in Uncertain Times will help you examine your strategy foundation, insights, profitability drivers, and decision making processes when few things ahead are clear. We share suggestions on:

  • Using your organization’s core purpose to shape decisions when things are changing
  • Reaching out to employees with valuable insights into what to watch out for and what to expect
  • Sharpening your command of cost and profit levers in your organization
  • Implementing processes to focus and sharpen decision making

4 Strategies for Implementing in Uncertain Times is a FREE, quick read that will pay dividends for you today and in the uncertain times ahead.


Download Your FREE eBook! 4 Strategies for Implementing in Uncertain Times



 

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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Beyond depicting your product every which way (or depicting the equipment and people who create your service every which way), what images do you include in your brand’s visual vocabulary?

As you consider that answer, ask yourself this: Are you effectively using the best images to reinforce your brand in strategic, consistent ways?

Let’s talk about your brand’s visual vocabulary. I’ve spent a heck of a lot of time considering on design as we solidify the Brainzooming brand’s visual vocabulary through creating more eBooks on strategy and innovation (with our initial offer on branding on the way).

11 Hacks for Creating Your Brand’s Visual Vocabulary

Here are the hacks that have worked for us.

Start by unpacking your brand for inspiration. Look at all the pieces of your brand foundation (big strategy statements, brand promise) to discover the most significant words and phrases you use to describe your brand. You can do this by:

  • Combing through brand foundation materials and existing creative briefs. This will help you avoid spending time trying to recreate visual vocabulary clues that already exist.
  • Running a Wordle on web pages or other content where your brand talks about itself. This is one way to check for important descriptors.
  • Putting customer comments and open-ended descriptions about your brand through a Wordle to see what emerges on top from the marketplace’s view.
  • Reviewing your current brand visuals to identify themes or types of images that stand out based on repetition or impact.
  • Cataloging brand visuals from direct competitors and other brands that do comparable things to what your brand does. Examine what are doing to uncover opportunities to differentiate your brand visually.

Explore ideas to associate visuals with your important brand words and phrases. Start by:

  • Plugging brand words and themes into Google Images. This will help you uncover images the world associates with your brand words.
  • Searching brand words and phrases in professional photo sites to see what stock photos images exist. Careful on this: you will see lots of visual clichés you don’t want to associate with your brand.
  • Extending your search to visually oriented and image-based social sites (Instagram, Pinterest, Flickr). Look for how a broad range of people capture and categorize images linked to your brand’s attributes.

Document what you learn through:

  • Writing ideas describing the images you found. This is the approach I employed. Some of the related words were literal; others were more abstract.
  • Creating Pinterest mood boards. This is a smart alternative suggested by a design blog.:   http://designyourownblog.com/visual-vocabulary-brand-identity/They recommend pinning images you find on separate Pinterest mood boards to identify themes, then consolidating them into one overall brand mood board.
  • Finding what works for you to capture and share your results with others. I used words because my next step was taking photos to build our brand image library. Working with words makes it easier for me to avoid duplicating what others are doing. Looking at visuals as my starting points would make it too easy to potentially co-opt other people’s’ visualizations accidentally.

This is a simple approach for building your brand vocabulary, but I know it worked for us.

If you haven’t invested much time thinking about your brand and its visual vocabulary, starting simple can move you ahead dramatically! – 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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Here is Emma Alvarez Gibson’s report from a conference she recently attended. With a lot of suggestions and a little bit of arm-twisting, Emma implemented the ideas captured in our Introvert’s Guide: 23 Ideas to Meet New People at a Conference. She’s being very kind to share how she fared implementing the ideas to meet new people even though she was going solo at the conference!

Ways to Meet New People – Confessions of a Conference Newbie by Emma Alvarez Gibson

Make yourself socialize, he said. You need to meet new people, he said.

It’ll be fun, he said.

I doubted that last part. Very much. But I was going to a conference, alone, and it was clear I needed to do these things, because if there’s one thing I know, it’s that Mike Brown knows how to conference. (To be fair, I knew that long before he inadvertently wrote an entire post while gamely encouraging his slightly terrified, sometimes-misanthropic friend. That’s me, by the way.)

So I went with a select few of the items in that post, and remain surprised by the results. To wit:

Pack the clothing or jewelry you own that most often generates comments from others. Wear those as conversation starters.

This was the easiest step. I packed a big red statement necklace and a bigger silver statement necklace. And it worked. Both pieces garnered a ton of compliments, giving me many an opportunity to talk to people I might not otherwise have met.

Find out the conference hashtag(s) ahead of time, and begin monitoring them. Reach out to other attendees and speakers using the hashtag.

I was dreading this part. It felt forced and phony. But it worked. Within a few minutes my tweet (something about how I was packing for the conference) got favorited and had a couple of responses. This was when I started to think that maybe these steps would work for me.

Prepare a few open-ended, easy-to-answer multiple part questions to ask. Prepare to use them. Try, “Is this your first time at the conference?”

Well, it seemed a bit obvious. But–and I hope you’re sitting down–it worked. It got the shy people out of their shells, and it gave the outgoing people a willing participant. Bonus: I was relieved that no one seemed to think it was too obvious a question to ask.

Wear your nametag.

I’ll admit it: I loathe nametags. I feel like a jerk wearing a lanyard around my neck and a card that trumpets my name at everyone from behind a sheet of plastic. But of course it’s the only sensible thing to do at a conference. And Mike surely had a reason for spelling this one out. Can you guess what happened? Yeah. It worked. People repeatedly approached me, addressing me by name. (It’s almost like there’s a pattern, or something, here.)

Take advantage of social media to reach out and increase your visibility. Live tweet the sessions you attend.

This was fun as well as easy. The speakers and their presentations were engaging, informative, and often very funny. I live-tweeted speaker quotes and photos from their presentations, and used the conference hashtag. Several times this resulted in fun banter from attendees I’d previously connected with, as well as from those I hadn’t yet met.

Sign up for networking events and excursions. Make yourself go. Boost your confidence that you can enjoy these events on your own, while you look for opportunities to share experiences with others!

Here’s the thing: I dislike large groups. I dislike field trips with large groups. I particularly dislike field trips with large groups in which everyone seems to know someone and I’m on my own, and we have to eat dinner together. But off I went. It started disastrously. I had less time than I’d realized to get to the meeting point where we would climb aboard a handful of buses which would take us to the riverboat where we would spend three hours. My choices: hustle, and arrive sweaty and discombobulated, and possibly get there just in time to see the buses pull away and watch everyone point and laugh, or throw in the towel, find dinner on my own, and admit defeat. Conveniently, as I was deciding, two people from the conference hurried past, making jokes about being left behind. I asked if they were on their way to the dinner cruise, and that was that. They told me that if we missed the bus, I could hang out with them. Well, we didn’t miss the bus. And I felt so buoyed by the friendly exchange beforehand that it was much easier for me to talk to people for the rest of the evening.

Look for small groups at networking events, ideally with people you’ve seen at sessions during the day. Find a way to join them through proximity, listening, smiling, and shared interests (i.e., you all are at this event, were in some of the same sessions, and have drinks). Being around the crowd can be the right opening to start meeting other people on the edge of the crowd.

I was sitting on the boat by myself, near the end of the third hour, when I heard a group of people tipsily discussing the medicinal uses of the gin and tonic in days of old. One of them was earnestly trying to remember what element was important to those applications. “Why not?” I thought. I got up and approached them. “It was the quinine,” I said, and we had a rousing discussion practically all the way back to shore.

What I learned: a little bit of effort goes a very long way toward making the most out of a conference, especially when you’re on your own. Simple, straightforward tactics netted me great results, so much so that a few times I forgot to be self-conscious. (If that doesn’t sound shocking, I’m not telling it right.) In any case: thanks, Mike! – Emma Alvarez Gibson

 

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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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Does your organization excel at its strategy implementation process?

Do you execute new strategies quickly, effectively, and successfully?

A few clients we talk with mention a strong strategy execution process. Most discuss some big challenge (or multiple challenges) with implementation.

We address their experiences in our collaborative strategy implementation approach. You can’t invite others to collaborate on a strategic plan and later ignore them when you launch it. The strong value of collaborative strategic planning comes, in part, from involving parties critical to strong implementation even before you create the plan.

Fast Forward Your Strategy Implementation Process – Free eBook

We have compiled our highest impact strategy implementation recommendations into one FREE eBook: Fast Forward – Successfully Implementing Your Plan.

In Fast Forward, we share actionable ideas, tips, and checklists to rapidly improve your strategy implementation process and results. Fast Forward focuses on three critical success areas:

  • Streamlining how you communicate your plans for impact
  • Selecting and shaping strong implementation leadership
  • Reducing implementation barriers to move forward quickly and flexibly

Download Your FREE eBook! Fast Forward - 3 Keys to Implementing Successfully

Specific features include:

  • 10 ways to simplify and strengthen the language you use to communicate strategic priorities
  • 9 ideas for introducing your strategic plan with style and impact to gain the organization’s attention and engagement
  • 4 keys for selecting the right collaborative leaders for implementation
  • 12 questions to better launch a successful strategy implementation process
  • How to navigate 4 typical execution challenges in organizations
  • Using mini-plans to increase your organization’s implementation flexibility

Download your copy of Fast Forward today, and ramp up your results with outstanding implementation! – Mike Brown

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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If you’ve been pursuing a content marketing strategy for a few years, you have some content that worked and some that didn’t work when you first published it. You also likely have content that’s continuing to work for you in that it’s still attracting new visitors. We hope you also have a good deal of content that, even though you may have created it years ago, is still largely accurate and relevant.

Reviewing the most successful pieces emerging from your content marketing strategy up to now provides the opportunity to create new growth from your evergreen content.

We have been doing that with our own content marketing strategy along with helping clients take advantage of the same opportunity: updating, reformatting, and enhancing evergreen content so it’s primed to generate new visitors, subscribers, and audience members eager to download it.

8 Ways to Create New Growth from Evergreen Content

Here are 8 ideas to explore based on your top blog posts for ongoing traffic:

  • Use your most popular evergreen blog posts along with related ones to create a new eBook. Freshen the content by re-editing the multiple pieces and adding new content. You can also enhance the content with new graphics and design.
  • Freshen these blog posts with new infographics or graphic depictions and republish the blogs for newer readers.
  • Aggregate multiple, related blog posts and republish those as a comprehensive article on a topic.
  • Create videos to bring a more personal dimension to the evergreen content.
  • Write the opposite angle of evergreen blog posts. For example, if it’s about doing a certain number of things to accomplish a goal, write the list of things you should not do if you want to accomplish the same goal.
  • Expand a list post by writing the details behind each of the items, providing greater depth.
  • If you have a post that helps people learn how to do something or analyze a situation, turn it into a one-page download. This can make it an easy-to-use life or job aid.
  • Using a popular list post as the basis, create an infographic as a new download.

Those are all great ways to get new growth from your evergreen content.

Exploiting your most popular content in this way will make the hardest working elements of your content marketing strategy produce even more results! – Mike Brown
Download Your FREE eBook! 81 Engaging Social Content Ideas Checklist

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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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