Marketing | The Brainzooming Group - Part 3 – page 3
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What a strong first day at the Brand Strategy Conference in New York. There were lots of great ideas and very little free time!

The kickoff presentation on the first day was from Kodi Foster, Vice President – Data Strategy at Viacom. Kodi’s presentation focused on fusing creativity and data innovation to drive brand growth.  His discussion on the need to integrate science and art was on the money.

Five Things Your Content Marketing Strategy Should Deliver

While Kodi Foster presented lots of great ideas, that whole very little free time necessitates focusing on one item: this photo which details five things Kodi says audiences expect a brand’s online content marketing strategy to deliver for them.

  1. Education – Delivers systematic instructions or provides an enlightening experience
  2. Information – Delivers facts or knowledge about something or someone
  3. Inspiration – Stimulates the audience to do or feel something
  4. Entertainment – Provides amusement or enjoyment
  5. Utility – Provides a useful or beneficial function or capability

Content-Marketing-Strategy

His five-points form a strong checklist with which to assess your content marketing strategy. How many of these areas does your content touch? And what are you doing to tackle content that doesn’t address ANY of these five areas? – Mike Brown

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DInternal-Brand-Strategy-eBoownload Your Free Internal Branding Strategy eBook!

Are you looking for new, more effective ways to engage your employees in shaping and successfully carrying out your brand strategy? You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. You’ll learn three effective strategies to engage employees as an internal brand team.

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

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 am in New York today delivering a Brainzooming branding strategy workshop on Engaging Your Internal Brand Team. The event is the Brand Strategy Conference. Our content addresses collaborative ways to strategically engage employees in creating and delivering the best brand experience.

Empire-State-Building2

The branding strategy workshop came about from talking to too many executives that think it’s okay to let employees in on branding changes at the same time (or even after) customers learn about them.

THAT is a horrific idea for delivering a great brand experience.

We will introduce a new Brainzooming Fake Book soon that includes the exercises we will cover in the branding strategy workshop.

Branding Strategy – Engaging an Internal Brand Team

Here are links to fourteen articles integrated within the workshop.

Identifying Opportunities for Employee Input on Branding Strategy

Collaborating with Employees to Enhance the Brand Experience

Supporting a High-Performing Internal Brand Team

Inviting Employees into Branding Strategy Conversations

Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

 

DInternal-Brand-Strategy-eBoownload Your Free Internal Branding Strategy eBook!

Are you looking for new, more effective ways to engage your employees in shaping and successfully carrying out your brand strategy? You need to download this FREE Brainzooming eBook, published with the Global Strategic Management Institute. You’ll learn three effective strategies to engage employees as an internal brand team.

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

 

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’ll be presenting a Brainzooming workshop on internal branding strategy at the Brand Strategy Conference in New York, April 6-8. The workshop, while drawing on material from my Fortune 500 work, springs from multiple conversations at the 2015 Brand Strategy Conference. The discussions focused on when employees should be brought into branding strategy decisions.

The executives asking about and offering opinions on the topic tended to believe it was okay to advise employees about branding strategy decisions immediately after introducing changes to customers.

I was horrified by this viewpoint coming from senior executives because it is so strategically misguided.

3 Keys to Engaging Your Internal Brand Team

Internal-Brand-Strategy-eBo

One alternative to letting your employees know about a new direction in branding strategy after your customers is to view employees as an internal brand team. With that change in perspective, you introduce possibilities for engaging employee in shaping branding strategy. Even without revealing specifics to employees in advance, purposefully involving them in developing branding ideas opens up opportunities to familiarize employees with the direction and insights leading to a new branding strategy.

To complement the in-person workshop content, The Brainzooming Group collaborated with Breanna Jacobs at GSMI, the Brand Strategy Conference producer, to publish a new free branding strategy eBook called, “Engaging Employees as an Internal Brand Team: 3 Actionable Strategies.”

The eBook includes three strategic thinking exercises you can use with your internal brand team to invite collaboration, solicit input, and create early learning opportunities.

Download Your Free Internal Branding Strategy eBook!

If you can make it to the Brand Strategy Conference, I’d love to meet you and have you attend the workshop. If you can’t attend, get your free copy of the new branding eBook exclusively from GSMI and start collaborating more effectively with your employees to strengthen your brand and its experience for customers.  – Mike Brown

Download Your FREE eBook! 3 Actionable Strategies for Engaging Your Internal Brand Team

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 presented a solo social media presentation at the February 2016 Social Media Strategies Summit in Las Vegas. For folks in and around (or willing to head to) Chicago, I’ll be presenting a workshop on creating fantastic content at the April 2016 Social Media Strategies Summit in the Windy City.

SMSS_Graphic

These events are always treasure troves of great learning and networking with such varied and smart marketers from around the country. Coming out of the Las Vegas event, I have several articles in queue.

14 Top Content Marketing Quotes from the Social Media Strategies Summit

Here is the first of the articles from the Social Media Strategies Summit, with fourteen quotes on content marketing, social media platforms, and standing out from the event’s great speakers.

Content Marketing and Community Engagement

“Credibility silences noise.” @BevJack MGM

“We time lapse everything around here because things are always moving.” @BevJack MGM

“Many brands miss the opportunity to create stories around the role they play in their users’ lives.” @mdeziel

“In the end, storytelling comes down to two things: connection and engagement.” – Ryan Mathews as shared by @RMMAGEDDON

“There are B2B opportunities in viral video because so few B2B companies have tried to do it.” @JereMarketer

Being Distinctive with Content Marketing

“A good piece of content shouldn’t need music. The visual scroll should be enough to get people to stop. “ @BevJack MGM

“There is a lot of crap and average people out there on social media. It’s much harder to stand out when everyone can start doing things and claim to be an expert.” @PhilPallen

Making the Most of Social Platforms

“You should be able to perform at a B+ or better level on any platform or kill your time spent on it.” @JereMarketer

“It’s two thousand sixteen; I don’t want to see pixels or eggs (on Twitter).” @PhilPallen

“Pinterest is a catalog of ideas” not a social network. “If Facebook is selling the past & Twitter the present, Pinterest is offering the future” @ChristineCassis @Pinterest

“The Bellagio Fountains are the nineteenth most Instagrammed place in the world.” @BevJack

Bellagio-Fountains

“Rather than be mediocre on 10 social platforms, be a rock star on 3.” @PhilPallen

Let Me Tell You about Myself

“I like to go on tangents. And I f’n like to curse a lot.” @RMMAGEDDON

“I’m opinionated, but I’m honest and I’m sweet.” @PhilPallen

Mike Brown

Solo-Social-Media-Cover2Looking to Improve the Efficiency and Productivity of Your Social Media?  
Our Newest Social Media eBook Is for You! Download it Today!

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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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When should a brand create content itself versus outsourcing content creation to an outside agency?

That was one content marketing strategy question attendees asked in the solo social media workshop I presented at the Social Media Strategies Summit.

SMSS_Graphic

We have a significant bias toward handling content creation inside a company as part of its integrated content marketing strategy. Unlike typical marketing communications, press releases, brochures, direct mail, etc., content creation for social media platforms necessitates an authentic sense of the brand personality, IF it’s going to be successful. Being so intimate with the brand personality and what it represents in every dimension isn’t something an outside communicator can easily do. Additionally, an outside communicator often isn’t present to capture the video, images, and interviews in the moment as robust content sources.

Having said this, there are instances where outsourcing content creation can make sense. This can also extend to outsourcing curating and sharing content in some situations as part of a brand’s content marketing strategy.

7 Situations for Outsourcing Content Creation

Here are seven situations where we think outsourcing content creation and other related functions is viable:

  1. Adapting internally-generated content so it fits with targeted social media platforms.
  2. The brand is willing to invest resources in an outside communicator to become immersed in the brand both initially and on an on-going basis.
  3. Individuals inside the company are the face and/or voice of the content an outside communicator edits or rewrites, videos/photographs, or translates into social media-appropriate formats.
  4. Designing the strategy and platform for a brand to communicate content via social media networks.
  5. Curating content that fits the brand’s strategy.
  6. Scheduling the brand’s content across channels, in effect becoming the DJ for internally created content.
  7. Conducting social media listening for the brand.

One outsourced social media situation you don’t see listed is a brand farming out 100% of its content creation.

There may be other situations that make sense, but this is where we stand on this content marketing strategy question.  – Mike Brown

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When was the last time you invested 45 minutes to check your social media strategy?

9 Diagnostics to Check Your Social Strategy

Is your social media implementation working as well as it can? In less than 60 minutes with the new FREE Brainzooming ebook “9 Diagnostics to Check Your Social Strategy,” you’ll have a precise answer to this question. Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategies with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social Strategy.

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’ve had the occasional guest article, but for the most part, The Brainzooming Group runs with as a solo social media department.

Because of being a solo social media department, I’m always looking for productivity and efficiency tips to extend our content marketing success. Some are implemented right away, and others aren’t.

The 8 Smartest Solo Social Media Tips I’ve Yet to Try

Eight-Tips-Crop

Here are eight of the smartest solo social media tips I’ve yet to try, but should!

1. Weave presentation and workshop outlines into the content calendar

This would stimulate more content directly tied to presentations to keep them fresh. It would also quicken workshop and presentation updates.

Why haven’t I done this? Right now, writing to fit overall blog themes and audience targets is easier than writing to a comprehensive master content calendar.

2. Link blog content to presentation and workshop outlines afterward

Even without using presentation and workshop outlines as mini-editorial calendars, you can categorize blog content afterward.

Why haven’t I done this? Once content is published, I tend to look forward, not backward. Instead of regularly linking blog content to presentations and workshops right after it’s published, I search recent blog articles when it’s time to update a workshop.

3. Anticipate breaking longer content into multiple social formats

Author Pam Didner was the first content marketing expert (affiliate link) I heard talk about consciously creating an eBook’s content with an eye toward short form content (i.e., blog posts, tweets, images, Facebook status updates) it will yield.

Why haven’t I done this? I tend to be a content aggregator.  I typically generate short content and piece it together later into eBooks.

4. Heavily integrating major content launches

Hubspot emphasizes launching new content in a comprehensive, integrated way. When launching eBooks, we typically tie launches to major speaking engagements and publish related blog posts and landing pages, but that’s about it.

Why haven’t I done this? A lack of time and patience are barriers. Integrated launches take advanced planning and time. For some speaking engagements, I have created a new eBook the morning of the workshop. That doesn’t leave time for planning!

5. Hiring freelancers to handle some tasks

There are various ways to reach out to freelancers to complete some ideas mentioned here. That’s something we’ve only done sporadically.

Why haven’t I done this? I tend to handle editing and graphics in-house and save the dollar outlay. The downside is things happen more slowly or NEVER. I also spend valuable time doing lower-value tasks instead of activities to more aggressively grow the business. Pam Didner suggested Upwork as a potential resource for finding freelancers; the next task is picking a project.

6. Blog less and publish an email newsletter

I paid for a webinar where Chris Brogan covered blogging less and putting more emphasis on an email newsletter (affiliate link) as part of a business-building strategy. He shared how he varies content between the two; the blog is to attract search traffic, and the email newsletter is for sharing deeper information.

Why haven’t I done this? I’m trying to unwind my long-term thinking about the blog and its role for our business. Quite honestly, the blog is a professional diary and reference tool. I’m actively considering how to vary content within the current format and potentially more dramatically change its structure.

7. Not including “hows” in blog posts

This tip is years old. Experts say to write “whats” and “whys” in blogs, but not “how” to do what you do. I get it, but find it difficult to get away from “hows.”

Why haven’t I done this? Maybe my mentality is too teacher-like. It’s challenging for me to NOT share how to do things when our primary audience persona eschews fluff and seeks information on HOW to do things.

8. Hiring a Content Producer

This tip is front and center for me. A producer would take my ideas and shape them into more and varied types of content. I even know who my first choice to take on this role would be.

Why haven’t I done this? Our content generates indirect revenue. You can’t “pay” us for anything currently other than strategy, innovation, and content engagements, plus presentations and workshops. We don’t sell other content (i.e., books, on-demand training courses, merchandise, etc.) currently. It’s tough to justify the investment for a full- or part-time producer on an on-going basis without direct revenue impact.

Those are our smartest solo social media tips plus a little dirty laundry on why we haven’t tried them.

What do you say solo social media professionals? Are any of you using comparable tips to expand your organization’s content reach? – Mike Brown

Solo-Social-Media-Cover2Looking to Improve the Efficiency and Productivity of Your Social Media?  
Our Newest Social Media eBook Is for You! Download it Today!

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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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Who could find a connection between the “Hokey Pokey” and internal branding ideas? None other than B2B marketing expert Randall Rozin! Randall, who leads the Global Brand Management function within Dow Corning Corporation, serves as the company’s key strategist on brand creation, internal branding, and strategy alignment. Besides all his corporate accomplishments, Randall is always a popular guest author on the Brainzooming blog.  

How the “Hokey Pokey” Suggests Strong Internal Branding Ideas by Randall Rozin

Randall-Rozin2As kids it was fun, if not somewhat embarrassing, to do the Hokey Pokey at school, at the skating rink or at parties.  The Hokey Pokey (song and dance) goes by many names around the world, but has a common format in that you first create a circle of friends. When the song starts, you begin by putting your right hand in, putting your right hand out, putting your right hand back in and shaking it all about, after which you ‘do the hokey pokey by turning yourself about’.  From there you then proceed with the left hand, each foot in turn, your head, backside and finally your ‘whole self’.

Now take the common Hokey Pokey as a simple metaphor to suggest internal branding ideas.  A stretch perhaps, but let’s have some fun with it as at the end of the day the goal of both the Hokey Pokey and Internal Branding are the same.  We want an employee to put his or her “whole self in” to the brand. This concept applies for both business to business firms as well as business to consumer companies.

7 Internal Branding Ideas from the “Hokey Pokey”

Put your right hand in/out

As the internal branding dance begins, we start slowly with a simple hand to test the waters.  We put our right hand in do an audit of what we know about our brand and what we have been doing to communicate it to our employees.

Put your left hand in/out

With current situational knowledge in place, we put our other hand in to develop a strategy of where we want our brand to be in the future and outline a plan to get there.  Now the left hand knows what the right hand is doing and has a path forward.

Hokey-pokey-right-foot-inPut your right foot in/out

Next we have to get senior management alignment to our strategy and goals with active support for bringing the brand to life with and for employees.  Sometimes this involves a little footwork.

Put your left foot in/out

With visible support from management, we now begin to create awareness of what our brand means, what it stands for.  This involves putting feet on the street to inform all employees.

Put your head in/out

The head in this part of the dance, as with internal branding strategy, is properly timed.  In this phase we move beyond awareness to really helping employees understand what the brand means, why it is important and what role they, as individuals, play in delivering on the brand promises.

Put your backside in/out

With internal branding strategy you want hearts and minds.  We covered minds in the previous step; a way to the heart is by having some fun with your brand to help convey its message in a variety of ways.  In the Hokey Pokey, putting your backside in breaks down barriers by being a bit silly during the dance.  For your internal branding initiatives putting your backside in could include sharing stories, in fun ways, of on-brand behaviors as well as off-brand behaviors and how to correct them.

Put your whole self in

The ultimate aim of internal branding strategy is to have employees’ hearts, minds, bodies and souls committed to supporting your brand in service of your customers.  In essence, getting everyone to put their ‘whole self in’ and do so willingly as they can see the connection between what they do every day at work and why it matters and adds value to internal and external customers.

Enjoy both the hokey pokey and your internal branding ideas and remember to “turn yourself about” to have some fun with it cause “that’s what it’s all about.” – Randall Rozin

 

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