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Whenever readers or workshop audience members initiate conversations and ask questions, it is so much easier to write blog content.

I doubt that is a unique situation.

If you are looking to find more ideas for your content marketing strategy, have you tried mining your organization’s daily customer conversations?

Tap into open-ended customer conversations already taking place with sales, customer service, executives, technical staff, drivers, retail associates, e-commerce and social media staff, market researchers, and any other employees interacting with customers whether in-person or virtually.

Photo by: Seleneos | Source: Photocase.com

Photo by: Seleneos | Source: Photocase.com

Additionally, create new opportunities to capture customer conversations through listening posts you create. These are specific interactions you create to capture additional inputs from customers about your brand and its products and services. It could be as simple as actually capturing the feedback from questions you are already having your employees ask customers during routine interactions. It might extend, however, to doing something completely new to find out what customers are asking or saying about your brand.

4 Customer Conversations and Content Marketing Strategy Ideas

How do you turn these conversations into content marketing possibilities?

One way is to think about the conversations based on their nature (statements vs. questions) and tone (positive to negative). Categorizing customer conversations along these two dimensions is a first step toward turning them into content using the matrix below.

  • Positive statements can suggest ways to highlight brand value.
  • Positive questions turn into education opportunities
  • Negative comments are opportunities to anticipate objectives and challenges other customers are facing but not voicing.
  • Negative questions open the door to both process changes to address pain points and update opportunities for what your brand is doing in these areas.

Customer-Convo-Med

Effectively mining customer conversations sets you up to expand content you can be better assured is relevant to customers and prospects because THEY are generating the topics!  – 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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These five articles stood out this week in our core content areas of strategic thinking, creativity, and social media and content marketing. Each of them is worth a click and a look!

Mouse-Click

1. Ten Ways to Weave Creativity into your Classroom!

Dr. Cyndi Burnett of the International Center for Studies in Creativity at Buffalo State and her co-author, Julia Figliotti, have released a new book on creativity: Weaving Creativity into Every Strand of Your Curriculum. (Affiliate Link) To develop the book, they reached out to more than one hundred educators and creativity-focused experts for creativity ideas. The resulting book features more than seven hundred ideas. In this blog post, they highlight their ten favorite ideas. Even if you’re not an educator, this post is worth checking out because nearly all the creativity ideas and tips also apply directly to the workplace.

2. The $50 Billion Question: Can Uber Deliver?

I’ll come right out and admit I don’t “get” Uber. Realizing that puts my WAY in the minority, this Wall Street Journal article about Uber trying to get into the delivery business (just one of several Uber-realted articles in the Journal this week), includes several refreshing contrarian voices. Products don’t find the vehicle at pickup or make their way into the final destination at delivery on their own. They are also perishable in a variety of ways. That means even if Uber is working for people, it’s not necessarily a quick translation to moving products.

3. CVS to Buy 1,600 Drugstores from Target for $1.9 Billion

CVS buying the Target pharmacy operation is an intriguing strategic thinking example. Two brands competing in several retail categories are planning to co-exist and create mutual benefits for both. It’s a great example of two brands engaging in an unusual strategic relationship that fits both of their near- and longer-term plans. Combing through multiple takes on the story yielded multiple strategic thinking questions a brand can use to expand its list of potential competitors and partners.

4. Stop Sending Traffic to Your Homepage: 3 Reasons Why Landing Pages Convert More Visitors into Leads

I saw this post on LinkedIn, but this is the original link from Mike Whaling at 30Lines. Mike helped us set up our initial landing pages. This is a great reminder about one of the keys to online and content marketing that many businesses miss.

5. From the Brainzooming Archives: Social Media Moments of Silence – 5 Areas to Monitor during Tragedies

This article arose from the 2012 Sandy Hook shooting in Newtown, CT and the 2013 Boston Marathon bombing. There was a lot of talk at the time about brands needing to recognize a moment of silence when major tragedies take place. As of the publication date, I haven’t heard the same talk following the tragic shootings in Charleston, SC, but it seems like a comparable tragedy that should have warranted a bigger national pause than seems to have taken place. – Mike Brown

10 Keys to Engaging Stakeholders to Create Improved Results

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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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We have said it before, but it warrants repeating: Not all the great content you share has to be completely new content.

Content Marketing Creativity

Any organization likely has a treasure trove of older, historical, and archival content that retains interest and engagement value for new audiences. Doing something to repurpose old content simply requires content marketing creativity!

This was highlighted this past weekend at a family reunion, intriguingly enough. My maternal grandfather’s family of eleven brothers and one sister was a very musical family. Various groups of brothers (including my mom’s dad) formed and played in dance bands from the 1930s through the 1980s.

Freddy-Joe-CD

One of the reunion organizers had the idea to locate, digitize, and clean up recordings from The Freddy Joe Band, one of the bands from the 1940s. My parents supplied several cassette tapes for the CD project. Others did the musical enhancements, along with designing the packaging and writing liner notes. The result was a wonderful remembrance of both the most recent reunion and a significant aspect of the family’s history for a new audience that had never experienced the band.

4 Questions to Repurpose Old Content for New Audiences

This experience suggests four content marketing creativity questions brands can ask and answer to mine and repurpose old content:

  • Does audio and video content exist that tells little-known, but intriguing factoids about the brand’s early days?
  • What rarely-seen photographs (or video) show early employees, customers, and products that have historical value?
  • Who knows stories about the circumstances of how people used early products that provide interesting comparisons to today?
  • Are there lessons learned from the brand’s early days that would still benefit a new audience of customers today?

With just a little content marketing creativity, you can save time and also open up new audiences to engaging aspects of your brand that are so old they are new! – Mike Brown

 

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“How strong is my organization’s social media strategy?”

9 Diagnostics to Check Your Social Strategy

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Any executive can make a thorough yet rapid evaluation of nine different dimensions of their social media strategy with these nine diagnostics. Download Your Free Copy of “9 Diagnostics to Check Your Social  Strategy.”

Mike Brown

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With the resignation of Dick Costolo as Twitter CEO, you are sure to see a rash of articles talking about Twitter’s problems, that Twitter is doomed, or how its potential business model changes will impact your business.

And ALL those stories may very well be true.

The thing is…smart companies realize social media strategy shouldn’t focus on building strategies around particular social media networks.

Smart companies are concentrating on solid business strategy moves to prepare them to start, grow, and nurture relationships with prospects and customers on their own terms – not the terms a social network stipulates.

Four-Twitter-Avatars

Yes, a smart company may be using Twitter to engage an audience. But it is always going to ready to transition among social networks – or other engagement strategies – should a social media network happen to go away.

A smart company concentrates on developing:

Yes, every organization should be focusing on these types of strategies.

These strategies will serve your business well no matter the Twitter CEO or what’s happening with any of the old, new, or yet to be imagined social networks.

No matter what articles full of social media network hyperbole have to say, focus on your own business strategy. – Mike Brown

 

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“How strong is my organization’s 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 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 strategy 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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Professor John Bennett responded to the recent Brainzooming long list blog post on 26 ways to leave a trail of genius. He wondered about why we write long list posts and how we expect readers will use them.

John’s question and the personal and student examples he shared deserved something more than a comment response, thus this blog.

Long-Lists

3 Reasons Why We Write Long List Posts

Before sharing how we expect readers might use long lists, it is worthwhile to highlight why we write them based on both reader AND writer preferences:

  • Readers gravitate toward list posts. Every year, the most-visited Brainzooming posts are invariably filled with long lists. We’ve hypothesized previously about how a long list of possibilities gives readers a chance to find SOMETHING they can embrace and do.
  • A mega list challenges me personally to see if a subject stands up to use. Is the underlying concept productive enough to generate many possibilities or does it fizzle out quickly after just a few ideas?
  • Long list posts are SOMETIMES easier to write. The long list prompting John’s question was a spur of the moment idea to take advantage of potential writing time while sitting around during my mother-in-law’s recent hospital stay.

There may be other reasons (because three reasons aren’t very many), but let’s leave it at that!

5 Ways Readers Might Use Mega List Posts

How do we recommend readers use mega list posts – at least ones on the Brainzooming blog?

Here are five ideas:

  • Readers can see if they are already doing some of the ideas. That can make them feel better about how smart / motivated / proactive they are.
  • If they aren’t doing much about the list’s subject, having many options provides plenty of possibilities to find one or two things to start doing.
  • Readers might discover the inspiration for new and even better ideas than the long list blog post contains.
  • They might realize the list’s core topic is one they should embrace as something important.
  • Readers could use a long list blog post as a checklist for changing things about themselves or what they do over time.

How Do You Use Long Lists in Blog Posts?

That’s what I think you might be doing with long list blog posts. Is that anywhere close to reality?

If not, then WHAT ARE you doing with them? John and I would like to know! – 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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This end of week creative inspiration is about pictures with very few words.

Beyond these creative inspirations, peruse this wonderful article by Gretchen Miller. She used a previous Brainzooming article as a point of departure to explore her creative motivations.

 

Feet Up, Creativity Down

2-Feet-Up

Creative Fuel in a 12 Ounce Can

3-Diet-DP

Caution x 4, Test x 3

1-Test-Test-Test

 

Might As Well Bounce!

4-Bounce-Off

 

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I’m delivering the closing keynote at the October 2015 Social Media Strategy Summit in Boston. It’s an exciting next step in the relationship that’s developed with the Global Strategic Management Institute (GSMI) over the past year delivering social media strategy workshops and presentations at a number of their events.

Bring on the 28 Social Media Strategy Super Models

This new keynote presentation will cover “Super Models – Strategic Ways to Plan, Sell-in, and Get More from Your Content.”

No, it’s not about Kate Upton, Gisele Bündchen, or even Cindy Crawford who caused a social media stir with the “who knows whether they are touched up good or touched up bad” photos.

The social media strategy keynote presentation I’ll be delivering will highlight strategic models we’ve developed for brands to expand their effectiveness in developing content marketing and social strategies. Each model provides a different perspective to think about various aspects of social and content strategy.

I started sketching out the keynote presentation while discussing the conference with Breanna Jacobs, Director, Conference Production at Global Strategic Management Institute. This prompted this compilation of twenty-eight social media and content marketing models we’ve included across these articles from the Brainzooming blog.

Online Brand Presence

Social Networks Are Like . . . Offline Situations Where You Understand What to Do

It’s a lot easier to explain social networks to people who don’t get it (and even develop robust strategies) when you have solid offline models to make strategic connections. Want an example? Twitter makes a lot more sense to many executives and sales people when you tell them it’s like a business networking function.

Network-Twitter

Your Website Is Like . . . Your Home

Most people don’t invite people over to their messy, run-down homes. They get their houses fixed up and ready, then the invites are extended to others. The same steps apply for your brand’s website and its audiences.

Activating Your Brand’s Online Is Like . . . TV Network Content and Promotion

TV and cable networks have been creating content, promoting it, and drawing audiences for a long time. That’s why we think they have something to teach brands.

Social Media Interaction

Social Engagement Is Like . . . Dating and Relationship Success

Lifelong personal relationships aren’t built on a series of one night stands. Neither are successful brand relationships with their audiences.

Mike-Cyndi

A Community Manager’s Job Is Like . . . Being a DJ at a Dance Club

Whether you are a community manager or a DJ, having lots of options, paying attention to what the crowd is enjoying, and making connections are all vital.

Reaching Out and Engaging Online with Frustrated Customers Is Like . . . Preventing a Brand Kidnapping

Just as you wouldn’t stand idly by if someone where threatening a family member, a brand has to reach out and manage engagement with frustrated customers to turn these situations into success.

Failing to Monitor Online Conversations without Social Listening Tools Is Like . . . Trying to Serve Soup without a Ladle

It’s frustrating to try to listen, learn, and analyze what’s going on relative to your brand on social media without good listening tools. They’re changing all the time, so you have to stay up on them.

Content Creation

Creating Audience-Oriented Content Is Like . . . Standing on the Outside of Your Brand and Looking In (But Mainly Looking Around)

A sure way to deliver ho-hum content to your audience is to stand “inside” your brand and simply report about yourself. Engaging brand content reflects an audience perspective that takes place outside your brand.

Outside-Looking-In

Being Able to Easily Generate Content Ideas Is Like . . . How George Costanza Thinks about TV Show Ideas

You have to be a Seinfeld fan for this model to work as well, but suffice it to say that ANYTHING can become a blog post!

Deciding How Aggressive Your Content Sells Online Is Like . . . Deciding If Your Brand Is a Fun Partier, a Pushy Salesperson, or Something in Between

There are multiple ways you can sell and pick your spots on the social sales continuum. You just need to decide what approaches best fit your brand.

Involved with Branding Strategy? Join us in San Francisco in May!

I’ll be conducting a workshop on “Strategic Brand Innovation – Mining Outside-In Opportunities to Bolster Your Brand” at the GSMI Brand Strategy Conference in May 2015. If you’re focused on branding and want to hear perspectives from a wide variety of great brands, we’d love to see you in San Francisco! – Mike Brown

 

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“How strong is my organization’s 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 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 business 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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