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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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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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Learn all about how Mike Brown’s workshops on creating strategic impact can boost your success!

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 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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Some organizations do an incredible job of managing intellectual capital and brand messages. These organizations routinely manage messaging, delivery, and cataloging for a sales and executive presentation so there’s a thorough trail of the consistent market messages the brand displays across audiences.

Then there’s every other organization, which likely represents most organizations.

In these, some PowerPoints might be reused convenience’s sake. Too often, however, an executive presentation is a one-off. An assistant may have helped, or maybe the executive threw the presentation together on the way to a customer or industry presentation.

Content Marketing Efficiency

No matter the circumstances of a one-off PowerPoint, don’t squander the opportunity an executive presentation holds for tremendous content marketing possibilities.

Repurposed appropriately, a content creator can share them more broadly to extend the reach AND save salesperson and senior executive time generating additional new content.

Leftover-Powerpoint

14 Ideas to Repurpose an Executive Presentation

If you are managing content marketing for your brand, consider these possibilities to repurpose presentations senior executives and salespeople deliver:

  • Carve up PowerPoint presentations and share the parts in multiple ways on Slideshare.
  • Review the PowerPoint notes section for content (maybe across multiple slides) to create a blog post.
  • Determine if there enough factoids in the PowerPoint presentation to create one or more infographics.
  • The PowerPoint could work by itself (or in a more prose-oriented form) as a downloadable asset on your website.
  • Have someone record audio for all or part of the PowerPoint to create a video to share on YouTube.
  • Lists contained in the PowerPoint could be extracted and developed into a LinkedIn blog post.
  • Unique graphics within the PowerPoint can be shareable on Pinterest.
  • Multiple factoids and images might lend themselves to sharing over the course of a few days or a week on Facebook or Google+.
  • Any “word bites” (i.e., short memorable sentences or phrases) throughout the PowerPoint could become tweets.
  • Multiple slides can be used as images to illustrate a blog post that has too many words and not enough graphics.
  • Provide access to salespeople of any video used in the presentation in a format suitable for use in sales presentations.
  • The presentation could easily become the basis for a webinar.
  • Pin infographics within the PowerPoint to a specific Pinterest board and share the board with your audience.
  • Parts of the presentation might lend themselves to developing a survey to learn more about what your audience thinks about the topic.

Talk about repurposed content.

If you can invest a little bit of time upfront, you can pre-plan to turn new presentations into  days, weeks, and even months of content marketing materials for multiple brand channels online and in person. – 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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We’ve published a tremendous amount of free content since the Brainzooming blog launched in 2007. As we adapt and expand our own content marketing strategy, one goal is to add new value to evergreen content we’ve already created.

This strategy means adapting, repurposing, and repackaging content in ways that add value for current readers and help us reach new audiences. It can also mean changing where and how we share Brainzooming content.

17 Ways to Add New Value to Evergreen Content

As we often do, more than willing to share our strategy ideas with you as we develop and implement them.

Evergreen-Lookup

Here are 17 ways we’re considering to add new value to evergreen content we’ve already developed:

  1. Update the content to enhance its timeliness
  2. Expand the content so it is more comprehensive
  3. Strengthen the content by making it better researched and authoritative
  4. Create a more effective order for the content
  5. Deliver the content in shorter chunks
  6. Communicate a single piece of content in a longer format with greater depth
  7. Add detail to the content so it answers questions more thoroughly
  8. Increase the frequency with which you publish for those who want more
  9. Decrease the frequency with which you publish for those who want less
  10. Tell a story with the content
  11. Convert the content into an eCard
  12. Enhance the content with lots of photos
  13. Deliver the content across a wider range of media
  14. Create a podcast from the content to make it more portable for the audience
  15. Change the medium in which the content is delivered
  16. Compile separate, but related pieces of content into a more comprehensive format (eBook, compilation video, presentation, etc.)
  17. Recompose the content from a different perspective

What can you grab off this list for your content marketing strategy?

We’re further narrowing this list of ways to add new value to evergreen content. What ideas could work best for you on this list to deliver greater value to your audiences from your content marketing 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 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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“What’s after Facebook?”

That’s the question a non-profit executive director asked. The non-profit has been using Facebook very successfully for specific fund raising purposes. Her very valid concern is what happens when Facebook finally changes its algorithm to the point where her organization’s updates get no attention without paying for it?

It’s an important social media strategy question for any brand linking elements of its organizational success to a social networking platform performing in a certain way. You might as well go ahead and figure that if your strategy’s success is tied to some other organization’s Terms of Service, your strategy’s future success is at risk.

Given that, the question isn’t so much about what happens after Facebook as it is, “Why is what the organization is doing on Facebook currently working so well?”

  • Is it the audience?
  • The type of requests?
  • The way the specific requests are delivered?
  • The level and type of engagement this audience group has with the organization?
  • The ease with which the audience can respond?

Or, is it really something about Facebook that makes it all work?

A Social Media Strategy for Right Now

With solid strategic answers to these questions, it’s vital, as soon as possible, to start engaging the audience in new ways. The objective is to replicate, as best possible, the role Facebook (or some other platform) plays in the successful engagement the organization has cultivated.

That may mean growing its ability to use email, text, or other “owned” communication channels to reach its audience at critical times with comparable requests.

How to Think About Social Networks

New-House

One of our most popular social media strategy posts features a variety of offline analogies to focus your strategic thinking on various aspects of social media. Here’s another analogy to add to the list. It pertains to social networks in general:

“If you aren’t creating the terms of service for a social network, think about the platform like you would a college apartment. You might invest a few dollars and a little bit of time to spruce it up. You would never sink real money into fixing up the apartment and making it better, however, because somebody else owns it, you may only be there for a short period of time, and while you’re there, you’ll probably throw some wild parties and trash the place. Plus, ultimately, you’ll want to have a place that’s really your own. That’s where you’re safe investing to build it out and make sure it’s exactly what you want.”

So if you have been investing most of your social emphasis on social networks, consider yourself warned. Start thinking about how to fix up and take better advantage of your long-term home – not your college apartment! – 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 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 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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After my Brainzooming workshop on creating fantastic content at the Social Media Strategies Summit, one attendee took exception to it. His point of contention was the model we use that suggests brands think about content creation as if they were television networks. The point is television networks have been successfully creating and curating content for years; they have also historically found a balance between entertainment and commercial messages that still attracts audiences.

150223-TV-Exec

In our view, for brands struggling with creating a significant amount of audience-focused content, thinking about a television network is helpful. Nearly everyone is familiar with and sees comparable television network examples that stimulate new ideas and strategies.

He told me later (both in conversation and on the workshop review) that I’m the only speaker on content marketing or social media strategy he’s EVER heard make this case. I personally think that’s good considering all the me-too crap you hear at conferences.

The challenge to this apparently unique perspective on content marketing strategy focused on two areas:

  1. TV is losing viewership so what television networks do isn’t solid advice
  2. Social media held the promise of completely new ways of interacting with audiences, and the TV model is inconsistent with that promise

It’s true that television viewership is declining. It’s also true that social media is / was supposed to be different. Despite this, I still stand behind our recommendation for thinking about creating content as a TV network would.

Why?

TV networks have always had to:

  • Consider the audience and what it likes in making content decisions
  • Wade through many more content ideas than the audience will ever see just to fill its content calendar
  • Use entertainment value as a major factor in getting an audience to stick around for commercial messages (whether paid commercials or product placements)
  • Promote their programming to help build an audience
  • Package and repackage content in multiple places to attempt to cost-effectively reach targeted audiences

While these five point don’t account for an entire content marketing strategy (which is why we share other models in the workshop), most brands struggling with WHAT content to create and curate would be so much further ahead if they did just these five things better.

While I understand where the audience member was coming from and will acknowledge his perspective in future workshops, I’ll stand with our model for now as a big jump start for brands that simply don’t currently understand content marketing 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 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 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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