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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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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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We were talking during a business development call about the advantages and approaches to what is commonly called “influencer marketing,” and how a consumer brand might incorporate it into its social media strategy.

The Limitations of Most Influencer Marketing Strategy Implementations

Ingluencer-MarketingPut simply, influencer marketing involves a brand attempting to engage with individuals that have attractive, targeted audiences the brand hopes to reach with its marketing messages. The potential influencers can range from celebrities – either the “real” or the “Internet” type – with large audiences to experts and personalities attracting audiences with shared interest in particular subject areas.

My comment was the way we see brands approach influencer marketing, the strategy and execution is typically woefully lacking.

Too often (at least based on the inquiries The Brainzooming Group receives), the initial engagement comes via email or Twitter right when the requesting brand expects help and support. There’s an assumed interest in devoting time, effort, and attention to promote a book, app, or event simply based on the presumption that whatever the organization is pitching will be interesting for your readers.

The Right Way to Build Mutually-Beneficial Relationships

Contrast that with the initial and ongoing interaction we’ve had with Stephen Lahey of the Small Business Talent podcast. Stephen, who is the recognized number one Brainzooming fan, started actively sharing Brainzooming content within his network several years ago.

After some time, he reached out to talk on the phone months in advance of starting his Small Business Talent podcast. It was a two-way conversation about both our businesses and aspirations, including his plans for the podcast. That and subsequent conversations turned into a request to be a guest on the new podcast at a mutually convenient time.

Our relationship has grown into multiple appearances on the podcast, creating completely new, three-part Brainzooming content for Stephen’s audience, and regularly commenting and sharing new podcast updates. In addition, we have regular calls that continue the discussion about our business strategies. And all the while, Stephen remains unbelievably generous in sharing our content daily with his audience across multiple social networks.

The thing is that’s not an exclusive relationship Stephen has with Brainzooming. He’s doing the same things with other past and future podcast guests.

That’s what building an engaged network of supporters is all about.

The challenge is though, it takes planning, it’s not immediate, it’s not quick, and you couldn’t easily hire an agency to implement the strategy for your brand. Brands thus default to what passes for influencer marketing, thinking they can check that box off the social media strategy list.

7 Lessons for Improving an Influencer Marketing Strategy

If you want to pursue relationship building and engagement (as opposed to simply influencer marketing) here are our seven recommended lessons:

  1. Don’t make your initial contact a request for someone to do something for your brand.
  2. Go beyond electronic communication to engage personally and actually TALK with each other.
  3. Start by GIVING something to the individual you want to build a relationship with so you have done something for them before you ask them to do something for your brand.
  4. Have a variety of ways for the individual to engage so he or she can pick something that fits their aspirations and needs.
  5. Introduce the individuals you are targeting to one another and others within your network to create stronger connections.
  6. Do as much of the work for them as possible to increase the likelihood they will share your messages.
  7. Concentrate as much on elevating their stature as your brand’s stature because doing so will in turn increase your brand’s exposure.

These recommended lessons are harder than a slapped together influencer marketing strategy. They’ll actually work to create long-lasting relationships with your brand, however.

You decide what strategy makes more sense for your brand. – Mike Brown

 

Want to Learn More about Small Business Talent? You can find Stephen Lahey and his online resources at www.smallbusinesstalent.com (subscribe to the podcast and find more of your ideal clients using The SmallBusinessTalent.com LinkedIn Power Checklist® – it’s free).

 

“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. 

You're minutes away from stronger social media success!  Download



 

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

 

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

 

“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.

More Posts - Website

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