2

One topic covered in nearly every content marketing or social media strategy workshop we do is the importance of developing and using an editorial calendar for a brand’s blog and content sharing.

There are various ways to develop and use an editorial calendar.

Some organizations use an editorial calendar to drive content consistency, i.e. publishing content on the same topic (or the same type of post) every week on the same day. While that helps create predictability for an audience (i.e., they know what to expect on a certain day each week), this editorial calendar structure can be too much about what the organization wants to publish on a specific day vs. what an audience member is seeking that day.

Calendar

Creating an Outside-In Editorial Calendar

The final form and detail an editorial calendar takes needs to make sense for the organization. We recommend, however, starting with a time horizon for an editorial calendar that FIRST makes sense for audience members and then fits the organization.

Using a business-to-business example, some business people’s activities very significantly over the course of the year and may go through a variety of cycles. For others, every quarter may look much like the next one. Some have an activity cycle that may be monthly with a slight variation each quarter. If you understand the relevant activity patterns of your audience, however, that is a good starting point for structuring an editorial calendar.

With that type of outside-in look at your audience’s typical time horizons, consider how it fits your organization.

How do your organization’s activity cycles compare to your customers? Is the organization’s predominant business pattern annual, quarterly, monthly, weekly, or even daily?

Ideally the time horizons match up closely, and you’re set to explore topics that match up with the frequency those cycles suggest.

If the time horizons don’t match up, however, figure out a balance between the two. While it would be great to orient completely toward the customer, ultimately the editorial calendar planning horizon has to work for your organization to keep it going.

Once you’ve identified an appropriate time horizon, it’s time to start exploring topics and matching them to the calendar. And we’ll explore some important questions to do that tomorrow. – Mike Brown

 

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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 a 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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3

Do you know how to tell a great campfire story?

11 Ways to Tell a Great Campfire Story

Campfire-Story

Based on various sources, here are eleven ways to tell a great campfire story:

  1. Sincerely enjoy and revel in creating and sharing your story
  2. Make the story easy for the audience to understand
  3. Choose a story based on the audiences experience, interests, and closeness to the storyteller
  4. Introduce local flavor and personal touches into the story
  5. Avoid bogging down in unnecessary information or pointless tangents, but do emphasize thought- and emotion-triggering details
  6. Bring originality to your story if it’s a familiar one
  7. Heighten the sense of anticipation by departing from the typical, i.e. start the story in the middle
  8. Cater to the audience’s emotions and senses to create engagement
  9. Have a strong sense of where you are headed with the story
  10. Don’t tell the story too fast or too slow
  11. Create a connection with the audience, including by asking open-ended questions to engage the audience and create involvement

By now, you may be wondering why we’re thinking about ways to tell a great campfire story.

Blogging for Business and a Great Campfire Story

The connection between business blogging and campfire stories is this: When I conduct blogging for business workshops, I counsel business executives and marketing communications professionals to view a brand’s blog as its “campfire.”

Don’t buy it?

Revisit the eleven ways to tell a great campfire story and substitute “blog” for “story.” Suddenly, these tips lead you to crate stories when you are blogging for business that are better than most of you see, especially among business-to-business brand blogs.

One other point to drive home why you’d be better served to think about telling “campfire” stories instead of the standard corporate fare around your business blog?

Nobody tells boring corporate press releases as campfire stories. In fact, as SmallBusinessTalent.com host Stephen Lahey put it, “People crumple up corporate press releases and use them TO START campfires!”

And that, my friends, says it all! – 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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1

This post started as an opportunity to beat up an event I attended focused on information sharing from multiple panelists.

While the organizers know better, they failed to address fundamentals to make the event more valuable for both in-person attendees and those trying to report the event via social media channels.

Panel-Questions

The event’s content was intriguing, and I did some live tweeting, but it was in the absence of four items that would have made it a much stronger (and easier to report) event:

  1. Create and over-communicate an event hashtag to find and aggregate tweets plus let audience members connect more easily
  2. Show a title slide for all presenters with their names, organization affiliations, and Twitter handles all correctly spelled
  3. State upfront, during, and afterward what the organizers intend for the audience to walk away with as a benefit for being at the event
  4. Provide context (or some model) for how the presenters’ activities or points of view fit together relative to the event’s theme

See what I mean?

Four simple steps to dramatically boost an event’s impact for in-person attendees and those participating online.

But what about the intent of this piece changing?

Well, as I was writing this, I recalled the workshop I presented the other day at the Enterprise Center of Johnson County.

While I had my Twitter name and a hashtag on every slide, I never once called attention to it as a way to invite live tweeting. I also neglected to share the host organization’s Twitter handle. And none of it was written on the whiteboard where it would have been more visible for attendees.

It’s definitely EASY to point out other’s shortcomings, but it’s far better to have a checklist you hold up to others AND follow yourself.

Now that there is a four-point checklist, I’ll be trying to follow it for my future events.

How about you? – Mike Brown

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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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1

During a “Creating Fantastic Content” workshop I was presenting, we were discussing what to blog about and the opportunities associated with compilation blog posts.

A compilation post brings together links to a variety of previous posts related to each other in some fashion. While you can feature links to external content, compilation posts can be a great way to showcase evergreen content from your own social media site.

Compilation-Blog-Post

6 Benefits of Compilation Blog Posts

What are some of the other benefits of creating compilation blog posts?

  • They highlight content gaps (i.e., subjects you should have addressed, but haven’t for some reason) where you can create new content and add new valuable content.
  • Compilation blog posts put older content back in front of longer-term readers who may have new needs for it but would struggle to recall and find it otherwise.
  • You can apply an easy-to-remember URL to the compilation (i.e., yourcompany.com/successfactors), making it easier to communicate, share, and find the compilation.
  • They can be handy resources and references for your own employees to use as training tools.
  • They create new, valuable destinations prospects (whether at sales calls or presentations) can first access at your website.
  • A compilation blog post is an interim step to a longer compilation (i.e., an eBook, training course, etc.) that you can offer as downloadable content.

It doesn’t take hundreds of blog posts to create valuable compilation blog posts.  Once you have created seventy-five or a hundred posts on your brand’s blog that are on topic, you should have a variety of options for creating compilation blog posts delivering these benefits! – Mike Brown

 

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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

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2

If you’re looking for ideas on what to blog about, how about spending a few minutes looking at the blog topics in your social feeds?

9 Blogging Ideas from Blogs in Your Social Feeds

When you’re feeling creatively stuck coming up with blog topics, the answer to what to blog about might be to write an answer post to a blog in your social feeds. If the topic fits your blog’s content strategy, you can use the original blog’s subject as a point of departure by writing a blog post in response to any of these nine questions:

  1. What would someone need to know before reading the original blog?
  2. What would someone still need to do after they read the other blog?
  3. How can you go into more detail with more steps?
  4. How can you simplify the topic to feature fewer steps than the original blog?
  5. How might you extol the author’s smarts since you agree with him/her so strongly?
  6. What would you talk about as the opposite point of view (i.e., you don’t HAVE to do any of these steps)?
  7. What links can you feature to previous stories you’ve written on the original blog’s topic?
  8. What links can you share to stories other authors have already written on the topic?
  9. What would it look like to rewrite the article with the same subject but a different headline and your own point of view in the copy?

Remember that your blog post can be a “secret” answer post. Using all but one of these questions (number 5 is the exception) your blog post doesn’t HAVE TO make a big deal out of being an answer post.

9-Ideas-Two

An Efficient Answer to What to Blog About

Nine potential blog topics is a wonderful set of possibilities from simply scanning your social feeds.

And if you have created a list, column, group, board, or feed filled with content related to your content categories, it’s even that much more efficient!

Other Brainzooming Blogging Links

Mike Brown

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Mike Brown

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3

WritingWhen you write, how do you write best?

If you’re writing when you are by yourself, it can be great. You might be more productive and experience stronger creative thinking with fewer distractions, no drop-in interruptions, and extended opportunities to focus.

This is non-friction writing, and these types of writing situations CAN BE incredibly productive.

The challenge of non-friction writing for me, however, is the friction of interacting with others creates problems, issues, opportunities, and challenges that all beg for resolution.

In the resolution of these situations you develop new learning, creative thinking, and the impetus to write.

That’s why I’m definitely a friction writer when it comes to generating new ideas and creative thinking.

But then maybe I’m a non-friction writer when I can get away and just write, with the memories of friction inspiring my creativity.

Which do you prefer?

Friction or non-friction writing? –  Mike Brown

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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

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0

From the Road

From-The-RoadSome people have always had the EXACT same travel problem every time you see them. At some point, you realize it’s them, not the airline / car rental company / cabbie / hotel . . . I rented a car with 8 miles on it. That’s the runner up in my rental career next to a 3 miler in Orlando on the way to Daytona for a NASCAR race . . . At a sea food restaurant the other night, every painting in the place was of some boat, ocean, or river scene. And nearly everyone had lights behind the windows in the boat or lighthouse. You don’t see that every day . . . I’m not sure why it smells as if someone immediately behind me is eating a pot roast dinner on this plane.

Branding and Experience

I asked on the Delta Airlines Facebook page why they now call the Biscoff Cookies they serve simply “cookies.” They used to be called “Biscoff” by flight attendants. Not surprisingly, there hasn’t been a response . . . An intriguing, but untrackable customer service metric? The percent of times your employees refer to your brand in the first person versus the third person . . . Every time I see a happy, fun, engaging flight attendant I automatically assume they started at Southwest Airlines.

Talking Business

It’s great to talk shop with someone who does what you do. It’s even better to “ask shop.” Then you can just sit back and listen, and that’s where you get some great learning and new ideas . . . A cramped room can bring out the best questions and conversations with a presentation audience. When a room is too big, there’s too much space for staying aloof. Just the reverse is true for a strategy session . . . One warm-up exercise we use asks who people say you look like. I had NASCAR driver Tony Stewart’s doppelganger in a workshop, but didn’t have time to do the exercise and see if he hears that all the time.

Blogging

Being able to keep writing this blog post on my iPad while we land is a new great part of flying . . . Trying to beat my personal best of writing ten blog posts on a business trip from the East Coast to Kansas City. We’ll see how that goes . . . I don’t generally connect on LinkedIn with people I don’t “know” in some way. After accepting an invitation from someone locally who immediately sent a message for me to make time to learn about what she is doing, I remember why . . . I don’t “get” game apps like other people don’t “get” Twitter. I just don’t have the time . . . I’m cranking on blog posts recently because I’m avoiding getting tax stuff organized . . . These columns are the intersection of “Too long for Twitter” and “Too many for Facebook.” Thanks for indulging me. 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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