Creating Custom and Targeted Content to Increase Brand ... · Creating Custom and Targeted Content...

Brainzooming™

©2016, The Brainzooming Group @Brainzooming #SMSSummit

Creating Custom and Targeted Content to Increase Brand

Awareness

Mike BrownFounder | The Brainzooming Group

http://brainzooming.com

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We’ll Cover• Taking an Audience‐First Perspective

• Staying True to Your Brand

• Experience and Interaction‐Based Content

• Expanding Brand‐Related Content Options

• Some Problems (or Opportunities)

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Today’s Post at Brainzooming.com

http://brainzooming.com/branded-content-marketing-25-resources-to-boost-your-success/26187/

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We help make smart organizations more successful by rapidly:

• Expanding their strategic options and

• Creating innovative plans they can efficiently implement.

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http://brainzooming.com/abruptly-halting-the-cluster-fk-of-business-meetings/25681/

Our Clients Range Across Industries

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Download a free copy at:

http://brainzooming.com/diagnostics‐download/

Insights into your:• Social Strategy• Metrics• Staffing• Content• Activation• Engagement

9 Diagnostics to Check Your Social Strategy

http://brainzooming.com/diagnostics%E2%80%90download/



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Download a free copy at:info.brainzooming.com/SMSS2016

Get More Tools and Ideas onCreating Blog Content

info.brainzooming.com/SMSS2016


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OurSocial Media Perspective

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Step 1. Strategy,Step 2. Platforms.

Don’t screw up the order!

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Linking Business and Social StrategyBusiness Objective

Social Strategy

Strategy Overview Typical Tactics

IncreasingSales

Sales Focused Extend offers or reward purchase continuity through retail – whether online or offline.

• Exclusive online offers• Driving traffic to online purchase sites• Relationship building supporting direct selling

GeneratingLeads

Content Marketing

Original content online used to build leads. Can extend to audience generated content or content aggregation.

• Creating new (and curating) content• Offering downloadable assets• Inbound marketing + email and other follow ups

Building an Audience

Community Building

Attracting followers through common ties and interests, integrated into a content marketing and/or advertising approach.

• Targeting an audience via their high interest areas• Featuring content of general interest (not brand‐specific)

• Promoting branded content and sign‐up opportunities

Growing Awareness

“Lifestyle"Focused

Targeted outreach to a specific important audience group to attract them with regularity and frequency.

• Selecting a high‐interest topic• Creating engaging content on the lifestyle topic• Promoting engagement and incentives

Improving Customer Service

Consumer Engagement

Integrating social media into customer service and direct contact channels to build retention and strengthen relationships.

• Using aggressive social listening• Interacting with the audience using clear response standards

• Developing a social media command center

StrengtheningPerceptions

Cause Marketing

Linking social media and networking toward a common cause and future opportunities to share your message.

• Developing broad partnerships with experts related to a cause

• Integrating social and other public affairs activities• Offering its brand voice to amplify cause‐related messages

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Taking anAudience‐First Perspective

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What So Many Brands MissThe Too Frequent

Content Mix for a Brand Reality

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“Outside‐In” Content

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Defining Your Target Audience

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Behavioron your website

Behavior in work &

personal life

Web Social

Personas Aren’t Created Equal

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MaryMarketing VP

• 48, married, and has two high school children.• Traditional professional; Works long hours for a Fortune 500 agri‐business company

• MBA from the University of Illinois. • Realizes the importance of social media, but hasn’t actively participated beyond a LinkedIn profile and a Facebook page.

• The company’s brands are her “babies.” She puts extra time and effort into her responsibilities for driving growth for her company.

• With her Blackberry in hand, she stays continuously connected with family, work, and friends.

• As a successful business woman, she expects and demands peak performance out of her children, employees and her market research vendors.

• A self‐described “wine aficionado”, Mary enjoys having a cocktail or glass of wine with co‐workers or friends to celebrate a job well done.

• 35, single and lives in a condo; doesn’t have time to deal with yard work.

• BS degree in business; obtained an MS degree in marketing while working full time.

• Very social outside work and enjoys traveling, exercise and activities where he can relax. Quiet at work. Passionate about research, statistical analysis, and integrity of research efforts.

• Tech savvy and uses iPhone. Engaged in social media to build new contacts, connect with previous colleagues and friends. Spends time reading online market research articles and blogs to find relevant info and solutions to his job.

• Involved in a number of business associations for networking to him advance his market research career.

• Given the state of the economy and shifts in consumer spending, he is worried about cutbacks and looking for a trusted advisor; someone that understands his pain points and can step in to help his group provide more value for his company’s growth efforts.

JasonMarket Research Manager

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Goals

Interests

Focus

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1

2

3

4

5

6

7

8

9

10

How old is this person?

What is his/her demographic profile?

What are the person’s job title, role, goals, challenges?

What are the range of responsibilities they have?

What’s on their professional frontier?

What lifestage is this person in?

What is this person passionate about?

What personal aspirations and issues are top of mind?

What topics are of greatest interest to them?

What activities do they enjoy?

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Audience Member: __________ Name: __________

What are the steps in the purchase

journey?

What do they need at this step to connect with the brand?

Age? Demographics?

Career Situation?

Job Title & Responsibilities?

Professional Challenges?

Lifestage?

Interests / Desired Outcomes relative to our brand?

Personal Challenges?

Personal Interests?

Activities?

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What shouldbranded contentdeliver for your

audience?

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What Will Your Content Deliver? EIEIUEntertainment• Provides amusement or enjoymentInspiration• Stimulates the audience to do or feel somethingEducation• Delivers systematic instructions or provides an enlightening

experienceInformation• Delivers facts or knowledge about something or someoneUtility• Provides a useful or beneficial function or capability

Via Kodi Foster, Vice President – Data Strategy at Viacom

http://brainzooming.com/content-marketing-strategy-5-things-your-content-can-deliver/26134/

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Interests

Seeking

Focus

Think

Know

Do

“Think Know Do” Framework

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Should be Creative

Everyone’s Involved

Can be “Faked”Can be

Learned

Yields Better Results

Is Important

Strategic Thinking

Mind Mapping ‐ Think

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Know

Behind the scenesExclusivesAssistance

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• What are you learning as an organization?

• How are you addressing industry issues?

• What customer service issues have you solved?

• How is your team working with customers?

• How do you improve your community?

• What does the team do outside work?

Do

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Staying Trueto Your Brandwithout Overdoing It

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Brand Strategy Drives Social

• Brand Promise• Brand Experience

• BIG Brand Statements

• Audience Targets

• Social Personality

• Integrated Content

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Audience Needs & Interests

Compelling Communication

& Interaction

BrandLoyalty

Social

TraditionalMedia

NetworkBuilding

The Right Mix Is Critical

Your Brand

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Unpack Your Brand

Foundation

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Brand Foundation•Brand Promise•Brand Experience•BIG Brand Statements

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Brand Promise

Trustworthiness

Consistency

Distinction

Emotional “Signature”

Shorthand Communication

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Unpack Your Brand Promise

Brand Linkage Sample QuestionsWhat do customers EXPECT?

Reinforce brand knowledge, expertise, capabilities

• What do target audiences value?• What are customers’ biggest challenges and

opportunities?

What will customersACCEPT?

Expand customer views of brand leadership and capabilities

• What are potential substitutes for what we do?

• Where can we serve as a potential substitute in another market?

What do customers REWARD?

Help prospects / customers expand their knowledge and selection processes

• What are the most important functional and experiential factors customers judge us by?

• What are the high growth areas in our business customers are responding to most strongly?

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Delivering the Brand Experience

Communications

Team

Services

Reinforcers

Advertising Word of Mouth

Invoices

Facilities

Website

Expertise Service Quality

Service Experience

Customer Service

Culture & ValuesPerformance

Hiring & Recruiting

Logos

Collateral

Forms

Uniforms

PR

Sponsorships

BrandPromise

Frontline Employees

Staff

Behind the Scenes Employees

Social Media

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Unpack Your Brand Experience

Brand Linkage Sample QuestionsBrandExperience

Underscore the importance of activities and reinforcersbehind the brand experience

• What do various brand elements add to the overall brand?

• What customer behaviors help us deliver the strongest experience?

Brand Personality

An opportunity to reinforce the brand personality through frequency and consistency

• What do we describe our brand’s personality?

• What emotions does our brand evoke?

BrandPartners

Feature the great partners and experts affiliated with the brand

• What topics are our brand partners addressing?

• What external experts are affiliated with our brand?

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BIG Brand Statements

Core Purpose (Reason for Existence)Vision Statement (Bold Picture of the Future)Mission Statement (Best of What an Organization Does)

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Unpack Your BIG Brand Statements

Brand Linkage Sample QuestionsCore Purpose

The most vital aspirationsmotivating the brand

• What business activities most excite & fulfill us as an organization?

• What aspirations are most vital to our organization?

Vision Statement

Describing the bold future a brand seeks to create

• What issues and trends will shape the industry as it pertains to customers?

• How will our brand change and adapt over time?

Mission Statement

Highlighting fundamental ways the brand creates value for customers

• How do our brand’s products/services provide differential value for customers?

• What sets what we do apart from competitors?

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Create a Strategic Brief

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Strategic BriefA road map with relevant objectives and:• A brand’s important foundations and their implications

• Multiple ideas for relevant content opportunities

• What content is off‐brand

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Strategic Brief• Purpose

• Objective

• Metrics

• Targets

• Key Audience

Opportunity

• Brand Impact

• Credibility

• Action

• Link

• Mandatories

• Exclusions

• Potential Topic

Ideas

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Reinforcing Your Brand through Content

Solutions‐Oriented Comprehensive and EfficientProcess‐Driven Thorough and RoutineEfficient Resource SavingsLow Cost Bare bones, Savings‐orientedDependable Integrated and FamiliarCustomer‐Oriented User‐generated ContentSmart Insight‐OrientedInnovative Newest StuffHip What’s Hot, Early TrendsPassionate Focused and Deep on a TopicFun Amusing, Spirited

Brand Attribute Brand‐Focused Content Should Be

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Extending Brand Personality

• What characteristics make your brand personality type rewarding to be with?

• How will you create personality in your content?

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Is your brand personality apparent in yoursocial content?

What opportunities do you see?

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Conveying an Engaging Personality

Familial Mentor BFF CSRep Maven Comedian SnarkyConfidant Teacher Straight Shooter Newsperson Cool/Hip Gossip

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Conveying an Engaging Personality

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SimpleEasily understandablewords everyone knows and uses in the marketplaceEmotionalTaps into appropriate experience‐based emotionsAspirationalConvey the hopes and dreams of employees, customers, and stakeholdersTwistableWords usable in variedways and forms

UnusualDistinctive words whose less frequent use makes them more memorableConnectableReadily pair up with other words, word parts, or phrases to create new and distinctive languageOpenMean multiple things or apply in a variety of situations

http://brainzooming.com/how-to-brand-a-company-7-types-of-brand-language-you-should-use/17306/

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What Personality Is Missing?

Familial Mentor BFF CSRep Maven Comedian SnarkyConfidant Teacher Straight Shooter Newsperson Cool/Hip Gossip

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Answering QuestionsInteractingSharing Linking

Check your brand’s last 20 updates!

Talking? OR

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Just the Facts

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Pop Up Video

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Gossipy

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Crisis Management

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Headlines

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Customer Engagement

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Finding What’s Engaging about Your Brand

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“Lincoln Electric joins metal with fire. That’s cool!”

‐ Craig Coffey, U.S. Marketing Communications Manager

What’s the cool factor in your brand?

http://brainzooming.com/brand-strategy-3-ways-to-showcase-industrial-brand-identity-is/20868/

http://brainzooming.com/brand-strategy-3-ways-to-showcase-industrial-brand-identity-is/20868/

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Apply the“Oohs and Ahs”

Test

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PredictabilityConsistencyContinuity

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Experience and Interaction‐Based Content for Your

Brand

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http://www.infobarrel.com/media/image/7357.jpg

He’ll be there for me!I can depend on him!I’ll CHANGE him!

CLOSE THE

SALE!

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“So much of social media is getting your audience to say,

‘I’ll be in a relationship with you. That means you HAVE TO RESPECT ME,

and I’ll PUT UP with a LITTLEof your self‐absorption.’”

http://brainzooming.com/26-pieces-of-advice-to-get-a-date-or-implement-social-media-strategy/5073/

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Balancing Contentand Commercial Messages

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Business Building with Social Media and Content Marketing

Attention

Action

Conversion

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During Initial Exploration• What should I know about the product category, but might easily overlook?• Why are some features more important than others to get desired benefits?• Is there one place where I can get all the information on trends, how‐tos, and

other important facts for this product category?• When will this be the most important, beneficial, or valuable for me?

Seeking More Information• What case studies show how this is being done in new and successful ways?• Is there anything important I should know about the various providers in this

category?

Prospect Journey‐Based Content

http://brainzooming.com/what-to-blog-about-11-buying-process-questions-for-blog-topics/22949/

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Making Comparisons• What are important buying criteria to explore?• Are there short cuts I can take in looking at all the options?• Does anyone have a graphic that shows all the important features, performance

levels, and benefits of all the choices?

Justifying the Product Recommendation or Decision• If I pay more for a promise of larger benefits, how will I justify the investment?• Are there tools to evaluate the benefits of making the right selection?

Prospect Journey‐Based Content

http://brainzooming.com/what-to-blog-about-11-buying-process-questions-for-blog-topics/22949/

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Mining Customer Conversations

http://brainzooming.com/content-marketing-strategy-4-customer-conversations-to-mine-for-ideas/24416/

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What keeps them up at night?

What scares them?

Education Opportunities

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What questionsare they asking?

What matters to them?

Customer‐Related Focus Areas

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What work arounds do they use?

What frustrates them about competitors?

Anticipate Objections

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Why do they buy from us?

Why do they not buy from us?

Highlight Brand Value

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The Content Marketing

Sales Continuum

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• Non‐exclusive offers (A deal for everybody)

• Giveaways (Something for engaging)

• Sharing content for information (Permission to keep talking)

• Peaking interest (Sneak looks at product)

• Micro‐advertising (Links to ads)

• Exclusive offers (Deals for those acting)

• Direct response (Click the link to buy)

• Proactive outreach (We can meet your need)

• All Deals, All the Time (Dell – nothing but deals)

http://brainzooming.com/what-to-tweet-about-37-ideas-for-better-content-marketing/16534/

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• Non‐exclusive offers (A deal for everybody)

• Giveaways (Something for engaging)

• Sharing content for information (Permission to keep talking)

• Peaking interest (Sneak looks at product)

• Micro‐advertising (Links to ads)

• Exclusive offers (Deals for those acting)

• Direct response (Click the link to buy)

• Proactive outreach (We can meet your need)

• All Deals, All the Time (Dell – nothing but deals)

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How is content helping (or not) to

drive your organizational objectives?

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Expanding Brand‐Related Content

Options

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http://unrealitymag.com/wp-content/uploads/2008/11/george_costanza.jpg

“That’sa Topic!”

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Topics?Think

George Costanza

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Finding a credible way to address audience interests

What makes a topic great?

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"The best way to have a good ideais to have lots of ideas."

‐ Linus Pauling

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Potential Content Topics

http://brainzooming.com/93-business-blogging-topic-ideas-things-to-blog-about-when-youre-out-of-ideas/10446/

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Involve the Audience1. Answer questions your customers

or readers have asked you.

2. Ask a question of your readers to see what they think.

3. Ask readers what they’d like to read.

4. Ask 5 customers in a row the same question and write their responses in a blog.

5. Interview a customer on concerns, challenges, and views on industry issues.

6. Look for blog titles from your industry and write your version of the topic.

7. Publish potential upcoming topics and let readers decide what they want to read.

8. Run an online survey for readers and report the results.

9. Share a question on Facebook or Google+ and use responses for a blog post.

10. Feature guest posts from clients.

11. Solicit guest blog posts from business partners.

12. Talk to customers at events and find out what their current challenges are.

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Sharing What Your Brand Knows13. Interview yourself on a topic.

14. Recap a past event.

15. Recap the results of a research report someone else published.

16. Report on a conference people from your company attended.

17. Reveal background info on things that make your organization successful.

18. Share really cool work your organization is doing.

19. Share the results of research your organization has completed.

20. Summarize what your organizations knows about a news topic.

21. Write about things your audience might not realize.

22. Write about what your organization does to serve customers.

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Teach Others23. Expand your thinking on a published

post so it is more teaching‐oriented.

24. Take a new angle on a topic you’ve written about already.

25. Teach a new technique or tips you’ve been using.

26. Write about something you learned in the last week to share with readers.

27. Demonstrate a process your company uses that is valuable for your audience.

28. Answer frequently asked questions that require video demonstrations.

29. Feature experts in your business sharing their knowledge.

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30. Make a long list of ideas your customers and readers can use.

31. Make a short list of steps readers can take to accomplish something.

32. Write anything allowing you to put a number in the title (it attracts readers).

33. Add additional items to a list you’ve already published.

34. List the types of customer problems you routinely solve.

35. List questions you’re getting in customer service.

36. Ask readers a question and report the answers in a list.

37. List the steps in a process readers could handle for themselves.

Make a List

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Share Opinions38. Write what your organization thinks

about a topic or a news story.

39. Disagree with a well‐known business perspective.

40. Write a response to an idea in a book relevant for your audience/industry.

41. Predict what your organization thinks will happen in the future.

42. React to opinions a competitor or an industry figure is discussing.

43. Review a book or magazine article you’ve read recently.

44. Review a fantastic product or service your organization uses.

45. Review a topic people are thinking about in your marketplace.

46. Share a half‐baked idea to see if readers can finish baking it.

47. Write a blog post that’s 80% done and allow readers to finish it.

48. Write about something completely obvious as if you’re the first to think of it.

49. Write about something completely obvious in a new way.

50. Write about anything to interest readers more than recent topics.

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Thursday Case Study, 11 a.m.

http://brainzooming.com/social-media-strategy-how-to-sponsor-bomb-the-world-series/26199/

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Have Your People Personalize It51. Complain about a personal recent

customer experience relevant to your audience.

52. Share an anecdote from your organization.

53. Talk honestly about an issue where your organization is struggling to improve.

54. Thank a customer who has been loyal to your business.

55. Write about the most interesting thing that happened in your organization today, yesterday, or this week.

56. Share what inspires your organization and its people.

57. Cover community activities your organization supports.

58. Create a post that’s slightly more or less outrageous than the typical content.

59. Write something dramatically more or less outrageous than what you typically write.

60. Write something that allows you to name drop customers who will share it within their networks.

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Use Video and Images61. Video executives sharing brief

commentaries.

62. Video a demonstration relevant for your audience.

63. Video an interview with a work colleague or business partner.

64. Ask 5 customers to answer the same question on video.

65. Use photos from corporate events or customer interactions.

66. Feature photos of interesting things your audience or organization DOES.

67. Video a customer talking about its business.

68. Have two customers interview each other.

69. Video a day in the life of your (customer service) organization.

70. Shoot a short video with reasons why others should Like your Facebook page.

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Repurpose Content71. Combine shorter posts from your

organization’s blog into a longer one.

72. Expand a comment from another blog into a full blog post.

73. Group tweets from your organization into a list or other blog post.

74. Organize and refresh in new ways relevant information that’s already been published.

75. Publish links from your blog to make it easier to find everything on a topic.

76. Publish a presentation from your organization on Slideshare to embed in a blog.

77. Re‐edit and freshen something already written with new content.

78. Re‐run the most popular post(s) your organization has shared.

79. Share an intriguing video with comments to give your thoughts about it.

80. Write up the points covered in a slide from a Powerpointpresentation.

81. Embed a funny or on‐target cartoon.

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Bite‐SizedContent

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REUSEREDUCERECYCLE

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Create EvergREen Content

• Stick with what sticks for longer• Create a broader view for your content• Link to what will change• Reference specific dates – or leave them out

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REwrite What You’ve Written1. What would someone need to know before

reading the original blog?

2. What would someone still need to do after theyread the other blog?

3. How can you go into more detail with moresteps?

4. How can you simplify the topic to feature fewersteps than the original blog?

5. How might you reinforce the article’s value withnew points of agreement?

6. What would you talk about as the oppositepoint of view (i.e., you don’t HAVE to do any ofthese steps)?

7. What links can you feature to previous storiesyou’ve written on the original blog’s topic?

8. What links can you share to stories otherauthors have already written on the topic?

9. What would it look like to rewrite the articlewith the same subject but a different headlineand a new point of view in the copy?

http://brainzooming.com/what-to-blog-about-9-blogging-ideas-from-blogs-in-your-social-feeds/21618/

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The Math of (dis) AgREgating Content1. Blog Post / 140 characters > 10 Tweets2. Tweet + Instagram = Facebook Post3. Blog Post – Words + Images = Infographic4. Blog Post + “On Camera Talent” + Camera = Video5. (Blog Post Links + Blog Title) * 10 = Compilation Blog Post6. Video / Capturing Individual Frames > 15 Images7. 1000 Word Blog Post / 3 = 3 Days of Digestible Blog Posts8. 1 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images9. 1 Audio Recording of a Presentation = 2 Podcast Segments + 10 Graphics + 4 Blog Posts10. Website ImageSocial Sharing Button = Pinterest Post11. (Blog Post x 10) + Intro + Close + Call to Action = Downloadable Asset12. Infographic + Blog Post = Downloadable Asset13. (PowerPoint Presentation + “Voice Talent”)Live Screen Capture App = Video14. Live WebinarJoin.me = Video15. (Customer Event x Capturing Content) / Editing > Weeks of Social Media Content16. Rambling Blog Post that’s Not Working – Parts Not Working = Tighter, Working Blog Post

http://brainzooming.com/social-media-strategies-16-content-marketing-formulas/23439/

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+ =

#2 Tweet + Instagram = Facebook Post

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#3Blog Post– Words+ Images

= Infographic

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#5(Blog Post Links + Blog Title) * 10 =

Compilation Blog Post

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#71000 Word Blog Post / 3 =

3 Days of Digestible Blog Posts

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“You get 60 to 90 seconds of my time every morning.”

Translation:“I’ll read 250 to 400 words of yours every morning.”

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#81 Video Interview > 1 Podcast Segment + 1 Blog + 3 Images

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#14Live WebinarJoin.me = Video

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Joe 3:16 “For where two or threeare gathered together in a brand’sname, there content will be in themidst of them.”

#15(Customer Event

x Capturing Content) / Editing > Weeks of Social Media Content

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Customers addressing

industry trends and their service

expectations = WHITE PAPER

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Enlivening 120 early childhood educators to write an eBook

in 45 minutes.

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Translating“CMO Speak” for“Social Content Outsiders”

http://brainzooming.com/social-media-strategy-bring-on-the-super-models/23812/

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• That Voice Over• That Muted, Aspirational Enthusiasm• That Music• That Stock Video of People and Technology• That Five‐Minute Length• That Complete Lack of Emotion

Can only mean one thing . . .

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Corporate Video

Social Media Video

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Some Problems(or Opportunities)

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Integrating Social Media

Website

Blog -Content Creation



Landing PagesInfo Exchange &

Conversion





SearchOrganic, Local,

Social Graph, PaidSocial Platforms

LinkedIn, Twitter, Google+, Facebook, YouTube, Pinterest,

Others

Other Marketing Communications &

Business Development

Typical StepsBusiness Objectives Topics Keywords

Metrics Social Media Strategy Blog, Social Platforms, Landing Pages Audience Persona Interests Topics

Content Creation & Curation Sharing & Audience Building

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You Have to Workto Turn Press Releases

into Blog Posts

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PMURQPlus – What worked?

Minus – What didn’t work?

Unexpected – What was surprising?

Recommendation – What to do in the future?

Questions – What questions remain?

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Content and Your Brand• Taking an Audience‐First Perspective

• Staying True to Your Brand

• Experience and Interaction‐Based Content

• Expanding Brand‐Related Content Options

• Some Problems (or Opportunities)

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Questions and Discussion

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Social Media Won’t

Deliver business results if you can’t articulate a business objective you expect it to support

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Fix a brand problem – in fact it will call attention to a brand problem

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Make your brand suddenly intriguing to its audiences

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Stop negative talk about your brand if it retreats and doesn’t participate in the conversations

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Tolerate the same crappy customer treatment your brand got away with twenty years ago

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Tell you what content topics to address . . . but it will give you all kinds of hints

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Give more points for the quantity of content than it takes away for poor quality content

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Make sense if you can’t stop talking about yourself all the time

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Creating Custom and Targeted Content to Increase Brand ... · Creating Custom and Targeted Content...

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