When looking at your own marketing, branding, and customer experience, are you doing 'what's expected' because it's easy, or are you presenting a truly unique perspective & experience to allow you to stand out in a crowded marketplace?
Pixar's 'Lightyear' TOTALLY Missed the Marketing Plot.
It was hard for so many folks to comprehend how the Buzz character could be a real person with so much advanced technology, yet Andy had a toy of the same character in a much simpler time. Marketing never made the connection between Andy seeing a science fiction movie with an action hero named Buzz Lightyear.
NEVER Throw Away Ideas. Even The 'Dumb Ones.'
Never throw away ideas. Even if they're 'dumb' and especially if they're digital documents. This very morning I dusted off an original concept developed back in 2015. It was one of those 'shower moments' when I suddenly realized the concept existed
What IS Your Brand's Value Proposition?
Your Content Marketing Strategy begins with one simple question. What is your brand's value proposition?
#CareerKickstart My First Professional Job
Your first job can teach important lessons that guide you in your career journey. What was your first job and what did you learn from it? #CareerKickstart 💼
Social Media is NOT An "AND" Job.
I've said this before but it bears repeating, Social Media is not an "and" job. Managing your social media presence is a full-time job in and of itself.
Showing ROI for an Organic Content Marketing Strategy
Why is it so easy for companies to spend $1M+ for paid media each and every month but spending $1M a year (or a lot less) for an organic strategy and content is tough? Because you can’t show ROI for organic content. Or can you? I’ll show you how.
Netflix Has Lost Its Way
Filling the platform with endless 'stuff to watch' isn't going to cut it if Netflix wants continued growth.
Ditch The Marketing Funnel, Build A Flywheel
Organic content is not just 'top of the funnel,', it's also 'customer retention.'
And who came up with a 'marketing funnel' anyway?
Why do you work so hard to convert a customer and then simply let them out at the bottom?
Content Marketing Strategy is Telling The Best Story
Content marketing strategy is not 'how can sell the most products?'
The "Encanto Concert." How I Would Stage It
Wishful thinking for now, but what would an Encanto Concert Event look like? image ©Disney
When looking at the overwhelming success of Encanto with its ensemble soundtrack and music theater roots, I immediately thought; “limited live concert experience.” Sadly, no concert experience has been announced, but given the chance, here’s how I would stage and distribute the show.
Build a Better Wheel, Not A Funnel
The Marketing Funnel is as old as.... well to be honest I have no idea how old that concept is. As I transitioned from my broadcast and digital media storytelling roles to marketing roles, the concept of the Funnel was introduced and delivered as the gospel of Marketing 101. "Develop a good marketing funnel and you will be successful!"
A wheel, built around support and customer retention in your brand keeps customers in your ecosystem. Keeping them in your ecosystem allows those customers to become your evangelicals on the ground, spreading your message outward and carrying your marketing dollars further.
Breaking the Short Video MYTH
It's time to break the Short Video Myth. Audiences ARE watching branded videos and stories that are longer than 60 seconds.
During the workday, 30 to 60-second videos rule. When relaxing and especially in the evenings, audiences use their mobile devices and connected TVs to engage in 30, 60, 90-minute video programming. Not just the big streamers, but YouTube, Vimeo and more.
Branded Storytelling: Stories And Content Should Have A Purpose
All stories, all content should have a purpose. You should never create content just for the sake of creating something. "Content, Content, Content! Everyone else is doing it, they say we should be doing it. Let's get some content created!" If you're just creating content because 'that's what everyone says we should be doing,' then how are you going to measure your return on your efforts?
Video Production: How To Conduct a Better On-Camera Interview
One of my favorite things about working in this industry is talking to people and learning their stories. And I've learned a lot of tips and tricks throughout the years for getting good on-camera interviews.
Here are a few to help you get the most out of your next on-camera interview.
Create More Authentic Branded Storytelling With A GoPro
One of the big aspects of branding, especially in social media today is "Authenticity." There's no better way to get authentic with anyone, than with a GoPro Vlogging rig. It's unthreatening and creates awesome opportunities to create and capture content on the fly.
Grow Fanatics, Not Followers
Growing your 'followers' by 1 can be incredibly powerful once you understand why.
If your entire focus, your entire strategy is predicated on followers, then you're chasing popularity, or as its better known 'vanity metrics.'
Explain the Complicated by Listening
One of the best challenges in Storytelling is making the complex, simple enough to understand. There are so many processes around us that make total sense to those who understand, yet mystify those who don't.
How do you create a story to explain a process that you have no expertise in? Listening.
Building a Brand Narrative: One Project, Many Storylines for Maximum Content
Delivering maximum quality content is all about planning and efficiency.
If all you do is plan your entire project, your entire process around one deliverable, you're missing out on many content opportunities that allow you to work smarter, not harder.
Getting Started with Personal Branding.
"What IS Personal Branding and how do I even get started?” Personal branding is essentially marketing yourself from a personal or professional perspective, and sometimes both. You have value, you have knowledge to share, your input is welcome in conversations. Whether you're brand new to an industry or a seasoned veteran, you bring value to others. Both in the written word and through videos.