List Segment / Email Content / Timing of Send
2 of the top 5 focuses for marketers in 2011 are:
- Creating time triggered emails
- Segmenting based on behaviors
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What is your brands competitive advantage?
A lot of companies are hiring on “Brand Journalists” or “Content Directors”- these people find the human stories in your brand and create content that gives insight into company culture, production, and community.
But where do I find the time?
Create a master content calendar in advance, in line with all other initiatives, promotions, events, and objectives:
- Use REAL hard dates
- Production scheduled milestones
- Approval dates
- Ship Dates- DO LESS and ship, not more and miss
- Make sure your content is ultra shareable + craveable
- Re-purposed Content = the art of combining existing content with a communication purpose, all in a relevant way. Found in:
- Students words / pictures / thoughts
- Human touch speaks volumes
- Add a customer review link to applications/students/grads emails
Don’t ever fear negative feedback- when you admit weakness you build trust.
“Tell me what you can’t do, and I will believe you when you tell me what you can do.”
– CEO Meclabs
Setup processes to “see” brand evangelists even through departments
Allow sales/support the ability to send you permissions for brand evangelists to have a voice.
3. Original Content = “Focus on being interested instead of being interesting”
- How can we help, be of service, or solve problems without selling my programs?
- Emotions motivate people- Move, touch, inspire.
- Interview an e-book author
- Write or record a session
Good places to find original content:
- Internal listeners
- Employees
- Suppliers
- Evangelists
Thank these people with newsletter recognition, cup of coffee, or a gift card.
Allow customers to submit stories on the websites/blogs/social
Practice story telling:
Personal Experiences + Customer Community = Brand Truth
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