9/29/2011

Relevant Content

"Relevancy" is found at the intersection of the:

List Segment / Email Content / Timing of Send

2 of the top 5 focuses for marketers in 2011 are:
  1. Creating time triggered emails
  2. Segmenting based on behaviors
But where can you find this content? I am not a writer!
Do an internal inventory audit for quality content and really look at the communication/sales pipeline and the communication within it.

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
3 types of Content:
  1. Re-purposed Content =  the art of combining existing content with a communication purpose, all in a relevant way. Found in:
  • Media coverage
  • Speakers
  • Engagements
  • Case studies
  • Analysis’
  • Reports
  • Blogs
  2. User generated Content
  • 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.
Compliment existing offers with bonus offers:
  • 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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Hi, I'm Stephanie

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Orlando, Florida, United States
I am an Email Marketing Strategist. I help people look at what they want to say and find the best way to say it. I specialize in Permissions Based Email Marketing and am professionally Certified in Email Marketing Best Practices for 2011-2012.