By Jessica Schaeffer, Director of Marketing, LaSalle Network
A clear theme emerged at 22 West Washington Street on April 28th as some of the biggest minds in marketing gathered to share insights around the brands they manage. The theme: the new wave of marketing: the power of storytelling to build relationships and trust with your consumers and clients.
Chicago American Marketing Associaton’s BrandSmart offered a smattering of perspectives from not-for-profits, ad agencies, big brands and up and coming brands.
Here’s a peek at the day in case you missed it, or just want to compare notes.
Session 1: Marketing for Tomorrow Starting Today – First Session
The day kicked off with a tag team effort by Ron Bess of Havas Worldwide and Zain Raj of Shapiro + Raj. Their message? Great brands (both your personal brand and an organization’s brand) build enduring bonds by fulfilling relationship expectations and sharing brand control.
Raj highlighted eight actionable relationships a consumer has with a brand – the best being a devoted relationship and the worst being a passable relationship. While every brand should strive to achieve devoted relationships with their customers, a mere 12% of customers say they have a devoted relationship with a brand.
So how do you deepen attachment and improve the experience? Raj shared five tips:
- Create a new focus: Begin with your most devoted customers to convert your most attractive prospects. Stop going after customers who don’t LOVE your brand.
- Try a new approach: Treat customers with respect, trust and loyalty
- Adopt a new mindset: Brands need to be perpetually evolving and try to improve
- Build a new model: Every company needs to be focused on cutting costs and producing faster
- Solve a new equation: Values x Authenticity: The strongest brands know they have to have commendable values, and LIVE those values
Bess closed out the session by drawing parallels between Raj’s presentation and personal branding. Just like a company’s brand, your personal brand is tied to the results you produce and the relationships you build. As a professional, you need to be focused on building trust, respect and loyalty.
Session 2: Transforming the Cubs Brand
Director of Marketing at the Chicago Cubs, Allison Miller, gave attendees a glimpse into the challenges the Cubs’ brand has faced during her tenure. Chief among them understanding and honing in on their target market.
Miller joined the Cubs and realized quickly they were selling a bad product. The Cubs had an aging team, the third highest payroll in the league and amenities that were deteriorating. They had a large, diverse fan base, and yet they knew nothing about them. They were marketing to everyone, without a clear focus of who would really move the needle for the brand.
Miller began the process by segmenting their customers and creating a fan and brand promise. The Cubs took time to understand the different brand personas and talk with these customers. Then, they worked to develop a brand message, campaigns and experiences they wanted these customers to have.
The findings helped the Cubs narrow their marketing, target their messaging around changes within the organization and bridge what the community wanted to do with the stadium with what the Cubs needed to do to advance the organization.
Session 3: Redefining a brand through a cause partnership
Chuck Gitkin, SVP of Brand Marketing at Smithfield Foods gave attendees a glimpse into a strategic partnership with Operation Homefront. Operation Homefront assists military families during difficult financial times by providing food assistance, moving assistance and financial assistance among other things.
If you aren’t familiar with Smithfield Foods, Gitkin says you probably aren’t alone….packaged meats isn’t the sexiest or most well-known industry, and that’s one of the primary reasons behind partnering with Operation Homefront. Not only does Smithfield Foods believe in giving back and supporting those and their families who protect our country, but the partnership helps bring visibility to both organizations.
Gitkin explained that cause marketing has allowed the company, which has a limited marketing budget, to create more exposure for less. They’ve brought in spokespeople to help champion Operation Homefront, and by default, Smithfield Foods. They’ve also created special packaging that a portion of the proceeds is donated directly to Operation Homefront.
Session 4: Panel Discussion: Getting Creative with the B2C agency of the future
Maybe you’ve seen this commercial. What you may not know is that Wrigley and ad agency, Energy BBDO worked collaboratively to create it. The two companies, which have been working together for years, gave us a glimpse into their relationship with John Starkey, VP, Gum, Mints and Media at Wrigley talking with Lianne Sinclair and Andres Ordonez of Energy BBDO.
The trio shared how their relationship has evolved over the years – emphasizing the fact that Energy BBDO is an extension of the Wrigley team, and explaining that now Energy BBDO is brought in earlier in Wrigley’s process. Wrigley is also exposed to Energy BBDO’s “unfinished product” to gauge their temperature and get their input on a project before it’s nearly complete.
Session 5: Hear the Brand: The Rise of Audio Branding: How to get the Most from Your Sound
Colleen Fahey sang, hummed and tapped her way to her main message on Thursday: leave an earprint with every piece of brand communication.
Fahey runs Sixieme Son, an audio branding company that strives to express brand values through sound. The audio brand of a company, Fahey explained, is everything from its on-hold music, to its app sounds, TV and radio spots and sales presentations.
Fahey argued a few key reasons why every company needs to consider its audio DNA.
- Music is a language that is universally understood
- Music moves behavior
- Sounds lead to sales
- Sounds speeds search
- Audio branding builds brand value
Session 6: Insurance Agents are Rock Stars
Assurance Agency has been recognized by Fortune Magazine as one of the Top 100 Places to Work in the Country. This is one of dozens of awards the company has won throughout its tenure, and VP of Marketing, Steve Handmaker argues it’s been good for business, too….but it hasn’t always been this way.
Assurance wasn’t always a great place to work. In fact, staff was disengaged and profits were suffering as a result. In 1998, Assurance brought on new leadership to right the ship. They decided to focus on people.
Their philosophy was simple. Happy employees = happy clients. Handmaker borrowed from fellow marketer Seth Godin’s theory of purple cows, explaining that Assurance’s culture was their purple cow, the one thing that makes them truly remarkable and sets them apart from competitors in the insurance industry.
Since that decision, not only has Assurance invested in staff to build an incredible culture, they’ve also effectively marketed employee engagement programs to ensure the country knows they are a purple cow.
“Our culture doesn’t automatically mean we win, but its’ getting us to the finish line and helping make us a part of the conversation.” – Steve Handmaker
Session 7: Brand Building and Data Driven Demand Generation
How do we overcome this? We have to better understand our customers and what they want. We have to identify customer intent before they want express it. As marketers, we can do this by measuring time on site, bounce rates, coupon downloads, the list goes on and on….any piece of content that captures data about our audience.
If you don’t have the data you want, Greenfield says to identify needed data, then create audiences, design experiences and then plan, launch, test and learn.
Session 8: The Impact of Content Creativity with Always on Brands
In typical Leo Burnett fashion, Vincent Geraghty, EVP and Head of Production at Leo Burnett, wowed us showing some incredible campaigns, with one of the most poignant being the Runlikeagirl campaign created for Always.
This was about as conventional as it got though, as Geraghty discussed how his greenhouse team is changing the way Leo Burnett does business. The greenhouse content team is run like a newroom. They’ve adopted a “maker mentality,” where concepting is no longer good enough. They are executers, doers, creators.
This team has allowed Leo Burnett to streamline the approval process, execute on trending ideas quickly and efficiently.
The Greenhouse team is focused on telling great stories that are finely crafted full of human insights. Their goal is to deliver content that entertains, resonates, and weaves the brand into the insight and story.
Session 9: Panel: Getting Creative with the B2B Agency of the Future
According to Linda McGovern, SVP Global Marketing at USG, and Mike Hensley, President at Gyro, the B2B agency of the future is one that understands how to curate brand touchpoints, one that is able to expand and shrink based on the needs of its client, and one that is insanely focused on user experience and content creation.
Like speakers before them, McGovern and Hensley echoed the need to create experiences, not just compelling messages. They touched on the importance emotion plays in the decision making process, and how marketing today needs to connect with the customer.
Session 10: Think Differently: Opportunity Identification or Breakthrough Ideas
After Lindsay Avner stepped off the stage, there may not have been a dry eye in the house. Avner, who founded BrightPink, shared her story of undergoing a risk reducing double mastectomy at the age of 22 to help prevent a future seemingly inevitable diagnosis of breast and ovarian cancer.
As Avner shared her passion for education and getting one step ahead of cancer, it was clear that her powerful message was reaching the right audience because of unique marketing tactics.
Avner explained that she borrows the equity and brand recognition of powerful partners like Arie and Paul Mitchell to communicate BrightPink’s message. The not-for-profit has created highly visible campaigns around Mother’s Day, with the most recent being the #goaskyourmother campaign which urged young women to talk about family history of breast and ovarian cancer.
BrightPink created an online assessment that allows women to assess their risk of breast and ovarian cancer quickly and easily.
Avner’s philosophy is: awareness doesn’t save lives, action does…and all of BrightPink’s marketing efforts are judged based on that simple premise. Has our content, our partnerships caused people to make a change?
Session 11: LUV Lessons: Building a Brand from the Inside Out
He may be retired, but Dave Ridley definitely still has it….the former head of marketing at Southwest Airlines reminded the audience of our biggest brand advocates, our employees.
A few key quotes from his speech sum up his message:
- “The business of business is people” –Herb Kelleher
- To develop a great brand, start from the inside out.
- “I still bleed canyon blue” – as marketers we need more of that diehard marketing. That commitment and dedication to our brands
- It is a privilege to lead people – you get to invest in the hearts and minds of people
- Everyone is a CEO…a chief encouragement officer, that’s the number one way to make a difference in people’s lives
When trying to reach Generation Z or Millennials, SnapChat, Instagram and Twitter are the “it” social media platforms. Print still serves a purpose — mainly driving the recipient to your digital presence – but social media is the place where engagement and conversion happens. That was the message Michael Mullarkey, chief executive officer of Chicago-based Brickfish, delivered at the Higher Ed SIG gathering that took place April 6.
The SIG meeting, which was held at Troquet North, was a discussion about how to optimize social media for colleges and universities. In keeping with our new format for these gatherings, the meeting was more of a moderated conversation as opposed to a presentation. It was a huge success!
Brickfish, whose slogan is “Engagement is Everything,” manages the content and social media of large brands like Neiman Marcus and Hertz. Relevant, fresh content along with a quick response to visitors’ queries is essential to the success of any enterprise. Generation Z and Millennials expect instance responses. Mullarkey believes Facebook is still important, but these cohorts spend most of their time exchanging rapid-fire communiqués with their friends on SnapChat and WhatsApp. Marketers need to become a relevant part of these exchanges.
Mullarkey also spoke about the shrinking reach of Facebook and Instagram. Once brands established their presence on these platforms, these firms monetized their sites. You now have to boost your post to expand your reach and that requires paying for it. He offered some advice about how to get around having to pay, which includes unique, relevant content, engagement and short video.
Bottom line: For us higher education communicators, it’s new a world. We just need to fasten our seat belts and enjoy the ride.
Betsy Butterworth and Dean Petrulakis
Co-Chairs, Chicago AMA Higher Education Special Interest Group
Marketing is a creative enterprise and, when all is said and done,a highly competitive business internally as well as externally. To measure creativity, various organizations hold competitive award shows for the different projects marketing people do. For instance, web design, print ads and of course, TV show commercials.
By the time most marketers have five years experience or more they’ve participated in, and maybe even won an award or two, from such an event. Of course, if you’ve entered and didn’t win you may be feeling a little discouraged about the whole experience. Perhaps you think you lost because the judges work for a rival company or because they knew the winner personally.
As someone who has judged a number of shows for organizations such as the Business Marketing Association and Direct Marketing Association, I can tell you that while both of these suppositions may be possible, they are highly unlikely. Almost all shows are set up to avoid any kind of favoritism. First, judges are asked to excuse themselves from judging work produced by their own company or by anyone they know well. And in most competitions individual entries are judged on their own merits not in comparison to others.
But there are real reasons an entry can lose even with a great concept and super execution. If truth be told, all too many losing entries are handicapped from the start because they were entered incorrectly. Below is a list of ten guidelines to help you make the most of every competition you enter and seriously increase your chances of winning.
- Enter the right show
Most award shows are geared toward a particular niche in the marketing industry such as highly innovative design or business-to-business marketing that has produced measurable results. So before you consider competing with your peers make sure the piece you’re entering is suitable for that particular competition. No matter how funny that radio spot for a leading toothpaste is, it does NOT belong in a business-to-business marketing show. On the other hand, if you designed a killer trade show display for widgets, make sure the show you’re entering has a category not only for trade show displays, but trade show displays with budgets similar to yours. Furthermore, entering the wrong show is a waste of time, effort and money because your entry may be disqualified before any of the judges even see it. And even if it remains in the competition, the judges will be expecting it to be something that it’s not. However you slice it, this is a lose-lose situation for everyone.
- Enter the right category
Every show has different criteria for each category, and if you don’t pay close attention to these specifications you may find yourself competing on an uneven playing field. For example, it would probably be a mistake to enter a multi-dimensional promotional piece in a competition for direct mail packages. Even if a note or response device has been included with the promotional piece, it still may be an inappropriate entry for a category designed for letter packages. When a piece is entered incorrectly it confuses the judges and this alone will cost you points.
- Make your entry statements brief, clear, and memorable
As in almost all other aspects of marketing, when it comes to award show entries, less is more. Don’t try to impress the judges with your knowledge of industry jargon and acronyms. Just give them as much information as they ask for on the entry form in clear, succinct prose. If you must use acronyms, define them the first time you use them. (Keep in mind that different companies and industries may use the same acronym for two totally different things.) Tip: Include factual data about the positive results the entry has made to your client’s bottom line. It’s amazing how demonstrable profitability can add a patina of beauty to even the ugliest design.
- Answer all the questions
In shows where results are highly valued, answering questions regarding sales outcomes can make or break your chances of winning. Of course, you may not always have results to submit either because they are not yet known or because the client never shared them with you. In the former case, include this explanation in your application. In the latter case, call the client and ask if they have any insights they can share. By the way, it is not enough to say “the client was pleased.” Or that “the piece met their expectations.” Remember, the point of the question is to give the judges an objective measurement of what your work accomplished. So share as much information as you can to help the judges understand why you’ve submitted this particular piece in the first place.
- Include all the pieces
If you’re submitting an entry with several parts to it make sure ALL of them are included in your presentation. Otherwise it’s almost impossible to properly judge the entry fairly and your score will reflect it.
- Show the real thing, not photos of it
Pictures may be worth a thousand words but a two-dimensional presentation is never as effective as one in 3-D. Unless your submission is a trade show booth, all parts of the ACTUAL piece should be included in your entry.
- Show “before” and “after” when appropriate
If your assignment was to update a look, re-brand a product, freshen a logo, etc. show the project“before” as well as the “after” you worked your magic. It’s much more impressive, especially if the piece you’re submitting isn’t all that creative. You can still impress the judges by showing how much of an improvement your work is over what had been done before.
- Take your entries seriously
Award shows can help you cement current client relationships and develop new ones. After all, leaving a show with an award in hand not only confirms your expertise among your peers, it confirms your client’s good judgment in choosing you as their agency. (Not to mention that clients been known to switch their business from one agency to another based on which Creative Director took home an award!)
Take some time and effort with your entries. Use the entry form to explain why your piece is better than all others. (Yes, it is extra work but so is a new business pitch.) Have the folks who actually worked on the project fill out the forms. They know the full story of how and why a piece was created. Inside tip: Telling a good story about the development of your piece can help you win as much as the piece itself. Second inside tip: Brevity is not only the soul of wit, it’s the key to producing winning entries. Third inside tip: Writers are generally better at this sort of thing than art directors/designers. If you’re a design shop and a copywriter wasn’t involved in creating the entry, you might want to consider hiring a wordsmith to help your designers tell their story.
- Neatness counts
Type your entry form if at all possible. Remember the entry form is a marketing tool – use it well.
- Don’t hurt your own brand by entering junk
Every piece you enter in a show is a reflection on the brand and reputation of your business. It’s better not to enter anything at all then to submit less than excellent work. Enough said.
Hope this helps make your next foray into the world of awards a successful one. Good Luck!
Wendy Lalli consults on marketing projects through her own agency, Wendy Lalli Ltd. and is CD of Crux Creative, a marketing agency in Wisconsin. She also mentors other marketing professionals in transition and wrote on job search for the Chicago Tribune and 25 newspapers in the Chicago Sun Times network.
You know the value of search ranking in search engines, but what factors do Google, Bing, and Yahoo use in their algorithms to rank these websites? Whether your website is a business or personal hobby, there are many tactics and strategies to achieve search engine optimization that require marketing and technological skills. Depending on your goals, an individual or multiple teams can implement these activities. But Even in a collaboration effort, it’s important to know the features search engines look for to rank your website. While the algorithms of search engines are constantly changing, and it can be overwhelming to keep up with them, the most important thing to keep in mind is the search engine’s goal is to provide users the precise information they’re looking for. As long as SEO teams keep the reader in mind when writing content and setting up their webpages, that’s the biggest step to achieving high ranking.
With that mindset, here’s 10 SEO activities to optimize your website organized in four areas: Technical Set Up, HTML Coding, Content, and Off-Websites Influences.
Technical Set Up
1. Ensure your website is mobile-friendly
Earlier this year, Google and Bing began labeling search results as “mobile-friendly” (see Figure 1). Websites built for a mobile experience are given a boost in mobile search results, but does not impact rankings on a desktop device. But know that content rules. So a clear winner in content will rank higher than just being mobile optimized. Still, a website not optimized for mobile will underperform.
Good tool to help you test if you’re mobile friendly: https://www.google.com/webmasters/tools/mobile-friendly/
2. Ensure your webpages have fast loading times
Search engines use this measurement in its algorithm for search ranking. A fast page loading time not only pleases the search engines but gives your visitor a much better experience too. There are a few measures you can take, including uploading images as close to the right size as needed so it doesn’t bog down your page. And careful of embedding too many YouTube videos. Other technical aspects, such as excess HTML coding, can slow it down too.
Google tool to help measure speed: https://developers.google.com/speed/pagespeed/insights/
3. Create clear URL structures
URL wording is very important. Having-a-clear-URL-structure-like-this clearly describes what your page is about as, well as giving you additional keyword credit when sharing this link on other webpages. Your webpage will have more credibility and trust to users when the clear and descriptive link.
4. Make sure there’s no errors in search engines crawling your website
Search engine crawlers scan everything about your webpages so they can index, or categorize, your website. The robots.txt file on your server will tell search engine crawlers (like the Googlebot) which pages can or cannot be crawled. Use tools like Google Webmaster to tell you if you’re there’s any errors in crawling or indexing your webpage.
Google Webmaster tool: https://www.google.com/intl/en/webmasters/
5. Write page titles
One of the most important ingredients in SEO, this tells the search engines AND your audience what your page is all about. This will most likely be displayed on the Search Engine Results Page (SERP) and be your audience’s FIRST impression of your website. Good writing strategies are to include primary and secondary keywords, and also your brand name. See Figure 2.
6. Write meta descriptions
While meta descriptions do not factor into the search engine’s technical scanning of your website, they do influence your audience in a couple different ways. First, search engines bold any words in your description that are used in the search query. Secondly, once the user recognizes this and reads your description, this is your opportunity to convince them your page has what they’re looking for. Classic marketing. Best practices include writing a different description for each webpage. See Figure 2.
7. Use the Right Keywords and An Appropriate Amount
First, determine what your webpage is all about. What is the primary question it’s answering? Once you’ve addressed this, now you research terms for ideas on what words your audience uses on a topic. Google Keyword Planner is very helpful (see Figure 3). Remember, you’re writing this with the reader in mind, so make it readable and digestible for them. The better experience your readers have, the better you’ll rank.
Google Keyword Tool: Google Keyword Planner (must have login and an Adwords account)
8. Media Content: Images and videos
Media such as images and videos are important content types to engage your audience. For images, search engines scan these and appear in image search results. Google advises to use alt descriptions in your images and to help Google identify a quality image and site. For videos, one good technique is to use a good thumbnail for an appealing view to your audience as well as a compelling and descriptive title.
9. Use social media as best you can
Create a social media plan and leverage these platforms. They have a dominating presence on search engines and can share links to your website. The more active and engaged you are on social media, and sharing your website content, the more traffic you’ll drive. There are many ways these platforms can help with SEO for your website.
10. Eliminate black hat SEO strategies
Gone are the days of putting your link everywhere you possibly can simple to drive traffic. Same with overstuffing your website with keywords just for SEO sake. Google can recognize this and will penalize you for it by dropping your website in search rankings. Any disingenuous traffic will be considered spam. Buy backlinks and All These are all referred to as black hat tactics. As mentioned before, think of your audience and you’ll be in good shape.
These strategies will position you for SEO success, but it’s critical to monitor your SEO performance, and adjust your activities accordingly. Always remember to keep your target audience in mind, and the more fresh and relevant your content can be using these tactics, the better your SEO performance will be.
Scott Green is a digital marketing specialist and co-owner of marketing consulting firm DS Marketing. Scott works with clients on lead generation strategies through SEO, Email, and Social Media and has worked with the education, real estate, and health care industries.
Your LinkedIn profile is on point. You’ve got a professional head shot, an attention-grabbing headline, and just expanded your network to include all of your closest friends, family, clients, prospects, and business partners.
Now you’re ready to own your personal brand. You’re ready to step onto the stage and shine – showcasing your talented repertoire of tips on minimizing risk and maximizing health, or gracefully accepting leadership responsibilities, or reducing workers’ compensation costs.
The blogosphere is a crowded place – the interwebs are filled with posts by mommy bloggers, travel bloggers, running bloggers, food bloggers, and if you’d believe it, even insurance bloggers. With so many words taking over the pages of the internet – how do you make yours stand out?
10 Basic Blogging Tips
1. Keep it brief. We’re all busy and although we all love to get caught up web surfing, no one wants to hang on one page for too long. Get to the point.
2. Use lists [like this one]. People tend to browse over copy, so breaking your points into a bulleted list makes it easier to quickly digest the provided information.
3. Be authoritative. Own your expertise and make your credibility apparent. Eliminate the words “I think.” You know! So tell them what you know.
4. Share a picture or five. A picture is worth a thousand words. Here are 10 reasons why you should use at least one image in your blog.
Taking notes for my travel blog on the train in Europe.
5. Use one voice. Past tense or present tense? First person or third person? Whatever you choose, stick with it. P.S. Make sure to use correct grammar too.
6. Don’t hate. Save the profanity, controversial arguments and negative energy for another forum to maintain a sharp, professional image [unless that’s your personal brand, and then say it like you mean it].
7. Link to other pages. The internet is a community. Drive traffic to pages you find valuable and they’ll do the same for you. Link to blogs you like and add related links to support your content.
8. Always use citations. If you’re stating facts, stats or quotes you’ve found from another source then cite them. Intellectual property is protected by law.
9. Have a catchy title. Buzzfeed does it best. Here’s the framework for “74 attention-grabbing blog titles that actually work.”
10. Share it. Whether you’re super committed and started your own WordPress, Tumblr, blogger or Squarespace sites, or chose to simply post on LinkedIn pulse– don’t be afraid of a little shameless self-promotion. You spent the time to craft a rock star blog post, share it with the world!
**Essential Rule: Click ‘Publish’!**
Content marketing is an essential tool for brands and businesses looking to connect with their audiences. This isn’t new. Everyone is jumping on the content bandwagon… and as such, there is a lot of information that gets put in front of each and every one of us on a daily basis. So, how do you break through the noise and ensure you are not only reaching your audience, but more importantly that you are impacting them? There are a multitude of tools and techniques for accomplishing this, from video and social to personalization and remarketing. Whatever the method you employ to deliver your content, the same 3 questions should be asked to ensure your strategy sets you up for success:
Is Your Content Relevant to Your Target Audience?
Your content is only as great as the relevance it has on your target audience. A beautifully produced video will only be successful if the message it conveys provides value to those that view it. Relevance can come in many forms… and what one person finds relevant may be vastly different from what another person finds relevant. It’s up to you to do the homework to really understand your target audience, uncovering their needs and desires, what makes them react, how they prefer to interact with you, what their motivations are, etc. The more you know about your core audience, the better you will be at crafting your content to suit them. The ultimate goal of your content should be to incite a positive reaction to your brand or business. That also may come in many different forms, whether it be a laugh, a cry, clicking “read more” or “buy”, visiting your website, calling your office or some other form of action as a result. It may not invoke an immediate action like this, but when someone regards your content as relevant, they are more likely to respect you, like you and be open to engaging with you in the future.
Does Your Content Make Your Brand More Relatable?
In business, relationships are everything. Understanding your core customers and knowing what they need and what delights them is one step to building a sustainable relationship with them. Great content can also help to make your brand more relatable. If offers the opportunity to give your organization a personality, a voice and a humanistic element. Your content should highlight the uniqueness of your brand in a way that makes people want to like you. One of the key elements of creative and effective content comes in the form of storytelling. A great story is engaging and intriguing and it leaves the audience with something to think about, something to talk about and something to share with others. The best stories are those that get retold time and time again.
Is Your Content Memorable?
Great content is sticky… it stays on the mind of your audience and leaves a favorable impression. It stands out and begs to be shared. Being top of mind is certainly a highly sought after position any brand or business aims to be. It might only take one really memorable tweet or it might take several strategically placed blog articles to achieve the stickiness factor. The key is to be consistent and smartly persistent. While something may be quite memorable, with all the information out there today, that ‘memorable something’ can quickly fall from our minds and be replaced. Create “I can’t stop thinking about that” content for your audience each and every time.
If you can answer yes to these three questions, then your content is well on its way to being remarkable. Your content should address the question of “So what?” or “Why should I care?” from the viewpoint of your target audience. Strive to give them the “aha” moment they are craving. Does it draw your audience in and make them want to learn more? Does it cause them to comment or share? Is it remarkable?
Author: Chicago AMA Past President, Darcy Schuller, President, Suvonni (as originally posted at http://suvonni.com/content-remarkable/)
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