The New Currency Of Successful Brands
Analytics and measurement won’t get the job done. Passion makes a huge difference. Content excellence is the critical secret sauce for winning businesses!
Thursday, January 26th, I will have the privilege of providing the opening address to attendees of the second annual Content Marketing Retreat at the Center for New Media in Langley, Washington.
That’s more than a little ironic because I consider myself to be more of a student than a teacher on the topic. In fact, as critical as I know content excellence to be, I continue to assess and shift the thinking that will ultimately be embodied in the content direction and strategy that our company, PEMCO Insurance, embraces.
Of the things that I am most certain there is one that stands out – one that I’m most passionate about. The voice of the customer will be at the heart of our success and content excellence, regardless of the source, must be embraced, encouraged, and enabled in order to consistently win in the marketplace.
Russell Sparkman, founder of Fusionspark Media and organizer of next weeks retreat, visited my office where we talked about a variety of topics expected to be addressed during the two day event. One that he asked me to give some thought to centers on executive leadership and support for newly emerging strategies. Here are some of the thoughts that I shared.
When it comes to gaining executive buy-in, what’s your “how to” advice for persuading senior management to embrace strategies involving word of mouth and content marketing?
Too many times, executives are approached with requests to support a change in direction by staff members who aren’t fully committed and passionate about the change that they’re requesting. That’s never a good way to start. An executive wants to receive more than the analytics of a recommendation. We want to feel the passion for the program from the leader who’s recommending it.
In my experience, the recommendations that not only come with a strong business case but are also fueled by passion have the greatest likelihood for success.Be aware, though, that even your passion isn’t enough. Be prepared to demonstrate the connection that word of mouth marketing, social engagement, and content excellence have with the company’s business model, vision, and strategic direction. If you’re suggesting a pilot program, be clear on the measures of success. If you’re suggesting a broad-based initiative, be clear about the collaboration that you’ve done and that will be required in order to realize the expected benefits.
Keep in mind that the ultimate success story will be one that’s bigger than marketing. While working on the development and implementation of our companies entry into word of mouth marketing and social engagement. it became clear to me that command and control was not an effective approach. Instead, our work would become the marketing departments “gift to the enterprise.” Success will be realized in your transformation to a socially engaged enterprise, one that listens to customers and is affected by what it hears. One that engages in the conversation, and enables employees, customers, and fans to create and share information on behalf of the company. The better you’re able to elevate the strategic outcome and have a well-thought-out road map for success, the more likely you’ll be to find an executive who’s willing to support your recommendation.
Your comments, suggestions, and stories of your personal edge are always welcome in my guest book.
Add A New Comment
May. 15, 2021
A friend that suffered from Herpes and was cure with the help of this great herbal doctor Chief Lucky so i decided to contact him for help in getting rid of my families genital herpes virus 1/2 which i did and all i was told to provide was just some useful information and some materials used in preparation of the natural cure and that i did and now i am the happiest person on earth because i am writing this testimony of mine with joy and happiness in my heart to the whole world to know that natural remedy is real because i am a living testimony of Chief Lucky traditional herbal cure and i want you all to contact Chief Lucky via his email: [email protected] or WhatsApp him +2348132777335 am sure he will help you too.
Nov. 26, 2020 My ex-husband and I had always managed to stay friendly after our divorce in February 2017. But I always wanted to get back together with him, All it took was a visit to this spell casters website last December, because my dream was to start a new year with my husband, and live happily with him.. This spell caster requested a specific love spell for me and my husband, and I accepted it. And this powerful spell caster began to work his magic. And 48 hours after this spell caster worked for me, my husband called me back for us to be together again, and he was remorseful for all his wrong deeds. My spell is working because guess what: My “husband” is back and we are making preparations on how to go to court and withdraw our divorce papers ASAP. This is nothing short of a miracle. Thank you Dr Emu for your powerful spells. Words are not enough. here is his Email: emut[email protected] or call/text him on his WhatsApp +2347012841542
He is also able to cast spell like 1: Lottery 2: Conceive 3: Breakup 4: Divorce 5: Cure for all kinds of diseases and viruses.