Growing a New Audience

grown an audience - like bamboo

About three years ago, my next door neighbor planted a pot (pot, singular) of bamboo in the corner where our yards adjoin. The plan was for the bamboo to serve as a border. It quickly did that. LIttle did we expect that the bamboo had an ulterior motive: to take over the United States, starting in the Midwest. More specifically, my back yard. It’s now moving west and will arrive in Chicago in the near future.

bamboo and growing an audience

One morning last spring one of my kids looked out the window and asked “who’s that strange lady in our backyard?” Turns out, it was not just a lady, but several ladies from the local chinese restaurant. They were cutting bags full of young bamboo shoots. My mother tutors at the local literacy center and the ladies were her students. This gets me 15% off my orders and a friendly “How your mommy?” when I visit (which makes me wonder about my mom’s teaching skills). Through their conversation, it came up that I had bamboo growing in my backyard. Apparently outside of my backyard, it’s hard to find fresh bamboo in our area, for now. From what I can see the situation is quickly changing. But every day for a couple of weeks afterwards, there were varying numbers of local people of chinese descent cutting bamboo. Bags and bags of bamboo left, without making any appreciable visual difference.

So, while the bamboo was intended as barrier, it found a completely different alternative use with a completely different audience through my “network.” The same thing can happen for you and your content if you follow the same steps.

Young Bamboo Shoots

  1. Plant new unique and original content in places where it can thrive.
  2. Let it grow. Watch over it, but don’t get in it’s way.
  3. Tell your network about it. While you might think you know your audience, don’t limit your thinking or assume that somebody might not be interested.
  4. Share it. When people are interested, be gracious and share. And thank them. Even when they block you in your own driveway.

Making your product and content, you might have an intended purpose. Your audience, intended or not, might discover it and take it in a whole new direction. You can learn and grow with it.

This entry was posted in Content Marketing, High Bar Marketing on November 4, 2013 by Devin Meister.

Don’t Call Me Francis

Names stick. A classic scene from the movie Stripes is the introduction. One character introduces himself and says, “My name is Francis Soyer … but everybody calls me Psycho. Any of you guys call me Francis, and I’ll kill you.” After the rest of his rant, the drill sergeant quips, “Lighten up Francis.”

Anyone that has ever had a name or nickname that they didn’t like can relate. But whether you like it or not, name association can be powerful. That’s what Chrysler is experiencing with their truck line, and it doesn’t look like it is going to change anytime soon.

Read more about the challenges Chrysler and other top brands have faced in rebranding their companies and products here:

MY NAME IS RAM … FRIENDS CALL ME DODGE

Ants, Twitter, and the Intelligence of the Masses

intelligence of masses - ants

If a collection of unbelievably individually stupid and irrational creatures can create something wonderful and self-sustaining – why do so many big businesses really, really, suck at doing either? By that I mean doing something wonderful or self-sustaining. That’s what I thought when listening toradiolab’s rebroadcast of emergence. Seriously. Certainly a collection of educated people should outperform a field full of fireflies, a bee-hive or colony of ants? But that’s not always the case.

The one glimmer of hope I took for humanity and the internet from this podcast was an example from Francis Galton’s observation at a county fair. In it, a collection of ordinary people generally presumed to be unfamiliar with the actual weight of oxen guessed at it’s weight. No single person was correct. However, the average of the all of the guesses was remarkably close.

It’s essentially how google works and part of what makes twitter so great. I believe and hope this is how democratic societies and the internet can work going forward. The collective of non-expert masses, or the wisdom of crowds, when applying themselves to do their best, can be collectively smarter than a small group of experts. The key is applying themselves to do their best.

So why do businesses fail? Sometimes while there may be collection of people, the actual decisions and action are only taken by a select few. Hence, it’s not really a crowd. It’s a few people with many underneath them. Another scenario is that often there are people at all levels doing less than their best, or working contrary to best interests of the organization. In either case, their colony – and their work – ultimately perishes. They get outworked by ants. Outsmarted by bees.

C’mon people, set a high bar for yourself, and your work.

Multi-tooled Marketers

 

The desire, make that necessity, to connect through stories hasn’t changed.

What has changed are the methods we can use and places we can tell those stories. And measure the results. And re-purpose those stories to different audiences and through different media. There are a lot of things to do, to do it well. That’s why you need marketers with a broad skill set that are razor-sharp and able tackle any content job. I call them Swiss Army Marketers.

The Swiss Army Knife was designed for one purpose, but a variety of jobs. It gives Swiss Army soldiers all the tools they’d need for any setting they are likely to encounter in the Swiss Alps. Similarly, Swiss Army Marketers have all the tools that a business will need to produce, promote, and measure relevant content for their audience.

Some of the skills they possess are:

  • Content Strategy
  • Creative Writing
  • Journalism
  • Analytics
  • SEO/PPC
  • Creative Direction/Editing
  • Marketing Automation

For more information, check out this quick overview, Swiss Army Marketers.

This entry was posted in Business Marketing, Creative Marketing, High Bar Marketing, Marketing Automation on March 13, 2013

10 Step Content Strategy

 

If you understand the concept of “content,” then the idea of a content strategy seems simple. Until you start to dig in. Then you understand quickly that it is simple and complicated at the same time. To start your content strategy out right follow this outline:*

  1. Define your marketing objectives and what you want to accomplish. Consider both inbound and outbound.
  2. Identify your buyer personas.
  3. Map out your buyers journey.
  4. Create a content inventory.
  5. Audit the content to determine what is most valuable to the buyers.
  6. Identify any content gaps in the buyers journey.
  7. Determine what content needs to be created to fill that gap. Create it.
  8. Pat yourself on the back. You’re inthe top ½ of marketers now.
  9. Check the results against your marketing objectives.
  • Likely realize you still have a long ways to go. Get back to work.

*This 10 Step Content Strategy is to a real content strategy as a napkin drawing is a map to the top of the Matterhorn. It points you in the right direction, but the real work is up to you. Orsomebody. But there’s work to do.

T and Pi shaped People – Aliens Among Us

Modern marketing requires a new set of skills – and they look alien to many experienced traditional marketers. It’s a combination of technical skills with creative ability and a curiosity to dig into analytics. From the pre-madmen Claude Hopkins era to hey days of Chiat/Day, marketing had strong black and white divisions between identities within the team.

  • Account and C-level executives = suits
  • Finance = bean-counters
  • Creative = crazies, weirdos, and worse
  • Media = well, I’m not sure anyone called them anything
  • Admins = not socially acceptable to repeat what they were called back then.

I suspect that the “suits” created and perpetuated these labels. Just a  hunch. But the lines were rarely if ever crossed. It used to be when you found one of the special weirdos that had some visual sense and understood that marketing should communicate with words as well (usually) you were lucky. You made them a creative director. Somebody that understood using words and images together was a crazy dual-kind of talent.

That has changed with modern marketing. Two tools aren’t going to get it done. According to this article by Econsultancy, ”the term ‘T-shaped’ was first used by McKinsey & Company to describe the type of person they were looking to hire.” In their case they were looking for people with deep vertical skill and expertise, the “|” part of the “T” along with a broad horizontal “─” understanding of all other disciplines required. That’s nice, but it’s not really that different. It’s still basically and expert with some limited understanding in other areas. Limited understanding has limited utility in business.

Later,  Econsultancy CEO Ashley Friedlein coined the term ‘pi-shaped (Π). This introduced the idea of marketers that were adapt at using both the right and left sides of their brains. Previously the balance of analytical and creative skills in marketing were set by the structure of the different team members. Now, with dramatically leaner teams, modern marketing demands team members that possess both. This is a much bigger leap.

On one hand it’s simple numbers: headcounts are reduced. On the other hand, communication has changed. It’s much more personal, mobile, and trackable. It’s always required stories. The addition of tracking and automation, of really knowing how people engage with and find stories and being able to deliver it is completely new. Just the idea of moving beyond specialties is new to marketing. You can call it alien, but it’s arrived.

In my head, they are very much like Swiss Army Marketers.

For more about T-shapes,right vs. left brain, and a people oriented approach, check out thisarticle.

 

 

This entry was posted in High Bar Marketing, Modern Marketing on March 23, 2013 by Devin Meister.