tag:blogger.com,1999:blog-54123020427924391542024-02-20T18:03:21.357-08:00Muegge MarketingAnonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.comBlogger27125tag:blogger.com,1999:blog-5412302042792439154.post-466679347837577022016-08-06T06:17:00.001-07:002016-08-06T06:17:24.891-07:00Website redesign tip #1: Start with the story<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiruz59vJzjVsq_ARpdteNK6g_Wsz3lLQgtyirUfRsY56QTub5yiZDB6GuoEYy7aVGgm3eQA6w-5udu_qogIvmgeKMh_sF71vnNO6sPbyGJKV_AQ-2rjU3EBNxotUBYcz3UBw9DvKZElxTG/s1600/%2540mueggemarketing+%25281%2529.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiruz59vJzjVsq_ARpdteNK6g_Wsz3lLQgtyirUfRsY56QTub5yiZDB6GuoEYy7aVGgm3eQA6w-5udu_qogIvmgeKMh_sF71vnNO6sPbyGJKV_AQ-2rjU3EBNxotUBYcz3UBw9DvKZElxTG/s400/%2540mueggemarketing+%25281%2529.jpg" width="400" /></a></div>
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Most of my work right now is founded in a website redesign. Smart companies know that their 1990s website just isn't doing it anymore, but how do they update? There are two paths: begin with the design or begin with the words.<br />
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<h3>
Always start with the story. Why?</h3>
<ul>
<li><b>Your story drives your company.</b> Who you are, your mission statement, your values, your history--all of these together drive how you do business everyday. This is your story, and it's one you want your customers to know. </li>
<li><b>Your story drives the look and feel of your website.</b> Making things pretty is one thing, but making them fit your brand is, as we say in Texas, "a whole nother". Think of it like fashion. Anyone can dress well, but it takes something special to put together a look as personal as Donna on "Suits" or Cate Blanchett. Their fashion choices are driven by who they are. If you know your story, you then know which icons, which colors, which templates, which fonts fit and which do not. </li>
<li><b>Your story drives the flow of your website. </b>The best<b> </b>websites are no longer behemoths of hundreds of pages--they are designed to be browsed on mobile devices with few pages that flow well and stay on topic (i.e., <a href="http://www.awwwards.com/6-web-design-trends-you-must-know-for-2015-2016.html" target="_blank">the long scroll</a>.) But, how do you know which 6-10 pages should form the core of your website? Your story, not your design, should inform this choice. </li>
</ul>
<h3>
So, how do you actually do this?</h3>
<div>
You are telling your story everyday, in every business meeting, in every sale, in every professional interaction, whether you realize it or not. Find a content marketer, a content marketing strategist, a writer, to help you clarify your story. Then, he or she can help you create wireframes and lay out the user's experience of the story in a way that maximizes the impact of the story and leads them to an interaction with you. </div>
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Once that's done, it's time to start the website design. And, your content strategist can help you give your web designer clear direction to complete the site quickly and effectively, saving you both time and money and creating a better website in the end. </div>
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<h3>
Websites that are all about the story</h3>
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<ul>
<li><a href="http://goodhire.com/">GoodHire.com</a></li>
<li><a href="http://chipolte.com/">Chipolte.com</a></li>
<li><a href="http://ministrysafe.com/">MinistrySafe.com</a></li>
<li><a href="http://wdslogistics.com/">WDSLogistics.com</a></li>
</ul>
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Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-8298217057833470832016-04-07T11:50:00.002-07:002016-04-11T11:59:11.512-07:00Are we fated to shorter attention spans than a goldfish?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhF-VMOURA5r2334_LHMUpZGUK_Hx0MYdSp50iIjWYiiAtEPMFQOJFtI-TArFf2EQ1uFHh07MszQtoZYhKsPka2c7seN_mxh31aCugy2kskkIG4JqB2iRjJgskVnh2X2YyJdOKV51_beAYJ/s1600/shorter-attention-span-than-a-goldfish-600x388.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="256" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhF-VMOURA5r2334_LHMUpZGUK_Hx0MYdSp50iIjWYiiAtEPMFQOJFtI-TArFf2EQ1uFHh07MszQtoZYhKsPka2c7seN_mxh31aCugy2kskkIG4JqB2iRjJgskVnh2X2YyJdOKV51_beAYJ/s400/shorter-attention-span-than-a-goldfish-600x388.jpg" width="400" /></a></div>
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Is this a definitive truth, limiting all of us to thoughts with the same depth and meaning as a Twitter post, or are we creating a machine that teaches us little of value extends beyond 8 seconds?</div>
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This was part of a #socialnomics video I watched during a social media class at Northwestern. I don't think we're yet doomed to a world that can't comprehend Shakespeare or Frederick Douglass yet, but it will require a conscious choice to avoid such a fate. </div>
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I have four school-age children as well as two brands I manage on social media. I see school reaching out to the lowest common denominator, touting that as the new norm, rather than driving aspirational thinking. However, when parents demand more and create a culture of intentionality, children can leverage longer attention spans and learn, truly learn, anything. Same thing with social media--we can dedicate our entire marketing effort to the lowest common denominator, or we can speak to those who are looking for depth as well. let's be honest--some concepts cannot be adequately expressed in SnapChat, especially B2B services.</div>
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You can't believe that everyone is looking for a James Joyce novel, but you also don't want to speak so simply that the nuance of your message and brand is lost.</div>
Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-10117923287383060732015-06-22T20:02:00.003-07:002015-06-22T20:02:49.229-07:00Where's your writing hang up?<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWzVcSEYv0aaO8iBZZMaIH7-dIY4xyJf4JBdbXLJl7lcMV-Gq_JrDcZssZbD8elcsFzF9iLbClq5wze_eoDI6q9eRyl0z3IzoCoEKaJ8IAyECx8Nz3qzyH0iOG6jwW-bDAQGEfUvgJWOdr/s1600/bottleneck.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="170" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWzVcSEYv0aaO8iBZZMaIH7-dIY4xyJf4JBdbXLJl7lcMV-Gq_JrDcZssZbD8elcsFzF9iLbClq5wze_eoDI6q9eRyl0z3IzoCoEKaJ8IAyECx8Nz3qzyH0iOG6jwW-bDAQGEfUvgJWOdr/s320/bottleneck.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: process.st</td></tr>
</tbody></table>
An interesting question was posed to me by the writers at Oz (@ideasbyoz)--where do you feel the bottleneck is in your work. After working with writers for a while, it seems that there are common sticking points.<br />
<br />
Now, I know every writer is unique--one only need look at the gamut of professional writers to know that (Gonzo Journalist Hunter Thompson fueled by drugs and rum, <a href="http://airshipdaily.com/blog/01282014-balzac-coffee" target="_blank">Balzac who drank 50 cups of coffee a day</a>, <a href="http://www.businessinsider.com/maya-angelou-writing-process-2014-5" target="_blank">Maya Angelou who had a hotel room in her hometown</a>). However, the problems are similar, as are the solutions.<br />
<br />
Personally, I was tormented by procrastination--I believed it was a part of my personality, the essential make-up of who I was. This belief continued through college and was only fueled by a career as a newspaper and television journalist. However, graduate school, first in creative writing then in English medieval literature, was sufficiently terrifying to kick procrastination to the curb. Out of necessity, I began scheduling draft dates and meetings with friends who would hold me accountable. It worked, and now I am a bit on the OCD side about scheduling.<br />
<br />
So, where's your bottleneck? In the next few posts I'll be offering tips to writers on how to overcome their bottleneck(s), wherever they come in the writing process.<br />
<ol>
</ol>
Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-58562947173049003212015-05-10T20:09:00.001-07:002016-05-03T11:41:07.111-07:00Not ready to write? Curate first. I have met so many experts in diverse fields--people who are professionals in their field and passionate about their business. However, some of the most intriguing people I've met (some of whom are most excited about what they do) are not where they could be in business because they don't evangelize.<br />
<br />
It's all about the content. Inc. published a great article today (<a href="http://www.inc.com/michelle-manafy/3-ways-to-market-your-expertise.html" target="_blank">This is How You Get Yourself Out There to Market Your Expertise</a>) that reiterates that it truly is all about the words and how you publish them.<br />
<br />
The key, however, is to be an expert before you write. While there is quite a bit on content marketing out there, if you have nothing to say, or you don't have any knowledge above and beyond the mean, don't bother. But, those business savvy people I know have lots to say, they just don't know how to say it or why.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzWYO3JJQJwF_upu5EcHeCqdZ7lZr8IMeFvvZ2eZAL-xPxRkayK5r1X9GAUnul5wrj-275R5vgAHHrJ-9Y6zI6hvPzz3tz-6LylDkpiOfqoFRqOn1uWTxcwFS5tWy4t5LBGTWb3fUJZSPl/s1600/3235219575_c8bea6c488_m.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="178" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjzWYO3JJQJwF_upu5EcHeCqdZ7lZr8IMeFvvZ2eZAL-xPxRkayK5r1X9GAUnul5wrj-275R5vgAHHrJ-9Y6zI6hvPzz3tz-6LylDkpiOfqoFRqOn1uWTxcwFS5tWy4t5LBGTWb3fUJZSPl/s320/3235219575_c8bea6c488_m.jpg" width="320" /></a>You can have a conversation with one person and change their perspective--you can blog or comment on social media and reach hundreds, or not thousands.<br />
<br />
Social media storytelling is one of the key marketing trends in 2016 and with good reason--consumers want more than a pitch. (For 6 major trends, read more<a href="http://www.business2community.com/marketing/6-marketing-trends-ruling-2016-01528023#aUG2jrm6DZzL4u0D.97" target="_blank"> here.</a>) They are looking for the truth behind who you are, who your brand is, and what makes you tick. Now. let's tell those stories!<br />
<br />
<br />
So, how do you get started? First, share what you read. It's called curating, and it's basically sharing the most valuable pieces of content and the things that touch you. You're an expert in your profession, and you likely read several pieces a day on your industry, on the business world, on what interests you. People who are in the industry want to know what you are reading, what you value. LinkedIn, facebook, Twitter are all ways to share written content. If you have visual content, don't forget Tumblr and Instagram.<br />
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If you're not ready to write yet, share. And, eventually, you'll be ready to write. Because, if you're an expert, you have something to say. It's just getting down to saying it.Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-68097752121992297682015-04-03T07:43:00.001-07:002015-04-03T07:43:08.661-07:00We are all storytellers<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiw9Q50X4qUQgwDis6XlSjD_bRmXQAbnRSk-3sMGTGT5zHuUKHOnjjfXExMdjH9YMxzxYJjvj7nJmgf1EdhgjTgW82pyroqkpHOj9DSBxhQonfjR9RlCSVLRsDXK3XjdrzurpfhTGhOIG4x/s1600/images.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiw9Q50X4qUQgwDis6XlSjD_bRmXQAbnRSk-3sMGTGT5zHuUKHOnjjfXExMdjH9YMxzxYJjvj7nJmgf1EdhgjTgW82pyroqkpHOj9DSBxhQonfjR9RlCSVLRsDXK3XjdrzurpfhTGhOIG4x/s1600/images.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: storydynamics.com</td></tr>
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Companies with boring stories do not succeed.<br />
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But, then again, I have never encountered a company with a boring story. I have, however, encountered many businesses who haven't figured out how to tell their story. CEOs, salespeople and marketers need to remember that we are all storytellers.<br />
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Last night, I had the pleasure of reading<a href="http://www.inc.com/welcome.html?destination=http://www.inc.com/magazine/201503/tom-foster/the-king-of-kombucha.html" target="_blank"> a business' story that was so compelling from Inc.</a> that I almost bought GT's Kombucha this morning. And, this business' growth, IMHO, was due not only to the passion of the son but also to the storytelling skill of his mother who nurtured the business in its infancy.<br />
<br />
Executives have a story about their business--why it exists and why they have worked endless hours to nurture it and watch it grow. No one will dump endless hours into something they don't believe in--that kind of dedication requires passion. I've seen passion in HR, in software development, in legal services and in colleges.<br />
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But, what happens to that passion? Where does it go?<br />
<br />
At some point, we begin to believe that the product is so compelling it will sell itself. We forget the importance of the story. Narrative links us together as humans--it's a gift we began cultivating as children in song (remember "I'm bringin' home a baby bumblebee"?), in monologue and later as part of a dialogue. A good storyteller can make even the most mundane seem extraordinary, but a novice storyteller can do the same when passionate.<br />
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I have the privilege of telling stories all day, and listening for that passion in the executives that I work with that makes their story a sit-on-the-edge-of-your-seat tale. What's your story?Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-84144748599138198072015-02-19T20:16:00.002-08:002015-02-19T20:16:59.933-08:00Are you reading Guy? Three business books to read now. <table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_SURY0wk00oxeLKn-Y3SreegtS3AMCPw_xDuE-nlMhWRqaK2pKx4iJ9KzHA3keROeeDHbU2P_Nc7aL2c9wRereWkeQhKQo-SicKlmW9KLD057oiKACyNbFwvdwsLJnapRa0dc_5KyD12I/s1600/download.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_SURY0wk00oxeLKn-Y3SreegtS3AMCPw_xDuE-nlMhWRqaK2pKx4iJ9KzHA3keROeeDHbU2P_Nc7aL2c9wRereWkeQhKQo-SicKlmW9KLD057oiKACyNbFwvdwsLJnapRa0dc_5KyD12I/s1600/download.jpg" height="200" width="141" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: amazon.com</td></tr>
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Are you reading <a href="http://guykawasaki.com/" target="_blank">Guy Kawasaki</a> right now? If you're not, you're missing out. I read <i>a lot</i>, and it's not often that I find a book that I have to stop every page or two and take action, but this is one of those. If you get it on Kindle, it's even better because then you can follow all the links provided (and when I say all the links, there are up to 10 on some pages). For me, this hasn't been a quick read, but I swear there's a takeaway every page or so worth noting.<br />
<br />
Some of the top tips I've found so far are in the directories and the need for personalization of your blog and Twitter feed. The feeds are helpful keeping a pulse on the news, and the <a href="http://google.com/" target="_blank">Google</a> tips are great if you're more of a Google person. That's just in the first chapter!<br />
<br />
As I said, I read a lot, but there were two other books that had an impact recently. They were both personal/professional, but highly beneficial on all fronts.<br />
<br />
The first is <i>Essentialism</i> by <a href="http://gregmckeown.com/" target="_blank">Greg McKeown</a>. I sent a copy to several people I know, made my husband read it, and even orchestrated the purchase for some of our customers. What I love about this book is that he combines so much of the wisdom against a 24/7 worklife and the idea that we have to be all things to all people. Really, you can only do one thing well, so do that better than anyone else. This book is all about focus, and it is reminiscent of <a href="https://www.stephencovey.com/" target="_blank">Stephen Covey</a>, who is one of my favorite authors of all time. (Best book? <i>Seven Habits of Highly Successful Families. </i>His wife is amazing as well.)<br />
<br />
The second is <i>The Alliance</i> by Reid Hoffman. We were just speaking today on how to manage employees, and the old models are truly not working anymore, especially on Millennials and remote workforces. This book allows employers to recapture the energy they themselves had when starting out and harness it in their people. Even if you're not in HR, it's a great read because it makes you think of where you are in your employee lifecycle and if it's where you want to be.<br />
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Happy reading! I'd love to know what your favorite book was in the past 18 months.Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-61882801858726620982015-02-12T21:02:00.001-08:002015-02-13T06:27:36.181-08:00Normally I'd be blogging, but my infobesity got in the way<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="clear: left; float: left; margin-bottom: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjb58e6Y4zNTtOnEScZhumCBajOzf6JzlQK4mAr3sNMbSGE8iybTjENP6KZs-UxnWl6nV1Z0E5uaQ9FUXNPAR_htesxktcxhjcGFeWGiHc7nwl0qSy0qWGzKCpWWN3tU-6lzs4bAug_iS68/s1600/download.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjb58e6Y4zNTtOnEScZhumCBajOzf6JzlQK4mAr3sNMbSGE8iybTjENP6KZs-UxnWl6nV1Z0E5uaQ9FUXNPAR_htesxktcxhjcGFeWGiHc7nwl0qSy0qWGzKCpWWN3tU-6lzs4bAug_iS68/s1600/download.jpg" height="153" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: localvox.com</td></tr>
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For the past two hours, I've been completely drawn into the black hole of analytics for marketing, and it's been amazing! I have to admit, my fascination with analytics is probably best described by a word I first heard from <a class="g-profile" href="https://plus.google.com/116360490382627139924" target="_blank">+William Tincup</a> today: infobesity.<br />
<br />
So, where have I been on my black hole journey? I've visited...<br />
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<ul>
<li><a href="http://www.quicksprout.com/2014/12/29/dont-blog-unless-you-are-using-these-11-tools/" target="_blank">Neil Patel's blog on blogging tools</a>--an outstanding piece if you have a chance</li>
<li><a href="http://buzzsumo.com/" target="_blank">Buzzsumo</a>...but unfortunately it's not free</li>
<li><a href="http://simplymeasured.com/freebies/google-analytics-total-traffic" target="_blank">Simply Measured</a>--which is addicting and I think I might run every single free report they offer because they've all been great. You can see that I've been here awhile on Twitter <a href="https://twitter.com/MueggeMarketing" target="_blank">@MueggeMarketing</a> because the currency is tweets</li>
<li><a href="https://www.hellobar.com/" target="_blank">Hello bar</a>--low profile way to get email sign ups or shares. I might have one soon.</li>
<li><a href="https://moz.com/researchtools/" target="_blank">Moz Open Site Explorer</a></li>
<li><a href="http://tools.quicksprout.com/" target="_blank">Quick Sprout</a>--another site that provides high-quality graphics and information</li>
</ul>
<br />
<br />
So, I'm going to indulge my infobesity for a bit more. As G.I. Joe used to say, "Knowing is half the battle". And, now that I have better insight for my clients, I can leverage that for better results.<br />
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Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-5370767606326667242015-02-10T20:12:00.001-08:002015-02-10T20:12:20.021-08:00Do you realize what you've got? <table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAo44qUEGsjlWwhH2FcubOBFN-nPPNp9Rd13quK5dEz4cc_YEz-3xDbMSTpudXCfe08bP0wqUSVT6X2wBbtn7eqd2Fs7Lc7Z-QUSPJYMqZ7MzEWZCvgQIV3s34SPjdQWHvxXi1LWKoVJvH/s1600/One-million_480x340.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhAo44qUEGsjlWwhH2FcubOBFN-nPPNp9Rd13quK5dEz4cc_YEz-3xDbMSTpudXCfe08bP0wqUSVT6X2wBbtn7eqd2Fs7Lc7Z-QUSPJYMqZ7MzEWZCvgQIV3s34SPjdQWHvxXi1LWKoVJvH/s1600/One-million_480x340.jpg" height="226" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: CRCConline.org</td></tr>
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If you can write a blog post without revising at least 60 times (and it's more than a paragraph), you're unlike most people.<br />
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If you can stand in front of people and speak in a compelling way, you're unlike most people. </div>
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If you can calmly teach and engage a room full of preschoolers, you're unlike most people. </div>
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If you can fix a sink, you're unlike most people. </div>
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If you can bake your own cookies, you're unlike most people. </div>
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Chances are, there are ways in which you're unlike most people. But, do you realize what you've got? And are you using those unique gifts and talents to their full potential, or do you simply assume that everyone else functions like you do? </div>
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You are unlike most people, and that's a really good thing. </div>
Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-76471592469631349732015-02-07T20:13:00.000-08:002015-02-07T20:13:31.170-08:00Inspiration or paralysis by analysis--where does your marketing fall?<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgADRPFm4mKH3kl6YYzWR2WQmYN0R0sVjB_pItPuz3f60ITke9r1qEBptxDiug6UwRzY2pM8xJUX0bpgXKWLfJx-ziE5leiK3i1VZlejeF_iwI97lonUAXmpS4JhAu_X_IiirWz6amiILU2/s1600/n-EMOTIONAL-INTELLIGENCE-large570.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgADRPFm4mKH3kl6YYzWR2WQmYN0R0sVjB_pItPuz3f60ITke9r1qEBptxDiug6UwRzY2pM8xJUX0bpgXKWLfJx-ziE5leiK3i1VZlejeF_iwI97lonUAXmpS4JhAu_X_IiirWz6amiILU2/s1600/n-EMOTIONAL-INTELLIGENCE-large570.jpg" height="133" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: The Huffington Post</td></tr>
</tbody></table>
This evening started with a <a href="http://blog.thestarrconspiracy.com/how-im-changing-b2b-marketing-forever" target="_blank">great post by Bret Starr</a>, the CEO of The Starr Conspiracy and one of the people who got me started in B2B marketing. His post reveals the why behind what he does--the passion for the business. When you work with Bret, you can see that same passion.<br />
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But, when you think about most B2B sites or white papers (the name itself should give this away), there's little emotion, only facts. Part of that is because we assume that buyers are engaging in the sales process because they have to solve a business problem or that they have to justify the purchase, and the other part is because frankly, most of the products in a B2B transaction are quite complex and it is challenging enough dealing with the facts. But, this is where we stumble.<br />
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The Harvard Business Review published <a href="http://blog.thestarrconspiracy.com/how-im-changing-b2b-marketing-forever" target="_blank">"When to Sell with Facts and Figures, and When to Appeal to Emotions."</a> In the article, all the examples are B2C, but the focus is the complex sale--and, that we tend to puzzle through the more complex sale with our emotions first. They lead. And, when is a sale more complex than in B2B?<br />
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Marketers, the really good ones, know the emotional reasons why the customer buys their product because they know the case studies--they have heard it from the customers themselves. And yet, they often fail to lead with this emotion because it is difficult to quantify, it isn't universal, it doesn't speak to all the benefits of the product, etc.<br />
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After hearing from Bret tonight, followed by the HBR, it makes me want to yell from the rooftops. The reason why I work for the company that I do, <a href="http://kressinc.com/" target="_blank">KRESS</a>, is because I believe in what they do, They are protecting people every day, And, they are some of the most ethical people I know, working harder for their customers than most. I admire my co-workers and my boss, and anyone who chooses to work with KRESS has made an amazing decision they will not regret. I felt this way when I worked for the <a href="http://thestarrconspiracy.com/" target="_blank">Starr Conspiracy</a> as well.<br />
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Marketers, tell your stories and the stories of the brand. Companies can be inspiring, especially in B2B. I can't wait to hear what you all have to say.Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-85181816838967870432015-02-04T06:45:00.001-08:002015-02-04T06:58:02.868-08:00PicMonkey and the art director in all of us<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhap9vcT32AcDsdTVtFWz8tBfSULjbmClXodq0SD-m-aBuHs4RElx0JyPpjiZkm7Otnp19jH_SMCm_49u4XsfwK5EIgYJq9tNS-8QyBcsqJYZZnOS61OgvwNLkvDf_DePrkxc9fZ70lVOZp/s1600/download+(2).jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhap9vcT32AcDsdTVtFWz8tBfSULjbmClXodq0SD-m-aBuHs4RElx0JyPpjiZkm7Otnp19jH_SMCm_49u4XsfwK5EIgYJq9tNS-8QyBcsqJYZZnOS61OgvwNLkvDf_DePrkxc9fZ70lVOZp/s1600/download+(2).jpg" /></a></div>
I love <a href="http://www.picmonkey.com/" target="_blank">PicMonkey</a>.<br />
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For years, I watched graphic designers play in the magical sandbox of Illustrator, doing precisely what they wanted to images, picking exactly the right CMYK color and making art. Now, I dabbled in Illustrator, and I can do some basic things, but the cost of the program made it prohibitive to bring home and experiment with to go beyond the basics.<br />
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Enter PicMonkey.<br />
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Now, I can illustrate text or basic images to my heart's content. But, there's a problem. I am not an art director. Even with PicMonkey, I am not an art director. <br />
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So, what's a content writer to do?<br />
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When I was working at agencies, there were the inevitable art director who was forbidden from speaking with clients (and even sending emails) because client interaction was not his or her forte. But, the art directors who rose above, who led the creative element of the company, always managed to find a voice. How? It was hard, but they realized that what they had to say, their ideas and their vision of the concept in art, was so necessary to the clients that they built the skill set to come into the room. True, they always had a unique style, and it was always clear who the art director was, but he was the one person who stopped the noise when he spoke.<br />
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So, what does this leave me with? Maybe art direction isn't my perfect match, but the content writer and the marketer in me gets the message. I see what the client needs to feel and experience when he or she is interacting with the piece. So, in that way, I am leaning in the right direction.<br />
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While PicMonkey doesn't make everyone an art director, in the same way that Word didn't make everyone a writer, it is a great tool as long as you don't get lost in the pretty and remember what you have to say.Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-66150130867078525672015-01-28T08:10:00.001-08:002015-01-28T08:10:19.408-08:00Content marketers: Are you reading as much as you are writing?If you're not reading as much as you're writing, you're falling behind.<br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtVdIIenctzEZrhg-r405GJUUQ7I0CMaZ0JtomjJL3iM7trzpeq2cFUrQzMIYSG9BqoC9sVZ4pD5FAz4180UAA89BZgoYosQ1yUP1lH_KWL2Mpu02GmrSWuBRPO4qCr1z6uqNv2ehDYgHH/s1600/download.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtVdIIenctzEZrhg-r405GJUUQ7I0CMaZ0JtomjJL3iM7trzpeq2cFUrQzMIYSG9BqoC9sVZ4pD5FAz4180UAA89BZgoYosQ1yUP1lH_KWL2Mpu02GmrSWuBRPO4qCr1z6uqNv2ehDYgHH/s1600/download.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: burrus.com</td></tr>
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The temptation is to go into monk-mode (per <a href="http://gregmckeown.com/blog/" target="_blank">Greg McKoewn</a>), but you can't do that indefinitely unless you're in academia. Social media has had too great an impact on every industry for writers to close themselves off.<br />
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However, you have to balance. The top social influencers in HR and Recruiting, including personal favorites <a class="g-profile" href="https://plus.google.com/116360490382627139924" target="_blank">+William Tincup</a> and <a class="g-profile" href="https://plus.google.com/115634361319808237213" target="_blank">+Tim Sackett</a> tweet, on average, 10 times a day. They also manage to write, lead companies and live life.<br />
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How do you achieve balance? Or, some semblance of it?<br />
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Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-70214360365932868192015-01-27T06:00:00.000-08:002015-01-27T06:00:06.194-08:00Holy Strategic Plan...a temptation for marketers<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: x-small;">How many times have you sat down to write out a strategic plan for a company? Or an annual plan that carefully details your strategy for the year and every marketing dollar you're going to spend? Depending on the size of your marketing department, this focused and intensive project likely took you away from other things. However, you told yourself, like every other good <a href="https://www.stephencovey.com/" target="_blank">Stephen Covey</a> reader, that the task was important, but not urgent, and you were making the right choice. </span><br />
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<span style="font-family: 'Helvetica Neue', Arial, Helvetica, sans-serif; font-size: x-small;">But, were you?</span><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNV2ln-E2SxgmvQxPO_uO9G4g2FvZbP2inuBQXt1dQsCG_wrRLUh3UCK62j8dhqZVrMtlesWhnmsnThivpW7wFbB1rlLRFXBKXilEKip3rEPMH46Kv0sgAwJb5elnYsr_eJVh8T7INNKBH/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjNV2ln-E2SxgmvQxPO_uO9G4g2FvZbP2inuBQXt1dQsCG_wrRLUh3UCK62j8dhqZVrMtlesWhnmsnThivpW7wFbB1rlLRFXBKXilEKip3rEPMH46Kv0sgAwJb5elnYsr_eJVh8T7INNKBH/s1600/images.jpg" /></a></div>
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: x-small;">Sometimes, we get stuck in a planning bog and cannot escape because our plan needs to be perfect. As a writer by trade, I have fallen prey to this many times--rewritten a white paper so many times it becomes irrelevant, waited for the perfect blog topic so long that the audience gave up, edited so thoroughly that the original voice was completely lost. (Right now, I am fiddling with the font so that the look is perfect, but I am going to get back on point so that there is a point here for you soon.)</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: x-small;">You have to execute--it's time to do! In the new digital economy, you can't form a committee to debate every option then wait for the outcome. You must train your team then expect them to perform aligned with the overall vision of the strategy. (Now, I am not saying let the intern loose with your Twitter account. Maintain accountability and management structures, but also realize that the CEO does not need to micromanage every tweet.)</span><br />
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<span style="font-family: Helvetica Neue, Arial, Helvetica, sans-serif; font-size: x-small;">I wouldn't go so far as to say that <a href="http://www.forbes.com/sites/billconerly/2014/03/24/the-death-of-strategic-planning-why/" target="_blank">Strategic Planning is Dead</a>, but I would advocate for a long-term vision with short-term strategy and a structure that empowers leaders with accountability and responsibility. </span><br />
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhYGNBFbtg__v-_IoPQARM22PYTV4QZCRjnRZVKSt9XTolABJA8yNTYx79lOO0BqCv1sClOWahErYC_PLy0xn4WdkuDz1NqciILTAKm0HUsfe6000m90JV3-eGhNfBjIYulKA0X7eE2axd/s1600/salvador+dali.jpg" imageanchor="1" style="clear: left; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhhYGNBFbtg__v-_IoPQARM22PYTV4QZCRjnRZVKSt9XTolABJA8yNTYx79lOO0BqCv1sClOWahErYC_PLy0xn4WdkuDz1NqciILTAKm0HUsfe6000m90JV3-eGhNfBjIYulKA0X7eE2axd/s1600/salvador+dali.jpg" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Image: Elizwrites.com</td></tr>
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<br />
Godin posted on this, and it struck a chord. In marketing, you are aiming to meet the client's deadlines. Sometimes, you have great clients who can see everything that is involved in something as mundane as sending an email, and they are willing to give it an extra day or quality control. In that scenario, both of you can be on honest time and plan accordingly. (This does not take into account the art director's tantrum or the intern with "food poisoning", but you can work around those thing if you have time.)<br />
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What really causes the crisis in most agencies is that only one or two people are on honest time. The rest are on optimistic time, and clients have been taught that the optimistic deadline is correct. So, that is the expectation. Now, what happens when deadlines are hit on optimistic time? As Godin says, someone suffers. It may be the client who has the smallest account, or the one who recently said they were happy with the agency. Maybe the manager with the quiet demeanor is ignored.<br />
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Godin makes the point that honest time is the best way to go, but it's not easy. If you could get everyone on your team to change to honest time, and to concede that quality checks take more than 10 minutes, it would definitely be the business changer Godin predicts, but how do you do it?<br />
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Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-41677549155342123802015-01-22T06:55:00.000-08:002015-01-22T06:55:54.892-08:00Writing 101: Getting better<i>What's something that needs improvement? American writing. </i><br />
<i>Is there hope? Yes!</i><br />
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If you read <a href="http://mueggemarketing.blogspot.com/2015/01/improvement-needed-writing-as-craft.html" target="_blank">yesterday's post</a>, it may have seemed a bit harsh to condemn American writing. But, there is hope! And no, you do not need to pay for a professional writing class.<br />
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Step 1: Read....Read amazing writing.<br />
If you don't read, and the last thing you've read since college is <i>People</i>, it's time for an upgrade. Every week, you should read something that challenges you--challenges your ideas, your vocabulary, your writing rhythms. If you need a quick read, <a href="http://www.inc.com/geoffrey-james/achieve-true-excellence-in-1-hour-a-week.html" target="_blank">choose a top blogger</a>. If you have more time, choose Steinbeck, Gabriel Garcia Marquez, Isabella Allende, Poe, Shakespeare. One student found their passion in <a href="http://www.newyorker.com/" target="_blank"><i>The New Yorker</i></a> food reviews. I recently read "<a href="http://www.catholiccompany.com/st-francis-assisi-biography-revised-i36399/?sli=1002764" target="_blank">The Life of St. Francis of Assisi</a>" which challenged me because of the complexity of the ideas and the language.<br />
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Step 2: Write....Write and have someone else read it.<br />
I have taught hundreds of grammar classes, and one was as enlightening as a single critiqued essay. When we can see the mistakes we personally make, it has so much more resonance than an impersonal lecture. (If you are interested in reading a grammar book, I recommend "Eats, Shoots, and Leaves".)<br />
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Listen to your critic's remarks and learn from them. And, it might be best to have two or three critics--people who love you enough to challenge you.<br />
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Step 3: Repeat cycle as often as possible<br />
The only way you improve at anything is to practice. Read, write, read, write, read, write...the more you do, the better you will be.<br />
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<br />Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-43201113793759209132015-01-21T19:34:00.003-08:002015-01-21T19:34:29.626-08:00Improvement needed: writing as a craft<span style="background-color: white; color: #4c4c4c; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; line-height: 24px;"><i>Day 3: Tell us about something that you think should be improved.</i></span><br />
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<span style="background-color: white; color: #4c4c4c; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; line-height: 24px;">So, anyone who makes their living as a writer, or who just enjoys a good read, would agree--the state of American writing is abysmal. People assume because they learned about writing in school and have written something before that they're a great writer. </span><br />
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<span style="background-color: white; color: #4c4c4c; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; line-height: 24px;">Now, before you think I am an elitist snob, there are things I am terrible at. No one will ever pay me to run (or really even watch me on purpose) because I am very, very bad. But, I realize this and when people ask if I am a runner, I usually make it clear that I am a person who runs, but definitely not a runner. Ditto for pretty much any other sport--ever. </span><br />
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<tr><td class="tr-caption" style="text-align: center;">I am not comparing myself to<br />Steinbeck but rather<br />recommending him. Shame on you<br />for only looking at the picture!<br /><i>Image: NPR.org</i></td></tr>
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<span style="background-color: white; color: #4c4c4c; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; line-height: 24px;">But, I'm a decent writer. It's not because I was born with a miraculous talent or because my parents read Shakespeare to me in the womb. I believe that I can write well because I work at it, and because I hold my writing to a higher standard than texting or facebook feeds. (I could linger here for hours talking about the American education system and the incredible disservice we are doing our children, but there is only so much time.)</span><br />
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<span style="background-color: white; color: #4c4c4c; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; line-height: 24px;">Just because you have written something doesn't make you a writer, and just because you have run a marathon doesn't make you a runner. It takes practice, standards, and reading great examples of literature. Might I recommend Steinbeck for starters? </span><br />
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<span style="background-color: white; color: #4c4c4c; font-family: 'Helvetica Neue', Helvetica, Arial, sans-serif; font-size: 15px; line-height: 24px;">Thank you for reading my rant. </span>Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-63882229218509157992015-01-20T07:05:00.003-08:002015-01-20T07:05:53.860-08:00The Essentials<i>By Susan Muegge</i><br />
<i>What matters most?</i><br />
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My favorite business book of 2014 was <a href="http://gregmckeown.com/essentialism-the-disciplined-pursuit-of-less/" target="_blank">Essentialism by Greg McKeown</a>. With four kids, an active volunteer and faith life, a professional career I am passionate about and a physically demanding lifestyle, you realize that there are only so many hours in a day. In the past year, I've realized that each of those minutes is a gift and should be spent with as much purpose and passion as possible.<br />
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I've recently turned down two job offers, one from an amazing company I would love to work for, because I realize that I am spending all my time doing what I love. If I took on something new, I'd have to give up something. (This is a dramatic switch from my 20s when I did everything I wanted and drank more espresso. An espresso maker of my own was both the best and the worst gift ever. My husband disposed of it out of love for me.)<br />
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I still fail--there is more TV than I'd like, and sometimes I get sucked into facebook, but I try to come back to the center and ask what matters today. I sincerely hope that when I look back in five years I'll see a life that matters and that was built with the right choices everyday.<br />
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BTW, I spent two hours yesterday making a three-layer birthday cake for my daughter, and I would not swap that time for anything because of the look on her face. Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-18376469922787593262015-01-19T07:07:00.002-08:002015-01-19T07:07:56.226-08:00Getting back to the business of B2B marketing<i>By Susan Muegge</i><br />
<i><br /></i>
<i>Why are you doing the <a href="http://yourturnchallenge.strikingly.com/" target="_blank">YourTurnChallenge</a>? </i><br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVeT4TrVZPkn7Xqp2wSPcl90OjzoY-IILcMD3Vz2EKWk7eKSrll82ivcurTU-7w5RKoLeKmRHc7lr8lU3GYdfpDxn2fDvweE_y1IkqtB_0oP7x_qpF0uL7qiiQIuujQ4eIXrLMECJq2gru/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgVeT4TrVZPkn7Xqp2wSPcl90OjzoY-IILcMD3Vz2EKWk7eKSrll82ivcurTU-7w5RKoLeKmRHc7lr8lU3GYdfpDxn2fDvweE_y1IkqtB_0oP7x_qpF0uL7qiiQIuujQ4eIXrLMECJq2gru/s1600/images.jpg" /></a></div>
When I had a full-time job, I was a Seth Godin addict--I loved the brevity of his posts and the impact of his ideas in the marketplace. In recent years, I have spent more time <a href="http://www.spartan.com/" target="_blank">Spartan racing </a>and leading missions personally and focusing on <a href="http://www.kressinc.com/" target="_blank">employment screening</a> professionally.<br />
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It's time to reclaim my personal brand and re-enter the conversation on B2B marketing and content marketing--my first professional love. Somehow, I got recruited into B2B marketing for HR almost 10 years ago with Starr Tincup, now the <a href="http://thestarrconspiracy.com/" target="_blank">Starr Conspiracy</a>, and I have remained there professionally since--with the exception of five years of teaching college classes.<br />
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Let's get this party started.<br />
<br />Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-48391104688078595532014-03-25T08:15:00.005-07:002014-03-25T08:15:52.615-07:00Personal branding, a quick reminderThis presentation from SlideShare begs an interesting question: do you need a personal brand? So often in our professional lives we spend our time working for the company and boosting their brand, but is it important to have a brand of our own? Do you need to have a stream of idea clients if you are happily employed?<br />
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The answer is a resounding yes. Even if you are happily employed, you want your brand to show who you are, both to your company and your external clients. If your boss, or your boss' boss, wants you on the next project because he knows of your work, you've done well. Tom Peters and Zig Zigler led the charge on personal branding, and the coversation has only gotten more interesting in the age of social media.<br />
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Truthfully, this is a case of writing what I most need to hear. Look forward to more blog posts from someone developing her brand! Good luck as you all work on your brands.<br />
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Here are some great personal brands:<br />
<a href="http://www.linkedin.com/in/tincup%E2%80%8E" target="_blank">William Tincup</a><br />
<a href="http://thecynicalgirl.com/" target="_blank">Laurie Ruettiman</a><br />
<a href="http://www.timsackett.com/" target="_blank">Tim Sackett </a><br />
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Who's on your shortlist for HR personal brands? What are you doing to work on yours?<br />
<iframe allowfullscreen="" frameborder="0" height="3708" marginheight="0" marginwidth="0" scrolling="no" src="https://www.slideshare.net/slideshow/embed_code/32684608" style="border-width: 1px 1px 0; border: 1px solid #CCC; margin-bottom: 5px; max-width: 100%;" width="382"> </iframe> <br />
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<b> <a href="https://www.slideshare.net/Placester/the-complete-a-to-z-guide-to-personal-branding" target="_blank" title="The Complete A to Z Guide to Personal Branding">The Complete A to Z Guide to Personal Branding</a> </b> from <b><a href="http://www.slideshare.net/Placester" target="_blank">Placester</a></b> </div>
Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-67475932794986784632014-01-15T06:33:00.001-08:002014-01-15T06:33:29.828-08:00SlideShare leader in 2013Turns out, there's a market for educational content.<br />
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In 2013, my SlideShare presentations used for college instruction were in the top 5%--more than 7,000 views! Check it out: <span style="font-family: Helvetica,sans-serif,arial;"><br />
</span><br />
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<span style="font-family: Helvetica,sans-serif,arial;"><a href="http://www.blogger.com/goog_30783371" target="_blank"><span style="color: #222222; font-size: xx-small;"><span style="font-size: 12px;"></span></span></a><a href="http://slideshare.net/yearinreview/smueggecci/B0FwAw" target="_blank">http://slideshare.net/yearinreview/smueggecci/B0FwAw </a></span></div>
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Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-70890064320178398772013-12-04T07:31:00.003-08:002013-12-04T07:31:52.159-08:00Developing a content calendar for 2014--essentialThe most successful marketing programs I have seen and been a part of are those that have a plan. Sounds simple, but it's not.<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNYs88yPznax7Chc5RzdPn5zWWO1J2OE2CulsgTWb_sgcwRvnj8AkQVKkzmp2SwNmBP1gc3Vog8IaaAILZT_Tr64OUPHdTIURips14aO5976UaLlh2NhIk-fXlZe2Z_aPE725KbItbq2Mn/s1600/images.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgNYs88yPznax7Chc5RzdPn5zWWO1J2OE2CulsgTWb_sgcwRvnj8AkQVKkzmp2SwNmBP1gc3Vog8IaaAILZT_Tr64OUPHdTIURips14aO5976UaLlh2NhIk-fXlZe2Z_aPE725KbItbq2Mn/s1600/images.jpg" /></a>Many small businesses, especially nowadays, are tempted to see facebook as their marketing program. If they post news on facebook regularly and add an occasion comment,
they're done. While that is more than nothing, it's not what you need.
According to a recent series from Kapost on <a href="http://kapost.com/on-ideas" target="_blank">Content: The force that moves the buyer down the funnel</a>, programmatic content marketing can increase sales as much as 300 percent and decrease cycle time up to 50 percent. This is not posting on facebook--this is a true programmatic marketing program with a content calendar, regular development and delivery, and a coordinated release in conjunction with sales.<br />
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If you find yourself asking, what do I do, you're not alone. While Kapost has some great suggestions on how to do this, you'll find that the best suggestions are tuned to your industry yet follow some basic guidelines.<br />
<ol>
<li>Research: When was the last time you did market research? You can be as academic as you like, but make sure to ask questions about customer pain and needs. This is also an opportunity to get customer buy in on new product development or business expansion.</li>
<li>News: This is the low-hanging fruit of content development. What is going on in your industry? While posting the news and commenting on it on your own site is the first step, the second is to become part of the conversation and post on other sites. When you're ready to be the voice of your brand, this is your move.</li>
<li>Video and webinars: Product education should not be the majority of your content, but when 2/3 of the sales cycle happens online (<a href="http://www.b2b-marketing-strategy.com/media/the-new-breed-of-b2b-buyer.pdf">http://www.b2b-marketing-strategy.com/media/the-new-breed-of-b2b-buyer.pdf</a>), it does need to play a part. However, it's time to rethink how it's done. Can you find a way to put it on SlideShare? Do you have a corporate YouTube channel? Can you show how your product answers a customer's pain?</li>
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Finally, don't expect every content piece to lead definitively to a sale. in the past, every piece could be tied to the pipeline, and marketers could assess the position of the lead in the sales pipeline. Now, the content must be available to the buyer at any stage, and only he or she can make the determination of his or her location in the pipeline. <br />
<br />Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-22578341611835660962013-11-22T19:49:00.002-08:002013-11-22T19:49:42.085-08:00Content leaders vs. the restGreat article from Kapost, leading to an even better one from Aberdeen:<br />
<a href="http://marketeer.kapost.com/2013/11/content-marketing-leaders/?goback=%2Egde_5109383_member_5809013467620864003#%21">http://marketeer.kapost.com/2013/11/content-marketing-leaders/?goback=%2Egde_5109383_member_5809013467620864003#%21</a><br />
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Great takeaways here on how to align your content with your marketing and sales team. It's interesting how very little the messaging has changed--you are not an island. This is the same message marketing and sales professionals have been receiving for years, and once again it comes home in the content marketing arena.<br />
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Again, no man is an island.Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-87978162524328515012013-11-15T20:39:00.001-08:002013-11-15T20:39:15.980-08:00Is the education system preparing us for social media marketing?<a href="http://contentmarketinginstitute.com/2013/10/future-b2b-content-marketing-experts/">http://contentmarketinginstitute.com/2013/10/future-b2b-content-marketing-experts/</a><br />
from<br />
<a href="http://blog.thestarrconspiracy.com/truth/this-week-in-the-world-b2b-marketing-globoforce-ipo-and-your-2014-marketing-budget/">http://blog.thestarrconspiracy.com/truth/this-week-in-the-world-b2b-marketing-globoforce-ipo-and-your-2014-marketing-budget/</a><br />
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Starr Tincup posted a link to this excellent piece from the Content Marketing Academy. The questions are relevant ones, about the future of content and how it will play out in marketing. While they suggest content strategy vs. content marketing discussions, the real struggle is playing out in the small business, the one that the entire marketing department consists of one person.<br />
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While social media has opened up some venues for equality, it is also pointing out that everyone is not a writer, nor are they being trained to be writers in college. I work in both business and education, and the two careers are dovetailing more than ever. We have so many students who can barely write, let alone write creatively per the vision of the marketing team.<br />
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As social media becomes more and more of a business tool, I hope that our education system can keep up and realize that every high school and college graduate must be able to write, not only correctly but also creatively and within set parameters.Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-28142571064444007032013-11-06T10:19:00.003-08:002013-11-06T10:19:59.568-08:00Content is still king<a href="http://www.fastcocreate.com/3020047/story-20-the-surprising-thing-about-the-next-wave-of-narrative?goback=.gde_5109383_member_5803164735457210368#!">http://www.fastcocreate.com/3020047/story-20-the-surprising-thing-about-the-next-wave-of-narrative?goback=.gde_5109383_member_5803164735457210368#!</a><br />
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So, it turns out that the most important thing for content in 2013 is...wait for it...the content. This article does a great job of pointing out that all the bells and whistles are just that. It's the story that matters still. Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-19386319717269640982013-11-06T09:56:00.003-08:002013-11-06T09:56:45.637-08:00Content operations vs. content development--it's time for a change<a href="http://www.idgconnectmarketers.com/its-time-for-content-operations/?goback=.gde_5109383_member_5802125494455394304#!" target="_blank">http://www.idgconnectmarketers.com/its-time-for-content-operations/?goback=.gde_5109383_member_5802125494455394304#! </a><br />
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When I started developing content for business almost ten years ago,
much of it was a "nice to have". It was used as a piece to draw in the
leads to other, more relevant points in the sales funnel. Blogs were
still under corporate ownership, and most execs had a single ghost
writer to manage the company blog.
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Now, so many companies are still applying the strategies that worked
then to the rapidly evolving world of content. Companies see that they
need social media, but fighting for a place at the table at a SMB is
still a struggle. It is a tactics game.
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Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0tag:blogger.com,1999:blog-5412302042792439154.post-31504518006408838712013-10-22T19:14:00.000-07:002013-10-22T19:14:21.016-07:00Authenticity: It Matters<a href="https://exploreb2b.com/articles/the-need-to-be-authentic-in-your-companys-storytelling">https://exploreb2b.com/articles/the-need-to-be-authentic-in-your-companys-storytelling</a><br />
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Love this piece, as it talks about the need to be authentic. Some of the best people I have worked for are the ones who know themselves the best--those who are not afraid to paint a living room brilliant red, who have stained glass projects in the office, and who...well, some authenticity does not need to be shared.<br />
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But, how do you find the line between professional and authentic? If you are a Bohemian who loves to go without shoes, should you allow your whole offices to set their piggies free in the summer? Maybe, but you run the risk of running off a less Bohemian clientele.<br />
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Authenticity takes time. You cannot be authentic if you don't know who you are, and few 20-somethings do. Authenticity takes confidence. In the beginning, we are all chameleons, seeking to blend and create the least friction, because we think that will win us clients and friends. Sometimes authentic people are broke, but they're usually okay with that--they're on to their next dream. When a chameleon is broke, he doesn't know who he is. <br />
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Authenticity is a risk, but I firmly believe it is a risk worth taking, whether it is your company or yourself you're pitching. Anonymoushttp://www.blogger.com/profile/03951408398454616414noreply@blogger.com0