The world been shaken so much during the coronavirus pandemic. Who would have ever conceived that every single business and person on the planet would have been rocked to its core and...at the same time. I realise the Spanish Flu was devastating, and SARS had its go at the world too - but this pandemic will hit the record books for a modern consumeristic world. There’s no doubt in my mind that when this all blows over (and it will) – people and businesses will be thinking very differently about things. This blog post, is to give you a plan to get through the months while you are in lockdown and the months getting back to 'new normal'. My ideas is to support you, so that you can: … [Read more...] about Pandemic Business Rescue
Content marketing
Customer Avatar Exercise
It is natural to run out of ideas for content for your social media, blogging and email content strategies. But, even after many many years of working with clients - my answer to your creative block is to relook at your customer avatar(s). How well do you know who you are trying to reach by telling your business story? Customer Avatar Exercise This is a structured way to really flesh out and get to know your target audiences (customer avatar) as well as possible. This is what we use when working with clients and honestly, it's the magic wand you have been looking for. Old school marketing people will remember the concept of ‘personas’. Gartner provides a definition of a Persona … [Read more...] about Customer Avatar Exercise
Market your content as you would a product
When I work with clients in helping to clarify what their content plan is and how and where the stories are going to come from – sometimes I use this metaphor: Window Dressing. The way to be smart about each piece of content you generate within the business – is to perhaps think of it as a product that you can then “sell” to a variety of different customers. So (indulge me) – take a piece of content (say a blog post that describes a specific approach you have taken with a project that you have just completed with a client) and put it to one side. Now read the following... Identify Bob (or Sally) When you want to reach a specific audience – it helps if you really nail who that person is: … [Read more...] about Market your content as you would a product