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Branding Your Organization
Transcript of Branding Your Organization
Thought Leadership Content White Papers E-Books Webinars -Providing powerful information with a clear focus
-Educating visitors about their problems, don't sell the product or service directly White Papers
Research & Survey Reports
Photos, Images, Graphs, Charts & Infographics
Audio & Video Well executed e-books have: Chapter 12&13: Online Thought Leadership Why It Works: -Not just promoting product or services,
instead providing the information that
will help the readers hire or buy the product at some point Typically argue a specific position or
solution to a problem Common tool used to introduce technology innovations & products
Used to help key decision makers & influencers justify implementing solutions. Good white papers are written for a business audience,
define a problem, & offer a solution A PDF-formatted document that solves a problem for one of your buyer personas lots of white space
interesting graphics & images
copy that is typically written in lighter style Online seminars that may include audio, video, or graphics & are often used by companies as a primer about a specific problem that a company's services can solve. Webinars are TRUE thought leadership
Webinars often feature guests who do not work for the company sponsoring it. E-Mail Newsletters Try sending one that doesn't focus on your companies products or services, but simply on solving buyer's problems once per month. Wiki's Started by organizations that want to be seen as important players in distinct marketplaces. Research & Survey
Reports By publishing results for free, organizations offer valuable content and get a chance to show off the kind of work they do. Photos, Images, Graphs, Charts & Infographics Any visual representation of information is a potentially valuable form of thought leadership content. If your product has visual appeal,
- you can create interesting content based on images. Blogs Audio & Video Podcasts - for customers who prefer audio only
content. Video Content, Vodcasts, Video Blogs & Vlogs :
-Are regularly updated videos that offer a powerful opportunity to demonstrate your thought leadership. How to Create Thoughtful Content Do not write about your company and your products
Define your organizational goals first.
Based on goals decide:
providing content for free
including some sort of registration mechanism
Understand your audience
Write for your audience
Promote the offer like crazy
Alert appropriate media
Measure the results & improve based on what you learn. Leveraging Thought Leaders Outside of Your Organization Recruiting external thought leaders that buyers trust.
Get a thought leader from your industry to guest blog for you, author a white paper, participate in a webinar, or speak to your clients at a live event. a personal website written by someone who is passionate about a subject and wants the world to know about it. Writing a blog is the easiest way & simplest way to get your thought leadership ideas out and into the market. How to Create for Your Buyers: Buyers want to know specifically
how your product solves a problem They also want PROOF that it works. How? Focus on the buyer problems!
-Buyers want to hear about your product in THEIR own words.
-Well written materials help your buyers understand why your product helps them.
-Build a trusting relationship with buyer. Buyer Personas First you must create a target plan specifically for one or more buyer personas that were developed in your marketing and PR plan. When communicating with buyers avoid jargon-laden phrases like:
groundbreaking, industry-standard, and cutting edge. What is Gobbledygook? Overuse of the same words and phrases again and again, so much that it gets on our nerves. In David's Study: In 2008 he gathered 711,123 press releases distributed through Business Wire, Marketwire, GlobeNewswire, and PR Newswire.
He found 325 uses of gobbledygook in EACH release.
That is 231,114,975 uses overall. The most overused word or phrase in 2008 was innovate, with 51,390 mentions in press releases.
-closely followed by Unique, leading provider, new and improved, world class, and cost effective. Each of these terms were used more than 10,000 times in press releases in 2008 Most Overused Words: Why does all of this matter? Using proper language is important because words that are overused lose their meaning.
Your company will not stand out if you use the same jargon that all the others use. Why does gobbledygook happen? "Marketers don't understand buyers, the problems buyers face, or how their product helps solve these problems." Marketer's Steps: 1. Ask product managers to provide a list of product features.
2.Marketers use the language they think the buyer wants to hear.
3. Use the find and replace mode to replace "solution" with "product".
4. Lather the rest with jargon that "sounds impressive". Write for your buyers! Identify your target audience:
What are their problems?
What are their needs? START WITH YOUR BUYERS, NOT YOUR PRODUCT! How do we create this relationship? Treat your buyers like a relative you do not see often.
Be friendly, familiar and respectful!
You do not want to sound like you are try too hard, but you need to sound interested in them. Case Study: "The Gobbledygook Manifesto" Started at 0 hits, in three weeks it had over 500 hits. How do we avoid Gobbledygook? 1. Understand your buyers
2. Understand your product
3. Use common vocabulary
4. Use the Gobbledygook Grader Conclusion: Your Marketing content is meant to drive your buyers to purchase your product or experience. If the buyers do not understand what they are getting for their money, they will not buy your product. Love, Hate, Literally, Ridiculous, Awesome, Man Whatever, Seriously, Nice, Like, Actually, Funny, Hell, Heck, Nonsense, Idiot, Stupid, Dude, Wazzup, Bloody
Read more at Buzzle: http://www.buzzle.com/articles/overused-words.html Most Common Slang words today: http://www.davidmeermanscott.com/documents/3703Gobbledygook.pdf How do you feel about the townhouse rules?
(New and old rules) Gobbledygook Grader: http://marketing.grader.com/site/walmart.com http://www.webinknow.com/2009/04/top-gobbledygook-phrases-used-in-2008-and-how-to-avoid-them.html Walmart VS Bestbuy: The Ipad http://www.bestbuy.com/site/Apple%26%23174%3B+-+The+new+iPad%26%23174%3B+with+Wi-Fi+-+16GB+-+White/4881142.p?id=1218572400461&skuId=4881142&st=ipad&cp=1&lp=1 http://www.walmart.com/ip/The-new-iPad-Black-or-White-16GB-32GB-or-64GB-Bonus-Accessory-Kit/20573258#ProductDetail http://www.apple.com/ipad/overview/