Get the Message with Scott Murray: Recent Episodes
Scott Murray
Don't just communicate - RESONATE!
My name is Scott Murray, and I am a Communication Analyst specializing in marketing, audience and message. I help companies create communications that resonate with audiences through modern strategies and humanized messaging.
On Get the Message, I talk with experts about how communication impacts content marketing, customer experience, company culture and more.
As a bonus, Message Points provides insights and resources to help further boost your content, messaging and strategy.
The Marketing Superpower Hour is coming to an end, but a new show is starting tomorrow - The Content Brief.
Is empathy a buzzword, trait or skill in marketing? Or is it all of the above?
Well, it’s one of Carmen Collins’s superpowers. She is a visionary who has built and led social and content teams for brands like Intuit QuickBooks, Wish, and Cisco. She is a social media and influencer marketing leader specializing in award-winning content marketing expertise, empathy, and storytelling.
She’ll explain how marketers get empathy wrong and how they can get empathetic marketing right. Her insights include why being empathetic and authentic are different, what an empathetic marketing funnel looks like, how to determine how much empathy might be needed in content, and more.
Also, in today’s show…how biases can affect marketing empathy and how emojis can boost your email marketing.
Full show notes - https://marketingsuperpowerpodcast.com/episode/how-empathy-fits-into-your-marketing-strategy
I was out of town recently and wasn't able to produce a show, but one for April 30 is in the works to get things back on track!
Superpowers aren’t always used for battle, even in marketing. If you want to be your audience’s hero, they need proof you’re not a villain. They need to know you come with good intentions and that you’re not just about the battle for their business.
Sales and Marketing Keynote Speaker and They Ask You Answer author Marcus Sheridan will discuss what he calls The Walk Away Paradox and how it’s one way to prove your good intentions. He’ll also share ways to break down the barriers between brands and audiences by understanding consumer behaviors and communication.
Also, we’ll take a look at a new article from Inside Behavioral Economics about why marketers can’t solely focus on the motivations of consumers.
Show notes - https://marketingsuperpowerpodcast.com/episode/finding-sales-victories-in-voluntary-retreat
At a time when calls for clarity and humanized communication are growing, how can creatives assemble their ideas and redefine their powers in our modern marketing era? Marketing and Messaging Master Danielle R. Harris is here with answers.
We’ll learn how creative powers can be channeled to forge unique connections with diverse audiences, helping your brand emerge heroically in the chaotic universe of content.
We’ll also examine some recent LinkedIn posts discussing the dangers of investing in expensive experts, the unintentional villainous tones of advice and startling revelations of AI content's struggle against the might of humanized content.
Finally, we’ll find parallel universes showing how behavioral science and humanized communication impact marketing and organizational culture.
Join us for an episode of creativity, communication and culture without the sniffles (it will make sense, I promise) in today’s episode!
Show notes - https://marketingsuperpowerpodcast.com/episode/uniting-creative-powers-to-boost-content-connections
In an extraordinary alliance between the American Marketing Association and The Content Marketing Institute, a new Professional Certified Marketer (PCM) course and certification has been forged.
Join us as marketing master Robert Rose tells us what the PCM quest holds for those who wish to become a certified master of the marketing universe.
From mastering the arts of content strategy and brand storytelling to navigating persona development and ROI, the PCM course empowers marketers to achieve their marketing goals in modern times.
We also explore how the strategies of the non-profit realm can inspire for-profit businesses to generate humanized connections with audiences.
Whether you're a seasoned marketer or embarking on your journey, this episode can be your compass for new content marketing knowledge and achievements!
Show notes - https://marketingsuperpowerpodcast.com/episode/the-certified-marketer-quest
Step into the mind-bending world of audience connection in today’s episode!
I’ll share insights into the minds of today’s content consumers and listen to the voices in their heads.
What does your content really say to them? What are the risks if they expect content to sound like it’s AI-generated or like a commercial?
Whether it's web copy, email messaging, social media or beyond, there are hidden keys to decoding the signals your content sends.
How can you humanize your content to avoid these perilous risks? We'll get help from Ethan Beute, Ed Forteau, Dale Bertrand, Liz Willits and more, and I’ll share a simple formula for crafting humanized content that resonates with audiences.
Plus, AMI gets an upgrade, and I draw inspiration from Annie, The Truman Show, and The IT Crowd to help reveal how communication can make or break your connection with the audience.
If the voice in your head says, “That sounds fascinating!” – join us and find out more!
Today, we use marketing superpowers to confront the crisis plaguing the marketer's mind - the insidious control of outdated ideas. While some ideas might worry marketers about the competition, they could miss ways to turn rivals into allies and supercharge content marketing results.
That struggle intensifies during economic turbulence. Should marketers alter their language or lower prices? Revenue coach, author and modern marketing expert Kristin Zhivago shares some answers.
Finally, beware of the deceptive allure of 'free' offerings! We’ll reveal the right and wrong times to deploy this strategy.
Join us as we dismantle the shackles of self-defeating marketing mindsets and learn new ways to view competitors and connect with audiences.
Show notes - https://marketingsuperpowerpodcast.com/episode/escaping-marketing-mind-control
In today’s episode, we’ll discover how Stanley Cups used the marketing superpowers of behavioral science, community marketing, and consumer-centric social media to elevate to a $750 million company.
Our special guest, Nick Hutchison, author of Rise of the Reader: Strategies For Mastering Your Reading Habits and Applying What You Learn, shares how to master reading habits and apply book knowledge to supercharge your marketing and business.
Also, find out how a couple of books on internal communication and non-profit fundraising could hold the keys to winning the marketing battles in 2024.
Tune in, buckle up, grab a drink in your favorite cup, and let’s start this year off with a BANG, POW, and KA-BOOM!
Show notes - https://marketingsuperpowerpodcast.com/episode/turning-book-pages-into-marketing-powers
The stage is set for a cosmic clash as AI emerges in the content marketing realm. The question is – is AI the hero or the sidekick in 2024?
We’ll get 16 expert predictions to help us uncover the answers.
Business growth and leadership coach Jevon Wooden guides us through impactful ways to create a company culture that transcends mere leadership strategies. He’ll share how to infuse humanized communication into the DNA of your organization, fostering a culture that resonates with employees, consumers and customers.
Power up your 2024 content marketing and strategic leadership arsenal with the wisdom of Jevon Wooden and the visionary predictions of 2024, plus get Brian Piper's data-focused marketing advice, a marketing challenge for Santa, a Sir-Mix-A-Lot reference, and more in this 2024 podcast finale.
Show notes with links - https://marketingsuperpowerpodcast.com/episode/rise-of-the-ai-content-and-human-communication-alliance
In the legendary saga of comic book history, the release of "The Death of Superman" shook the very foundations of the superhero realm. Media and fans alike couldn't help but be drawn to the demise of one of the mightiest and most iconic heroes ever known.
Yet, as with any epic tale, there were whispers among the crowd—some skeptics dismissed it as a mere publicity stunt. After all, in the world of comics, death is often just a temporary inconvenience for our beloved heroes.
Enter the parallel narrative of AI-generated content, a modern-day enigma that, too, faces skepticism. Creators and brands unleash this technological marvel, but doubts linger in the air. Are humans overindulging in the powers of AI, risking a creative imbalance?
YouTube and Amazon Kindle, however, have decided to combat this challenge in ways that impact AI content creators. What is their grand plan, and what could it foretell about the destiny of AI-generated content?
Once upon a time, SEO stood tall as an iconic superhero, wielding its keyword powers to elevate brands and drive traffic through the digital world. Yet, in a surprising turn of events, Ryan Brock of DemandJump conducted a memorial service for this SEO legend at Content Marketing World. Find out what happened to the legendary marketing strategy.
If the echoes are true, and old SEO lies in eternal rest, how can humble small businesses craft a content strategy without its mighty sidekick? How do they capture attention and stand out? We’ll look to marketing mastermind Mark Schaefer to acquire some answers.
This week, we unravel the mysteries, confront the challenges, and envision a future where new strategies emerge, much like a hero rising from the ashes in the dawn of a new marketing universe.
Show notes - https://marketingsuperpowerpodcast.com/episode/the-death-of-super-seo-and-the-dawn-of-differentiation
Get ready for a copywriting and messaging adventure where bad content experiences are the villains, and our words are the secret agents out to save the day! In this episode, we uncover why consumers feel the need to protect themselves against attacks from selfish content.
It's a world of creating high-stakes communication, de-coding the consumer's brain and accessing predictive analysis.
You might call today’s guest Wordfinger, The Man with the Golden Pitch or maybe The Guy Who Branded Me, but James I. Bond is here to debrief us on how he helps clients craft words that stick with your audience. It involves a secret code rooted in behavioral science and right-brain tactics.
Finally, we'll dive into the covert world of product descriptions as sleek, sophisticated agents secretly seduce customers into a buying frenzy.
Some may prefer martinis shaken, but this adventure into copywriting, consumers and marketing will leave you stirred with excitement!
Show notes - https://marketingsuperpowerpodcast.com/episode/words-that-strike-and-stick
Greetings, night people and sewer ninjas! In today’s episode lair, we attempt to create a Halloween-themed episode loaded with tips and treats for marketers.
Ann Gynn from the Content Marketing Institute leads the way with writing tricks that offer audiences better stories.
And from the depths of the Northeast Ohio Regional Sewer District, we welcome the hero without a half-shell - John Gonzalez. He emerged from the shadows to share his social media success stories.
In a world where video content can seem scary, I share some fear-crushing advice with the help of video marketing hero Atiba de Souza!
But that's not all! AMI conjures up some unique Halloween flare, and we hear bone-chilling marketing horror stories that will leave you spellbound.
So, don your ninja masks, summon your marketing prowess, and join us for an episode that promises to be a shell of a good time!
Show notes - https://marketingsuperpowerpodcast.com/episode/shell-shocking-social-media-from-the-sewers
Blogs, podcasts, emails and bears – in one podcast – oh my!
Today’s podcast is all about the powers of influence, engagement and response.
First, we’ll learn how people (including marketers) respond when you use AI, humor and emails for evil.
Okay, evil’s a strong word. How about using it for bad instead of good?
Moving on…
In our last episode, there were claims about the AI empire coming to destroy blogs, but Andy Crestodina is proving that bloggers have struck back! We’ll examine his new blogger survey and talk to him about blog SEO, strategy and trends.
Finally, we’ll learn about podcasters, their influential superpowers, and why you need more than a microphone and a brand to wield that power.
You’ll get all these plus insights from Remington Begg, Karen Nicholas, Laura Bernhard, Wes Kao, Carlijn Postma, Alex Sanfilippo and Trent Anderson. Finally, you'll meet A.M.I., the new podcast co-host.
You get of this in one superpowered hour!
Marketer powers – activate!
Show notes - https://marketingsuperpowerpodcast.com/episode/the-influencer-power-of-blogs-podcasts-and-bears
The next episode will be delayed a week as I address an issue related to the podcast. I explain more in this podcast update.
Will the rise of AI be the downfall of blogs? Does blogging even belong in a content marketing strategy anymore? We'll get some perspectives from extraordinary marketers Michael Stelzner and Marcus Sheridan.
What about webinars? Can they be part of a wildly successful content strategy? Many might say it's not WILDLY successful, but what if you had dinner with your attendees first?
Greig Wells is here to share a superpowered approach to webinar success.
Finally, does it make sense to gate content today? Maybe.
However, you should know about the telepathic signal you're sending to your audience. Robert Rose discusses the power of building absolute trust before gating that content.
This is about truth, justice and the marketer way!
You'll also hear insights from extraordinary marketers Mark Schaefer, Kristin Quiroz Bayona and A. Lee Judge.
Show notes - https://marketingsuperpowerpodcast.com/episode/how-to-explain-modern-content-marketing-to-the-content-clueless
If you're a modern marketer (or Sparketer) working for a company that has yet to catch up with the times, how do you make your case if people don't get it? Jeneane Ballos (Digital River Media) is speaking about this topic at Content Marketing World, and she stops by to share some answers. Speaking of modern marketing - what are some examples of that in 2023? Amanda Natividad (Sparktoro) sheds some light on that question with her own version of a "what's in/what's out" list.
And do you think pop-ups suck, but you use them as a marketer? Talk about an old tactic! It might be time to retire pop-ups from a modern marketing strategy, but we'll weigh the pros and cons.
All this, plus an entertaining email marketing song by Ryan Anderson and a consumer-focused insight from Brooke Sellas.
Show notes - https://www.scottmurrayonline.com/post/how-to-explain-modern-marketing-to-the-content-clueless
If motivational speakers can help people achieve their goals by changing the words they use, could the same be done for marketers? I'll share some words to replace standard terms like marketing, conversion and lead nurturing. Copywriting expert Linda Melone stops by to share why great copywriting is like Bigfoot and five facts copywriters need to know to assemble impactful copy. Finally, we'll learn how to create an effective "How-to" blog or guide.
Show notes - https://www.scottmurrayonline.com/post/podcast-how-to-improve-marketing-language-and-copy
Who likes to get lectured? Better yet, who wants to get lectured in their email boxes? Certain styles of email marketing copy can make the consumer feel like you're lecturing them. And what about follow-up emails? There are some words and phrases email marketers should avoid!
Are you familiar with Milli Vanilli? If you're not, know they were a mega-famous singing duo that lip-synced their performances. When they were caught, it ruined their careers. Now you must ensure ChatGPT and other AI programs are not lip-syncing for your business!
Finally, if there is any industry that needs to tap into behavioral science in marketing, it's non-profit charities. But there are lessons to be learned in the for-profit sectors as well. Our featured sparketers in today's episode include Mark Schaefer, Frank Prendergast, Jason Ranalli, Stephan Hamilton, Yurii Veremchuk, Charlotte Lloyd, Nancy Harhut, Ed Forteau and Kiran Webster.
Stephan Hamilton: Lecturing in Cold Emails
Yurii Veremchuk and Charlotte Lloyd: 12 Horrible Follow-Up Openers You Must Avoid
Mark Schaefer: When Do You and Chat GPT Cross the Milli Vanilli Line
Kiran Webster: What Behavioral Science Can Teach Charities About Fundraising - 7 Tips
Find out more on these topics and more on today's episode of The Sparketing Podcast!
Changes to the podcast and this feed are coming next week. I provide some details on what is changing.
We know that YouTube has become a trendy place for podcast discovery, but do people actually watch podcasts on YouTube? A new study provides some insight. Are you producing content the same way you were in 2014? That could be a problem that causes several other issues. Finally, what is the difference between content that is personal vs. content that is personalized? Mark Schaefer has some answers.
Veritonic's study on Podcast Consumption on YouTube
Justin Simon on the one big lie that can hurt your content strategy
Mark Schaefer explains the difference between personal and personalized
If you're wondering how to take advantage of personalized and humanized email marketing, Ed Forteau (Mr. Deliverability) has some answers. Ed brings his 30+ years of experience and a focus on psychology, marketing and engineering to our discussion. We'll discuss how marketers need to evolve their email marketing strategy to focus on consumers, relationships, social media, communication, video and engagements.
Ed's website - Email Open Rate Optimization
Ed on LinkedIn - https://www.linkedin.com/in/edforteau/
Ed's advice - Starting a LinkedIn DM Conversation
Bluecore - How Millennials Actually Want Brands to Engage with Them
Hubspot - The Ultimate List of Marketing Statistics for 2022
On today's show, get insights from three digital marketing experts on evolving your content mindset, elevating your social posts, and choosing the perfect words to minimize consumer disappointment.
Links from the show:
Nick Bennet on changing your content mindset
Jeremy Shere on avoiding "No #@!%" social posts
Phil Agnew on Word Choice (Sold Out vs. Unavailable) - https://www.linkedin.com/posts/phill-...
Amazon - The Most Amazing Marketing Book Ever
The Corgi Goods Company - https://corgigoods.com/
More about me and ways I can help you - https://www.ScottMurrayOnline.com
If we are to succeed in a marketing era rooted in humanization, value, differentiation, empathy and relationships, we have to incorporate behavioral science into a marketing strategy. Nancy Harhut wrote Using Behavioral Science in Marketing: Driving Customer Action and Loyalty by Prompting Instinctive Responses to help marketers understand how it fits into marketing communications, email, direct mail, ad campaigns, social media marketing and sales funnel conversion strategies. She's here to talk all about it on today's show.
Nancy's book - Using Behavioral Science in Marketing
Nancy's company - HBT Marketing
Nancy on LinkedIn - https://www.linkedin.com/in/nancyharhut/
There are many ways to learn good lessons about marketing, communication and consumers - including from pop culture. There may even be a way to use a pop culture reference to explain how SEO companies can melt your ice cream (or melt your success with They Ask, You Answer). How excited do you get about FREE webinars, and why do so many companies promote them if it doesn't excite you at all? Finally, a recent study has found another consumer/company disconnect. This time it revolves around CX specialists, marketing pros and consumers. The results may or may not surprise you.
Austin Suggs on the problem with free webinars
Marcus Sheridan shares a story and rant about SEO companies
Get the results of a new State of CX survey
If you want to step into the world of public speaking, video content or podcasting, does it help when people tell you to be confident? What does that mean? Do you have to change your personality or style? How do you know what people will like?
Mike Aker (keynote speaker, best-selling communication author, executive, and communication coach) joins us to provide specifics and ways to get into the right mindset before speaking to an audience.
Mike’s website – www.MikeAcker.com
Mike’s books – Mike Acker on Amazon
Consumers don't have time to wait for content to get to the point, and they definitely won't stay if you immediately give off the wrong impression. Speaking of impressions, how do you react when you see a brand offer something for free? Positive or negative? Behavioral economics suggests it can generate either of those responses - you just have to know how to present free stuff in a way that gets a positive response. Finally, Content Marketing World 2023 is in Washington, D.C. this year, and some excellent communication and messaging-focused sessions are on the agenda.
Rachel B. Lee on your one second to make an impression Wes Kao on getting to the point (or the moment where you're eaten by the bear) InsideBE on the dangers of giving away free products Notable sessions from Content Marketing World 2023
You cannot afford to ignore market research - that's what Marci Cornett and Frank Prendergast explain in The Most Amazing Marketing Book Ever. They join us today to discuss how businesses can incorporate market research into a consumer-focused marketing strategy. Also, find out how churches might face many of the same marketing challenges as businesses.
Frank and Marci's website - FrankandMarci.com Marci's Content - Free Landing Page Upgrade Amazon - The Most Amazing Marketing Book Ever Rand Fishkin - "High Quality Content" is the Most Useless Marketing Phrase Insight - Five reasons why people have stopped going to church
Everyone's talking about the dangers of AI taking over the human element of work. However, in 1947, someone wrote a letter about marketing science taking the creativity and uniqueness from agencies and marketers. Could a marketing department get so caught up in the marketing process and "science" that they become an uncaring machine? Do those machines create messages that don't sound real to consumers? We'll explore this in today's episode of Message Points.
Mark Duffy shares an insightful marketing letter from 1947 Laura Bernhard on weird messages on LinkedIn Robert Rose on when B2B marketing teams stop caring Alan Power's Survey Amazon Link for The Most Amazing Marketing Book Ever Starting May 17 - 24 hours of Marketing Insights
We revisit an insightful conversation with Ethan Beute about human-centered communication and digital pollution. This was the first episode of Get the Message, but we've often referenced this conversation in other episodes of the show.
Communication isn’t just about the message; it’s about interpretation. Brooke Sellas asks if thought leaders or brands ask you to engage but don’t engage with you – how does that make you feel?
There is an increasing debate on buyer personas and whether they’re worth anything today. A. Lee Judge, Ardath Albee, Mark Evans, Jim Krause and Jay Famico share their thoughts.
Finally, why is “proof” a bad thing for a CEO – Marcus Sheridan has an answer, and there are culture and communication issues involved.
Brooke Sellas asks about social media engagement responses A. Lee Judge and Ardath Albee discuss B2B buyer personas Mark Evans and Jim Kraus discuss evolving the buyer persona Jay Famico on personas and humanized marketing Marcus Sheridan shares why CEOs should stop asking for proof
I share an update on the podcast, the book and sports. Sounds odd, but it will all make sense.
As consumers demand humanized communication and respond negatively when automation and new technologies (like AI) don't deliver, how can businesses potentially leverage automation and chatbots to connect with consumers in humanized ways? Mary Kathryn Johnson (CEO of Messenger Funnels) is here to explain how to balance the benefits of technology with the demands of consumers.
MK's website - CallMeMKJ.com Messenger Funnels - MessengerFunnels.com Book - Play Bigger MK's Chatbot - ChatBotMom.com
Consumers want warmth, empathy and humanization from brands today. They're bombarded with various messages and customer experiences that create triggers and parameters in their responses. So how does that translate to content and marketing? In this episode, we'll define the recognition of triggers, examine research on consumer rules of humanization and learn how visuals can evoke an emotional connection with a brand.
Bryan Kramer on consumer triggers Research on Building Brand Humanity Ideas for creating connections through design and visuals
While video has been a digital marketing tool for years, its importance has increased over time. However, several businesses need to catch up on its impactful way to connect with consumers, humanize the brand and create game-changing value. Atiba de Souza is known as the Video Content Superman and is the CEO of an agency specializing in video marketing. Today, he'll share his tips, strategies and insights to help empower you to experience the benefits of video marketing.
Atiba's company - Client Attraction Pros Atiba on LinkedIn 10 Reasons Why Your Company Should Have a Full-Time Videographer
The word "marketing" can cause a variety of success barriers due to its fundamental focus on promotion and selling, but how could it also create internal challenges for a business? TV ads can be so annoying that consumers are willing to provide personal information (including their address) to avoid them. Is there a way to create TV ads that consumers won't mute, skip or ignore? What is sensory marketing, and how long has it been relevant in the communication between brands and consumers? Get some answers and insights on these questions in today's podcast.
Zach Banser on how content marketing isn't a "marketing" thing
Survey on viewers and TV ads
An introduction to Sensory Marketing
HBR on The Science of Sensory Marketing
Book - Customer Sense: How the 5 Senses Influence Buying Behavior
Whether your audience is in a room or watching you online, how can you make a meaningful and memorable connection with them? It's a question worth asking since people might have preconceived notions about your presentation before you speak. Today we'll discuss how to level up your next digital event and create greater value for your online and in-person audiences with Steve Multer.
Steve Multer is a veteran corporate spokesman and trainer for over 100 global brands and designed, developed, and delivered over five thousand live talks and broadcast presentations for over two million attendees. He is also the author of Nothing Gets Sold Until the Story Gets Told: Corporate Storytelling for Career Success and Value-Driven Marketing.
Steve's website - https://stevemulter.com/ Steve's book - Nothing Gets Sold Until the Story Gets Told
Is it fair to ask what to expect from ROI when trying something new? What if we don't ask that question about other marketing strategies? CEO Chris Walker has some answers. If you could develop marketing content around consumer insights, what would that look like? GWI shares examples in the form of coffee, clothes and cars. Have you ever heard of revenue LEAKING? Sounds bad, right? B2B Expert Vladimir Blagojević explains what causes it and how to stop it.
Links: Chris Walker on Questions about ROI GWI on Consumer Insight-Driven Campaigns Vladimir Blagojević on How B2B Marketing Leaks Revenue
Like the communication between a company and a consumer, interpretations, tones, word choices and other factors can make or break communication between a job applicant and a company. Ana Papalia is the founder and CEO of a company that specializes in improving outcomes in job interviews by focusing on key factors that impact both parties. She joins us today to discuss some of those, especially regarding the different interview styles that come into play. Anna's company - Shift Profile Anna on LinkedIn, Instagram, TikTok Indeed article on 10 Things Not to Say in a Job Interview
Valentine's day isn't the only time people want to feel special. In fact, consumers want to feel special in ways that are different from all the other customers. Can that be done in a cold sales call? Will a special offer or a discount work? We'll discuss and get some answers. Plus, new LinkedIn insights show the best ways to post content, comments, replies and more.
Even if you're a B2B company, you still have to communicate with a human prospect or customer. Mark Evans knows this, so getting to know that person is at the center of his approach to helping B2B SaaS companies thrive today. Today, we'll discuss how personalization, positioning, learning and communicating can benefit your business today.
At a time when businesses need more creativity and emotion to stand out and make meaningful connections with consumers, it's critical not to become too dependent on technology. Today's insights drive that home in a big way. Find out about a severe flaw of ChatGPT, the most significant opportunities for B2B marketers today, what marketers need to stop using as a crutch and research from USC about creativity and emotion in advertising.
According to McKinsey's 2021 Personalization Report, "companies who excel at demonstrating customer intimacy generate faster rates of revenue growth than their peers. And the closer organizations get to the consumer, the bigger the gains." Personalization can fit into different marketing strategies, but they can also take different forms depending on the content. Dr. Morissa Schwartz joins us to discuss some of the ways personalization can be effective in email, direct messaging and other content strategies. Along with being named one of Forbes 30 Under 30 in Media, she is also the owner of Dr. Rissy's Writing and Marketing and proprietor of GenZ publishing. With a master’s in communications and a doctorate in literature, she focuses her work on integrated writing, marketing, and editing.
Marketing advice for 2023 continues to roll in, and an increasingly common theme is you don't have to blast out high volumes of content to be successful.
In fact, as the internet is overwhelmed with content written by services, sellers and AI bots, you should spend more time creating quality that stands out. Today's insights discuss avoiding the urge to copy content, leading your consumers to think critically about your solution, recognizing the in and out trends of 2023, considering the risks of ChatGPT and including emotional context in leadership.
We're now into year three of the 2020s, and there are more indications that marketing departments need to make meaningful and impactful connections with consumers. McKinsey says that community-focused marketing is the "big idea" for the 2020s, and it's a concept that Mark Schafer has been discussing for years. Now, with new personal insights and case studies to back it up, he's written a new book about community marketing. It's called Belonging to the Brand: Why Community is the Last Great Marketing Strategy. He joins us today to talk about the book and how community-focused marketing empowers a community manager, creates an emotional bond with customers and turns community members into brand advocates.
If your marketing is focused on connecting with human beings (and not Vulcans), you must incorporate emotional response into your strategy. It's one critical element of consumer behavior that translates into someone taking action. I share a great new book that explains this and more.
It's also a lot harder to generate that emotion if you don't know your audience or you create content that humans ignore. I'll share some insight on how short-form content can help you learn more about the long-form content your audience might want. Plus, I'll share why you can't hope your humans beam themselves to your blog and website and hope to win the day like Captain Kirk.
One thing that could inspire your audience to explore your world is zero-click content. If that sounds strange, I'll share an engaging breakdown with you on today's show.
Dr. Angela Mulrooney was a very successful dentist who had perfectly positioned her practice to thrive, but a life-changing accident brought everything to an abrupt end. She decided to change course, form a personal brand and help others unleash their influence by providing insights from her experience and expertise. She's joining us today to share tips for burning down things that can impede your ability to generate impactful brand influence.
We hear a lot about personalization in content marketing, but what does it mean to add "personalization" to anything?
Is your attribution software lying to you or misleading you? If so, what can you do about it?
We know that memes get engagement, but can you use them in content marketing and get similar results? Can memes make a company look bad?
As Google implements its helpful content updates, what should you be doing (and not doing) to take advantage of it and not get penalized?
Today's insights answer these questions and more in this episode of Message Points.
As consumers demand more human connections with businesses, they also want a sense of belonging. An impactful way you can achieve that meaningful connection with your audience is through community.
But how can you build a community through marketing and content?
Kristin Quiroz Bayona has 15 years of experience in marketing communications, filled with career success. However, when she launched her podcast, she learned that a new approach to audience connection was needed. The successful strategy was rooted in focusing on curating, growing and enriching a community.
We'll discuss how the principles of community-centered marketing can apply to a podcasting strategy and a marketing strategy.
Today's points center around leadership communication, non-profit transparency and thought leadership. Psychologists have identified projection bias in the workplace, which can impact leadership effectiveness. Many non-profits talk about donation transparency, but Marcus Sheridan explains what it means to show it. Finally, companies may talk about including thought leadership as part of their marketing strategy, but how can you make it SEO-friendly?
Brooke B. Sellas is the founder of B Squared Media and author of the new book Conversations That Connect. Today, she'll share ways to make real connections with audiences on social media. If you've wondered how to start evolving your communications to create more human connections, you'll want to join us for this conversation.
Today's show opens with someone announcing ten things she will no longer do as a marketer. Then, we get some insights about "tracking" dark social and generating sales on (non-dark) social media. Finally, you'll find out how you can get personal brand insights from "Known" author Mark Schaefer.
Just like the wrong words or phrases can ruin marketing opportunities with consumers, messaging in a job post can send the wrong signals to job seekers. Senior Marketing Strategist Mary Keough joins us to discuss her Marketing Job Post Teardowns and the red flags featured in them.
On today's show, you'll hear why It's okay (and possible) to be professional AND fun. Plus, research shows buyers not only like fun, but they like processes and instructions that are simple. It all boils down to the words you choose.
You'll also hear a tragic LinkedIn story about a relationship that started with a connection, worsened by irrelevant communications and eventually needed to end as soon as possible. Finally, you'll hear why your email strategy shouldn't have a relationship with your social media strategy.
Despite how things have radically changed, the importance of impactful copy has remained the same. However, it takes more than a creative catchphrase or marketing copy to connect with today's consumers. Veteran copywriter and author Scott Frothingham joins us today to talk about the state of copywriting and how writers and brands can generate impact through copy that connects.
Today's insights focus on what consumers care about in different situations, including non-profit fundraising, customer service, company announcements and a post-pandemic world dealing with inflation concerns.
Storytelling continues to be a powerful and effective tool that allows brands to make meaningful connections with their audience. However, it can sometimes be challenging to figure out how to make it work for your company and consumer. Park Howell is known as the World's Most Industrious Storyteller, and he's here to provide some ideas and tips for making a story a successful part of your business.
Today, we have insights on SEO, gated content, enchanting consumers and marketing job advice. Recently we discussed the lessening impact of SEO, but how long have some people known about it? Why should you consider altering or removing gated content from your marketing strategy? What red flags can be found in a marketing-related job post? Today's insights provide answers and much more.
With the explosion in podcast production and listenership in recent years, businesses have more resources to help produce and market a podcast. If your business is interested in creating a podcast, Trent Anderson of Podchaser is here to discuss important factors to consider in 2022, including discoverability, audience, promotion and more.
You probably already know about the impact of visual content in a marketing strategy, but how do you infuse that into something like an email subject line? Can marketing copy really be altered to say the same thing but generate a much better result? What do margaritas and daiquiris have to do with picking the right social media platform? Get these answers from today's resources, plus a comprehensive guide to LinkedIn for Business on today's episode.
Clint Mally knows web design strategies and backs them up with people insights that benefit a company's website and web presence. Today, he'll provide tips and insights that go beyond the basics and get into the motivations, reactions and needs of consumers to apply that to your company's website design.
Could saying something nice about your competition lead to more sales? Should you feature their content in your content? How do you find ways to remain relevant in a changing world? What style is strongly discouraged when it comes to hosting a podcast? Get these answers and more from this week's insights.
You might have heard of "repurposing content," but what does it mean to remix your content for different audiences or preferences. Our guest today is here to answer that question and provide insights into making it happen. A. Lee Judge is a digital marketing strategist and CMO/Co-Founder of Content Monsta (A company that creates multi-media content that reaches customers at different stages of the buying cycle).
Join us for an insightful discussion about content strategy, team collaboration and consumer preferences. Plus, find out more about audio and video content.
This week's episode features insights on some of the big disconnects between marketers and audiences. Has SEO lost some relevance? Do people follow brands on social media because they love their content? Find out answers to these questions and more.
This week, we're breaking away from digital interactions and engagement and focusing on person-to-person. As we get back into in-person interactions in sales meetings and industry conferences, what do we need to do to be memorable? Anders Boulanger teaches people to create in-person engagements everywhere, from the exhibitor floor and speaking engagements to sales meetings and virtual conferences. Find out some of his tips and insights on today's episode.
This week on Message Points, we learn what's better than a CTA on LinkedIn, what new developments are happening at YouTube, how there is a connection between a lack of interest in math classes and sales pitches and why CMOs need more awareness today. This one is packed full of insights and commentary.
Have you ever considered conducting some A/B testing on your website? You might be surprised what could make noticeable differences in engagements and conversations. Chris Dayley has developed a formula for website testing, and he shares examples and results in today's episode.
Have you noticed the trends in podcasting and video? More social platforms are empowering creators, and YouTube is becoming a place for podcast discovery! In this episode of Message Points, you get insights into content trends, YouTube video advice and podcast tips.
Mark Schaefer is a globally-recognized keynote speaker, author and university teacher. One of his books, Marketing Rebellion, outlines the radical change that has taken place in the world of business and consumers. It's created a brand new dynamic that has marketers scrambling to connect with their audience when they do so much to avoid advertising. Mark says a critical key to success is being a "human" company. Find out more on today's show.
In the crowded ecosphere of content marketing, the key to being better than the competition is being different.
In today's edition of Message Points, you'll get some advice and resources from Erika Heald, Teresa Heath-Wareing, Marcus Sheridan, Mandy McEwen, Andy Crestodina and Jessika Phillips about podcasting, LinkedIn, Twitter, content and communication.
Anyone can go into a social media platform, post something and call it a day - but that wouldn't be very social. Social media trainer and personal brand strategist Christine Gritmon explains the importance of doing more to get more out of your social media strategy.
In this first edition of Message Points, you'll get some advice and resources from Rob Biesenbach, Scott Frothingham, Corinna Keefe, Mark Schaefer and Mathew Sweezy about storytelling, Twitter, copywriting and trends.
If you're a fan of the movies and pop culture of the 1980s, you should know that people like Chunk from Goonies, Billy Ray Valentine from Trading Places and Jeff Spicoli of Fast Times at Ridgemont High have some workplace lessons for you. Chris Clews, author of the What 80s Pop Culture Teaches Us About Today's Workplace book series, shares how these characters have something to say about leadership and communication.
Is it possible for communication challenges within a company culture to impact communicating with customers? Consultant, Speaker and Podcast Host Jeff Echols discusses constructing a communication architecture that engages employees and inspires customers (or clients) to choose you.
Your audience is dealing with digital pollution every time they go online. Some people are causing it because it's all they know how to do. Others are creating it in social media, email campaigns, and marketing communications without realizing its damage to their business goals and brand messaging. What is digital pollution, and how can businesses reverse its impact? Ethan Beute is here to talk about his book Human-Centered Communication: A Business Case Against Digital Pollution.
There is no shortage of marketing podcasts in the world. So why do we need another one? In this introduction episode, Scott gives you some insight into his background and how this show will approach conversations on marketing, content, and leadership by focusing on communication and messaging.