Turn audiences into listeners, and then into influencers, by persuading them to believe.
The key to social media content is authenticity. While syndicated blog content may appear on the surface to be the most cost-effective solution for filling your social media channels, you’ll soon find that lack of authenticity is a real problem. Your audience wants to hear your voice; your ideas. and when the content doesn’t match the personality of your staff or organization, your audience knows it.
You recognize that your executives set the tone of your business, and that your technical and service delivery people have to lot to share about the productivity of your products and services. Yet, neither have the bandwidth to create blog content with the frequency needed to support a consistent, ongoing campaign.
Fortunately, the same disciplined approach we use for collateral development can capture ideas and compose blogs in your voice with a frequency that meets the needs of your plan.
A seasonally or annually approved calendar lays the groundwork for your content marketing effort and is complemented by quarterly, monthly or as-needed interviews to capture evolving or current details. All content is drafted by our professional, U.S.-educated and employed staff, and published (crosslink to social under digital) only when approved by your team. Monthly and engagement metrics help us tweak the calendar and identify opportunities for incremental content on popular topics as warranted.
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The Unprecedented is Now Precedented, So Stop Using the Word
Now more than ever, during these times of great uncertainty, when things are crazy, chaotic and – wait for it – unprecedented, we’re here for you and we’ll get through this together. Bleck.
I think I speak for the American public when I say that the phrases above need to be locked away in a time capsule and buried for a long, long time. However, many marketers refuse to let these words go and, instead, have hinged their messaging on them.
Facebook, Apple, Uber, FedEx, Target, Lexus – all of these brands and many more have hopped on the unprecedented bandwagon. Sentieo put together a chart of the appearance of unprecedented in company disclosures over the last 15 years:
Certainly, unprecedented use of the word in 2020.
Over the course of a few short months, consumers are tired of being reminded of the current situation. We understand that what is happening today has never been done or known before (the definition of unprecedented). As comedian Jim Gaffigan stated so well in a recent monologue about these unprecedented times on CBS This Morning, “I just want to go back to the time of precedence.”
And that’s what marketers should keep in mind. Go back to marketing norms. Some solid marcomm advice has always been if you can’t add to the conversation, don’t say anything. Don’t stop marketing, but don’t jump on the meaningless message train either. According to Dictionary.com, unprecedented has more than 30 synonyms, so how about using extraordinary, novel or unparalleled? All good words!
As we turn the page on COVID-19, whenever that may be, we’ll be subject to all of the ads showing/telling us what the “new normal” is or should be. Picture it, your screen fills with a rising sun casting its glow over the flowering field (cue music) as the advertiser reminds you that they were there to help you through the tough times and they’re waiting to embrace you as the new day dawns.
Let’s hope “new normal” does not become precedent.
This post is courtesy of MMC Account Manager Jen Kardian