CultivatED Marketer

In this 29th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Martin Waxman, Associate Director at the Future of Marketing Institute, delve generative AI at the KCIABC BCS Summit. They cover the benefits of generative AI for marketers and communicators, while also addressing significant considerations including ethical considerations, the impact of AI on authenticity in content creation, and the skills needed for professionals to adapt and innovate with AI tools.

Generative AI, as discussed in the podcast, offers a plethora of benefits for marketers and communicators. It accelerates work processes, enhances quality by allowing a more strategic approach, frees up time from repetitive tasks, and ensures consistency in content creation. However, as with any emerging technology, there are important considerations to keep in mind.

One of the key points emphasized in the conversation was the ethical considerations of using AI in marketing and communication. From bias in data sets to the authenticity of content creation, professionals need to be vigilant in ensuring that AI is used responsibly. Disclosing the use of AI, fact-checking outputs, and actively addressing biases are crucial steps in maintaining ethical standards.

As AI continues to play a significant role in marketing and communication strategies, professionals must adapt and acquire new skills to leverage this technology effectively. Critical thinking, prompt engineering, and innovative use of AI tools are essential skills to develop. Resources such as LinkedIn Learning courses on generative AI and How to Research and Write Using AI Tools, as well as newsletters like Neuron and Axios AI, can help professionals stay informed and up-to-date on AI trends.

Looking towards the future, Martin predicts that augmented reality combined with AI will be the next frontier in marketing and communication. With outward-facing and inward-facing cameras integrated into everyday objects like glasses, the way we interact with data and technology will undergo a transformation. The metaverse and real-world interactions will intertwine, offering a new dimension of engagement for professionals in these fields.

00:00 Welcome to Cultivated Marketer: Exploring Generative AI

01:07 The Benefits and Challenges of Generative AI in Marketing

06:18 Real-World Applications and Ethical Considerations of AI

11:16 Exploring AI Trends and Their Impact on Marketing and PR

17:53 Navigating the Academic and Professional Development Landscape with AI

24:21 Skills and Strategies for Integrating AI into Marketing Workflows

29:22 Staying Informed: Resources and Future Directions in AI

In this 28th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, about marketing, professional development, and more. In this episode, they delve into a variety of topics, ranging from personal updates to highlights from the recent Business Communicators Summit (BCS) event.

The episode starts with a heartfelt introduction where Brent shares updates on his wife’s health journey and expresses gratitude for being back on air to engage in dialogues that resonate with professionals in the marketing realm.

The conversations at BCS cover a wide range of topics, starting with Matt and Brent catching up on their recent activities and the exciting developments in their respective fields. From online master’s degree programs to accolades in the industry, Matt shares his experiences and achievements, setting the tone for an insightful discussion ahead.

The podcast delves into the highlights of the BCS speakers, including Dr. Corey Sheer, who discussed closing the trust gap in marketing communications. Corey’s expertise in consumer trust and organizational trust dynamics offered valuable insights for marketers looking to build credibility in their messaging.

They also discussed Martin Waxman’s LinkedIn Learning series, noting that it is a must-watch for those wanting to learn about the impact of AI in marketing.

The conversation then shifts to the importance of collaboration between sales and marketing teams, as discussed by industry veterans Chris Ann Cardiff and Diane Collins. Their practical tips on fostering a strong relationship between these two vital departments shed light on the significance of aligning strategies and understanding the business acumen to drive organizational success.

As the podcast wraps up, Matt and Brent tease upcoming events in the marketing community, including Angela Kennedy’s talk on high-performing cultures and the Digital Summit events focused on AI and podcasting. These events promise to offer valuable insights and networking opportunities for professionals looking to stay abreast of the latest trends in the industry.

00:00 Welcome to Cultivated Marketer: A Fresh Start

00:12 Catching Up: Personal Updates and Professional Endeavors

01:04 Transforming Education: The Shift to Online Learning

01:45 Celebrating Achievements and Looking Ahead

04:18 The Return of Live Professional Development Events

06:38 Exploring AI in Marketing Communications

09:38 Insights from the Business Communicator Summit

14:36 Bridging the Gap: Sales and Marketing Collaboration

19:26 Upcoming Events and Final Thoughts

24:05 A Personal Note and Looking Forward

In this 27th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Kim Clark, a consultant, speaker, and educator on DEI communications, as she shares how she transforms the way corporations approach DEI policies, making it more than just a buzzword. She also dives deep into the challenges, opportunities, and ROI that come with improving DEI efforts in the workplace.

The podcast episode starts off with an insightful conversation on improving diversity, equity, and inclusion (DEI) efforts and messaging. The guest, Kim Clark, a seasoned DEI educator, and consultant, sheds light on how the journey towards DEI in the workplace goes beyond just awareness to the need for substantial and tangible changes. She points out that while 80% of corporations have DEI policies in place, only 25% of employees feel a significant change in their day-to-day work life.

Clark emphasizes the crucial role of communicators in understanding DEI and articulating its essence to the entire organization. According to her, communication professionals have a responsibility to not just understand the concept of DEI but also to convey it in a way that resonates with the organization’s purpose, mission, vision, and values. She also suggests that it is important to have historical and social context when creating DEI messaging.

Kim also draws attention to the correlation between language and behavior, asserting that the former can lead to changes in the latter. In this light, the role of an inclusive communications guide becomes paramount. She discusses her experience working with Sony PlayStation in creating an inclusive communications guide, reinforcing how it led to a shift in behavior within the entire Sony organization.

Kim then dives deep into the necessity of moving DEI beyond performative gestures to purposeful and tailored action. She continues saying it is about demonstrating commitment through consistent action and tangible changes. She advises that organizations should use their core capabilities to make meaningful contributions to society, thus underscoring their commitment to DEI.

Kim provides a thought-provoking and in-depth analysis of how DEI should be integrated into an organization’s strategy. She emphasizes that DEI should not be seen as a side initiative, but rather, it should be woven into the fabric of the organization’s culture, influencing every aspect of its operations and communications.

Kim shares insights about the importance of having an inclusive communications guide within organizations. This guide goes beyond the usual glossaries of what to say and what not to say, and instead focuses on how language leads to behavior change. Thus, an inclusive communications guide aims to provide employees with a context of why respectful communication is important and how it benefits them.

She emphasizes that it is not about tone policing or political correctness, which often come across as external rules imposed on individuals. Instead, it is about giving people the tools to develop their own understanding and confidence in communicating respectfully with individuals who are different from them.

Kim stresses the importance of tailoring the guide to each client or organization, emphasizing the need to understand and respect the unique cultural and social contexts present within each organization.

In terms of measuring the return on investment (ROI) of DEI initiatives, Clark discusses the importance of considering both the tangible and intangible costs. From a financial perspective, she points out that the cost of not leaning into DEI for organizations can be significant, impacting areas such as brand reputation, employee attrition, loss of sales, and potential lawsuits. She mentions a research study providing hard data on this aspect. Kim highlights that the cost of not leaning into DEI far outweighs the investment in it.

On a broader level, Clark also talks about the Edelman Trust Barometer, which annually demonstrates that employees and customers expect businesses to have aligned values on social topics. She emphasizes the need for organizations to be proactive and control the narrative surrounding DEI, rather than being reactive to it.

Kim stresses the importance of diversity, equity, and inclusion (DEI) in both internal and external communication strategies. She mentions that while many organizations have DEI policies, many of these efforts do not lead to substantial change, which is a clear indication that there is a disconnect between policy and implementation.

Kim also discusses the importance of working with legal teams to prevent DEI crises. She suggests using the DEPTH model to create an effective DEI strategy, going on to explain what each letter of the acronym means.

The podcast episode concludes on a hopeful note, as Kim provides her optimistic outlook within the realm of DEI. Despite acknowledging that progress is not linear and that it may get worse before it gets better, she emphasizes the importance of remaining proactive and inclusive in DEI efforts.

Kim shares her insights and vision for the future, noting that there is a palpable desire among C-suite executives to genuinely understand and effectively implement DEI initiatives. She underscores that by effectively implementing these initiatives can help promote understanding and respect, breaking down barriers and fostering a culture of inclusion.

Kim also addresses the need to recognize and address existing inequities within organizations. This means identifying areas where diversity and inclusion may be lacking, and developing strategies to rectify these gaps. It’s not just about ticking boxes or fulfilling a quota, but creating intentional, meaningful change.

Moreover, she emphasizes the role of communicators and marketers in driving this change. Their ability to articulate the values and benefits of DEI can help organizations move beyond mere awareness and into purposeful action. They can help shape the narrative, ensuring that DEI isn’t just seen as a buzzword or a corporate mandate, but a core part of the organization’s identity and values.

Ultimately, Kim conveys a sense of responsibility, underscoring the importance of each individual’s role in promoting diversity, equity, and inclusion. It’s not just up to the leadership or the HR department, but everyone within the organization. With understanding, action, and commitment, companies can move towards a more inclusive and equitable future.

To purchase Kim’s Book, click the following link The Conscious Communicator

(0:00:00) – Improving DEI Efforts and Messaging

(0:08:36) – Effective DEI Commitment Statements and Strategies

(0:19:31) – “Inclusive Communications Guide and Measuring ROI”

(0:28:43) – The Importance of DEI and Communication

(0:42:07) – Optimistic Outlook and Responsibility

In this 26th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Mark Schumann, IABC Fellow and renowned executive coach, as he shares his invaluable insights on leadership, communication, and the new challenges faced by leaders in a post-pandemic world.

Our guest for this episode is IABC fellow and Professor in communications and culture at New York University, Mark Schumann. Mark is an executive coach and consultant who has worked with some of the biggest names in the CEO world. We talk with Mark about his experience working with senior leaders at the highest levels in big companies, such as Southwest Airlines CEO Herb Kelleher.

We also discuss how the role of leaders has permanently changed due to the pandemic and how they have had to adapt to living and working in different ways. Mark walks through a recent conversation with a CEO that he has worked with before, during, and after COVID, and reflects on how leaders became a source of information about not only the business, but also vaccines, schools, home education, and a myriad of other things that connect our lives.

Mark helps us to understand the importance of acknowledging how our lives have been impacted by this difficult time. He draws attention to the newly formed expectation of connection, and how marketers play a pivotal role.

We explore how the check-in process has changed in the virtual world and how to create a safe space for employees to express themselves. We emphasize the importance of fostering camaraderie and productivity by taking the time to connect with others as human beings.

We also look into the notion of work-life balance and how the open window of the outside world can have an impact on an organization. Mark notes how previously it might have felt as though you were walking a tight rope, but now we are so connected that there isn’t a separation. He says marketers’ skills to intently listen to their people, and put together what is heard, they can create a safe space to have those open conversations.

Following the same progression, we examine the changing role of a CEO in terms of expressing opinions on the world and how this can influence the dialogue within organizations. After Brent gives a few examples of how a CEO responds to crisis communication, he asks Mark to explore why it is difficult to find the personality of these individuals. Mark dives into the self-awareness of these leaders, and how through their behavior they can express what is permissible or not throughout the organization.

Mark stresses the importance of how a leader communicates and interacts with people dictates whether those people feel heard, which correlates to their involvement in the organization. He gives examples of how important it is for people to see the CEO in unscripted moments, where the human side of them and their personality can really show. The group discusses some examples of when these unscripted moments can be better or worse for employee connection.

We discuss the importance of developing the skills necessary to be an effective communicator. Mark discusses one of the methods he uses with his students to get them examining the tactics driving the messages some of these people or organizations are putting out.

The group explores how curiosity and conviction can help lead to clarity when communicating. They hark back to times when there were fewer tools to distribute an organization’s message, yes the effectiveness of those messages was ultimately the same. Mark emphasizes that clear communication is at the top of the hierarchy, more than distribution, as people will find the messaging no matter what tools were used. He adds that having fewer tools may help improve the effectiveness of communication.

Finally, they examine the important aspect of remaining calm plays for leaders. Mark regales a story of a CEO he was working with, and how the environment he was in changed his personality. He notes how a CEO’s personality and “presence” are also always being judged, yet it is important to remain true to yourself and deliver what people need. The group then contrasts this with the bombastic personalities that are often rewarded in our current society. They draw to the conclusion settling on the importance of authenticity for a leader.

(0:00:00) – Leadership in a Post-Pandemic World

(0:07:56) – Self-Awareness in Leadership Positions

(0:14:40) – Empathy in Virtual Meetings and Communication

(0:20:55) – CEO Communication Strategies

(0:30:54) – Effective Communication Beyond Technical Tools

(0:35:49) – Importance of Calm and Authentic Leadership

In this 25th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Brooke Estell, Senior Copywriter at Conscious Minds Studios, about authentic marketing for Gen Z,the importance of storytelling, and the impact professional development had on her career.

Brent and Matt briefly introduce their guest Brooke Estell before asking her to discuss her career journey during COVID.

Brent takes the opportunity to dive into Brooke’s solo/entrepreneur journey, asking her about what resources she was able to use and leverage to help grow her business.

Matt recalls his own career transition, and asks Brooke if she feels different, and how the transition has manifested in her life.

Brent notes that Brooke’s talk at the KC IABC Business Communicators Summit was around storytelling, and asks why there is such a focus on storytelling for Gen Z.

Matt says Brooke only uses 2-3 platforms in an integrated way to complete work for major brands like Nike, and asks her to speak about that process.

Matt asks Brooke to discuss her significant investment in professional development, and the ROI from that, and to speak on any advice for younger professionals.

Brent asks what technical skills Brooke is bringing to her work everyday.

In this 24th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Dr. Dani LaGree, Public Relations Professor at Kansas State University and Co-Founder of the Trajectory Project, about the Trajectory Project, the influence personal connections can have on a career, and what employees really want in a workplace.

After updates about upcoming local events, Brent introduces Dr. Dani LaGree, briefly touches on her background, and then asks how the Trajectory Project got started.

Matt asks what are some of the strategies and tools that the Trajectory Project are currently using.

Brent talks about the strategy of ‘growth through failure’ and how they approach the topic of failure with early career professionals.

Brent asks about why there was a strategy shift away from finding one’s professional identity, and towards developing one’s professional network.

Matt notes how many students don’t have any idea what a career path might look like in their field, and asks Dani what they might be able to do to give them a better idea.

Brent asks Dani if there was an influential person, or mentor, that steered their careers towards academia after being in the field for many years.

Matt notes how few women are at the top of the business, and yet in his classes it is 80% female, and asks Dani about female representation in the field.

Matt asks Dani to discuss some of her research around what young workers want in terms of the workplace, and what their findings were.

To learn more about the Trajectory Project, visit their LinkedIn page.

To find out more about Dr. Dani LaGree, visit her site at https://www.danilagree.com/

To hear the first part of the conversation, listen to part 1 here.

In this 23rd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Katie Macaulay, Managing Director at AB, about her book and podcast about internal communications, the shifting demands of internal communications due to the pandemic and great resignation, and advice for young marketers.

Brent talks about how internal comms has rapidly shifted and evolved, and asks what are some of the challenges in this new era?

Brent, after referencing some topics Katie just talked about such as remote work, asks about what kinds of studies have been done around internal communications.

Matt brings the focus to younger communications professionals, and how many of them think internal comms is boring, and asks Katie how to respond to the individuals thinking that way.

Brent asks what skills are good foundational skills for people looking to go into internal communications.

To hear the rest of the conversation, listen to part 2 here.

In this 22nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Katie Macaulay, Managing Director at AB, about her book and podcast about internal communications, the shifting demands of internal communications due to the pandemic and great resignation, and advice for young marketers.

Brent asks about Katie and her Internal Comms podcast, how it got started, and where it’s at now.

Brent follows up by asking about what the audience engagement is like with a show that large.

Brent then asks if there was a specific episode or guest that really filled her cup as far as her initial intent to create the show.

Matt asks how she makes the choices about her show topics when the audience is so diverse.

In this 21st episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, continue their discussion with Brad Whitworth, SCMP and IABC Fellow, at the IABC Conference. Brad Whitworth is a thought leader, lecturer and author in organizational communication. Throughout this episode, we discuss different certifications that can help you excel in your career. 

In this 20th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, sit down with Brad Whitworth, SCMP and IABC Fellow, at the IABC Conference. Brad Whitworth is a thought leader, lecturer and author in organizational communication. Throughout this episode, we discuss different certifications that can help you excel in your career. 

In the next episode, part two of our conversation with Brad Whitworth, we’ll discuss certifications, including …