The Content Brief

Hello! I was out of town last week, but I'm back now and booking guests for the rest of 2024. The next show will be in two weeks - October 23.

Cisco Talos Intelligence estimates that 150 billion emails sent globally are spam. Even marketers get a lot of spam!

So, if you're a marketer, how do you create emails that stand out from the spam, make connections, generate responses and develop long-term customer relationships?

Business consultant and author Ed Forteau helps service providers, entrepreneurs, and sales professionals build authentic relationships, and he's here to share some answers, including:

• Why personalization is more crucial than ever in cutting through the noise
• The shift from mass emailing to focused, quality connections
• Why your email strategy should align with other platforms like LinkedIn
• How to use content amplification to warm up cold leads
• The power of behavioral segmentation in boosting engagement
• Why understanding customer personas leads to more impactful communication
• How AI can enhance your email strategy without losing the human touch

Ed's website - EdForteau.com

Ed on LinkedIn - Ed Forteau

Ed's Book - No More Cringe

Ever wonder why some slogans, product names or ads stick in your head while others fade away? James I. Bond does, and he's written a book about it called Brain Glue. In today's episode, he shares:

• Why some ads make you flinch
• How a clever name can turn a copycat product into a goldmine
• Why men might want to buy a "Lawnmower" for their bathroom
• How fire helped a company boost its business
• Why rhyming, honesty and being blunt are good messaging strategies

These concepts and more stick to our brains because they connect to it where decisions really happen.

James' website - YesBrainGlue.com

James' book - Brain Glue on Amazon

James on LinkedIn - James I. Bond

After a short break (holiday weekend) - the show will be back next week!

Let's dive into the world of social care and digital customer engagement with Brooke B. Sellas, founder and CEO of B Squared Media and author of Conversations That Connect.

Brooke shares her extensive experience in leveraging social media to enhance customer experiences, focusing on proactive social care, the importance of quick and effective responses, and the role of social listening.

You'll learn how engaging in meaningful conversations can lead to ROI, why hyper-personalization is the future of customer interaction and social media content ideas that generate conversations and responses.

Brooke's company - B Squared Media

Brooke on LinkedIn - Brooke B. Sellas

Brooke's book - Conversations That Connect

Nancy Harhut, Co-Founder and Chief Creative Officer at HBT Marketing, takes us into the fascinating world of behavioral science and reveals how it can completely evolve your marketing strategy and generate next-level results.

We explore critical concepts like availability bias, information gap theory, and more to learn how they can shape audience reactions and decisions.

You'll get practical advice on concepts like balancing positive and negative messaging, transparency, and the power of humanizing your content.

Join us as we demonstrate how behavioral science is better than marketing "science."

Nancy's Book - Using Behavioral Science in Marketing

Nancy's company - HBT Marketing

Nancy on Linkedin - Nancy Harhut

Content strategist and thought leader Andy Crestodina joins us to explore the balance between leveraging AI technology and preserving the irreplaceable human touch in marketing.

What is AI good at? What is it not good at when it comes to content? What are the pitfalls of over-reliance on AI?

How can humans and AI work together to make great content that stands out and forms connections?

You'll learn how to strategically integrate AI as a tool to enhance your content creation process without losing the authenticity and trust that human audiences continue to demand.

Andy's company - Orbit Media

LinkedIn - Andy Crestodina

Andy's Book - Content Chemistry

Globally recognized marketing strategist and bestselling author Mark Schaefer began to notice the shift toward community marketing as he wrote Marketing Rebellion and then Belonging to the Brand. This book contains insights, frameworks, and research showing how companies can harness the ultimate marketing strategy – community.

You'll hear how community marketing goes beyond traditional methods, fostering deeper emotional connections and sustained customer engagement. Mark shares compelling examples of brands successfully implementing community-focused strategies, demonstrating the game-changing benefits of increased collaboration, advocacy, trust-building, and revenue.

Learn how to transform your marketing efforts by adopting the right mindset to create your community.

Mark's website - BusinessesGrow.com

Mark's book on Amazon – Belonging to the Brand

Mark on LinkedIn

Mark on X

Today's featured expert is Robert Rose, Chief Strategy Officer at The Content Advisory and Chief Strategy Advisor at The Content Marketing Institute.

Robert sheds light on the critical evolution from traditional content campaigns to an always-on approach, explaining how this shift enhances continuous engagement and keeps your audience constantly connected.

We explore the revised approach to content as not just something you create - but a form of ongoing communication with modern audiences. You'll learn how viewing content as a strategic tool for meaningful interaction and connection can revolutionize your marketing efforts.

As part of this renewed focus, you'll find out how it benefits your overall content strategy to serve more than just potential buyers and how influencers and advocates can amplify your message and drive value beyond direct sales.

Modern marketers can learn about these insights, trends and more by enrolling in the 2024 Professional Certified Marketer (PCM) certification course from the Content Marketing Institute and the American Marketing Association.

Robert's Website - https://robertrose.net/

The 2024 PCM Course - https://contentmarketinguniversity.com/content-marketing-certification/

The Content Marketing Institute - https://contentmarketinginstitute.com/#

The Content Advisory - https://contentadvisory.net/

Robert's Podcast - https://www.thisoldmarketing.com/

Robert's Book – Content Marketing Strategy

Linkedin - https://www.linkedin.com/in/robrose/

Sometimes, the simplest changes in a mindset or approach can make the biggest difference in improving your content strategies. However, the barriers that often block content improvements come from inside a business.

Today's expert has some answers.

Marcus Sheridan is a world-renowned keynote speaker, communication expert, digital marketing consultant and author of the revolutionary book They Ask You, Answer.

Learn how to master proven concepts like a two-sided approach to content, a walkaway paradox in sales, a transparency strategy and other simple and surprising ways to communicate and connect with buyers, prospects and audiences.

Marcus's website - https://marcussheridan.com/

His company - https://www.impactplus.com/team/marcus-sheridan

LinkedIn - https://www.linkedin.com/in/marcussheridan/

His Book - They Ask, You Answer