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    Content = SEO [eye candy from Search Engine Land]

    Last updated 6 years ago

    Stated another way, build it and they will come. I guess some people still don't get this concept so here are the stats.

    You know you're remarkable when you have your own action figure. #SethGodin

    Last updated 6 years ago

    • seth godin action figure
    • seth godin action figure 2

    My friend Nathan Hanks just gave me this Seth Godin action figure which got me wondering about who created it and why. I'm a big Godin fan, but I'm not sure he can drive the volume of sales required to make a meaningful profit.  Then again, maybe this is just a cool marketing tactic for his books.  I did a quick search and found the McPhee site that sells the figure which gives this explanation.

    "In this new age, the best way to advertise a product is to create a product so remarkable that people will talk about it. Seth refers to these products as purple cows. In other words, there are lots of action figures of movie stars, but the idea of making an action figure of a marketer is surprising and different enough that people will talk about it.  At least we hope so."

    That appears to be true because here I am writing about it ;) Also I'm displaying the figure on my office bookshelf where it's a great conversation starter.  Many non-marketers ask about it and after giving a quick explanation I shoot them an email with these links to get them started.  

    If you're interested in how all this came about, check out the Q&A with Seth on the McPhee blog.  For example, all the profits from the figure go to charity. And if thats' still not enough on this silly subject then go read Seth's post about it.

    Can you differentiate your brand through your people? @Delta and @Fidelity think so, do you?

    Last updated 6 years ago

    Will the people-focused brand messages in @Delta's and @Fidelity's new TV commercials help them gain more customers?

    The first question is one of relevance.

    Do consumers want great people (i.e. service) when travelling and investing? For most people I think the answer is yes, assuming all other things equal (location, quality, price, etc.).  Afterall these are service-based businesses.

    The second question is one of credibility.  

    Will consumers believe the message? In Delta's case, do frequent fliers feel that they are getting a lot better service from Delta than other airlines?  I'm not so sure. I don't have market research to prove it, but I think it is hard for the average consumer to believe that Delta has hired/trained better people than anyone else.

    The third question is one of uniqueness.

    Is the campaign memorable? Does it differentiate them from the competition and incent the consumer to buy?  Delta has an uphill climb here, since unlike Southwest or Virgin who've delivered and promoted superior service for years [see videos below], it's not been a core value for the company prior to this campaign.  Similarly, as a discount brokerage, Fidelity has not focused heavily on their people in the past. 

    So the key question is will these campaigns work? Are you buying?

    Shoot me a comment below.

    Content Marketing = Making Your Business Likeable

    Last updated 6 years ago

    Like many marketers, I've embraced content marketing and social media to drive better search rank, more visits and an improved online reputation. Those are key benefits no doubt, but one of the biggest yet least talked about benefits, is the emotional connection we can create with customers by tellling them our unique story in our own voice.  Basically, taking what we do face-to-face every day in our locations and doing it online.  MBA professors call this creating "brand affinity" or "brand preference" but I call it making your business likeable. 

    It's impossible to be likeable by posting a bunch of boring info about products and promotions. Instead we have to tell (or show and tell) real human stories about our businesses.  They could be stories about how we've helped a particular customer, an update on our community service project or little league team, the decision process for how we picked a new product, or interesting backstories about our employees' hobbies.  They don't have to take a ton of your time but you should get in a regular cadence of communicating with your fans and followers. For example it could be a simple tweet or Facebook post, "Hey folks, our mild-mannered web developer Josh is the lead singer in a hard rock band called Mara Conflict -- check them out this weekend at the Curtain Club!"  These are just a few of the dozens of story lines you can come up with.  For more ideas check out this ReachCast blog post.

    The goal is to bring our business to life online so that our customers get to know us better and appreciate us as real people, providing real value in the community.  That way their buying decision isn't just about price, but about supporting a business that has informed/helped/entertained/engaged them in a memorable way.

    That's the goal of content marketing and it's explained in this video by the guy who litterally wrote the book on it, C.C. Chapman.  Here's the link to his book on Amazon and you can follow him on Twitter at @CC_Chapman.

    Steve Jobs on Branding -- Focus on Core Values -- "Think Different"

    Last updated 6 years ago

    Old video of Jobs explaining their brand campaign. Still rings true today.

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