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.

Justin Simon on a new content marketing game plan
Nancy Harhut's new book - Using Behavioral Science in Marketing
Alberto Cabas Vidani on boosting long-form content with short-form content
Amanda Natividad explains zero-click content

Dr. Angela Mulrooney built a referral-based, niche dental practice that allowed her to serve her clients in many rewarding ways - then she lost it all overnight. So, she pivoted, took her knowledge of branding and niche marketing, and turned it into a personal brand.

Now she works with clients as "The Arsonist" - helping them burn down what holds them back from experiencing success as a personal brand. She joins us today to discuss how you can unleash your brand in today's crowded and competitive world.

Angela's website - Unleashing Influence
Find Angela on LinkedIn
Join the Unleashing Influence LinkedIn Group

In today's episode of Message Points, you'll find out more about what it means to "personalize" your content. Also, you might be shocked, but your attribution software is probably misleading you - and your consumers are proving it. We all like a good meme in our social media feeds, but can they fit into a company's social media content? Finally, you'll get some advice on what to do (and not do) in response to Google's Helpful Content Updates.

Gali Soudak on what "personalization" can mean
Chris Walker on attribution vs. real people results
Todd Clouser on using memes in marketing
Jim Yu on Google Helpful Content dos and don'ts 

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.

Learn more about Kristin's Podcast - Podcast & Amplify
​Connect with Kristin on LinkedIn

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?

Alain Hunkins on a key obstacle in communication
Marcus Sheridan explains real non-profit transparency
Andy Crestodina share five ways thought leadership can drive rankings

If you've been hearing more marketing advice telling you to engage in conversations with consumers but wondered what it means or where to start - this episode if for you.

​Brooke B. Sellas is joining us to discuss how you can connect with your audience on social media and share examples from her new book, Conversations That Connect.

You can:

Find Conversations That Connect on Amazon
Connect Brooke on LinkedIn
Connect with Brooke on Twitter 
Lean more about B Squared Media
Coordinated Management of Meaning - CMM: A Brief Overview

When people hear the phrase "DARK SOCIAL," it can generate a feeling of uneasiness - especially when considering how hard it is to track it. It reminds us how the marketing world is changing and how we should re-think some things marketers believed in not long ago.

This includes the excitement around a like or a follow. Now we need to invest more time in what could potentially lead to a sale. This includes showcasing more humanity, fun and value in a social media feed.

Today's Message Points Podcast features new ways to view (and track) dark social, effective ways to generate potential sales on social media, old habits that might need to be dropped and personal insights on building a brand.

Silvia Valencia on 10 things she stopped doing as a marketer
Demand Gen Report on Three Steps to Illuminating Dark Social 
Mark Schaefer on social sales success
Amaster class on personal branding (taught by Mark Schaefer) 

In marketing, certain words and phrases can make or break a connection with an opportunity to connect and resonate with the intended audience.

However, these challenges extend beyond marketing.

Promoting a job opportunity is a prime example.

Certain words or phrases can cause a job applicant to worry about a work environment. They also might feel like a company doesn't understand their profession.

Like marketing, an overreliance on old strategies or cut-and-paste methodologies can create barriers between a company and suitable job applicants.

Mary Keough is a Senior Marketing Strategist who frequently shares "Marketing Job Post Teardowns" on LinkedIn. These posts highlight red flags and problematic messages on job posts.

She joins us today to discuss the words and phrases that indicate a lack of knowledge, consideration and clarity in ways that should concern job seekers. 

Mary Keough on LinkedIn
Her company: Gorilla 76
The Industrial Marketing Live Webinar Series

Showing a fun side of your company won't ruin your reputation or your relationship with customers who also have a fun side. However, you can ruin your social media messaging and LinkedIn relationships by forcing email marketing into them.

Aside from fun, customers like taking easy steps, and you can make engagement and sales a lot easier to achieve by choosing the right words.

Today's message points podcast features insights about keeping it simple, having some fun, and avoiding the wrong impressions on social media.

Todd Clouser shares why email strategies don't belong in your social media feed
Linda Rolf on why she had to completely wipe out a LinkedIn relationship
InsideBE on Make Customers Feel that What you Want is Easy
BombBomb presents ​How to Be Professional and Still Have Fun 
Katelyn Burgoin on why memes perform well for B2B buyers

While so much has changed in the marketing world, the significance of impactful copy has always remained. However, so much of today's copy has to make a deeper connection with an audience through email, blogging, scripts and more.

Veteran copywriter and author Scott Frothingham joins us to discuss what today's copywriters and brands need to do to make impactful connections with their audiences. 

Scott's website - Fast Forward Results

Scott on LinkedIn

Scott's Blog

Scott's Book -Instant Inspiration For Copywriters