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
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Today's show features insights into what consumers care about in the for-profit and non-profit spaces.
This Is the Key to Good Nonprofit Marketing - Entrepreneur How US consumers are feeling, shopping, and spending—and what it means for companies - McKinsey This Company's Customer Service Is So Insanely Good, It Went Viral - Jason Feifer Nobody Cares About Your Company News. Here’s How to Make Them - Shama Hyder 
As more and more marketing trends point to consumers wanting to have a personal connection to a brand, it's easy to understand how storytelling strategies can achieve that goal. However, as brands hear about the power of story, it can generate questions like:
Author and Storytelling Coach Park Howell joins me today to discuss specific approaches businesses can take to infuse storytelling into their marketing. We'll discuss how to evolve existing content into a compelling story structure and how to create stories that make meaningful connections to your audience. Park's website: BusinessofStory.com Park's books: Brand Bewitchery: How to Wield the Story Cycle System to Craft Spellbinding Stories for Your Brand The Narrative Gym for Business Park's Courses: And, But, Therefore Short Courses Park on Social Media: 
In a recent episode of Message Points, I shared an in-depth article discussing the reduced impact of SEO. Well, I found another one - only this one was written in 2017!
If people were beginning to see SEO go from "everything" to "some things" six years ago - what other unnoticed changes are hurting their content strategies? If SEO is losing some stream, then what does Google care about? Think about how long gated content has been a strategy. If you were to examine all of the gated content that's been produced in the last several years, how much of it do you think consumers found to be incredibly valuable? If you're like me and you believe that number is low, how likely are those consumers going to open your gated content? Is there something you can do to help inspire them to fill out that form, or should you just take gated content out of your content strategy? Finally, in the era of The Great Resignation and a renewed focus on happiness in the workplace, companies have to incorporate a communication strategy into their job posts. Otherwise, job seekers wanting marketing jobs may not apply due to a few red flags. We discuss all of this and more on this week's Message Points. JeffBullas.com - 5 Reasons Why Your Business Shouldn’t Just Focus On SEO Mina Mesbahi - Gated content usually disappoints people Mary Keough - Red Flags for marketing job seekers Guy Kawasaki - Enchantment: The Art of Changing Hearts, Minds, and Actions |
PodcastA person-to-person podcast about evolved communication strategies that put the connectivity and humanity back into marketing, leadership and content. Archives
July 2022
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