I knew this podcast episode was going to be great…
A Canadian, Content Marketer, Best Selling Author, and Entrepreneur – that’s a recipe for a perfect guest and Marie Wiese didn’t disappoint!
In this episode of The Happiness of Pursuit Podcast, Marie Wiese talks about her entrepreneurial journey and how she was able to literally write her own success story. After being gifted a typewriter when she was a little girl by her grandmother, that gift for storytelling, led to a career in PR. That career quickly led down an entrepreneurial path with a startup, which, like many other dot-com businesses in the mid-2000’s, unfortunately, led to a financial collapse.
Marie bounced back and started consulting. After reflecting on how she helped the business grow to 100+ employees and raised over $25 million in funding, she knew she could repeat that process. Years later, Marie continues to run Marketing CoPilot and “help companies build digital marketing programs that make a difference. We deliver strategic guidance and tactical execution so companies can jump-start their digital marketing efforts to be more engaging, customer-centric and competitive.”
What you will learn in this episode of The Happiness of Pursuit Podcast:
Content Marketing is alive and well and brands who want to survive will learn how to tell a better story.
This past week I had the privilege of attending Content Marketing World and seeing the world premiere of “The Story of Content: Rise of the New Marketing,” which explains how the marketing of the future is all about brands telling stories.
In the documentary, there were some great stories from B2B companies like General Electric, to B2C companies like Blendtec, who created incredible series of stories that not only have 100,000+ views, but converted those audiences into loyal customers and fans of their brands.
After attending the show, it became clear that every brand has a story to tell and an audience who would connect with that story. Take the Blendtec example, an engineering company who was obsessed with manufacturing a superior product. They were so obsessed they would blend 2×4’s to test them – something that led to becoming a hit Youtube Channel (Will it blend?) where they would blend EVERYTHING, including an iPhone.
[Warning: These videos are addictive, be prepared to spend 5-10 minutes watching a few more]
4 Marketing Lessons from Content Marketing World 2015:
1. Learn to tell a compelling story.
Katrina Craigwell, Director, Global Content & Programming at GE gave a presentation about Visual Storytelling at Scale and how GE is “connecting with audiences around the passion points of science and technology.”
One of the biggest takeaways from the presentation was how GE was bringing storytelling to life in so many unique ways and in doing so connecting with a very targeted audience – people passionate about “science and technology.” They even found a way to engage people with virtual reality to go inside the brain and underwater to deepwater drilling rigs.
Here is an example of their great work from their series “From the Factory Floor:”
2. Don’t obsess over vanity metrics.
Scott Stratten from UnMarketing, gave one of my favorite presentations about the emphasis put on to vanity metrics and chase for millions of views and creating viral content.
In that chase for viral content, people ‘cut corners’ and often re-post without credit, or blatantly steal content to get likes, shares, re-tweets, pins, etc.
Stratten highlighted how brands often do this to get “reach,” but loose sight of the value of their relationship with their audience so when it comes time to for any type of conversion it often falls flat.
Your video doesn’t have to be viral in front of a million people, just contagious in front of your specific market. Content, connection, engagement. It’s time to separate from the pack of noise. It’s time to UnSell. – Scott Stratten, UnSelling
3. Create content that “informs, entertains, and educates to help solve problems.”
During the Wednesday morning Keynote, Vice President, Global Creative and Content Marketing at Marriott International, shared how they are creating a dedicated division to create an industry leading platform.
“We want to take that same approach as a brand through building engaging content communities through social platforms.” – David Bebee, via AdWeek.com
They likened the approach to that of what RedBull and GoPro have created. The studio will be creating a number of original content pieces, including some original series, and web series. You can learn more about the approach right on Marriott’s website here.
While most brands do not have the resources to hire an award winning producer, they do have an opportunity to create engaging content focused to their unique audience, much like Blendtech did.
4. Content Marketing is not going anywhere!
The biggest lesson from this year’s conference was clear – content marketing is not going anywhere. “It has been here since caveman paintings” and judging by the other great examples from emerging brands, content marketing will only continue to gain momentum.
Content Marketing Google Trend
There are tens of thousands of tools to help manage the all the content, whether that is through social media, your website, or your own thought leadership.
The biggest challenge for brands – creating content that will connect with their audience and allow them to build a valuable relationship.
Where is the opportunity in Content Marketing?
The brands who will win the content battle will be the brands who consistently create authentic content that creates value for their audience and enables a conversation.
The fact is that businesses do not have emotion. Products do not have emotion. Humans do. Humans want to feel something. – Bryan Kramer
How Jen Berson left a 6 figure job as an attorney to create a PR Agency – JenerationPR
This week’s guest absolutely blew me away! She left a legal career to build her own PR agency, JenerationPR, with zero PR training and has helped her clients get on the Today Show, The Ellen Show and many other major media outlets.
Jennifer is now a regularly featured PR & social media expert on American Express OPEN Forum for small business and has been featured in the New York Times, Entrepreneur magazine, PR Week, Los Angeles Daily News, Fox 11 News, TV Guide Network’s “Hollywood 411″ and was profiled on Apple.com. Jennifer was also featured in the “Limelight Series” on PR Web, and selected by Babble.com as one of the 10 “Mompreneurs Who Made it Big!”
Jennifer has taught “Principles of Entrepreneurship” in the Beauty and Cosmetics department at the Fashion Institute of Design and Merchandising (FIDM). She is also a member of Beauty Industry West and Fashion Group International. Jennifer graduated summa cum laude from UC Santa Barbara with a degree in communications and holds a JD from the University of Southern California law school.
What you will learn in this episode of Happiness of Pursuit Podcast:
How to make the leap to pursue your passion – even without any training
Have you ever wondered how Apple inspires people to wait in line for hours to buy their newest product?
The answer actually stems back to our biology – yes our biology, New York Times best-selling author Simon Sinek explains in “Start With Why.”
In his book, and the below TED Talk, Sinek de-codes how focusing on the WHY is the fundamental difference between failure and success. He breaks it down to a philosophy explained through the “Golden Circle,” through examples from Apple to Martin Luther King.
The book is an absolute must-read for every marketer, here is a sneak peek:
“If Apple were like everyone else, a marketing message from them might sound like this: “We make great computers. They’re beautifully designed, simple to use and user friendly. Want to buy one?” “Meh.”That’s how most of us communicate. That’s how most marketing and sales are done…Here’s how Apple actually communicates. “Everything we do, we believe in challenging the status quo.We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. We just happen to make great computers. Want to buy one?” Totally different, right?” – Simon Sinek, TED Talk
Sales isn’t what it once was. The days of the fast talking “car salesman” are long gone. We now live in a 120 character world, and even when you do get more than 8 seconds to talk with a prospect, the way effective presentations are delivered has changed.
David JP Phillips gave a great TED talk on “How to avoid death By PowerPoint”. The title of his presentation alone relates to almost everyone who has ever sat through a 20 minute PowerPoint presentation. If you have ever watched a TED talk, or been to a conference with a great speaker, you will notice a common quality; they deliver their message by telling a compelling story, not by amazing transitions and graphs. If you want to understand the science behind an effective PowerPoint, you can view David’s full TED talk below.
The purpose of this post is not meant to be a guide to using PowerPoint, it is to illustrate how people consume information. There is a hard truth most people don’t want to accept: most people don’t care what you have to say unless it can provide them with value, or help them solve a problem. If you want their attention, then give them want they want – tell them a compelling story that either provides them with value, or shows them how to solve a particular problem.
I recently had the privilege of hearing Kyle Nel and Ari Popper explain how they crafted a proposal in the form of a comic book to convince the executive team at Lowe’s to create the new Holoroom. What was interesting about their approach, was the emphasis on delivering a message through a medium that was more easily understood, and obviously more fun to digest.
To deliver your message you don’t need to hire a graphic artist or a cartoonist, but you need to adjust your approach.
Things to consider when crafting a compelling story:
Do you understand the prospect’s problems?
What is your value proposition? Does it resonate with your ideal client?
Do you have case studies, or personal examples that can be shared in the form of a story, not a chart or graph?
How can you relate your examples to your prospects problems?
As promised here is the David JP Phillips’ TED Talk on “How to avoid Death by PowerPoint”: