Brands are built on differentiation and an organization’s first, strongest, and most powerful differentiation is their beliefs. It is those beliefs that drive their passion and inspire their vision. When you hold a real Louis Vuitton bag in one hand and a knockoff Louis Vuitton bag in the other, you are holding onto the manifestation of the manufacturer’s beliefs. Louis Vuitton believes in quality, longevity, and beauty; the latter believes in speed and economy. Bill Gates believed there would be a personal computer in every home, and that belief fueled his vision for Microsoft.
If you want to accomplish something, you must take the time to evaluate the situation, make estimates about how difficult the task is, and identify the clearest path to your goal. Strategy is being able to look at the situation you’re in and determine the best way forward. Like chess masters, good strategists don’t always see 50 moves ahead, but they are always aware of 50 potential next moves that could set them up for a win.
Content—from Instagram posts and Pinterest pins to blog posts and white papers—is meant to solve problems. It is the primary way you should communicate with your audience; it’s how you tell them who you are, what you do, and what they can expect from you. Content is invaluable for plenty of reasons, but Joe Pulizzi from Content Marketing Institute says it best: “Unlike almost every other marketing tactic ever devised, content marketing continues to pay dividends forever. Smart content creation doesn’t have an expiration date. It generates Web traffic (via search and social media linkages) and helps remove purchase impediments every day of every month. It’s an information annuity that can’t be replicated elsewhere.”
It’s one thing to create great content, but what if no one sees it? It’s equally important to get your content to the right people, in the right places, at the right time. Your distribution channels matter. You have to know where your audience is engaging online—and it might not always be Facebook. The more you know about your audience, the better you can serve up your content.
Data shows us what’s working and what’s not. But it should only sharpen the message, never dictate the message. If you find that YouTube views are dropping off three minutes into your six-minute video, re-cut it. If no one is engaging with your Facebook page, consider utilizing Reddit. Content for the sake of content doesn’t make anyone a winner. You have to constantly analyze its performance, and take every opportunity to refine and respond.
Once you know what content and channels work for communicating your message, selling your product, or cultivating your brand, you can leverage those learnings to elevate your impact even further. Finding new channels for great content and creating more content for great channels is the final step—kinda. Great marketing really never ends; it’s a continual journey that evolves. Just like good relationships, it takes work and dedication, but is always worth it.
Product Development, Campaign Development
Art Direction & Design
Brand Identity, Print Design, Photography, Packaging, Website Design & Development
Film & Animation
Script Development, Production, Post-Production, Case Studies, Motion Graphics, Commercials, Music Videos, Animation
Story Development, Copywriting, Editing, Press Releases, Social Media Content Creation
Traditional and Digital Media Buys, Social Media Management, Paid Distribution (Including Pinterest), Campaign Development
The Belief Session