The Secret Ingredient in Content Marketing

I love and am always reading up on content marketing (or pretty much anything else to do with marketing) and I started to notice a common theme. There is a common theme for which all of your content should be based on and that is:

EMPATHY

Yup, that’s it.  What is it? Empathy is about vicariously understanding your audience and working hard to serve their needs.

“Seeing the world through the eyes of others gives you a competitive advantage because so few businesses have a disciplined method for doing so.” – Brian Solis

Ain’t that the truth! Preach on Brian!

So the next time you revise your customer journey map make sure its based on empathy journey mapping and I believe you will start seeing the results within a couple of months. Empathy isn’t cheap in this age of content shock. If you provide it to your audience in an honest way you will become more valuable that you ever thought.

Manpreet Jassal (@mjassal)

 

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What Really is Customer Experience?

Finally started my own podcast after contemplating it for a long time. I hope to add value to everyone that listens to it. My fist conversation is with Jake Sorofman, VP of Research at Gartner. Hope you enjoy it! This is my first one so it can only get better from here.

We talk about Customer Experience and Why You Should Care!

Marketing Leaders Podcast (2)

 

 

Are you taking the stairs?

Came across this on my phone while I was on the Zedge app looking for backgrounds for my iPhone. Loved it:

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“There is No Elevator to Success. You have to Take the Stairs” 

Nothing can beat hard work, hustle and long term thinking. Pretty much in anything in life. These days with social media many people think its easy and it happens overnight. It doesn’t, nothing does.

You have to take the STAIRS!

Manpreet Jassal

@mjassal

(Thank you Seth Godin!)

 

Loving Marketing Podcasts

I commute to work everyday which takes me a total of 2 hours (1 hr each way) on the road a day. What to do with the time? I used to listen to music and talk radio until I realized I have to start doing something productive with this time. The podcast resurgence started happening about the same time (3-4 years ago) which was perfect. I discovered so many marketing podcasts at that time which was AWESOME.

I made sure I listen to them religiously everyday I was in my car. Here is a quick snapshot from my phone of just of some of them:

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What has this helped me do?

  • Stay on top of the current marketing trends

  • Think outside the box

  • Find influencers in the marketing world

  • Polish my digital marketing skills

  • Make me wiser

I am even thinking of starting my own soon since I work at one of the most prestigious analyst firms in the world and can talk to some great marketing analysts. Might be time for me to start adding value to this craft as well.

So what are your favorites?

Manpreet Jassal

@mjassal

(Thank you Seth Godin!)

 

 

 

 

 

 

Intuition by Seth Godin

Loved this by Seth Godin talking about intuition

“That’s what people call successful decision making that happens without a narrative.  Intuition isn’t guessing.

It’s sophisticated pattern matching, honed over time.

Don’t dismiss intuition merely because it’s difficult to understand. You can get better at it by practicing.”

Very cool post because I always that it was a lot more guessing and just going with your gut. I love the way he put it calling it sophisticated pattern matching, honed over time”. Think about all of the great business and marketing leaders you know and you start to see a lot of pattern matching.

Thank you Mr. Godin.

Manpreet Jassal

@mjassal

Benjamin Franklin gives the best Content Marketing Advice

If you grew up in America, you know how great Benjamin Franklin was. He was a leading author, printer, political theorist, politician, Freemason, postmaster, scientist, inventor, civic activist, statesman, and diplomat. Now we can add Content Marketing leader to that list. What is Content Marketing? According to the Content Marketing Institute, here is the definition:

Content Marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Benjamin Franklin a content marketer? You think that’s a stretch? I’m I just going crazy? Maybe. But let’s take a look at one of his most famous sayings and break it down from there:

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“If you would not be forgotten. As soon as you are dead and rotten, either write something worth reading or do something worth writing”

My Takeaway:

  1. Create such good content for your company that you will never be forgotten and people would want to come back day after day to consume more of it.
  2. Create such a good experience that other people will write about how great you are (earned media). No company wants to be forgotten, they all want to stay in business forever and grow mindshare.

Bottom line: Be like Benjamin Franklin and start creating things (great content) people will want to write about or start doing things (customer experience) worth talking about!

Manpreet Jassal (@mjassal)

What is the ROI of Social?

Every time I get asked that ROI of social, I just want to walk away. Its one of the few questions in the world that I am starting to get annoyed at. I understand that when most people ask me this, they don’t really know how to calculate the impact of social. They just think we need to be broadcasting on all of the social platforms, all the time and track all the clicks to the sales. I wish it was that easy.

I wish I can just say what Gary Vaynerchuk says, when he replies to that question, with “What’s the ROI of your mother?” I would love to say that. To me that is a great answer. Can you really answer that in a quantitative, concise way? Here’s the video:

Let’s really answer the question, What is the ROI of social? My answer: A Long Term Customer Relationship. Social can help you engage in real time, be transparent, be authentic, and build a personal relationship with someone. Today customers expect personal targeting mixed with a customer experience that caters to them 24/7. Why shouldn’t they? You have all the tools and they expect you to deliver an amazing customer experience.

The Best Marketing in the world is “Word of Mouth.” Social helps you spread that word faster than you have ever imagined.

When sales teams ask me, why should I be on social, I increased my sales 10% from last year? My answer to that always is, “that’s great, but wouldn’t it better if you increased it 12% or 15%” Social helps you enhance your value which in turn can enhance your customer acquisition.

This is how most companies measure Social ROI:

  • Filled-out contact forms
  • Online purchases
  • Time on site
  • Engagement with content
  • New visitors vs. returning visitors
  • Pages per visit
  • Link clicks
  • Newsletter signups
  • Asset downloads
  • Social interactions
  • Video views

Now this list above is very important, don’t get me wrong but we should also look beyond this. Our approach to social should be different, instead of me talking about it, I will let David Meerman Scott enlighten us.

Originally posted on LinkedIn 

@mjassal

Manpreet Jassal

Death of the Real Estate Agent?

The title of this post might be a little provocative but I really think that this is going to happen soon. I was watching CNBC one day and some executive from Zillow was on talking about you can pretty much get the value of your house from their website. I totally agree. How can you market you own house? Here are a couple of tips that will help you sell your own house any day of the week. Put your house up on Zillow and Craiglist and then do this:

  1. Set up a phone number on Google Voice that’s just a voicemail where people can leave their info for YOU to call them back. If you don’t do this you will be getting calls all times during the day on your cellphone or house.
  2. Most important step: Do not show your house to anyone that asks. Before they come to your house you ask them to email, fax or bring with them their pre-approval letter from their bank. This will weed out so many people just casually looking so they do not waste your time. Understand, NOT pre-qualification letter. You need a pre-approval letter. What’s the difference? View here: http://www.investopedia.com/articles/basics/07/prequalified-approved.asp
  3. It matters what state your are in so make sure to get a lawyer that has been doing real estate for a long time.
  4. Make sure you price your house to sell. Do not be greedy or you will be disappointed.

Just doing these things you can sell your house yourself. There are many other things you can do as well, but I just wanted to share the top important things you need to get started. Now maybe a real estate agent can help you buy a house, I just talked about a selling your house in the next post I will talk about how to buy a house from a real estate agent or the owner. I hope this helps you save time and money.

If you have any questions, tweet me @mjassal

(Former real estate agent)

The 4 A’s, C’s, E’s and P’s of #DigitalMarketing

Anyone that first formally started learning about marketing is familiar with the 4 P’s. Edmund Jerome McCarthy introduced the Marketing Mix which we now know as the 4 P’s. Professor Philip Kotler (who I love) popularized the 4 P’s even more in his 1967 book called The Principles of Marketing, which is now in its 16th edition. Here are the the famous 4 P’s:

Productitem that satisfies what a consumer demands

Price amount a customer pays for the product

Placedistribution of the product

Promotionmethods of communication that a marketer may use to provide information to different parties about the product

But now marketing is going through a paradigm shift and some are calling for these to be reinvented and change part of the mainstream thought process mix. Jagdish Sheth, Professor of Marketing in the Goizueta Business School at Emory University, wrote in 2011 a book titled “The 4 A’s of Marketing: Creating Value for Customer, Company and Society.” Robert F. Lauterborn, Professor of Advertising in the School of Journalism and Mass Communication at University of North Carolina wrote in 1990 about the 4 C’s of Marketing. Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne Worldwide wrote in 2009 about the 4 E’s of Marketing.

Here is my breakdown of the A’s, C’s, E’s and P’s:

Acceptability—>Consumer—>Experience—>Product

Affordability—>Costs—>Everyplace—>Place

Accessibility—>Convenience—>Exchange—>Price

Awareness—>Communication—>Evangelism—>Promotion

The 4 A’s: Acceptability, Affordability, Accessibility and Awareness. According to Professor Sheth, “the 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users.”

The 4 C’s: Consumer, Costs, Convenience, and Communication. According to Professor Lauterborn, you have to start studying Consumer wants and needs, understanding their Cost to satisfy that want or need, thinking about Convenience to buy and communication that creates a dialogue.

The 4 E’s: Experience, Everyplace, Exchange, and Evangelism. According to Fetherstonhaugh, you have to stop thinking just about your product and start thinking about the full Experience, intercept consumers on their turf and on their terms, and that could be anyplace or Everyplace, offer your consumers something valuable in Exchange for their attention, their engagement and their permission, all to inspire your customers in becoming Evangelists for your brand.

All of these mixes have one thing in common: Creating “Value” by looking at marketing through the lens of the Customer.

I am sure there are more 4 letter marketing mixes out there but I really liked these because they are customer-centric. The 4 P’s for me stand as the foundation of any effective marketing campaign. Realizing we do have to speak the in the language of the customer I think the 4 A’s C’s and E’s are a great way for the modern marketer to get started in a world where demand for inbound/content marketing is increasing to provide a valuable customer experience.

Originally posted on LinkedIn on March 16, 2015.  

Manpreet Jassal

@mjassal