When the connections between companies and consumers are broken, old strategies and new technologies won't completely repair them.
The key is communication rooted in consumer insight, messaging design and content intelligence.
Scott Murray (The Communication Craftsman) talks with experts and thought leaders about how companies can build stronger connections with their most important audiences.
New episodes are released every other Monday, with a bonus podcast (Message Points) released on off weeks to provide additional value and insights.
Message Points: ChatGPT Isn't Emotional or Creative
At a time when businesses need more creativity and emotion to stand out and make meaningful connections with consumers, it's critical not to become too dependent on technology. Today's insights drive that home in a big way.
Find out about a severe flaw of ChatGPT, the most significant opportunities for B2B marketers today, what marketers need to stop using as a crutch and research from USC about creativity and emotion in advertising.
Personalized Public Relations with Dr. Morissa Schwartz
According to McKinsey's 2021 Personalization Report, "companies who excel at demonstrating customer intimacy generate faster rates of revenue growth than their peers. And the closer organizations get to the consumer, the bigger the gains."
Personalization can fit into different marketing strategies, but they can also take different forms depending on the content. Dr. Morissa Schwartz joins us to discuss some of the ways personalization can be effective in email, direct messaging and other content strategies.
Along with being named one of Forbes 30 Under 30 in Media, she is also the owner of Dr. Rissy's Writing and Marketing and proprietor of GenZ publishing. With a master’s in communications and a doctorate in literature, she focuses her work on integrated writing, marketing, and editing.
Message Points: Attack of the Bots and Content Clones
Marketing advice for 2023 continues to roll in, and an increasingly common theme is you don't have to blast out high volumes of content to be successful.
In fact, as the internet is overwhelmed with content written by services, sellers and AI bots, you should spend more time creating quality that stands out.
Today's insights discuss avoiding the urge to copy content, leading your consumers to think critically about your solution, recognizing the in and out trends of 2023, considering the risks of ChatGPT and including emotional context in leadership.
Belonging to the Brand with Mark Schaefer
We're now into year three of the 2020s, and there are more indications that marketing departments need to make meaningful and impactful connections with consumers. McKinsey says that community-focused marketing is the "big idea" for the 2020s, and it's a concept that Mark Schafer has been discussing for years. Now, with new personal insights and case studies to back it up, he's written a new book about community marketing. It's called Belonging to the Brand: Why Community is the Last Great Marketing Strategy. He joins us today to talk about the book and how community-focused marketing empowers a community manager, creates an emotional bond with customers and turns community members into brand advocates.
Message Points: Your Audience Isn't Full of Vulcans
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.
Unleashing Personal Brand Influence with Dr. Angela Mulrooney
Dr. Angela Mulrooney was a very successful dentist who had perfectly positioned her practice to thrive, but a life-changing accident brought everything to an abrupt end. She decided to change course, form a personal brand and help others unleash their influence by providing insights from her experience and expertise. She's joining us today to share tips for burning down things that can impede your ability to generate impactful brand influence.