blog, Brand Experience, branding, Business, content, Entrepreneur, Entrepreneurship, Personal Brand, Personal Branding: You and more

Increase Your Brand’s Retention Power With This One Thing

Putting things out on the Web in a jiffy won’t help retain your brand in your audience’s mind: it’s short lived. By things I mean the occasional Tweet about your participation in the last conference you attended or sharing an emotional video about a brand that moved you a bit more than you thought, or writing a post on some hot developments happening in the ‘tech’ space. While plowing something on the Web is always better than nothing, but when it comes to making a space of retention in your audience’s mind, you know you want to build a larger, useful, and longer online ‘shelf space’ on the Web.

Your audience needs more retention and less of depletion when it comes to great content that packs up useful information with the right data chops. After all, isn’t there just already too much to think when consuming content on the Web, let alone remember and then safely store in our memory chips?

So what is it?

Focus on your audience’s growth by creating an impact with consistent writing that addresses their professional challenges and areas of massive opportunities.

Sometimes we are busy writing business without much deliberation about whether it’s creating the requisite impact on our audience to help them take action, with ease. And the irony is, it’s not about business; it’s about helping our audience via …now you can safely fill this with your business language.

You create retention by thinking like your audience and speaking their ‘customer care’ language: in words that answer their most complex questions without fluff/nonsense. Words that may sound complex, but not confusing.

All your social media updates – while they may sound fleeting and contextual – once done right with consistency alongside writing blog articles can create, like I said earlier, your brand longevity. This will ultimately put you on the pedestal of a loyal audience retainer with your helpful content.

So start ‘raining in’ great content – and stick to it diligently. You will see success!

How are you helping your audience retain your brand’s influence on the Web?

What are your go-to mantras?

branding, Business-Of-One, Personal Brand, Personal Branding: You and more

Is Your Personal Brand Authentic?

Some of you might consider this question as a cliche, or perhaps purely redundant. After all, we all are authentic – and have our own voice on this planet. And who would like to even answer this question, at the first go? We don’t like to ‘check in’ into our inner selves and feel a sense of discomfort when we are not in alignment with our brand’s soul.

But the truth is, this question is less of a candid interrogation with ourselves, and more of a muscle that you can flex with time to understand your brand coherently and with a purposeful inclusiveness.

Consistently peering into yourself will answer this question if you are staying true to your brand’s purpose and if that is reflecting on your ‘Web real estate’ – basically every touch point you have to stay in connect with your audience.

But what exactly is being authentic? It is being you, simple. On many professional occasions, you’d feel a bit of healthy dissonance as you meet many kinds of people: some who would totally sync with your perspective (or at least try to concur with what you represent and convey); and some who would simply talk but not ‘connect’ with you as their level of understanding and be relational with you is not that strong, or has a lack of synergy. In these cases, the best way to conduct yourself is by asking this question – am I being authentic? – will naturally get you to your anchor point of being yourself.

The good part of asking this question whenever you experience a bit of disconcerting feeling professionally (and even personally) is that you will be more self-aware of your reactions and responses to people. You will be more real and will have a balanced approach towards initiating or seamlessly sailing through conversations – both online and off – via finding your perfect inner rhythm with your brand’s core.

As I said, being authentic is like building a muscle; it improves with constant introspection and self-talk: chances are (and that I mean 100%) you already know if you are being yourself or not. And yes, your audience can smell that from a distance, when you are being naturally you or trying to cope up being someone they don’t think is you.

So find your inner fix by asking this question, and list down your incongruencies. And slowly keep doing this exercise; you will find your inner comfort with your brand’s consciousness – and that will show in your conversations and overall brand imagery.

Are you practicing to be authentic?

How often?

content audit, Content marketing, Personal Brand, Personal Branding: You and more

Are You Conducting A Qualitative Content Audit For Your Personal Brand?

Startup Stock Photos

I will answer that for you: you must.

Wading through your twitter stream (especially), you’d notice a content pool flooding you with brilliant information – some repurposed (while still content rich); and some that is so fresh, just like that ideal Starbucks brewed cuppa aroma (cappuccino, I like). And you can experience the same with LinkedIn and other (your version of) content rich social channels, on a perfect Friday afternoon (if you are blessed with some ‘me’ time). Your piece of content is also somewhere in this stream, waiting to be read by someone relevant to your business or someone who could be potentially be aligned with your brand’s message.

So pacing up when it comes to writing contextually is the name of creating valuable, personalized and relevant content. Which leads me to ask you, are you present in your content creation journey where your readers are also present?

Is there a way you can analyze and monitor how can your content be acknowledged and consumed by your customers and audience in general?

Well there are some ways via which you can determine your personal brand is on the right path. And that is through conducting a content audit of your brand.

How?

  • By closely studying your brand narrative that is spread across your areas of influence, it could be your social networks, your content assets, like your Web site, to a blog or an e-book, to even a paper book. Your audience’s built up opinion after an engagement with you – online and off – can help you decide what form of content narrative has worked with your audience in the past, arriving up till now.
  • I have recommended Buzzsumo earlier in my posts as well, and it really works! Find out what is most liked and shared by audience and bring your version of the topic even better when it comes to audience relevance.
  • Adhere to your personal brand’s manifesto: that outlines the brand guidelines and basic consistent brand tonality.
  • Create content that communicates your brand’s key purpose of existence keeping the audience appropriateness in mind. As mentioned by Gerry McGovern here, your content should have ‘customer care’ words’: that speak the language of your audience, to your audience. Assess if your content has been audience-centric, instead of a fluffy series of gobbledygook.
  • Study your content destination – is it giving your audience a call to action or moving them to do something because of your writing? Back it up with strong SEO to determine if your audience is able to find you through targeted keywords and phrases.
  • While metrics gives meaning to the process, but analytics is powerful and effective: see what kind of content your audience engages with the most.

Your customer journey should be your content journey via always conducting a content audit to see if you two are in synergy or if your content has slipped through the cracks.

Learn and speak your audience’s language.

Do you conduct a content audit? How often?

Brand Experience, branding, Content marketing, Personal Brand, Personal Branding: You and more

Your Personal Brand Needs a Real-Time PR. Here’s How

Personal branding has become a common phenomenon. And with commonality in every individual taking the plunge into personal branding comes a need for differentiation in positioning your brand as a trusted thought leader. And there’s nothing better than an effective PR strategy to make your brand stick – and not stale – in your audience’s mind.

We have all been talking about the usual traditional PR – contacting the journalists and getting our spot in the already small space in the print. While that still works, although differently, you cannot always find your way out to market on such a massive scale. Journalists have their own writing purpose for which they search for a story angle that might not always be about your brand (personal or company).

So how do you create your brand’s coverage with so much PR already happening both in print and digital?

Leverage these – and see for yourself how it helps you create a lingering personal and business impact on your audience.

  • Use the new rules of PR. David Meerman Scott, in his book, The New Rules of Marketing and PR (5th edition), talks about this topic in detail. He mentions about how you can tap into the existing news in your industry or business area and write your own version of content commentary around that topic. For example: many global IT companies have a white paper for downloads on IoT, and so you writing another White paper(which is great for the content marketing part) may not always mean people will read what you publish. So what would be a good PR hack here? Create your own blog post on the research done on this topic and put your perspective on IoT differently: that way when people read these papers and also find your blog post in the Google news or search results, well you know you have readers and Web visitors as a result of your take on this real-time news commentary.

 

  • Adopt the Skyscraper technique. When I attended the CMS Asia 2017, B2B Masterclass, I had the opportunity to meet Katrina Too, APAC Marketing Marketing Strategy and Operations manager with HubSpot. She talked about the Skyscaper hack that you could use to make your content stand out from the pack on the Web. So what does this have to do with your personal brand’s PR? Find out the most shared content on Buzzsumo and tweak the title and write your own piece with even better research, insight, and slant. Result? Tap into an already existing audience and surpass the most highly ranked posts with more visitors on your Web site.

 

  • Conduct a content audit to see what works. Do an audit of your old content and see which ones drove the maximum engagement and shares. Repurpose your old content and break it down into sub-modalities. Analyze the ones that worked and repurpose them into content formats where your audience is at. A content audit will keep you wary of what types of content can be leveraged to create a news trigger or a commentary by studying the trends in the market.

 

  • Use different platforms; no confinement. Medium and LinkedIn are great publishing platforms for writers; however, it all boils down to your brand’s purpose. Going forward, native is the best way to reach out to your audience, which also means PR will be personalized and contextualized as per your growing audience’s presence on different platforms.

 

  • Find your community and amplify your content. Be it participating in LinkedIn group discussions or collaborating with bloggers and influencers in your field, look for ways to partner with like-minded people who can help you in amplifying your content. You best PR advocates are these set of bloggers and influencers who believe in your brand purpose.

 

  • Believe in owned media. Your Web site is your best PR platform. Publish blogs consistently with the right usage of the keywords – and over a period of gradual seeding of content, people will find you. While paid, search and earned media should also be used, but only once you have injected your efforts into authentic and useful content for your audience.

 

How are you crafting your real-time PR plan?

Let’s chat!

 

Jon Morrow, writing

Have This One Element In Your Writing To Win Hearts

Writing is a beautiful sojourn – and being solo in the most positive connotation. It reveals us to ourselves: sometimes in ways that are inexplicable. Our pent up emotions slowly flow in a divine rhythm, where words become a means to our most concealed emotions.

Upon watching Jon Morrow’s video, here, I have fallen in love with writing even more. My personal takeaway from this video is to write not just based on what your audience’s existing desire is, but also how you can write with your feelings and convey it in a stirringly real way. Jon has struck a chord with me, and I cried because he just so intuitively knows how to communicate with me – and touch my soul.

And so can you – and I – in one way: express your courage for who you are. When you transcribe your pain and stand up for what you truly are, your writing reflects realism, maturity, and originality.

But why courage?

Courage is a ‘raw’ emotion laced in so many trials and tribulations when we feel it every single time in the journey of our life. Each new moment of courage we get tete a tete with, we feel we are a better version of ourselves. It makes us feel stronger and more prepared to share our pain with the world in the most transparent way. And what better than putting those moments of courage into words that can move people so dearly? Writing is the most definitive means to express your feelings and give meaning to people who feel a void that is just waiting to be filled with your dose of inspiration and courage. Just like how Jon moves us, we move others – and this slowly becomes a quiet yet intense writing revolution that keeps taking new form and shape, with new words injected with deeper emotions.

Every story should have courage – that’s when your uniqueness will shine.

We all need courage in our writing so that we can uplift the world to create their version of courage – and eventually make this world a more caring, courageous and beautiful place to not just live, but thrive.

So pen your courage and write to move; move to spread; spread to share; and share to win hearts.

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