Most platform advice tells you how. Almost none of it tells you why. Substack and a traditional newsletter platform are not the same thing. And using them interchangeably means you’re trying to solve the wrong problem. Using the Jones Soda X Crayola collab as an example, here's what it looks like to run one launch across a newsletter, social, and Substack — three different jobs, working together instead of duplicating each other.
Read More"My buyers don't need social media." "It's full of noise and nonsense." I've heard versions of this sentence from a lot of smart, experienced people - and most of the time, it's a personal opinion cosplaying as a strategic decision. Here's how to tell bias from data, and why it matters.
Read More"My buyers don't need social media." "It's full of noise and nonsense." I've heard versions of this sentence from a lot of smart, experienced people - and most of the time, it's a personal opinion cosplaying as a strategic decision. Here's how to tell bias from data, and why it matters.
Read MoreImagine you're at a concert. The lights go dark. The crowd gets quiet. The band walks on, the dancers take the stage - and then BOOM, the headliner arrives. The show is unforgettable. Not because of the headliner alone, but because of everything working together to make that moment inevitable. That's a campaign. And most brands are skipping straight to Beyoncé.
Read MoreI take three actions with his posts: 1) swipe through the pics or watch the watch the video, 2) tap to read all the content, and 3) ‘like’ the post. Three points of fairly consistent engagement and I’m delivered his new posts in a very consistent manner whenever I hop into the app. This is the algorithm working and working well. (And note: no saves, no shares - just watching, reading, and liking. Basically the algorithm thinks we’re friends - and who am I to correct that?)
Read MoreDigital Empathy is a necessity for brands in 2020 and beyond. It’s no longer a lofty goal. If we fast forward from my talk in early March to today, it's never been clearer how much brands desperately need to make Digital Empathy the center-point of their strategies, especially as we're squarely in the Conscious Consumer Era and rethinking how to best approach our audiences.
Read MoreWhile the immediate blow was hard, it took a willingness to be creatively agile to answer those questions. The willingness to adopt truly made a difference for so many. brands. What else did they do? They reviewed their message to ensure it best fit with their key audience.
Read MoreClient Personas - also known as Marketing, Customer, or Buyer Personas - are descriptions and representations of a brand’s key clients. And they can make people say “This was written for me!" while reading your e-newsletter, Instagram post, or reviewing your brand's resources.
Read MoreWhat does determining a brand audience have to do with creating a strategy? By establishing who we are reaching and who we want to reach we’re able to create and target content and campaigns toward a specific group. Here are 5 questions to ask to help better determine your brand’s audience…
Read MoreIf a brand is creating content specifically for Instagram, then simply hitting that “share” option, so the exact same content pops up on their Facebook page, a majority of the brand’s audience - 91% if we directly apply Pew’s findings - will potentially see the exact same post if they’re following on both platforms. That’s like hearing the exact same songs in the same order when you switch playlists.
Read MoreRelationship Matters: how close you are to the other account in terms of engagement is important. In other words, any and all engagement, including reciprocal engagement and direct messages, bumps up an account in your feed.
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