• Share
  • Email
  • Embed
  • Like
  • Private Content
Make Sure That Your Content Communicates
 

Make Sure That Your Content Communicates

on

  • 1,717 views

Content is *ideas.* It's like the coffee in a coffee cup. ...

Content is *ideas.* It's like the coffee in a coffee cup.

Content marketing is the *sharing of ideas.* It's like handing a person a cup of coffee and saying, "Here, drink this."

Conversation is the *exchange of ideas.* It's like two people agreeing to have coffee together and talk.

But communication — communication is the sweet spot. It's the "sharing or exchanging of ideas with mutual understanding." It's like two people agreeing to have coffee together and talk and then enjoy that experience.

(Outside of "conversate," which is a terrible word, it's also the only noun that can be made a verb: to communicate. It's action.)

Communication, by definition, is successful. There's no such thing as a "good communicator" or "bad communicator." There are simply communicators.

In a business organization, who are they? Every single person who interacts with or tries to influence a customer, from a distance or up close. That means marketers to sales executives to customer service to technical support to reception. All must master communication — communication is the bigger picture of content marketing.

There are five components of good communication and 1 essential requirement.

Plus, there's a simple formula — A-V-A — to spot check yourself on whether you're communicating.

Arienne Holland, Director of Marketing and Customer Experience at Raven, explain this and more during this presentation at Authority Intensive 2014 by Copyblogger Media, on May 6, 2014.

Statistics

Views

Total Views
1,717
Views on SlideShare
860
Embed Views
857

Actions

Likes
11
Downloads
14
Comments
1

18 Embeds 857

https://www.linkedin.com 512
https://twitter.com 157
http://www.fogliata.net 111
http://feedly.com 27
http://feeds.fogliata.net 18
http://community.copypress.com 9
http://www.linkedin.com 7
http://code.cullenws.com 2
http://plus.url.google.com 2
http://www.inoreader.com 2
http://feeds.feedburner.com 2
https://reader.aol.com 2
http://digg.com 1
https://reader.aol.it 1
http://www.feedspot.com 1
http://127.0.0.1 1
https://www.rebelmouse.com 1
http://podidoo.com 1
More...

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Make Sure That Your Content Communicates Make Sure That Your Content Communicates Presentation Transcript

    • by Arienne Holland Make Sure That Your
 Content Communicates
    • 2 Content ‣ Content (n): ideas COFFEE @RavenArienne #Authority2014 2
    • 3 Content marketing ‣ Content marketing (n): the sharing of ideas YOU, DRINK THIS COFFEE @RavenArienne #Authority2014 3
    • ‣ Conversation (n): the exchange of ideas LET’S DRINK COFFEE TOGETHER Conversation 4@RavenArienne #Authority2014 4
    • LET’S DRINK COFFEE TOGETHER AND ENJOY IT Communication ‣ Communicate (v): to share or exchange
 ideas with mutual understanding 5@RavenArienne #Authority2014
    • @RavenArienne #Authority2014 – GEORGE BERNARD SHAW, ATTRIBUTED “The single biggest problem
 in communication is the illusion
 that it has taken place.” 6
    • WHO COMMUNICATES MOST WITH CUSTOMERS? 7 Communicators 7@RavenArienne #Authority2014
    • WHO COMMUNICATES MOST WITH CUSTOMERS? 7 Communicators 1. Marketers: From a distance 2. Advertisers: From a distance 3. Public Relations:
 From a distance
 7@RavenArienne #Authority2014
    • WHO COMMUNICATES MOST WITH CUSTOMERS? 7 Communicators 1. Marketers: From a distance 2. Advertisers: From a distance 3. Public Relations:
 From a distance
 4. Sales Executives: Up close 5. Customer Service: Up close 6. Technical Support: Up close 7. Reception: Up close 7@RavenArienne #Authority2014
    • WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS? 5 Qualities 8@RavenArienne #Authority2014
    • WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS? 5 Qualities 1. Clear: Your customer must understand you. 8@RavenArienne #Authority2014
    • WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS? 5 Qualities 1. Clear: Your customer must understand you. 2. Concise: Your customer must get complete information. 8@RavenArienne #Authority2014
    • WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS? 5 Qualities 1. Clear: Your customer must understand you. 2. Concise: Your customer must get complete information. 3. Compelling: Your customer should be persuaded to take action. 8@RavenArienne #Authority2014
    • WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS? 5 Qualities 1. Clear: Your customer must understand you. 2. Concise: Your customer must get complete information. 3. Compelling: Your customer should be persuaded to take action. 4. Honest: Transparency is not honesty. 8@RavenArienne #Authority2014
    • WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS? 5 Qualities 1. Clear: Your customer must understand you. 2. Concise: Your customer must get complete information. 3. Compelling: Your customer should be persuaded to take action. 4. Honest: Transparency is not honesty. 5. Sincere: Authenticity is not sincerity. 8@RavenArienne #Authority2014
    • WHAT PERSONAL TRAIT IS ESSENTIAL FOR COMMUNICATORS? 1 Requirement 9@RavenArienne #Authority2014
    • @RavenArienne #Authority2014 10 Judgment Discernment Perception
    • HOW CAN YOU IMPROVE ALL COMMUNICATION? AVA 11@RavenArienne #Authority2014
    • HOW CAN YOU IMPROVE ALL COMMUNICATION? AVA ‣ Answer: Answer the customer’s question with truth.
 No shortcuts. No meandering. 11@RavenArienne #Authority2014
    • HOW CAN YOU IMPROVE ALL COMMUNICATION? AVA ‣ Answer: Answer the customer’s question with truth.
 No shortcuts. No meandering. ‣ Value: Reinforce the customer’s value to you.
 Reinforce your value to the customer. 11@RavenArienne #Authority2014
    • HOW CAN YOU IMPROVE ALL COMMUNICATION? AVA ‣ Answer: Answer the customer’s question with truth.
 No shortcuts. No meandering. ‣ Value: Reinforce the customer’s value to you.
 Reinforce your value to the customer. ‣ Anticipate: Anticipate the customer’s next question or need.
 Address it now. 11@RavenArienne #Authority2014
    • ARIENNE@RAVENTOOLS.COM# @RAVENARIENNE Arienne Holland