INDEX

advertising

campaigns, stale, 27

messages, traditional, 28

American Express, 12, 197–198

analogies, storytelling and, 55

analysis, engagement, 155

angles, finding the right, 128

approachable tone, using a, 37

attention spans and surveys, 113

attention, consequences of not paying, 139

attention,

how to earn, 24, 27–29

tips for earning, 37–39

audience

engagement, monitoring, 53

members, engaging your, 96

audience,

connecting on an emotional level with your, 129

emotional connection and your, 188

audience, target, 126

B2B, 22

B2C, 22

marketers, channels of, 72

bad experiences, customers and, 113–114

biased decision-making, data and, 161

blogging, creating a social media presence by, 78

blogging, guest, 158–159

blogs, B2C marketers and, 72

body language, 65

brand

loyalty, 17

personality, finding your, 33–37

recognition, big companies and, 45

tone, determining your, 35–36

voice, determining your, 34–35

branded content, 7

budgets, content marketing, 30

business-to-business (see B2B)

business-to-consumer (see B2C)

calls to action in your blog posts, 78

channel plan, how to create your, 75–76

checklist, ditching the, 24, 193–204

Chipotle, 51–52

comments,

post-blog, 156–157

video, 156–157

commoditizing content, 23

communication,

low-level, 32

one-way, 16, 32

concise, the importance of being, 36

connecting with your audience on an emotional level, 129

consistent, the importance of being, 36

consumer rebellion, 28

content that addresses trending information, 134

content,

boring, 27

branded, 7

commoditizing, 23

setting realistic goals for your, 73

the definition of, 6

user-generated, 185–186

contentment, your audience and, 44

context, data without, 162

Conversation Age, 12–13

conversations, maximizing, 21

corporate ethics, conveying, 50–51

crafting your headlines, 129

cues,

listening for verbal, 119–120

looking for non-verbal, 119–120

customer feedback, surveys for, 111–112

customer involvement, 24

customer service, molecular, 90–93

customer, talking about your, 140–141

customers and bad experiences, 113–114

customers and your vulnerability, 68

customers,

speaking to your, 118–120

telling the story of your, 63–64

customers and social networking channels, 32

data diving, 160–166

data without context, 162

data,

insufficient, 163

premature, 162–163

prodding the, 161–162

demographic information, monitoring, 153

differentiation, importance of, 29–30

Dove, 105–107

ecosystem, conversation, 78–79

edgy tone, using an, 36

editorial board, creating an, 133–134

editorial calendar, creating an, 82–84

effective surveys, tips for writing, 112–113

effectiveness as a key performance indicator, 74

email, B2C marketers and, 72

embedded links in your blog posts, 78

emotion, tapping into human, 45

emotional connection and your audience, 188

emotional level, connecting with your audience on an, 129

emotional response,

eliciting an, 49–50

response, inciting an, 55

emotional storytelling, 15

employee influencers, 182–183

engagement analysis, 155

engagement as a key performance indicator, 74

engagement,

how to monitor, 151–152

monitoring audience, 53

monitoring peoples', 149

observing individual, 149

promoting, 20–21

engaging your audience members, 96

ethics, conveying corporate, 50–51

exaggerated words, usage of, 119

external influencer, 173–175

getting an, 183

Facebook page, determining if you need a, 76–77

facial expressions, 65

generalization, turn off of, 20

generating content from fans and customers, 183–184

generation z, trends and, 186

getting customers involved, 184

goals for your content, setting realistic, 73

goals, creating a schedule for your, 77

Goldman Sachs Progress Campaign, 45–47

Google Analytics, 152–153

group conversations, 120

guest blogging, 158–159

handshake moment, 5

creating a, 30–33

happiness, your audience and, 44

headlines,

clever and effective, 129–130

crafting your, 129

hidden variables in data, 162

honest conversation, keeping, 116

Hootsuite, 108, 154

human emotion, tapping into, 45

human value, sharing your brand's, 66

human-to-human strategy, 22–23

humble,

being, 24

the importance of staying, 61–70

humility, your, 68

id, eliminating the, 62–64

illustrations, B2C marketers and, 72

in-person events, B2C marketers and, 72

incentives, surveys and offering, 113

individual engagement, observing, 149

influence, determining your level of, 171–173

influencers,

determining, 171–173

employee, 182–183

external, 173–175

paid, 177–178

infographics, B2C marketers and, 72

inspiration, storytelling and, 55

instant gratification, utilizing, 43–44

insufficient data, 163

interaction, two-way, 29

interactive tools, B2C marketers and, 72

internal SME influencer, getting an, 183

internal subject matter experts, 175–177

involvement, customer, 24

irrelevant, marketing mistakes that make you, 94–95

jargon, avoiding, 55, 95

jokes, telling, 119

key performance indicators, 73

lack of response, 149

language, tricks to personalizing your, 88

language, using clear, 36

lead generation devices in your blog posts, 78

LEGO, 79–82

LinkedIn page, determining if you need a, 76–77

LinkedIn,

colloquialisms of, 127

creating a social media presence on, 78

listener, offending your, 142–143

listening

and having an MBA, 117–118

effectively, 107–112

for verbal cues, 119–120

regimen, setting up a, 104

tools, 108

listening,

opening up and, 24

the importance of, 87–88

longer conversations, ideas for, 134

looking for non-verbal cues, 119–120

low-level communication, 32

macro-conversations, 93–94

market status quo, challenging, 58

marketing, content, 5–6

growth of, 9

Marriot, 12, 189, 198–199

MBA, listening and having an, 117–118

metaphors, storytelling and, 55

micro-conversations, 93–94

micro-influencers, 178–179

millennial customers, social media and, 184–185

millennials,

expectations of, 116–117

targeting, 36–37

mirroring body language and trust, 120

mirroring, 118–119

mission and passion, 195–197

mistakes, owning your, 116

molecular customer service 90–93

molecular level relevancy, 184

monitoring

engagement, 151–152

peoples' engagement, 148

sales trends, 185

social media traffic, 153

what customers say online, 184–185

narrative, building your storytelling as a, 127

natural selection, theory of, 22

negative response, 149

non-verbal cues, looking for, 119–120

observing individual engagement, 149

offending your listener, 142–143

Old Spice, 89–90

one-to-one conversation level, 147

one-way

communication, 16, 32

dialogue, 16–17

online, responding to what customers say, 184–185

Oreo International, 92–93, 179–182

organizing content on your website, 202

paid influencer, 177–178

getting a, 183

pain point,

addressing, 67

focusing on the audience's, 61

providing cures for, 69

your company and a specific, 61

participating in the conversation, 93–94

passion and mission, intersecting of, 195–197

peoples' engagement, monitoring, 148

personal touch, adding a, 21

personality, brand, finding your, 33–37

personalizing your language, 88

pitching products, acceptance of, 74

pitching, the importance of not, 64–66

points of view, keeping positive, 114–115

positive point of view, keeping, 114–115

post-blog comments, 156–157

premature data, 162–163

Proctor and Gamble, 56–58

Prudential, case study of, 18–19

reading the room, 148–149

Red Bull, 12, 200–201

relevant, the importance of being, 87–102

research, the importance of doing your, 143–144

responding to what customers say online, 184–185

response,

lack of, 149

negative, 149

return on investment and measuring success, 190

return on investment, immediate, 142

ROI conundrum, 164–166

sharing, encouraging, 187–188

slang, usage of, 119

slogans, customers and, 27

smart tone, using a, 36

Snapchat, colloquialisms of, 127

social media

listening tools, 108

posts, B2C marketers and, 72

traffic, monitoring, 153

social media,

asking questions on, 111

B2C marketers and, 72

brands and, 13

social networking channels and customers, 32

speaking to your customer, 118–120

speech patterns, 65

starters, conversation, 141

starting a conversation, 138–144

tips for, 128

story,

how to tell a, 24

the importance of telling a, 41–59

storytelling and content, 54–58

storytelling,

emotional, 15

the art of, 43

subject matter, deciphering your, 127

success, measuring, 190–191

super fan brand, 178–179

surveys for customer feedback, 111–112

surveys, 157–158

tips for writing effective, 112–113

T3 Custom, 149–151

talking too much about yourself, 140–141

talking, know when to stop, 147–167

target audience and headlines, 130

target audience, 126

TD Ameritrade, 199–200

TD Bank, 135–138

technology industry, crash of the, 13

telling a story, the importance of, 41–59

thesis, rules for writing your, 133

thinkMoney, 11

tone, brand personality and your, 35–36

tones, voice, 65

traditional advertising messages, 28

traditional marketing and content

marketing, the difference between, 122–123

trending information, content and, 134

trust, mirroring body language and, 120

Twitter page, determining if you need a, 76–77

Twitter, colloquialisms of, 127

targeting millennials on, 36–37

user-generated content, taking

advantage of, 185–186

verbal cues, listening for, 119–120

video comments, 156–157

visual cues, 65

voice tones, 65

voice, brand personality and your, 34–35

website, organizing content on your, 202

witty tone, using a, 37

words, usage of exaggerated, 119

YouTube distribution, 53

YouTube, advertising on, 142