Stay tuned. More to come.
Feel free to pre-order the book if you just can’t help yourself.
I know this is going to blow your mind, but I absolutely love Google+. It is, I believe, one of the best content platforms out there for individuals and brands.
After using it almost exclusively for 30 days, I’ve decided to extend my experiment through the remainder of 2014. (Yep. That is not a misprint.)
I’m able to accomplish just about everything I need to do with Google+ that I have been using my WordPress site to accomplish. (And with a lot less fuss I might add.)
A Case For Segmentation And Channel Management
One thing you need to know is that I’m posting on a variety of places around the web now more regularly than every before. Some of that is new opportunities; some of that is my continued curiosity about segmentation and channel management. But most important is that the engagement I get on these channels is higher than the engagement on my own site. (Isn’t that the point?)
Let me explain where I am posting and what you can expect when you find me there:
One Location, Many Outlets
To try to accomplish this all on one site would make me seem disorganized and inconsistent at best, and profoundly confused at worst. In an effort to follow what I preach to others, I have segmented the various threads of my messaging through channels and audiences that match their native consumption habits.
The beauty of Google+ is that I can provide one location to capture all this activity that is mobile-centric and still allows me to easily share and connect as well as update other social outposts (e.g. LinkedIn, Twitter, and—to a small degree—Facebook).
So there you have it. You can still find me across the interwebs but know that Google+ will be my “mission control” for now.
I’d love to know how your digital strategy is changing.
Are you confident that your nonprofit fully understands the difference between owned, paid, and earned media?
It’s possible that you’re leaving a lot on the table.
Learning how to leverage these three media strategies will:
My lastest post on Pursuant’s blog will give you what you need to understand the what and why behind these three types of media. Included are 22 questions to help you and your tem evaluate where you are and how you can improve your efforts in these areas.
Get the information you need to inform your strategy and make better decisions.
In turn, you’ll accelerate your ability to connect with people who are looking for you and wanting to join your in your work.
Photo Credit: Shutterstock
Brand publishing honors the role of book publishing in storytelling but is released from the burden of selling books as a business model.
I was absolutely ecstatic when I discovered that Microsoft and Nokia commissioned a custom book to be created and published for Nokia employees after their acquisition by Microsoft.
Book publishing isn’t just for traditional book publishers anymore.
The book tells a much larger story about why the merger helps both companies become stronger and better positioned for epic success in the future. The Verge included a series of pictures from the book in its post.
This book provides a great example of how brands can and are using book publishing to create and share a metanarrative in a very efficient and effective way. A shared story can be a powerful vehicle to unite two disparate groups of people who find themselves working alongside each other in a new way.
Some books were never meant to make it to the bookshelf in your local bookstore.
How is your organization using brand publishing as a way to unite and focus your story across your staff, supporters, and donors?
Photo Credit: The Verge
I love books. I love reading them, and I love writing them. But the value of a book is not in the book itself but rather how the ideas contained in that book can inspire other people to action.
When this happens, a book becomes much more than a book. It is transformed into an experience that inspires the reader to do something to change their world in some specific way.
Books should help readers reconcile the dissonance between their greatest hopes, desires, and dreams and real life.
This is especially true for nonprofits who have an exceptional bias toward storytelling—the currency of humanity. Oral tradition isn’t enough. And depending on in-person events to share your stories isn’t enough. You must get the word out efficiently and in a way that can spread quickly. This is where a book can help you if you approach it in a productive way.
The secret to a book is in its structure which provides two important things:
We can’t underestimate the power of those two characteristics of books. However, they must be in concert with one another. One presents a new perspective to consider. The other empowers your biggest fans to evangelize on your behalf by sharing your book within their spheres of influence.
Books become vehicles for change when the ideas within them become fuel for social action.
Books that only contain great ideas are simply forgettable. Books that move me to make a change in my life become navigational tools that help me make the change I want to see in my life or in the world around me. Those are the books I will share with others at my own expense.
The process of creating books helps leaders and organizations recognize and harness their abilities to create a movement through the discipline of purpose, function, and substance. In other words, books force the conversation around three important questions:
Your answers to these three questions are essential to creating a book that is more than just a collection of pages with printed words that sit on a bookshelf screaming for your attention. But to do so requires content orchestration on every level—development, organization, and composition.
Books are not an end but a beginning.
Books are an appropriate introduction to a much larger, dynamic relationship with your reader that must be stoked through a variety of channels. Consider these 17 ways leaders and repurpose book content.
When all of the elements described above come together, you have the potential to achieve and actualize a true multi-channel engagement strategy that will not only maintain a long-term connection with your base, but also give them what they need to become raving evangelists for the work you are doing in and around the world.
Maybe it’s time to consider a book as part of your ever-evolving engagement strategy.
I recently started publishing on LinkedIn. I still haven’t decided if I’ll continue to invest in this platform as a publishing channel long-term. For now, I’m just having fun with it.
Here are three of my most recent posts:
Let’s connect on LinkedIn if we haven’t already.
How has your use of LinkedIn changed in the last six months?
Photo Credit: Creative Commons.
The problem with nonprofit marketing is that most marketers work with a laptop all day long. They create elaborate and complex websites and email templates.
And these websites and email templates look AWESOME on a laptop or desktop.
BUT … and this is a B-I-G BUT …
The people you want to engage with you are unlikely to do so from a laptop or even a desktop. They are going to use their smart phone or tablet.
The biggest problem many nonprofit marketers face comes with a really easy fix:
Use the devices your supporters and donors will use to consume your content.
Seriously. It’s that simple.
Let’s be honest—experience is in the eye of the beholder. Make it difficult for me to consume your content, and I will bail….quickly. No matter how much I want to support you, I’m not going to take the time to overcome your oversight to “think mobile” when creating and sending content to your constituents.
Are you testing the content your sending on the devices your support and donor base are using?
Part of that shift necessitated that I change up my website. I wanted to take the time to reformat and remap to ensure it was consistent with my new work. I’m really delighted with where we ended up.
Going forward, I am going to take a slightly different approach to my blog. I’m still going to focus on topics such as content marketing, brand journalism, and publishing. The difference is my comments will largely be couched in how these disciplines can help nonprofits, causes, and charities move forward in measurable and meaningful ways, especially as it relates to engagement and fundraising.
I’ll also be adding topics around leadership such as leading through change, inter-divisional dialogue, culture building exercises, and finding and coaching talent. For an organization to be truly effective, it must be collaborative and deeply committed to advancing the mission. This requires everyone to roll up their sleeves and push hard until every milestone is met.
Of course, you can expect the occassional post (OK…maybe more than occassional) about technology. I just can’t help myself.
I’m grateful for your time and attention. I hope these changes are welcomed ones for you. I—for one—am looking forward to the days ahead.
What shifts are you most excited about in the next 6–12 months?
Photo Credit: Shutterstock
“Ideas aren’t going away soon, and neither are words. But, as the ecosystem [of traditional publishing] dies, not only will the prevailing corporate systems around the paper book wither, but many of the treasured elements of its consumption will disappear as well.”
This is the sobering truth Seth Godin shared in his recent post about the end of books.
But technology isn’t the only thing that has impacted the traditional publishing process. Books used to be the primary method people used to share their ideas. That’s not the case anymore. Today, there are more options than ever for people to distribute content thanks to content marketing. Authors have realized the need to produce content consistently if they want to stay connected to their audience. Books have become just one of the option rather than the only option.
Here are 5 ways that content marketing has made just as much of an impact on the traditional publishing process as digital devices:
Books are not shaping content marketing. Rather, books are a tool in the content marketer’s toolbox. Sometimes the only way to move forward when you hit a fork in the road is to destroy the illusion that our perception is everyone’s perception. It’s the only way books—as we know them—will survive.
What are some other industries that have been impacted by content marketing and the shift in today’s age of influence?