Post on 02-Dec-2014
description
ROSS SIMMONDS | WWW.ROSSSIMMONDS.COM
Boxers who weigh over 200 pounds are
considered heavyweights by the major
professional boxing organizations.
200200
Heavyweights have to work and
train hard to get to where they are.
They are literally the big guys.
If boxers were businesses, a
heavyweight would be any brand
found in the Fortune 1000.
Brands that every business should be
looking up to for inspiration and
ideas…
Yet many aren’t.
The greatest heavyweight boxer of all- time once said:
The greatest heavyweight boxer of all- time once said:
"H� wh� i� no� courageou� enoug� t� tak� risk��wil�
accomplis� nothin� i� lif�.”
In business, risk is one of the key
differentiators between the companies
that succeed and those who fail.
Promoting your brand on the same level
as those big businesses may seem
risky…
…but it’s one of those risks that,
when taken, bring small and medium
sized businesses to that
next level.next level.
next level.next level.
Today, taking risks are a lot easier and
cost-effective with the internet and
digital marketing.
No longer are you bound
to high billboard and
advertising prices.
You can promote like a heavyweight even
without the heavyweight budget.
FOCUS ONYOUR CRAFT
You just have to be willing to hustle and..
Here are 4 tips with 4 great examples to inspire you and get you fired up to promote
like a heavyweight:
HOW TO PROMOTE YOUR BUSINESS LIKE THE HEAVYWEIGHTSLeverage Reactive Storytelling
Give Value More Than You Promote
Inspire People
Blow Minds
1. REACTIVE STORYTELLINGEver heard of reactive storytelling? That’s exactly what relevant newsjacking is – telling your brand’s story though its reaction to current events.
Main Point:Whatever’s trending, get your brand in on the action.
1. REACTIVE STORYTELLING
Oreo shared the following picture over their social media channels during everyone's favorite week on Discovery Channel – Shark Week.
Know What’s Up: Oreo
1. RELEVANT NEWSJACKINGRELEVANT AND EASILY RECOGNIZABLE CONTENT
BRAND IS FRONT AND CENTER
RELEVANT TIMING
1. REACTIVE STORYTELLING
Oreo is known for sharing humourous and timely content and because of that, they have high user engagement and are a universally known brand – online and in stores.
Benefit of relevant newsjacking:
1. REACTIVE STORYTELLING
Some topics should never be used for marketing...
Final Thought:
Here are 4 tips with 4 great examples to inspire you and get you fired up to promote
like a heavyweight:
2. GIVE VALUE MORE THAN YOU PROMOTE
Share valuable insights or information with your audience instead of using every chance you get to promote your product or brand.
Main Point:Give your audience just as much value as you give them promotional content about your brand.
2. GIVE VALUE MORE THAN YOU PROMOTE
LuLuLemon is known for consistently sharing valuable content to their followers over social media. The following post fit with their audience and led to high engagement.
Know What’s Up: LuLuLemon
2. GIVE VALUE MORE THAN YOU PROMOTE
VALUABLE CONTENT RELEVANT TO AUDIENCE
HIGH ENGAGEMENT
LEADS BACK TO THE BRAND
2. GIVE VALUE MORE THAN YOU PROMOTE
LuLuLemon has a huge following on both Facebook and Twitter. Their non-promotional content provides value, while also leading their audience back to the brand’s story.
Benefit of Giving Value:
3. INSPIRE PEOPLEInspiring people is all about the power of emotion. Make them feel good and they’ll remember your brand for doing so. Mix your inspirational messages with a bit of reactive storytelling, and you’re at the heavyweight level.
Main Point:People love content that makes them feel good.
3. INSPIRE PEOPLEKnow What’s Up: Beats by Dre
A day after Stuart Scott – a popular ESPN announcer – received the Jimmy V Award for his fight against cancer, Beats by Dre uploaded the following picture to their Facebook page with a quote from his acceptance speech.
3. INSPIRE PEOPLE
INSPIRATIONAL MESSAGE
HIGH ENGAGEMENT
INSPIRATIONAL MESSAGE
3. INSPIRE PEOPLE
You strengthen your brand. Beats by Dre has built a very strong brand by motivating and inspiring through celebrity musicians and athletes.
Benefit of Inspiring People:
4. BLOW MINDSIf you follow NASA on Facebook or Twitter, you pretty much know how they like to blow minds on the regular.
Main Point:You may not be NASA, but you can still blow minds. Blow minds by talking about what you're doing with non-profits and if you go above and beyond with customer service.
4. BLOW MINDSKnow What’s Up: NASA
NASA has the power to share images with their followers that only they have access to, such as photos taken from the perspective of the International Space Station.
4. BLOW MINDS
STRONG BRANDING
MIND BLOWING CONTENT
HIGH ENGAGEMENT
Not everyone has the same material to blow minds as NASA,
but you can do it many other ways.
Check out TD Canada Trust’s Customer Appreciation Day campaign where they gave
customers surprise gifts ranging from a simple $20 to a trip to Disney World.
For those lucky customers,
MIND = BLOWN
This is how you blow minds:
Show that you Care.
So go ahead - take a few risksBe willing to take risks.
Be willing to make mistakes.
And remember what Ali, the greatest
heavyweight of all time once said...
"Peopl� wh� hav� n� imaginatio� ar� peopl� wh� hav� n� wing�"
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