Make Sure That Your Content Communicates
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Transcript of Make Sure That Your Content Communicates
by Arienne Holland
Make Sure That YourContent Communicates
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Content
‣ Content (n): ideas
COFFEE
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Content marketing
‣ Content marketing (n): the sharing of ideas
YOU, DRINK THIS COFFEE
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‣ Conversation (n): the exchange of ideas
LET’S DRINK COFFEE TOGETHER
Conversation
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LET’S DRINK COFFEE TOGETHER AND ENJOY IT
Communication
‣ Communicate (v): to share or exchange ideas with mutual understanding
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– GEORGE BERNARD SHAW, ATTRIBUTED
“The single biggest problemin communication is the illusion
that it has taken place.”
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WHO COMMUNICATES MOST WITH CUSTOMERS?
7 Communicators
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WHO COMMUNICATES MOST WITH CUSTOMERS?
7 Communicators
1. Marketers: From a distance
2. Advertisers: From a distance
3. Public Relations:From a distance
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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
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WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS?
5 Qualities
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WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS?
5 Qualities
1. Clear: Your customer must understand you.
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WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS?
5 Qualities
1. Clear: Your customer must understand you.
2. Concise: Your customer must get complete information.
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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.
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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.
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WHAT PERSONAL TRAIT IS ESSENTIAL FOR COMMUNICATORS?
1 Requirement
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JudgmentDiscernment
Perception
HOW CAN YOU IMPROVE ALL COMMUNICATION?
AVA
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HOW CAN YOU IMPROVE ALL COMMUNICATION?
AVA
‣ Answer: Answer the customer’s question with truth.No shortcuts. No meandering.
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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.
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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.
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[email protected] #@RAVENARIENNE
Arienne Holland