by Miriam Hara | Aug 28, 2015 | Advertising, Agency, Business Success, Communications, Content, Interactive, Latest, Management, Marketing, Social Media
In life, we need a plan. To create rich content, we need a plan.
There’s a lot of buzz around content and content creation. For those new to content and content creation, it can get confusing. What is content? In a nutshell: content = information. Rich content = great information.
I’ll give you an example of what’s meant by content (information). As an ad agency, there is:
- The content (information) our clients hire us to create using a variety of vehicles: billboard ads, print campaigns, outdoor advertising, videos (including YouTube videos), TV spots, radio spots, advertorials, brochures, packaging, websites, Social Media, etc. … you get the idea.
- Then, there’s the content (information) we create for the agency: our internal marketing and advertising. This could be news and views delivered via our website, blogs, tweets, Facebook posts, pins on Pinterest, Instagram, posts on LinkedIn and on business-to-business sites, etc.
Rich Content – What’s its job?
Content’s job is to add value and provide insight. To do this, it must be engaging. To be engaging, it must be informative and interesting (i.e. ‘rich’). To be effective, it must be targeted. This is important. 3H’s content reach is wide-ranging and eclectic. We speak to our clients, to large corporations, small businesses, executives and non-executives, the business-to-business market, people in the creative field and students (particularly those in the arts and communication). A content piece may not (and likely, will not) resonate with all of these people, all of the time. So at 3H, we vary the content regularly, to make sure there’s something for everyone. And we’re strategic with our content. We put it in places where the people we want to see it, will see it.
Who? What? When? Where? Why? And How?
A helpful way to plan for engaging content creation is to think the way a news editor or journalist thinks when developing a piece. Answer the four “W” questions: Who? What? When? Where? Why? And answer the ‘H’ question: How?
Who?
Define your target market(s) — the people you want to speak to, the ones you want to engage with your content.
What?
What do we want to say to our audience? This will also help establish a tone for your content and a voice for your organization. Your business is unique; tone and voice help get that across.
When?
When will we reach our audience? Plan to reach out regularly, in the same places, so that not only do they expect you, they search you out. Appear sporadically and you’ll lose your audience. Be flexible and adaptable: if you notice your audience gravitating to new places (and with the pace of technology, this happens regularly) — be there for them.
Take advantage of established media events, things such as Earth Day, Labour Day, Heart Month, Diabetes Month, Valentine’s Day, etc. If your business is geared toward any of these things, piggy back your content on the media excitement.
Every business experiences an ebb and flow. Make the most of slower times to come up with new ideas for content.
Create events, unique ones that belong only to you. Then wrap content around these events. Content is about engaging your audience. Give them a reason to get excited, to celebrate and to connect with you.
Where?
Where will we reach our audience? Where do they hang out? If you’re not sure, do a little research.
Why?
Why do we want to create rich content? Sounds pretty basic, I know, but it’s important. Why do you?
As you plan moves along, the “why” should stick around. You’ve implemented a plan, but don’t set it and forget it. Review. Regularly. How is your content being received? This leads to important answers to questions, such as: “Why is this type of content working well for us, but this other type isn’t?” The success of your content is measurable. For example, you can measure the progress of your Social Media efforts with metrics (The 5 Easy Steps to Measure Your Social Media Campaign). You can measure response to your website Five Keys to Success for Measuring Your Website.
You can measure it by the comments and feedback you’re getting. If you’re never getting any feedback, start asking why?
A good plan has legs
A good plan has legs, it evolves; it can take you to new places with new insights so that your content consistently delivers value. Gives your audience a reason to keep coming back.
A good plan needs a good team
Content creation should not be the sole job of the content creator(s). I’ve said this before: Everyone in a company can and should have input. It makes for a much richer, collaborative and enjoyable experience and ultimately, content will benefit, in quality and quantity.
HOW?
How will you do it? It’s all about fiber …
- Meaty and rich content.
- Make it regular.
Add value! Provide Insight!
If you don’t feel comfortable or confident enough to create your own content, hire a content creator. It really is that important!
STICK TO THE PLAN!
(If it’s a good plan.) If the plan’s not working, find out why and fix it. Then … STICK TO THE PLAN!
Want to delve deeper into Content Creation? Download our free eBook: Content Creation Understood. 21 short snappy insights (we call them biz-isms) that will help you wrap your head around creating great content.
by Joyce Turner-Gionet | Aug 21, 2015 | Business Success, Creative, Deadline, Design, Latest, Management, Problem Solving
Do you have a creative routine or ritual?
If you’re creative, work in the creative field, or simply find yourself a slave to routine or ritual, read this book: Daily Rituals. How Artists Work, by Mason Currey. You’ll feel better about it all — your procrastination, your late-night working habit, the note pad beside your bed on which you jot things down when you wake at 3 a.m., the odd, quirky things you do that help you get creative and the odd, quirky things you do when you’re just not feeling it!
“An encouraging read for creative types, and a delightful peek into that world for the rest of us.”
– NPR’s Morning Edition
A quirky little gem
My girls were shopping in Toronto not long ago and found this quirky little gem in a Queen Street bookstore. To me, it’s not a book you read once, then pass on to a friend; although I’ve recommended it to many people. It’s not a book I store on my bookshelf. I leave it out, so that I can pick it up whenever I need to remind myself that, just like anyone who earns a living in a creative field or as a freelance, some kind of schedule to your days is imperative, deadlines are (mostly) immutable and like the rest of us, even the great ones grappled (and still grapple) with the universal issues of time and productivity.
It’s not a book about how to be creative, it’s a book about how some of the most brilliant creative minds of the last 400 years found the time, energy and willpower to be creative on a (mostly) day-to-day basis, through their own routine or ritual.
Creative Routine or Ritual
As Currey conveys in his Introduction: This book is “about the circumstances of creative activity, not the product; it deals with manufacturing, rather than meaning. But it’s also, inevitably, personal … I wanted to show how grand creative visions translate to small daily increments; how one’s working habits influence the work itself, and vice versa … The book’s title is Daily Rituals, but my focus in writing it was really people’s routines.”
Igor Stravinsky only composed music when no one was around to listen. When creatively blocked, he had the routine of standing on his head!
A few teasers to tempt you to go out and buy (or borrow) this little gem …
According to Currey, Stephen King has the daily routine of setting himself a quota of 2,000 words to write. He writes every day of the year! Frank Lloyd Wright never made a single sketch until the entire project was completely worked out in his head. Andy Warhol kept “everything” that was sent or given to him in what he called his “time capsule,” a brown cardboard box. James Joyce kept to no schedule at all and often entertained people, including his tailor, from his bed. Playwright Henry Miller wrote all night long and then one day, discovered he was really a morning person. Thomas Wolfe stood up while writing, using the top of his refrigerator as a desk. Truman Capote did all his writing in bed and wouldn’t start or finish a project on a Friday. In the early days, Alice Munro kept her writing a secret from everyone but those closest to her. Glenn Gould ate one meal a day and on the days he was recording, ate nothing at all. His routine was to go to bed at an hour when most of us are just getting up.
Daily Rituals is a fascinating glimpse into the artists’ private lives, personal habits and unique routine preferences — some of them peculiar, others downright bizarre (I won’t spoil the read by telling you more here) — peppered with sometimes astonishing quotes from the artists, unearthed during Currey’s extensive research. The excesses — smoking, drinking, drugs, food, sexual proclivities — are revealed, as is the other side of routine excess, as in Joan Miró’s inflexible commitment to vigorous exercise and Woody Allen’s obsessive need to shower in order to invoke the creative muse.
Fresh and Fascinating
Perhaps the most delicious aspect of the book is that you don’t have to read it beginning to end, as you would a novel, because it’s not.
Currey’s book is series of vignettes, colourful snapshots of the artists if you will, written in a style that flows effortlessly to and fro. You can start at the beginning and read through to the end; read when you have a moment, one or two accounts at a time; start at the end and work backwards; or pick up anywhere in between. It’s that kind of book.
In some ways, this is a “How To” book, a ‘ ways to manage your time’ manual, written from a completely fresh and fascinating perspective that reveals how those famous “others” did it. It reminds us that, in the end, we’re all human and it’s often our idiosyncracies that make us interesting and unique. It’s part motivational, part inspirational, and all of it is a darned good read.
Daily Rituals. How Artists Work by Mason Currey.
Mason Currey Website
by Miriam Hara | Aug 12, 2015 | Advertising, Agency, Business Success, Communications, Creative, Latest, Management, Marketing
Is the concept of ‘value add’ or ‘value added’ overused? Perhaps it’s more correct to ask, is it misused? Has ‘value added’ become like the tipping issue? Many of us tip automatically, whether it’s deserved or not. Has the term ‘value add’ become interchangeable with just doing a good job, or simply meeting expectations, not exceeding them? What happened to going above and beyond, every time that you can? To me, that’s value added.
The retail landscape is rife with ‘value adds’
The retail landscape is rife with ‘value adds’. Think about extended warranties. You purchase a new refrigerator. You wanted value for your money, so you likely paid for the brand name as well as the fridge’s features and benefits. Brands that have been around for a while, proved their worth, built a following, have intrinsic value. But as you’re buying that brand name fridge, the salesperson encourages you to purchase an extended warranty beyond the standard one-year warranty — a warranty that will protect you — and one you’ll have to pay for. Where’s the value in that?
What is that saying about the product? Shouldn’t you be able to expect that the refrigerator will work for you a heck of a lot longer than one year? And if it’s not going to, then shouldn’t the manufacturer promote an offer to fix anything that does go wrong in the 13th month after you bought it, and fix it for free. That would be a true value added proposition! Same thing goes for a car purchase and the extended warranties that go along with those purchases. Fundamentally, these types of things are not adding real value, they’re just up-selling and increasing the profitability of “you”. I believe I should be able to expect that most high-ticket items that I purchase are going to last a while; that they’re going to meet my expectation of performance, without me having to buy protection in case they don’t.
‘Value added’, from a business owner’s point of view, is having my vendors go beyond… which make them partners… not vendors.
‘Value added’, from my business owner point of view, is having my vendors go beyond. It’s having their service and their staff perform well beyond my expectations, not just meet my expectations. I hired them to meet my expectations. And I’m ecstatic when they exceed them! In other words… you got the business, now keep it by impressing.
In terms of my clients, value added doesn’t mean giving them great creative. They expect great creative. Why else do you go to an advertising agency? It doesn’t mean delivering on time, that’s an expectation from the outset. It doesn’t mean delivering results. That’s expected too.
‘Value added’ happens when we anticipate what the client needs before they need it.
Value added happens when we anticipate what the client needs before they need it. It’s when we nudge them by showing them there’s a better way. It’s by surprising them with things that they didn’t expect; things that help and delight them. Value added is exceeding beyond what our clients expect, and giving them a reason to keep coming back. It’s making them feel good about working with us because not only are we delivering on their expectation, we are adding value to the service and valuing them as clients, by exceeding their pre-conceived expectations. At its core, value added should be about building relationships.
Jump! How High? That’s not value added.
Jump! How high? That’s not value added. Leap as high as I can for my clients before they ask me to jump… now that’s adding value.
What is your idea of ‘value added’ in your ‘world’? I’d be interested to hear!
#ValueAdded #SharedWisdom #ExceedBeyond
by Miriam Hara | Aug 10, 2015 | Administration, Business Success, Communications, Creative, Latest, Management, Problem Solving
I’ve blogged about 7 Things I absolutely Need in a New Creative Hire and my slightly tongue-in-cheek 7 Quirky Questions to Ask a New Creative Hire, but there is another important viewpoint to consider – that of the person you’re hiring. What does the person you’re thinking of hiring absolutely need in order to say ‘yes’ to the hire? Things your new hire absolutely needs from you. ‘Need’ and ‘want’ aren’t the same, remember. In many ways, we all need the same things. What we want varies. We need food, but some of us might want an expensive Vita-Mix to blend, mix, puree or process recipes to make that food. Wants are flexible, needs are not; not if you want a motivated, contributing, satisfied creative employee.
The interesting thing about uncovering what a person needs is that it can help you decide if they are the right person for the job.
The interesting thing about uncovering what a person needs, is that it can help you decide if they are the right person for the job. It lines up with my earlier blog: 7 Things I Absolutely Need in a New Creative Hire. I’ll skip salary talk; that’s related to budgets; yours and theirs, and stick to more universal needs. I’ve been a business owner for many years, so I trust my experience and my instincts when I hire, but I’ll quote the behavioural coaches here. Mostly, my views align. I see all of the following as ‘needs’. No one is ever going to answer in neat little phrases like in the list below, but if you listen carefully, you’ll see what their needs are and which ones are most important. It’s my feeling, that you owe it to your business and to your business’s culture, to see if you can satisfy those needs.
Just because we’re in charge, doesn’t mean we don’t have our own needs and goals.
The list below was put together on LinkedIn by business coach and author, Rick Conlow (I’m summarizing here, the full link to his piece is below) and in my view, warrants repeating and reviewing once in a while, even if we’re not thinking about hiring anyone new. It’s something we all need to check in on. Are the people we’re working with getting their needs met? Are we as business owners and managers getting our own needs met in the jobs we do? Just because we’re in charge of a business or organization, doesn’t mean we don’t have our own needs and goals. Are we getting the same things from our own environment as that new hire is expecting? As I mentioned, I feel Rick’s guidelines are essentially universal and apply to all of us, so don’t think of them as just about the people you’re hiring or have already hired. They apply to all of us. Are we setting or getting:
- Clear expectations and goals.
- Recognition and praise.
- Regular communication with leadership.
- Growth.
- Trust.
- Responsibility.
- Respect.
- Pride in their work.
- Ongoing opportunities to learn.
- Achievement.
I think as Business Owners and Managers, we have a responsibility to remind ourselves, “I know what I need from the people who work for me and how it relates to what the business needs, but what will this new person need?”
Rick’s ‘driving-it-home’ point: “If you want your people to be better, you have to be better as a leader.” I agree. Getting back to that new hire, I think as Business Owners and Managers, we have a responsibility to remind ourselves that “yes, I know what I need from the people who work for me and how it relates to what the business needs, but what will this new person need? Will this job match and meet (at least mostly) their needs?”
Essentially, it’s a symbiotic relationship; if the needs of the person we’re thinking of hiring don’t match fairly closely with what we can deliver and what we believe people really do need, then trouble brews.
LinkedIn. Article by Rick Conlow: The Top 10 Things Employees Want From Their Job.
Additional Reading
Canadian Business. The best cultures, perks and benefits: Canada’s Best Employers 2015: The Top 50
Profitguide.com: The definitive list of organizations that have mastered the art of employee engagement Canada’s Best Small and Medium Employers 2015: The Top 50
Interesting afterthought: This famous study in human behaviour ranks by importance, our hierarchy of needs, in other words, the elements that motivate us: The Theory of Human Motivation by Abraham Maslow Maslow’s Hierarchy of Needs
by Miriam Hara | Aug 4, 2015 | Advertising, Agency, Business Success, Deadline, Latest, Management, Marketing
Time is of the essence!
More than any other decade, business is running at the speed of light, which makes the efficient use of time ultimately the most important element to control. When I first entered the advertising business, the industry was notoriously known for its fast pace and deadlines. Contrary to corporate marketing departments, who albeit were also working at a faster pace than other departments in the same organization, advertising agencies owned the “RUSH” space. By owning that space, agency people often worked longer hours, weekends, evenings, around the clock to make an impending deadline. I can sincerely say, our industry no longer holds the monopoly on time. No matter what business you’re in today, time is of the essence!
All bets are off on personal time, downtime; any time is the time to work or check off one more item on the list of tasks to do and things to accomplish.
It goes without saying that the team around you, your colleagues, your support staff and every one in between plays a role in you efficiently managing your time and maintaining control over projects, launches and plans.
As a team member, or player or even potential wannabe team member, how does one add value to the department, the job, and ultimately the boss. Here’s a few of my thoughts:
1) When deadlines are looming and there just isn’t enough time, don’t tell me what you can’t do, tell me what you can do. Only then can a secondary plan of action emerge.
2) If there is an issue, and there are often issues with any project, don’t just come in and report the problem, without having all the facts. If the facts aren’t clear, you can’t work on a solution. Or better yet, come in with a solution – that would wow any manager.
3) Don’t say you can do something, then not; only to say you didn’t have the time. That only means you haven’t made the time. And that only means one of two things. 1) You felt it wasn’t important enough to get it off your list and 2) You didn’t plan or allot time to getting it done in a timely manner. Either way, it’s not good.
4) When tasks come your way, no matter how menial you perceive them to be, don’t just “do”. It’s the small things that shout the loudest in making impressions. So don’t just take direction, and do it; understand the need and ultimately the ‘why’ of what is being asked, so you can add value.
5) For all new business development managers, or client engagement managers, or any permutation thereof, if you’re successful in getting a meeting to present your organization’s services, don’t provide no more than what can be found on your website. That’s a waste of time, for both of us – and it’s also a missed opportunity.
And last but not least…
6) For all of you trying to break into any industry; don’t send in a resume for a job that you’re not qualified for. Wasting my time by having me read it only to find out that you’re not qualified for it – that only frustrates me. If you want to apply, then by all means do, but do something different; something that will provide me with a perspective of who and what you are about. Sending in a resume that you don’t have any qualifications for, without any explanation or counter claim, isn’t going to cut it – Honest.
by Miriam Hara | Jul 27, 2015 | Advertising, Business Success, Communications, Latest, Management
Recently, I blogged about 7 things I absolutely need in a new hire. As those responsible for hiring, we all know the things we absolutely need in a new hire and we look for them, first in the cover letter and résumé, later in the interview and the portfolio. Closer to actually hiring, we might call their personal references and nowadays, we might check out Social Media, particularly LinkedIn. All good so far. But how much are we really learning about that person? Don’t forget the quirky questions to find the quirky side of a candidate. Ask outside the box interview questions. Probe deeper.
… ‘quirky’ bears thinking about. It’s not just about being able to do the job.
A person’s intangible assets are not easy to evaluate. Most people are a little nervous in interviews. Their cover letter, résumé and portfolio are always (or should be, but that’s a subject for another blog) a best-foot-forward approach. But what is the person really like? Things you might think completely unrelated —although they’re really not — to the job they can do for you. I like to know this stuff.
[inlinetweet prefix=”” tweeter=”” suffix=”#NewHireWishList”]… it’s not just about being able to do the job. It’s about their approach to life, because a person’s approach to life is mirrored in their approach to their job[/inlinetweet].
I don’t just want to find out if the person can do the job, I want to find out how they’ll respond when asked something unexpected. How seriously do they take themselves; are they able to think on their feet? How imaginative and creative are they? [inlinetweet prefix=”” tweeter=”” suffix=”#NewHireWishList”]Sometimes, particularly in creative environments, a quirky approach makes things interesting.[/inlinetweet]
7 quirky outside-the-box interview question examples:
1. Who is your favourite Disney character and why?
2. Which celebrity has the best hair? Why do you like it?
3. What’s your favourite movie and why?
4. What’s your favourite quote?
5. Which dessert do you most relate to?
6. If you were a wine, how would you be described?
7. Where’s your favourite place in the world? Have you ever been there?
Asking questions that are outside of the box can be refreshing for candidates and enlightening for you.
What’s your secret to uncovering what lies inside a candidate? What questions do you ask to find out if they’ll fit your culture? What quirky questions do you pop into a conversation, or do you? [inlinetweet prefix=”” tweeter=”” suffix=”#SharedWisdom #NewHireWishList#3HListAddict”]What’s the quirkiest thing you’ve heard from a candidate?[/inlinetweet] Send us your quirky listicle. #SharedWisdom #NewHireWishList #3HListAddict
