You have a content strategy and calendar. Blog and social media posts are created and curated and engagement stats are recorded. Your job is done, right?
No, not quite.
There are so many other content pieces that can be optimized to be on brand and engaging.
Today Yelp did a great job with their iPhone app update. They could have just written “bug fixes and features added”, but they chose to outline the benefits of the fixes and features, apologize for some features not being included earlier and giving credit to the developers who did the work. It was written in a fun voice. Even though it is verbose, I read it all.
Yelp has set the additional content marketing standard. How will you raise the bar?
This afternoon I visited the Elliott Bay Book Company to grab a new baby gift for a friend. Upstairs I found this stapled on a shelf:
Yes, it piqued my attention. I took a photo, then scanned the code. I was curious. We know Amazon and online sales are hurting bookstores. I wanted to see how this store was fighting back.
It linked me here:
A recent Seattle Times article on the impact of show-rooming.
I love how this was done. No whining that online is killing them, or berating the showroomers. Just a subtle guilt-trip and some education.
My little guilt-trip addition to this (yes, personal rant here), when you’re buying from an independent bookstore, you’re not just buying the book. You’re buying personal recommendations from the staff, book clubs, reading events for adults and kids, and book signings.
Rant over; back to reviewing this communication, congratulations to the Elliott Bay Book Company on a job well done.
Here’s the second brilliant public service announcement communications that I’ve seen recently. If you missed the first post, here it is.
Teen drug use is a problem everywhere, but how do you reach this tricky audience. If audience is even the right word.
The City of Mercer Island has taken a creative approach. I don’t have results, but this would have hit the mark when I was 16.
These laminated signs are taped to picnic tables in a local park. I’m assuming that if I walked down there at night I’d find kids puffing away. Here’s hoping the FAQs convince the kids (play on their paranoia?) to stop and go home. At the least, the message is at least being put in front of the target. Not an easy feat with a tech-savvy, rebellious group.
Well done to the comms team for the City of Mercer Island.
If you were downtown Seattle in the weeks immediately after this year’s election, you may have seen this billboard.
Roku, online streaming television hardware, ticked all the boxes for great advertising: timely, topical, amusing, clever, relevant to the product/brand. I even heard people using the ad as a meme a block before reaching the sign.
But was it too topical? Chatting recently with a couple of community managers, whose facebook pages each have more than 1 million fans nationwide, I learned of a post without any direct political alliance being pulled because of fan backlash. Another mentioned refusing to post anything that could be possibly construed as political.
A quick Google search doesn’t show any backlash to Roku. However, all images are of this one billboard with mentions of the wider campaign. While Roku have said they printed both banners to cover any outcome, did they choose the sites accordingly?
Does anyone know?
If you’re like me, daylight savings always takes you by surprise. Really, it happens twice a year. We know it happens twice a year, but still we forget.
Clipper Vacations sent me this email earlier today. I wonder how many other travel companies have reminded their affected passengers to “spring forward”? Thank you, Clipper Vacations. Your customer communications impressed me.
PS, the image being cut is WordPress cutting the image, not Clipper Vacation’s fault.