We’re still tinkering with the syllabus. But in the meantime, I thought you’d be interested in knowing about a Podcast series put out by “Copyblogger”. As its name suggests, Copyblogger is all about writing good marketing copy. But it also has some very interesting conversations about “marketing” with experts who understand and clearly articulate how the Internet and social media have fundamentally changed the relationship between the “marketer” and the “consumer”. If you substitute “nonprofit stakeholder” for “consumer”, you get some real insights into how nonprofits should be marketing their organizations and their missions.
For your exploration, below are links to and comments on selected podcast from Copyblogger’s series entitled, “Internet Marketing for Smart People.” I'd be interesting in hearing your reactions.
1) “Seth Godin on When You Should Start Marketing your Product, Service, or Ideas”
http://feeds.feedburner.com/imfsp
This is the definition of marketing and I think a great introduction to the topic in the first week. He makes a very strong case that marketing is not advertising.
2) “How to Attract an Audience by Integrating Content, Social, and Search.”
http://feeds.feedburner.com/imfsp
This is an interview with Lee Odden, author of Optimize, on how you can use on-line content to attract and inspire customers. He is basically saying that you have to attract and hold an audience with content that appeals to them. And so you have to really know your audience so they will stay with you.
3)“Jay Baer on How to Turn Interested Prospects into Lifelong Customers”
http://feeds.feedburner.com/imfsp
This is an interview with Jay Baer and his take on how to build long-term relationships with your customers (I’d say stakeholders). He speaks of three ways of connecting with customers:
• Top of mind awareness: Where the customer just somehow remembers you have the product they need at the moment. This is the old way.
• Frame of mind awareness: Where you make a connection with the customer through providing them content they find interesting so that when they want you or your service they will seek you out.
• Friend of mind awareness: When you get a level of trust with the customer by simply answering the question, "What can we do to maximize the life of the customer whether this is directly related to our product or not. " This is clearly related to philanthropy being a "transactional" gift or a "transcendent gift".
He has a great saying toward the end of the interview: It’s more about farming relationships than it is harvesting opportunities.
5) “How Chris Brogan Built His Content Platform”
http://feeds.feedburner.com/imfsp
This is about how to develop marketing “copy” that will actually develop the friend of mind awareness that Jay Baer speaks of . At the end of the interview he gives some great advice on how to develop good content: Be helpful! Do it often.
For your exploration, below are links to and comments on selected podcast from Copyblogger’s series entitled, “Internet Marketing for Smart People.” I'd be interesting in hearing your reactions.
1) “Seth Godin on When You Should Start Marketing your Product, Service, or Ideas”
http://feeds.feedburner.com/imfsp
This is the definition of marketing and I think a great introduction to the topic in the first week. He makes a very strong case that marketing is not advertising.
2) “How to Attract an Audience by Integrating Content, Social, and Search.”
http://feeds.feedburner.com/imfsp
This is an interview with Lee Odden, author of Optimize, on how you can use on-line content to attract and inspire customers. He is basically saying that you have to attract and hold an audience with content that appeals to them. And so you have to really know your audience so they will stay with you.
3)“Jay Baer on How to Turn Interested Prospects into Lifelong Customers”
http://feeds.feedburner.com/imfsp
This is an interview with Jay Baer and his take on how to build long-term relationships with your customers (I’d say stakeholders). He speaks of three ways of connecting with customers:
• Top of mind awareness: Where the customer just somehow remembers you have the product they need at the moment. This is the old way.
• Frame of mind awareness: Where you make a connection with the customer through providing them content they find interesting so that when they want you or your service they will seek you out.
• Friend of mind awareness: When you get a level of trust with the customer by simply answering the question, "What can we do to maximize the life of the customer whether this is directly related to our product or not. " This is clearly related to philanthropy being a "transactional" gift or a "transcendent gift".
He has a great saying toward the end of the interview: It’s more about farming relationships than it is harvesting opportunities.
5) “How Chris Brogan Built His Content Platform”
http://feeds.feedburner.com/imfsp
This is about how to develop marketing “copy” that will actually develop the friend of mind awareness that Jay Baer speaks of . At the end of the interview he gives some great advice on how to develop good content: Be helpful! Do it often.
feeds.feedburner.com feeds.feedburner.com
feeds.feedburner.com
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