make sure that your content communicates

by Arienne Holland

Make Sure That YourContent Communicates

2

Content

‣ Content (n): ideas

COFFEE

@arienneHO #Authority2014 2

3

Content marketing

‣ Content marketing (n): the sharing of ideas

YOU, DRINK THIS COFFEE

@arienneHO #Authority2014 3

‣ Conversation (n): the exchange of ideas

LET’S DRINK COFFEE TOGETHER

Conversation

4@arienneHO #Authority2014 4

LET’S DRINK COFFEE TOGETHER AND ENJOY IT

Communication

‣ Communicate (v): to share or exchangeideas with mutual understanding

5@arienneHO #Authority2014

@arienneHO #Authority2014

– GEORGE BERNARD SHAW, ATTRIBUTED

“The single biggest problemin communication is the illusion

that it has taken place.”

6

WHO COMMUNICATES MOST WITH CUSTOMERS?

7 Communicators

7@arienneHO #Authority2014

WHO COMMUNICATES MOST WITH CUSTOMERS?

7 Communicators

1. Marketers: From a distance

2. Advertisers: From a distance

3. Public Relations:From a distance

7@arienneHO #Authority2014

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

7@arienneHO #Authority2014

WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS?

5 Qualities

8@arienneHO #Authority2014

WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS?

5 Qualities

1. Clear: Your customer must understand you.

8@arienneHO #Authority2014

WHAT ARE COMMON CHARACTERISTICS OF COMMUNICATORS?

5 Qualities

1. Clear: Your customer must understand you.

2. Concise: Your customer must get complete information.

8@arienneHO #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.

8@arienneHO #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.

8@arienneHO #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.

8@arienneHO #Authority2014

WHAT PERSONAL TRAIT IS ESSENTIAL FOR COMMUNICATORS?

1 Requirement

9@arienneHO #Authority2014

@arienneHO #Authority2014 10

JudgmentDiscernment

Perception

HOW CAN YOU IMPROVE ALL COMMUNICATION?

AVA

11@arienneHO #Authority2014

HOW CAN YOU IMPROVE ALL COMMUNICATION?

AVA

‣ Answer: Answer the customer’s question with truth.No shortcuts. No meandering.

11@arienneHO #Authority2014

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.

11@arienneHO #Authority2014

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.

11@arienneHO #Authority2014

ARIENNEHOLLAND@GMAIL .COM # @ARIENNEHO

Arienne Holland