On March 7, 2017, Forbes’ Editor John Tamny will speak in San Diego about the fed. What does that have to do with sexy marketing? Tamny has done a great job of utilizing celebrity examples to make his points about economics. Think about his latest book title: Who Needs the Fed?: What Taylor Swift, Uber, and Robots Tell Us About Money, Credit, and Why We Should Abolish America’s Central Bank. If it were just titled Who Needs the Fed? that would not be nearly as intriguing. Taylor Swift is far sexier. What is great about Tamny’s writing is that he discusses important economic subjects, while bringing in celebrity examples to bring his points home. By using timely examples like Taylor Swift’s stance on Apple’s decision to give away music for free, he appeals to the masses. Tamny’s title and content choice demonstrate how even the most challenging topics can be made more appealing if the right picture is painted in consumers’ minds.
Tamny probably learned many content publishing tips from his work at Forbes. One thing his book’s title demonstrates is how important it is to reach prospective customers with a personalized message. That is what top marketing professionals hope to accomplish. However, many marketing professionals can attest that this may be challenging when creating content at scale. To help improve this process, I wrote and taught some brand publishing courses as part of my work as the MBA Program Chair for the Forbes School of Business and Technology. I was fortunate to interact with many CMOs at last November’s Forbes Summit in Coronado. My interactions with these professionals reinforced how many of them experience the same frustrations involving the difficulty with the process of transitioning from traditional forms of advertising and marketing toward brand publishing. Personalizing content, making it appealing or sexy, can be quite challenging. When creating the brand publishing courses, we used Bruce Rogers’ Publish or Perish Report as a key component. Bruce did an excellent job researching how top companies use the vast number of vendors in the most effective ways.
Whether marketers want to create a social media campaign or individuals want to write a book, the same thing is true; content is king. That is evident through the work from John Tamny. For those of you in the San Diego area on March 7, I highly recommend reserving your spot for a once-in-a-lifetime opportunity to see John Tamny, top Editor at Forbes, speak for free. I will be there and look forward to interviewing him.
About the Author:
Dr. Diane Hamilton is an award-winning speaker, nationally-syndicated radio host, educator, and the co-author of It’s Not You, It’s Your Personality Dr. Hamilton has spoken for top companies including Forbes about topics including leadership, engagement, emotional intelligence, and generational conflict. She can be reached at DrDianeHamilton.com. If you would like to sign up for her update please click here: Contact Dr. Diane Hamilton.
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