Brand Newsroom Podcast

For anyone who has a say in how companies are communicating.

/Brand Newsroom
Brand Newsroom 2017-07-19T21:41:42+00:00

Brand Newsroom 162: Cor Hospes on how B2B brands can tell sexier stories

Cor Hospes is a bestselling author of books on content marketing and storytelling. He joins James and Sarah for a chat about how B2B brands can tell sexier stories.

Cor is the founder of Netherlands-based Merkjournalisten, he’s a well-known international speaker, consultant and trainer, and he helps companies create stories worth sharing. Cor’s big message? B2B doesn’t have to be “unsexy”.

“It’s not about the product; it’s about what the product makes possible,” he says.

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are the links you might need

 

On My Desk

Have you heard the one about…

Recently James, Sarah and Nic had (a heated) discussion about whether brands should get involved in social issues.

And in this episode they took a close look at customer service as a marketing tool, with Chris Smoje of Dime Customer Service.

Like what you’ve heard?

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By | October 18th, 2017|Categories: Brand Newsroom, Marketing|Tags: , , , |Comments Off on Brand Newsroom 162: Cor Hospes on how B2B brands can tell sexier stories

BNR 161: Should brands take a stand on social issues?

Things get a little heated in the studio as Nic and Sarah face off over the approach brands should take to supporting social causes.

With a public vote on same-sex marriage happening in Australia at the moment, many big companies and business leaders are becoming quite vocal about where they stand.

So, should brands be making a stand on social issues? And what are the factors any brand should consider before taking sides in a divisive issue?

Brand Newsroom is the marketing podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are the links you might need

    • Here’s a bit of background on the vote that’s happening in Australia.
    • And here’s some background on Qantas boss Alan Joyce getting hit with a lemon meringue pie.
    • Here’s some detail on Margaret Court, the former tennis champion Nic won’t share a plane with.
    • And here’s some info on athletes kneeling during the national anthem in the US.

On My Desk

Have you heard the one about…

Recently James, Sarah and Nic were joined by Chris Smoje to talk about customer service as a marketing tool.

And in this episode they took a close look at thought leadership.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes.

By | October 11th, 2017|Categories: Brand Newsroom|Tags: , , |Comments Off on BNR 161: Should brands take a stand on social issues?

Brand Newsroom 160: Chris Smoje on customer service as a marketing tool

Customer service is one of the best marketing tools around. James, Nic, and Sarah are joined by an expert in the area, the founder of Dime Customer Service, Chris Smoje.

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are some key take-outs:

  • We now expect high levels of customer service across fields that aren’t competitors. We compare airline customer service to local shop service, for example.
  • To be memorable you need to remove all logic and reason from the way you serve people. You need to do something different. Make the interaction easy, but memorable.
  • If people get good customer service, they will keep coming back to you. If you make your service memorable, they’ll tell other people about it and they’ll come, too.

Here are the links you might need

  • You can find Chris here and Dime Customer Service here.

On My Desk

Have you heard the one about…

Recently James, Sarah and Nic discussed thought leadership.

And in this episode they took a close look at Google AdWords and whether it would be right for your business.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes.

By | October 4th, 2017|Categories: Brand Newsroom, Marketing|Tags: , |Comments Off on Brand Newsroom 160: Chris Smoje on customer service as a marketing tool

Brand Newsroom 159: Are you a thought leader or just pretending to be?

Following Sarah’s assertion on a recent episode that “if everyone says they’re a thought leader, then no one is”, James, Nic and Sarah discuss “thought leadership”. Is it a hollow marketing term? Or are the people who claim to be thought leaders actually changing their industry — and the world?

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are some key take-outs:

  • A thought leader is someone who really is bringing new thinking to an established field. As Sarah says, they’re really changing the way you think. It’s something disruptive. In that sense, a thought leader is different to being an expert — which is a great thing to be in its own right.
  • Nic reckons being a “thought leader” is an honour bestowed by other people. You can’t just claim to be one.
  • If you’re outsourcing your thought leadership content, then you’re not a thought leader.
  • If you want to change the way people think, you have to lead the argument.

Here are the links you might need

On My Desk

Have you heard the one about…

Recently James, Sarah and Nic discussed Google AdWords and looked at whether it might be right for your business.

And in case you missed it, here’s Sarah catching up with Robert Rose, from the Content Marketing Institute, at Content Marketing World 2017.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes.

 

By | September 27th, 2017|Categories: Brand Newsroom|Tags: , , |Comments Off on Brand Newsroom 159: Are you a thought leader or just pretending to be?

Brand Newsroom 158: Is Google AdWords right for your business

Google’s pay-per-click advertising service, Google AdWords, accounts for 98 per cent of the internet giant’s revenue — so it’s a popular place to advertise. But does that mean it’s right for your business? And how do you use it well? The Brand Newsroom team is joined by Lush Digital’s Zubin Fitter to find out what’s best practice (as soon as they finish chatting about Content Marketing World, that is).

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are some key take-outs:

  • Google AdWords absolutely can work for your business because it allows you to target your audience effectively. But it’s important to put out several messages to make sure you hit audiences looking for various keywords or phrases you want to rank for.
  • It’s a very flexible form of advertising. You can tinker with it to reach different audiences searching for different keywords at different times of day. You can test it, change it, and optimise it.
  • Google AdWords isn’t just for big businesses; it’s for small businesses, too. You can set your own budget and if you’re smart about setting the terms so that you’re targeting your audience as well as you can, your money can go far.
  • Make sure the ads lead the user to a page on your website that makes sense — that it takes them to relevant information that helps convert them into a customer.
  • The great thing about Google AdWords is that there is plenty of data. You can easily find out what’s working and what isn’t and hone your ads to get better results.
  • Your Google AdWords spend is not linked to your organic search results.

Here are the links you might need

On My Desk

Have you heard the one about…

Here’s that conversation Sarah had with Robert Rose at Content Marketing World, about his new book Killing Marketing.

And here’s her chat with Joe Pulizzi, also recorded at Content Marketing World.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes.

By | September 20th, 2017|Categories: Brand Newsroom, Marketing|Tags: , , , , |Comments Off on Brand Newsroom 158: Is Google AdWords right for your business

Brand Newsroom 156 & 157: Content Marketing World 2017 Specials

Brand Newsroom’s Sarah Mitchell and regular producer, Dan Hatch, attended Content Marketing World in Cleveland, Ohio, and interviewed many of the superstars of the industry. In this series of podcasts they spoke to the Content Marketing Institute’s Joe Pulizzi and Robert Rose, B2B legend Doug Kessler, SEO genius Andy Crestodina, research specialist Clare McDermott, the Unthinkable podcast’s Jay Acunzo and email subscription guru Adam Franklin.

Brand Newsroom is a podcast for anyone who has a say in how companies are communicating — covering marketing, content marketing, public relations, media, branding and advertising.

Here are the episodes and the show notes.

BNR 156 A: Joe Pulizzi at Content Marketing World 2017

Sarah and Dan caught up with Content Marketing Institute founder Joe Pulizzi for a chat about what to expect from this year’s CMW, the state of the industry in 2017, his vision for the future, his take on the King Content situation, and a few insights from the upcoming Benchmarks, Budgets and Trends report for 2018.

BNR 156 B: Andy Crestodina on a content-driven approach to conversions

Sarah and Dan catch up with Andy Crestodina — co-founder and strategic director of Chicago-based Orbit Media — to discuss how to use content to drive conversions. The discussion straddles both the worlds of content marketing and SEO.

BNR 156 C: Adam Franklin on building email subscribers

Sarah meets the CEO of Australia’s Bluewire Media, Adam Franklin, at Content Marketing World in Cleveland, Ohio. The topic? How to build your email subscriber list. Adam is the co-author of Web Marketing That Works.

BNR 156 D: Unthinkable’s Jay Acunzo on how to be a more inspired and inspiring marketer

Sarah and Dan chat to one of the most exciting content marketers in the world right now, Jay Acunzo. Jay is the host of the Unthinkable podcast (subscribe to it; trust us), which is really about thinking for yourself. His keynote was about being a more inspiring and more inspired content marketer. Jay is a delight. We hope you enjoy the podcast. You can follow Jay on Twitter and Snapchat: @jayacunzo.

BNR 156 E: Doug Kessler’s Big Fat B2B Content Marketing Strategy Checklist

Sarah and Dan meet with one of the most entertaining presenters in the game: co-founder and creative partner of Velocity, in London, Doug Kessler.

Doug is on Twitter: @dougkessler. He blogs at: velocitypartners.com.

Here’s the link to Doug’s strategy checklist.

BNR 156 F: Clare McDermott on the power of original research

Clare McDermott is chief consulting editor of Chief Content Officer magazine and owner of Solo Portfolio. She’s also a specialist in original research — which is a fantastic opportunity for anyone involved in content marketing. Sarah and Dan caught up with Clare right after she got off stage from interviewing the author of The Underground Railroad, Colson Whitehead. Clare is on Twitter: @SoloPortfolio.

BNR 157: Robert Rose is Killing Marketing

Robert Rose is one of the content marketing industry’s best thinkers. He and Joe Pulizzi have teamed up to write a new book, Killing Marketing, which looks at how the world’s most innovative businesses are turning content marketing from a cost into a profitable centre. Here’s a link to Killing Marketing.

Like what you’ve heard?

Please subscribe and leave us a review on iTunes.

By | September 13th, 2017|Categories: Brand Newsroom, Marketing|Tags: , , , , , , , |Comments Off on Brand Newsroom 156 & 157: Content Marketing World 2017 Specials