Dear ,
Greetings as we enter the home stretch of August.
A month after the Fifth Avenue
explosion near my apartment, the work continues. While its footprint has shrunk to a block and a half, Fifth Avenue traffic crawls through a measly two lanes. Maybe the continued presence of the broken steam pipe has heightened my spotting of other troubled pipes.  But New Yorkers have grit.
(Hat tip: Angela Duckworth ) Instead of seeing problems, they have a Plan B. (And so should you!) For example, one evening, instead of a broken steam pipe on Seventh Avenue, a group of professional photographers and models saw a low cost fashion shoot location to frame their
story. By contrast, a few blocks away a couple of women dressed in skyscraper high heels and a heavy dollop of makeup posed for selfies before strutting off to party. They wanted to be seen in front of that specific bar because the location framed their story giving them social media bling. Do you use location to frame your marketing message? What does this mean for your marketing?
More than you might think. Framing is a dynamic way that the mind reacts to information based on the context in which it’s set. It’s not just the information itself! Based on primal instinct, we find patterns in chaos and create meaning from them. But the context can be manipulated. As a marker, present your content or message matters so that it stands out in context to attract your target audience’s attention. But you need to continually change your presentation to keep it fresh. Otherwise repetition removes the novelty and they’re on to the next thing.
Where
does this matter most? You guessed it—Social Media. While you need
to remain present on social media, understand that the originality of your content presentation decays quickly! In addition to framing, it helps to distribute your marketing message on a regular basis to develop share of audience attention (SOAA). You do this by consistently delivering content on a regular basis—like this newsletter. For those of you attending Content Marketing World in Cleveland from September 4th through 7th, please let me know. BTW, you can still get your ticket for $100 off with the code, COHEN. Even better, I’d be thrilled if you’d join me for my presentation, "The Secret 3 Steps For Content Amplification and Distribution Success," on Thursday, September 6th at 2:35pm. Heidi Cohen,
Actionable Marketing Guide Happy Marketing,
Heidi
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Sweet – you made it this far. Here's the fine print: Photos: ©2018 by Heidi Cohen, some rights reserved. |
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