HR Resolutions August 2018

AUGUS T 2 0 1 8 #DramaFreeHR News

CONTENT IS KING H ow to F ind U nique and E ngaging M aterial for Y our M arketing


The year continues to fly by, doesn’t it? While it may only be August, stop and look to see where you’re at for the year. There is still plenty of time to adjust and tweak so you can hit your 2018 goals out of the park. Have you had your summer vacation yet? If not, you should consider a trip to the Little League World Series. Each year, hundreds of volunteers gather in Williamsport, Pennsylvania, to help Little League ball players from around the world vie for the National and International Championship Titles. Our family visits each year and it is amazing to see the energy of the parents, the sportsmanship of the young men and women, and ALL those volunteers. It truly is worth your time if you are looking for something different to do this summer!

Let’s face it: Marketing has hit a wall. Everyone is looking for the next unique way to engage the broadest demographic possible, but they just can’t break through. Do you want to know why? Go to the websites of startups, mid-sized businesses, and massive conglomerates. What do you see? They all have the same aesthetic, the same content, and the same tone — each packaged just differently enough to make them look unique. Audiences want new content faster than marketers can provide it. Just as social media embraces trends, businesses market to consumers. Once a company strikes a chord that resonates with the masses, everyone jumps on the bandwagon until the marketing strategy is wildly overused and therefore ineffective. Rather than businesses dictating how they market to consumers, the pendulum has swung so that marketing strategies are in the hands of the consumer. The quick progression of technology in recent years could be a cause of this shift of power, but the reason matters less than the result. Businesses are left to either try to create the next big marketing trend or ride an existing one until it’s out of gas. But it doesn’t have to be this way. Every business is sitting on a gold mine of content-driven marketing; they just haven’t tapped into it. The biggest resource for a company to market is its leader. One strategy that has gained a significant amount of traction in recent years is the personal branding of companies’ leaders. But just as other marketing has become standardized and generic, so has personal branding. Owners and CEOs have become robotic in what they say and how they act. It’s as if they’ve all gone through the same media coaching. Leaders are so concerned with slipping up that they won’t take risks. But when did being authentic become risky? Here’s the truth of the matter: If you’re a business leader, people will listen to you. Most people are drawn to the same qualities that make a person successful.

Here’s to a GREAT August and #DramaFreeHR!

- Karen Young

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