Alexander Abramson August 2018

FROM THE DESK OF CONTENT IS KING How to Find Unique and Engaging Material for Your Marketing Your Business Matters • (407) 649-7777 August 2018 Ed Alexander

I hope you’re having a fun and relaxing summer and have been able to spend time with family and friends. Faith and I recently returned from a 2-week European vacation, which we’d been planning for almost a year. We spent the first 4 days in and around Copenhagen, enjoying the sights and the Danish food and culture. Copenhagen is bike central in Europe, so we did a lot of sightseeing by bike. It really is a wonderful city! One of our favorite areas was Nyhavn. The northern side of the canal is lined with these beautifully-colored townhouses and restaurants. Some of these buildings date back to the 17th century! Right behind us in this picture (see above) is a little cafe that we stopped at for a glass of wine and some terrific lobster soup. The rest of our trip was spent aboard the Serenade of the Seas traveling around the Baltic Sea. We stopped in Germany, Finland, Russia, Estonia, and Sweden.

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.

Next month I’ll highlight some of the more interesting parts of the cruise!

-Ed Alexander

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