by John Hall
5 Dustin McKissen, “Five Reasons Why I’m Not Sleeping in My Car Anymore,” LinkedIn, October 22, 2014, https://www.linkedin.com/pulse/20141022144703-197220852-five-reasons-why-i-m-not-sleeping-in-my-car-anymore.
Chapter 9
1 Daniel Roth, “Why Vocal Employees Are a Company’s Best PR,” FastCompany.com, March 25, 2015, http://www.fastcompany.com/3044156/hit-the-ground-running/why-vocal-employees-are-a-companys-best-pr.
2 Maya Luke, “4 Ways to Jumpstart Your Content Strategy Next Quarter,” Influence & Co. (blog), February 16, 2016, https://blog.influenceandco.com/4-ways-to-jumpstart-your-content-strategy-next-quarter.
3 The software options listed in the Resource Library should shed light on tools that can help you execute and scale your referral program, but for any recommendations (or more insight into how we do it), you can e-mail topofmindhelp @gmail.com.
Chapter 10
1 Patrick Welch, “Moneyball: Use Content Intelligence and Analytics to Build a Successful Sales Team,” Content Marketing Institute, February 6, 2015, http://contentmarketinginstitute.com/2015/02/moneyball-content-sales-team/.
2 Jesse Mawhinny, “37 Visual Content Marketing Statistics You Should Know in 2016,” Where Marketers Go to Grow (blog), January 13, 2016, https://blog.hubspot.com/marketing/visual-content-marketing-strategy.
INDEX
Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.
A
Advertising, 10
Advocates
for branding, 41, 68
for content, 90
employees as, 102
for people, 68
trust and, 41
Altruism, 32
Ambron, Patrick, 35
American Idol, 39
American Red Cross, 117–118
Apple, 63
Articles, 10, 24, 78
influence and, 103
by Meyer, 136
process for, 73
republishing of, 156
searches for, 144
sharing of, 102
The Artist’s Way (Cameron), 83
Assets
branding and, 132
as idle, 36
knowledge as, 58
as physical, 37
Audiences, xvii, 38, 40, 67, 89, 97
authenticity for, 133
branding and, 122
communication with, 7, 13, 75, 161
connectivity for, 26, 120
consistency and, 64
consumables for, 113
content for, 88, 94, 152
conversion of, 150
customers and, 11
education and, 64
emotion and, 48, 91
goals for, 103
greetings for, 105
information for, 149
listening and, 6
lives of, 5
mind of, 87, 92
needs of, 60, 146
niche target of, 135
opportunity for, 59, 102
patterns for, 61
platforms for, 154
relationship with, 55, 159
relaying of, 117
trust and, 17
value for, 80
Authenticity, 21–22, 114
audiences and, 133
practice and, 33
relationships and, 60
Authority, 115
B
Banga, Ajay, 77, 78
Beliefs, 121–122
Berlin, Mischa, 145
Beshore, Brent, 17
Bezos, Jeff, 56
Bhargava, Rohit, 47
Blogs, 8, 13, 61, 100
Brain dumps, 112
Branding, 67, 93
advocates for, 41, 68
assets and, 132
audiences and, 122
content and, 12
efforts for, xv
executives and, 26, 108, 157
investment in, 129
for leaders, 130
as likable, 69, 74–75
as personal, 57–59, 141
promotion and, 8, 155
risks to, 113
thought leadership and, 25–26, 57–59
Branson, Richard, 131
Bribery, 46
Brown, Brené, 54
Bruno, Annabel, 144–145
Business, 107
goals for, 161
hospitality as, 48
interactions in, 29
methodology in, 54
opportunity and, 23
philosophy and, 20
C
Cameron, Julia, 83
Careers, 125
CEOs, xv
Chouinard, Yvon, 123–124
Clark, Matt, 70, 71
CMOs, 11
Collaboration, 112, 140
Communication, 40, 158
audience and, 7, 13, 75, 161
content as, 83
through e-mail, 148
rules of, 117
thought leadership as, 134
trends in, 87
Companies, 121, 137
advantage of, 140
blogs for, 8, 13, 61, 100
content for, 92
credibility of, 42
customers and, 40
feedback for, 69
goals for, 96
investment for, 110
media owned by, 66
sustainability for, 124
transparency and, 53
Conferences
events as, 38
experiences at, 107
networking and, 15
speakers at, xv
Connectivity, 2
audience and, 26, 120
for consumers, 4
for humans, xvii, 4
identity and, 122
networking and, 36
as personal, 46
relationships through, xvii, 5–7
Consistency, 52, 160
audience and, 64
content and, 78
creation and, 83–84
exercise for, 84–85
familiarity and, 77–85
memory and, 79–81
in messages, 153
opportunity from trust and, 18–20
with partnerships, 138
in publishing, 92
quality, credibility and, 81–83
Consumers, xvi
change and, 1–13
connectivity for, 4
interactions for, 136
internet and, 2
journeys for, 143–161
needs of, 6
as priority, 63
research by, 121
studies on, 56
trust for, 15–27
Contacts, 37
Content, 75, 114
advocates for, 90
for audiences, 88, 94, 152
barriers to, 93
branding and, 12
checklist for, 120, 156
as communication, 83
for companies, 92
consistency and, 78
contribution of, 101
creation of, 58, 84, 98–99, 122–123, 166
as digital, xvi, xvii, 27, 88, 108
distribution of, 42, 150–151, 166
as helpful, 144
influence and, 67
initiatives for, 133–134
investment in, 135
as marketing, 88, 95, 147
messages through, 87–104
onsite, 149
output of, 82–83, 127
parties for, 134–135
personalization of, 158
power of, 115, 145
quality of, 7
relationships and, 155
research for, 110
sharing of, 62
strategy for, 93–104
as thought leadership, 137
triggers for, 26, 65, 109, 111
value of, 156
>
writing and, 87–89, 160
Controversy, 62
Conversion, 150
Cook, Tim, 63
Cowell, Simon, 39
Creation, 111–113
of content, 58, 83–84, 98–99, 122–123, 166
genius of, 143
for leaders, 93
of opportunity, 130–131
practice for, 94–104
process for, 109–115
Credibility, 4, 5
of company, 42
consistency and quality, 81–83
relationships and, 35
Criticism, 40
CRM. See Customer Relationship Management system
Culture, 143
Customer Relationship Management system (CRM), 8, 33, 49
Customers, 110
audience and, 11
company and, 40
data from, 109
education of, 9, 34
relationships with, 78
service for, 45, 69
D
Data, 90
collection of, 111
from customers, 109
Decisions, 149–150
Diagrams, 118
Distribution, 113–114
channels for, 66–68, 148
for clients, 155
of content, 42, 150–151, 166
as internal, 153
journey through, 143–161
personalization of, 158
publications and, 100–104
Documentation, 94–96
E
E-mails, xiii, 145
appreciation through, 45
to CEOs, xv
communication through, 148
to editor, 100
marketing through, 101
personalization of, 158
response rate for, 49
Economy, 12, 41
Education, 26–27
audience and, 64
content and, 27
of customers, 9, 34
reputation and, 136
technology and, 145
value through, 61
Waldorf style of, 144
Ehrenberg, David, 42–43
Emotion
audience and, 48, 91
bonds and, 18
employees and, 132
language and, 118
Employees, 137
as advocates, 102
emotion and, 132
encouragement of, 58
opportunity for, 131
receptionist as, 105
social media and, 132
Entrepreneurs, 15, 21, 107
Executives, 26, 108, 119, 157
Expectations, 99–100
Experience, 16, 40
at conferences, 107
lessons from, 123, 146
personalization of, 47–50
writing from, 62
Expertise, 106
F
Failure, 16, 73, 108
Familiarity, 24–25
consistency and, 77–85
likability and, 127
Farnsworth, Tyler, 115
Feedback, 39, 102–103
Flynn, Pat, 54
Freedom, 55
Funding, 117
G
Gerber, Scott, 30
Giftology (Ruhlin), 46
Goals, 8, 91, 112, 153
for audience, 103
barriers to, 23
for business, 161
for companies, 96
documentation and, 94–96
leaders and, 80
Godin, Seth, 125
Google, 98
term micro moment by, 6
Guidelines, 33, 51
H
Haden, Jeff, 24
on likability, 72–73
webinars and, 60
Hedberg, Mitch, 139–140
Heinz, Matt, 42
Helpfulness, 22–23
content for, 144
cultivation of, 51–52
exercise in, 52
as practice, 32, 33, 43, 50
relationships and, 29–52
Hodak, Brittany, 31
Hospitality, 48
“How to Be Exceptionally Likable” (Haden), 24
Huberman, Erik, 41
HubSpot, 9, 77
Human Resources, 157
Humans. See also People
bias for, 81
coincidences and, xiii
connections for, xvii, 4
honesty for, 54
Humility, 73
I
Ideas, 100
research and, 109–111
scale of, 38
Identity, 106, 122
Impact, 114–115
Industry
influence and, 103
knowledge of, 106
leaders of, 31, 79
opportunity and, 16
publications for, 108
trends in, 155
Influence, xiv, 70
content and, 67
industry and, 103
LinkedIn and, 77
as micro, 41
partnerships and, 66
sharing and, 157
Infographics, 154
Information, 33, 118, 147
for audiences, 149
benefits from, 37
content as, 67
as currency, 34
organization of, 97
process and, xiv
revolution of, 2
Internet
consumers and, 2
marketing and, 3
search and, 11
Introductions, 39, 127
Investment
in branding, 129
for companies, 110
in content, 135
in team, 130
in thought leadership, 140
J
Jones, Jeff, 21
Journeys, 105–115, 143–161
Jung, Carl, xiii
K
Kamp, Matt, 32
Kerpen, Dave, 25
Knowledge, 160
as asset, 58
bank of, 65, 97
extraction of, 96–97
of industry, 106
sharing of, 34–35
Krainik, Pete, 11
Kramer, Bryan, 4
Krishnan, Sumi, 122–123
L
Language, 118
Laws, 34, 64
Leaders, 89. See also Thought leadership
branding for, 130
content creation for, 93
failure and, 108
goals and, 80
of industry, 31, 79
teams of, 129
trust and, 63
Leads, 8, 156
Likability, 24
branding and, 69, 74–75
cultivation of, 69–71
exercise in, 75–76
familiarity and, 127
Haden on, 72–73
importance of, 68–69
practice of, 71–74
transparency and, 53–76
LinkedIn, 77, 154
Listening, 6, 61, 72
Luke, Maya, 134–135
M
Management, 96–98, 163
Manipulation, 5, 148
Marketing, 134–135, 156
beyond, 129–141
content as, 88, 95, 147
as digital, 25
e-mails as, 101
as inbound, 7–10
internet and, 3
studies on, 120
styles of, 2, 4, 13
McKissen, Dustin, 124–126
McLellan, Drew, 31
Memory, 15
consistency and, 79–81
consolidation of, 79–80
details and, 49
mind and, xv–xvi
Messages, xiv
consistency in, 153
through content, 87–104
Metrics, 91, 159
Meyer, Kelsey, 17
Micro-moment, 6
Mindfulness, 32
Motivation, 22, 119
Musk, Elon, 25
N
Networking, 51, 117
conferences and, 15
connectivity and, 36
partnerships and, 43
sessions for, 24
sharing as, 154
trust and, 30
New Toronto Waldorf Academy, 144–145
Non-Obvious (Bhargava), 47
O
Opportunity, xvii, 21, 34, 51, 68, 160
appreciation and, xvi
for audience, 59, 102
awareness of, 37
business and, 23
capitalization of, 38
creation of, 130–131
for employees, 131
formula for, 19
gifting and, 46
industry and, 16
jobs and, 12
as missed, 153
planning as, 94
referrals for, 138
for self, 22–23
thought leadership as, 84
for touch points, 146
trust and consistency for, 18–20
P
Partnerships, 30
consistency with, 138
development of, 19
influence and, 66
networking and, 43
Patagonia, 124
People, 50
advocates for, 68
caring about, 29
names for, 49
recognition of, 44
relationships with, 92
resources and, 23
value for, 35–36, 47
Personalization, 47–50, 158
Perspective, 16
Philosophy, xvi
business and, 20
marketing and, 3
sharing as, 37
Popova, Maria, 109
Practice, xvii, 160–161
for content creation, 94–104
habit and, 50–51
helpfulness as, 32, 33, 43, 50
humility as, 73
likability as, 71–74
scale and, 90
Preston, Alison, 79
Privacy, 53
Problems, 147–148
Products, 1, 2, 119
Profits, 119
Publications
bylines in, 68
contacts for, 37
distribution and, 100–104
as external, 152–153
industry and, 108
Purpose
focus on, 120
life’s work as, 127
reflection on, 126
Pygmalion effect, 99
Q
Quality, 81–83
R
Recruitment, 95, 145
talent and, 97
tools for, 101
training and, 136
Referrals, 9, 42–43, 138–139
Relationships, 36, 74, 125
with audience, 55, 159
authenticity and, 60
building of, xvii, 5–7, 12, 45
content and, 155
credibility and, 35
with customers, 78
derailment of, 21
friends as, xiii, 19
helpfulness and, 29–52
with people, 92
as professional, 44
social media and, 53
transparency and, 55
trust and, 159