Weekly Wrap: It's Time to Do Something for Diversity

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And this is the week ending August 9, 2019

This week, I reflect on the strength of the diversity of our voices and the character of our brands. I am proposing here an article reminding you that emerging markets offer an excellent growth opportunity (and that these markets could be closer than you think). Sydni Craig-Hart explains how ignoring the diversity of your audience means leaving money on the table. And I refer you to an article that shows how smart brands put their corporate culture at the service of their audiences.

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From the 30th episode, I changed the format and length:

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A Deep Thought (3:00) : Think of all the actors who portrayed fictional detective Sherlock Holmes: Sir Christopher Lee, John Cleese, Charlton Heston, Robert Downey Jr., Benedict Cumberbatch, Yūko Takeuchi (who plays a female version in a new series of HBO Asia and Hulu Japan), and dozens of others. Sherlock Holmes is more interesting for the diversity of voices giving life to the character. It's the same for our brands when various voices tell our stories. I deeply express why why not celebrate the different voices of a brand is one of the biggest narration mistakes we can make.
Not celebrating the different voices of a brand is one of the biggest mistakes in history. @Robert_Rose #WeeklyWrap Click to Tweet

A New Look at the News ( 8:20) : A fascinating article from fipp.com suggests the benefits of finding new audiences by watching beyond those who are. like you – or even beyond people who look like your existing customers. The article explores the possibility of creating new audiences in new infrastructure markets where most consumers currently have limited access to the Internet and where 5G and other new technologies are about to put a lot more people online. The article points to Mexico, but I'm exploring how brands can apply this concept closer to home – by creating new audiences by finding riches in under-served niches instead of in the marketplace. try to steal them from the established players.
Find riches in underserved niches instead of trying to steal them from established players. @Robert_Rose #WeeklyWrap Click to Tweet
This week's person making a difference in content (13:16) : My guest this week never fails to impress me by his tenacity, his creativity and his marketing aptitude. Sydni Craig-Hart, CEO of Smart Simple Marketing, is a fourth-generation entrepreneur who has been running her business since 2006. She has helped more than 8,000 small businesses in 79 industries drive growth. And she works with some of the world's largest technology companies – Google, Facebook, LinkedIn, etc. – to help them overcome their notorious blind spots: the diversity of audiences. Sydni and I are discussing how brands should build on consumers' desire to buy from businesses that understand and respect them and share values ​​with them. She is a true leader on this subject. Do not miss the opportunity to hear her advice, then get to know her better by:
Reading his article on multicultural marketing
Attend Content Marketing World 2019, Cost-Effective Multicultural Marketing: How to Increase Sales Using Diverse Resources to Integrate Authenticity into Your Campaigns
Exchange ideas with her on Tuesday's #CMWorld Twitter chat

A Usable Content Marketing Idea (26:25) : The idea this week comes from Jodi Harris, of CMI, who wrote Is your company's culture conducive to the success of content? . The article provides examples of how marketers are changing the mindset of their brand to promote innovative, responsive and meaningful consumer relationships. Do not miss this great article.
We need to change the #marketing mindset to create responsive and meaningful consumer relationships. @joderama Click to Tweet

Love for this week's sponsor: Learn from different voices at Content Marketing World

The world's largest content marketing event will be back in Cleveland from September 3 to 6, with recurring voices from Joe Pulizzi, Tamsen Webster, Scott Stratten, voices from BuzzFeed brand Nilla Ali, Kathy Button Emerson Bell, Bell Button Kathy, Pura Griffin Thall Vida Bracelet and the undeniable (and unmistakable) voices of Henry Rollins and Mindy Kaling. Whether you're a seasoned practitioner or a beginner in content marketing, you'll find your voice at #CMWorld. Register today and use the code ROSE100 to save $ 100 more on your registration.

The Conclusion

Allow yourself next week for a new in-depth reflection, a new interpretation of the news, an interview with a brilliant person that makes all the difference to the content and a great idea of ​​content marketing that you can use. And all this comes in a little less time than you need to say "What is the reality … ?!" in reaction to Oscar Mayer's hot dog ice cream flavor .

Who only eats mustard @Frenchs? Condiments have been prepared for Oscar Mayer hot dogs. Say hello to Oscar Mayer Ice Dog Sandwich – flavored ice cream made from our best hot dogs, sandwiched with spicy mustard. Do you want to try this? Coming in August🔥 #OscarMayerIceCream

– Oscar Mayer (@oscarmayer) August 1, 2019

Let us know what you think of the new format in comments or on Twitter: #WeeklyWrap.

To listen to previous Weekly Wrap shows, go to the Weekly Wrap main page.

Cover image of Joseph Kalinowski / Content Marketing Institute

Author: Robert Rose

Robert is the founder and chief policy officer of The Content Advisory, the training and consulting group of the Content Marketing Institute. Robert has worked with more than 500 companies, including 15 Fortune 100 companies. He has provided content and strategy marketing advice to global brands such as Capital One, NASA, Dell, McCormick Spices, Hewlett Packard, Microsoft and others. the Bill & Melinda Gates Foundation. . The third book of Robert – Killing Marketing, with his co – author Joe Pulizzi, has been dubbed the "book that rewrites the rules of marketing. His second book – Experiences: The seventh century of marketing is one of the best-selling. It has been described as a "treaty and arms appeal for marketers to lead commercial innovation in the 21st century". Robert's first book, Managing Content Marketing, has spent two weeks as the top ten marketing book on Amazon.com and is generally considered the "owner's manual" of the content marketing process. You can follow Robert every week on his popular podcast – The Weekly Wrap. Follow him on Twitter @Robert_Rose.

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