Activating Strategy With Conversational Content

Creating Influential Conversations

We all know content has the power to engage consumers and activate their purchasing power. But there is another, more powerful aspect of content that can be easily overlooked when focusing on driving KPIs. That is the ability of content to influence change in the marketplace.
Over the course of a career that spans two decades, Brian has refined an unconventional approach to content strategy that focuses on conversations that drive business strategy. An impactful business strategy has the power to shape markets, and conversational content is the key to moving that strategy forward.
He is also a strong believer in the utility of metrics as an internal educational tool. Sharing departmental KPIs informs your employees of senior leadership expectations and the overall goals of the organization. Ultimately, your employees are more educated about what’s happening in the marketplace and within the profession, making them more effective at executing your impactful business strategy through their positions.

In This Episode

• Why success means strategically thinking of content as a filter
• How conversational content leads to shaping the market
• Why understanding your consumer’s values means keeping in mind a large number of personas
• How understanding strategy behind the conversations leads to winning content
• Why marketing today means creating and extending two-way dialogue via multiple channels
• The communication concept of 30/3/30

Quotes From This Episode

“Content strategy is not necessarily a critical element of what is pertinent to being successful.” —@BGMiske
“We’re trying to compete in a market that is in a near-constant disruption from technological forces—brand, reputational, as well as regulatory—and those disruptive forces are challenging the legacy of multiple industries that are a century old.” —@BGMiske
“I see more and more parity between products and services organizations.” —@BGMiske

“I don’t think thought leadership is the one way to win in professional services. It’s really about creating and extending conversations. The only way to shape those conversations is to understand the strategy behind it and what is the content needed in order to drive that strategy.” —@BGMiske

“There are three to four different generations in the marketplace, all of which consume content and learn very differently.” —@BGMiske
“With any type of KPI, you want to drive behaviors.” —@BGMiske
“Any change in your life, any change with an organization, it’s based on a choice.” —@BGMiske
“Marketers have to take the complex and make it simple but also coherent for those core audiences.” —@BGMiske
“We have to define the strategy, the content that matches that conversation that enables that strategy, then the platforms and channels that maximize the strategic outcomes that we want to achieve.” —@BGMiske

Resources

• Stat of the Week: Despite new challenges, CEOs confident in growth through transformation
• Brian Miske on Twitter: @BGMiske
• KPMG MSLP

What did you want to be when you grew up?

As a child, Brian wanted to first go into the military and then later wanted to become a professional lacrosse player. Neither dream was realized but both stem from a place of competition and internal drive. These are still a part of his overall ethos today.