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Brilliance@Work and the Stars Who Make it Happen: Crissy Saint

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar communication professionals and their best practices at work.

Crissy Saint

Crissy Saint

Crissy Saint, Senior Communications Strategist at MM Identity Lab in Phoenix, Arizona, will share her insight on strategic content marketing as part of the panel discussion, “Cross-Platform Convergence Platform: Best Practices for Blending Online and Offline,” during the Digital Summit Phoenix, March 31-April 1.

With huge passion for innovation and the power of collaboration, Crissy helps businesses of all sizes to streamline their content marketing efforts. She loves to tell visual and written stories through social media, brand identity and strategy, public relations and community building.

To learn content marketing best practices from Crissy in person, join us next week at the Digital Summit Phoenix. As an event sponsor, IABC Phoenix is offering a $50 savings on registration. Don’t miss out on two days of career advancing-business growing content, hours of peer networking, open bars, good food, cool swag and lots more!

In the meantime, read on as Crissy shares her insight on building a successful brand content strategy:

Peggy Bieniek: What is most important for people to know about you?
Crissy Saint: I crush on storytelling for brands that has a positive impact on humanity at large and opens up a two-way dialogue for brand-consumer conversation.

PB: What are you most interested in and speak most enthusiastically about?
CS: Building brands from the ground-up has always been a passion of mine. Helping brands mature from grassroots entities to well-known brands is another.

PB: What projects are you most proud of?
CS: Every project that I’ve worked on with the MM Identity Lab has been memorable and notable. Working with various nonprofits around the Valley always makes me beam because of the positive impact it has on our local community in Phoenix.

PB: What are some communication best practices you’ve developed and/or helped to implement?
CS: Oftentimes, our clients want to jump straight to tactical implementation and they overlook the building of a strategic brand foundation. I’ve helped clients take a step back and get an elevated view of their communications efforts so that there’s consistency across all platforms and mediums for their brand voice and content development.

PB: How is content marketing a key driver of your digital marketing efforts?
CS:
Over the last few years, we’ve seen search engines change their algorithms to focus on quality content over outdated link-building efforts to promote content exposure online. The development of quality content that has the ability to live in various places online and in different formats is key. Without quality content, digital marketing efforts often fall short and can fracture brands.

PB: What is your process for creating original content?
CS: Creating original content for brands based on their core brand strategy is a balancing act. It’s based on understanding the target audience as human beings instead of dollar signs and creating a content strategy that is tailored to both the functional and emotional assets that are shared between the brand and the reader.

PB: What do you focus on when creating content for your audience?
CS: From a brand perspective, I focus on consistency in the telling of the brand’s story. From a content perspective, I focus on creating original content that can easily translate to various platforms. From an audience perspective, I focus on content that strikes up conversations and appeals to the audience by providing meaning, education and value.

PB: I read that you are an avid photographer. How did you get started in photography?
CS: Photography is another means to tell a visual story. Being a lover of stories in all forms, it made sense to explore this hobby more in-depth.

PB: What type of photography do you enjoy the most?
CS: Landscape and candid photography.

PB: How do you use photography to tell your organization’s stories?
CS: At MM Identity Lab, we partner with various photographers based on our particular storytelling needs or the needs of our clients.

PB: What are your current projects as you continue to develop your professional skills and knowledge?
CS: I try to make it a priority to meet other writers in the Valley, read books and journals, and write as often as possible. Not losing my passion for the art of writing is something I value greatly.

PB: What are some of your favorite resources for content and digital marketing inspiration?
CS: Seth Godin’s blog, as well as other business publications have always been solid resources for inspiration. Also, attending local meetups for in-person inspiration from other writers and content strategists is big for me.

PB: What is your contact information for questions, comments and ideas?
CS: You can connect with me at Crissy@mmidentitylab.com.

What best practices in communication would you like to share in future Brilliance@Work profiles? What are your ideas for topics or people to be featured in upcoming profiles?

 


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Know. Grow. Show. Digital Summit Phoenix.

Flickr_-_paul_bica_-_cutting_edgePhoto by paul bica

Join me at the Digital Summit Phoenix, March 31-April 1, presented by TechMedia, for leading edge digital media and marketing content and top flight networking opportunities with internet execs, online marketers, entrepreneurs and digital strategists.

Why should you attend Digital Summit Phoenix?

  • Know: Be educated on top-level trends, leading technologies, best practices and hands-on techniques in sessions designed to help you excel in the quickly evolving digital space.
  • Grow: Stay educated with the latest insight into trending and emerging technologies that affect your continued career knowledge and your company’s bottom line.
  • Show: See over 75 speakers from leading brands. Meet potential customers, vendors, expert resources, friends and colleagues.
  • . . . and SAVE: As a sponsor of Digital Summit Phoenix, IABC Phoenix is offering a $50 savings on registration.

Don’t miss out on two days of career advancing-business growing content, hours of peer networking, open bars, good food, cool swag and lots more!

Stay connected with Digital Summit Phoenix:

  • twitter.com/DigSumPHX  #DSP14
  • linkedin.com/Digital Summit Phoenix
  • facebook.com/digitalsummitphoenix


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Brilliance@Work and the Stars Who Make it Happen: Stefanie Rathjen Kelly

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, the first in a new series of profiles about stellar communication professionals and their best practices at work.

Stefanie Rathjen Kelly

Stefanie Rathjen Kelly

Stefanie Rathjen Kelly, Director of Digital Marketing for Pathway Medical Staffing (soon will be Medical Staffing Network: Beyond the Bedside), shares her insights and best practices for digital marketing in the healthcare industry:

Peggy L. Bieniek: How did content marketing become a key driver of your digital marketing efforts?
Stefanie Rathjen Kelly: I got into content marketing because I realized that my digital marketing programs would go nowhere if I didn’t have any interesting, educational and thought-provoking content to fill all of our channels and campaigns. I started to curate and share content from sources interesting to our audience, and then I started to publish original content.

PLB: What is your process for creating original content?
SRK: At the end of the day your content is about your audience and being able to engage with them at a very basic emotional level. I’ve found that engaging our audience in the content creation process has been extremely successful. The audience is interested because they took part in the content. Here are some examples of content we created by reaching out and understanding our audience:

PLB: What do you focus on when creating content for your audience?
SRK: You need to be specific with your content. We’re a staffing and recruiting firm for nurses. There’s a ton of information about staffing, recruiting, finding a job, career tips, etc. out there. There’s also a ton of information about nursing. However, there isn’t a lot of information about searching and crafting great career moves in Nurse Case Management, which is our specific niche of the healthcare world. When creating content you need to get down to a more granular level. If you have several different audiences, focus on your greatest revenue-producing audience first. This is the best place to start when you have limited resources.

PLB: How do you continue to create relevant content for your audience?
SRK: My advice is to get inspiration from organizations and thought leaders that have big resources to invest in content marketing. I’m a one-woman marketing show from creating the concepts and strategies for digital marketing and content marketing, conducting the surveys, writing the copy, creating the graphics, developing the landing pages and emails, and cutting up the content to feed it to our various marketing channels like blogs, social media, advertising and nurture campaigns. My philosophy is: don’t reinvent the wheel, just re-engineer it for your specific audience and business goals.

PLB: How do you “cut up your content” for your various media channels?
SRK: Creating great content is very labor intensive, especially for a one-person team like mine. I need to get the most out of each piece so I carve it up like a Thanksgiving turkey: http://cdn2.business2community.com/wp-content/uploads/2013/11/turkey.png

I cut up the information in each piece of content and push it out in small digestible bite-sized chunks of information using social media, nurture campaigns, etc. If our audience is engaged and wants more, they can respond to our call to action which is often an eBook download that feeds into our lead generation efforts. Here are a few examples:

PLB: Can you share an example of how you incorporate traditional marketing into your overall marketing efforts?
SRK: We participated in a trade show and gave away mouse pads printed with quotes from an eBook I created. The call to action was to download the rest of the eBook from a link. It’s a bit old school, but you’d be surprised how many people come looking for this thing. A nurse from a large managed care organization wanted 40 mouse pads for her entire team. The call to action on the mouse pad is www.Pathway-Medical.com/100quotes… and it works. We’ve received tremendous response from this.
Pathway Mousepad 063013 cropped

PLB: What are some of your favorite resources for content and digital marketing inspiration?
SRK: Some of the resources I use on a regular basis are:

Two vendors that do a great job with their own content marketing:

Some individuals I watch for inspiration:

I recently attended a Content Marketing Master Class in NYC. Here’s a great summary of the event by Mary Montserrat-Howlett, which includes some of the ideas and tips I use on a regular basis:
http://blog.iprospect.ca/content-marketing-master-class-new-york-2013-summary/

“The 5 Whys” is a Six Sigma determining root cause best practice: http://www.isixsigma.com/tools-templates/cause-effect/determine-root-cause-5-whys/

Also, one of my favorite examples of phenomenal content marketing is Coca-Cola’s Content 2020 strategy: http://contentmarketinginstitute.com/2012/01/coca-cola-content-marketing-20-20/

PLB: What is your contact information for questions, comments and ideas?
SRK: My LinkedIn profile is www.linkedin.com/in/srkelly and my Twitter handle is @srkellyonline. I appreciate being featured in the first Brilliance@Work profile and am happy to share this information. I look forward to hearing from your readers.

What communication best practices would you like to share in future Brilliance@Work profiles? What are your ideas for topics or people featured in upcoming profiles?