How to Create Emails That Your Audience Wants to Read (with Ed Forteau)
Release Date: 09/26/2024
Are We Drowning in Our Own Marketing Language?
The Human Content Brief
This week, we break down a real example of transforming generic marketing language into meaningful content, explore how gated content barriers have spread beyond contact forms, and I share an AI mistake I made that others can learn from. You'll hear: A step-by-step transformation from generic marketing language to meaningful language using a fake company and product - but a real audience. How gated content hurts connection and why this barrier mentality has spread into uncomfortable sales tactics and even YouTube content. My confession about an AI mistake I caught myself making and...
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Connecting on Social: Do We Sound Like Humans or Radio Ads?
The Human Content Brief
This week, we examine how templated language can dehumanize LinkedIn DMs, the tendency to overthink our video content, the benefits of trying out Instagram, and how to transform a mobile experience into a Disney ride. You'll hear: How LinkedIn DMs that start with "At" instantly sound like radio commercials Keelyn Hart's advice for a different approach to DMs How the same templated language problem shows up in emails and social posts (and makes people tune out) Video advice from LinkedIn's Purna Virji and Deya on why imperfect videos focused on conversations work best A conversation with...
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Has Human Language Disappeared in Content?
The Human Content Brief
This week, we’re looking at the gap between what marketers say and what they actually do—and how that disconnect shows up in their messaging, their goals, and their use of AI. You’ll hear: Why so many “human” content strategists still sound robotic (via insight from Christopher Penn) A frustrating but telling look at where marketers are putting their focus in the year ahead, thanks to Rand Fishkin A thoughtful breakdown of what real conversion looks like and what it says about content, inspired by Matt Cornelison and Andy Crestodina A conversation with Sabrina Amjad from...
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What's Going on With The Podcast?
The Human Content Brief
Just touching base with you about what's been going on and what to expect next!
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Is Your Content Creating The Right Perception?
The Human Content Brief
Shira Abel is the CEO and Founder of Hunter & Bard and creator of The Perception Formula. She's here to help consider the ways company attitudes about audiences inevitably shape the content we create. She'll add much-needed depth and context to the concepts of having self-awareness in the content we create, and how we can tap into the thoughts and emotions of our target audiences. One of the ways she taps into this is through her innovative Perception Formula (Perception = Heuristics + Hormones + History + Heritage). Drawing from her 25 years of experience and role as a lecturer at UC...
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How to Create Content That Surprises Your Audience (R)
The Human Content Brief
This week, we're revisiting the episode featuring Marcus Sheridan. The show is back with a new episode on April 2nd. Sometimes, the simplest changes in a mindset or approach can make the biggest difference in improving your content strategies. However, the barriers that often block content improvements come from inside a business. Today’s expert has some answers. Marcus Sheridan is a world-renowned keynote speaker, communication expert, digital marketing consultant and author of the revolutionary book They Ask You, Answer. Marcus's website - His company - ...
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How Do You Cure Generic Content Disease?
The Human Content Brief
Matt Locke, Director at StoryThings, joins us to discuss the epidemic of uninspired content marketing and how businesses can create truly distinctive thought leadership. Matt brings decades of experience from his BBC and Channel 4 background to explain why so much content fails to resonate with audiences. He reveals practical strategies for escaping the zombie-like repetition plaguing corporate content strategy, including frameworks to help you deliver real value that resonates with audiences. Matt on LinkedIn - Company Website - Social Post -
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How Can Writers Take Control of AI Instead of Fearing It?
The Human Content Brief
In this episode, book coach and business advisor Jackie Lane reveals why writers shouldn't fear AI but should instead take agency over how they use it. As the founder of the HII (Human Intelligence and Imagination) Project, Jackie shares insights from both sides - as someone who actively uses AI while also championing the irreplaceable value of human creativity. Jackie explains her helpful approach to setting AI boundaries and shares surprising discoveries from interviews, writers, and clients. She also reveals why writers shouldn't worry about their jobs and what they can do instead. Whether...
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How Can Social Media Work for Non-Sexy Brands?
The Human Content Brief
Do you think social media can't really be "social" because people won't care or you don't work for a sexy brand? In this episode, John Gonzalez from the Northeast Ohio Regional Sewer District shares how his team transformed their utility's social media from basic announcements into engaging conversations that changed how people view infrastructure. John reveals how they found their voice and explains their strategy of balancing humor, humanity, and humility in utility communications. We'll also hear stories about how they successfully joined conversations their community was already having....
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Can Content Strategy Build a Stronger Company Culture?
The Human Content Brief
We know that internal communication can impact external communication (content marketing), but can content strategies improve internal communication and company culture? Communications expert and strategist Kristin Quiroz Bayona is here to explain how social media, video, and podcast strategies can be applied internally. Like humanized content, she'll explain why authenticity matters more than "safe" templated messaging and how to measure the real impact of employee communications. Plu.s, you'll learn how two-way communication, multi-channel content, and innovative ideas can build stronger...
info_outlineCisco Talos Intelligence estimates that 150 billion emails sent globally are spam. Even marketers get a lot of spam!
So, if you're a marketer, how do you create emails that stand out from the spam, make connections, generate responses and develop long-term customer relationships?
Business consultant and author Ed Forteau helps service providers, entrepreneurs, and sales professionals build authentic relationships, and he's here to share some answers, including:
- Why personalization is more crucial than ever in cutting through the noise
- The shift from mass emailing to focused, quality connections
- Why your email strategy should align with other platforms like LinkedIn
- How to use content amplification to warm up cold leads
- The power of behavioral segmentation in boosting engagement
- Why understanding customer personas leads to more impactful communication
- How AI can enhance your email strategy without losing the human touch
Ed's website - EdForteau.com
Ed on LinkedIn - Ed Forteau
Ed's Book - No More Cringe