Gillian Rightford’s Post

CEOs are sitting on a content goldmine. They have stories, interactions, perspectives, learnings, and frameworks that are just waiting to be turned into demand-generating, reputation-building media. But instead of repurposing them, they die in Zoom calls and e-mail threads. The 1% of CEOs? They turn these insights into social content. To educate their current and potential customers, news media, government officials, and create demand. I help the 1%.

What I'm sharing in my newsletter tomorrow... And WHY I'm sharing it. 1. How To Create A Business Process Map With Post-It Notes Because it will help you figure out how customers happen in your business. 2. A Simple Way To Create A Course In An Hour Because you'll no longer have an excuse not to monetize your expertise. 3. 5 Newsletter Ideas That Can Become $1 Million Businesses Because Louis Nicholls 💫 was nice enough to share what he's learned from working with hundreds of publishers. 4. An AI Prompt That Gives You 40 Quality Content Ideas In 4 Seconds Because Blake Emal shared the exact prompt he uses to figure out what customers want. 5. A 4-Step Playbook To Attract Partners Who Will Promote Your Content Because the secret to audience growth is to be able to consistently reach other people's audiences. --- My newsletter with all this stuff hits inboxes tomorrow morning. Sign up at the link on my profile if you want it!

we're all constantly juggling countless distractions vying for our attention. From binge-worthy shows to endless scrolling, our time is precious. To keep readers hooked, you need a killer opening that grabs attention. Here are five ideas to make them curious: Challenge the Norm: Start by questioning common beliefs. It'll make readers sit up and take notice, showing you've got something fresh to say. Hit them with Numbers: Lead with a surprising stat to make your point pop. Real data grabs attention and sets the stage for what's to come. Share a Personal Tale: Connect on a personal level with a story. It draws readers in, making them feel like they're part of the conversation. Offer Quick Fixes: Give readers something they can use right away. Immediate solutions show you're here to help, not just talk. Tease with Secrets: Frame your content like insider info. Everyone loves feeling like they're in on something exclusive. Try these out and see what sticks with your audience. And don't be shy—let me know how it goes or what else you're curious about!#DigitalEngagement #ContentStrategy #AudienceInsights #MarketingTips #OnlinePresence #SocialMediaStrategies #StorytellingInMarketing #datadrivendecisions

It's no secret how important effective and powerful messaging is for businesses. But, amidst today's ever-increasing competition, ensuring your services stand out from the crowd isn't a walk in the park. This is where the Framing Effect comes in 💡 Find out more about this crucial cognitive bias, and how you can utilise it to make your content more impactful: https://hubs.li/Q02gzt8c0 #marketingpsychology #theframingeffect #marketingagency #cognitivebias #behaviouralscience

Did you ever wonder how much time we spend watching videos? On average, it’s a staggering 17 hours per week! This trend, highlighted by a global survey, reveals the growing dominance of online video content as a leading digital medium. For those seeking to enhance their viewer numbers and engagement, the power of video cannot be underestimated. Discover the potential with TargetVideo ‘s Video Library, a resource for unique, credible video content. Choose from an array of themes such as culinary experiences, home and living, parenting guidance, fashion, and beyond.

Late last year, I set out to solve a personal problem as a marketer: how to synthesize insights from a bunch of industry reports into one repository. So I decided to pivot my Substack newsletter (where I'd been writing political Op-Eds) and turned it into a marketing industry insights newsletter. Gone are the days where I'd bookmark, save, download reports and threaten to read them one day and never actually get around to doing it. Now I curate this content in short-form and share it for the benefit of other marketers on the move. Here's my most recent offering:

It's wild to me when Marketers tend to only respond to "no BS" content about their profession, and yet don't feel the same about how they approach their audiences. That cynicism has no place in 2024. Here are 3 ways to be more authentic: 1. Listen without prejudging. Marketers are constantly finding ways to minimize their audiences into least common denominators and "cohorts." The truth is, if you pay attention, your audience tells you what they actually care about and struggle with. And it's the nuances that matter to them. 2. Avoid insincere newsjacking. Wanna be a sketchy lawyer chasing ambulances? Because that's what is happening. If you have a real hook and perspective, great! But trying to force fit a concept because it's the hot new thing makes you shallow and unbelievable. 3. Convey the real value you bring. If you have something worth marketing, then you have a story of value. There's no need to build it up into something bigger. A good business decision is clear and indisputable. You're not curing cancer (unless you are, then market that!).

Happy New Year! Here are my predictions for communications and PR going into 2024: ✅ IN: Clear, concise, fresh narratives that are tailor-made for your audience, industry, and for the current state of the ecosystem ❌ OUT: Flavor of the Week key messages and the "throw it at the wall and see what sticks" mentality when it comes to narrative development ✅ IN: Transparent storytelling that is authentic and trustworthy without being boring and stale ❌ OUT: The stereotypical "PR spin" that can turn anything into gold ✅ IN: Sacrificing volume for high-quality, high-impact media hits worthy of time and effort—a less is more approach ❌ OUT: Sacrificing quality for high-volume, low-impact media grabs ✅ IN: Intentional and authentic community engagement for everyone (even B2Bs) to truly understand the market ❌ OUT: One-way communications and no desire to engage in a meaningful way with stakeholders ✅ IN: A humanized approach to copywriting to ensure authenticity and warmth ❌ OUT: Sterile AI-generated content that lacks personality and depth

Simple 'ah-ha' moment for me yesterday: Reading Janette Barnard's most recent Prime Future piece -- "Let them choose" -- had me thinking... (and if you're not paying for JB's knowledge bombs via Substack, you're missing out...) 🤔 How am I (or my clients) listening to prospects, customers, or the industry at large as it pertains to *what* content they want to consume or *how* they want to consume it? Audience research and persona profiles are great, but are you proactively updating them? Shifting as the content landscape changes? Optimizing or doubling down on what works? Questioning your assumptions? This isn't a mind-numbing strategy; it's simple. But, as Janette points out, it is so simple to overlook. Ask them. Don't assume!

If I could share one lesson for younger marketers, it would be to write clear, not clever. Write fancy words in your CTAs, you get no clicks. Write messaging docs like a novel, nobody gets what you do. Write complicated landing page copy, people bounce off. Write long and detailed emails, nothing gets actioned. Words are magic. Write as simply and clearly as possible, with words real people use to explain their challenges and goals. Take the corporate hat off and step into the shoes of your audience. Works wonders. Try and let me know if you see a difference in results!