Episode 277 - Cracking the Code of Brand Trust, Strategy and Awareness
We live in times of heightened cynicism, where people don't believe things at first blush anymore. People, in general, tend to resist new information in a protective response to the countless lies without consequences from politicians or the feeling that behind every conversation, someone is hiding, trying to sell them something. As people feel they can't trust any external sources, they only accept the truth that resonates with them; they adopt the facts that match their identities. Joining us today is Margot Bloomstein, Author, Keynote Speaker, and Content Strategist at Appropiate, Inc. She is a Lecturer in Content Strategy at FH Joanneum, and she offers industry-leading training and consulting at Rosenfeld Media. She holds a BFA in Design and Anthropology from Carnegie Mellon University. Margot is considered one of the leading voices in content strategy of the moment. She published two books, Content Strategy at Work and her recently published, Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap. Margot kindly shared her journey in the content strategy business, how it was to grow simultaneously with the intaernet emerging industry. She talked about the humbling experience of working in an industry in constant development, where there are lots of things to learn every day. Margot brilliantly explained why cynicism grew that much in our society and why people decide to wall themselves from new information. We also discussed what companies can do to overcome the lack of trust in communication. If you want to learn more about communication, lack of trust, and overcoming the wall of cynicism around the audiences, tune in to Episode 277 of Becoming Your Best. Some Questions I Ask: Tell us about your background, including any turning points in your life that's had a significant impact on you. (2:33) Brands use voice, volume, and vulnerability to bring people closer and then drive brand engagement? How does this happen? (7:58) How do we use voice, volume, and vulnerability to overcome that barrier? (18:05) Is there a way for organizations to measure how effective they are right now with voice, volume, and vulnerability to bring their people closer and drive their brand engagement? (24:11) If you have a low return rate and high satisfaction rates, does that mean you're close to communicating in the right way? (26:45) In This Episode, You Will Learn: A humbling experience in an industry in constant growth (6:35) Companies need to rebuild trust and confidence (10:18) What happens when no new information is accepted (13:43) How can the 3 V's - voice, volume, and vulnerability - help a business to grow trust (18:39) Why vulnerability is considered a strength, not a weakness (29:10) Resources: Appropiate, Inc. Website Book: Margot Bloomstein - Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project Book: Margot Bloomstein - Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap Connect with Margot: LinkedIn Twitter Becoming Your Best Resources: Becoming Your Best Website Becoming Your Best University Website Becoming Your Best Library Email: email@example.com Book: Becoming Your Best: The 12 Principles of Highly Successful Leaders Book: Conquer Anxiety: How to Overcome Anxiety and Optimize Your Performance Facebook Group – Conquer Anxiety See acast.com/privacy for privacy and opt-out information.