Conversations With Christine Christine McLean

Internal marketing and employee advocacy help companies leverage each team member's online visibility to raise brand awareness.

However, I've found that facilitating this process sometimes means that employees risk losing their personal brands. I've been mulling over this risk for a while.

I was delighted to discover Lia Zneimer while scrolling through LinkedIn one day. Her posts demonstrated a keen sense of connecting her personal brand with her employer's brand.

Here's a breakdown of what we discussed.

00:00 - Start

03:10 - Why Is Lia Passionate About Helping People Find Jobs?

06:24 - Finding Your Core Passion for Brand Promotion

08:30 - Overcoming Self-Doubt

10:52 - How to Find Your Authentic Nugget

13:50 - How to Preserve Your Personal Identity While Supporting Your Personal Brand

18:15 - How to Deal with Mandated Company Promotion Using Your Personal Brand

21:41 - Getting More Employees Involved in Employee Advocacy

25:26 - Employee Advocacy & Content Strategy

One of the most common pieces of marketing advice is to reach your audience where they are, and it makes sense. You wouldn't go to a molehill to find a dolphin.

But what tends to happen is that brands focus a lot on the popular (and most obvious) channels for content distribution, which leads to missed opportunities. Yes, you should be on the obvious social media channels but are there other platforms you can creatively leverage to expand your reach?

Crystal Waddell, founder of CW Media and the Simple and Smart SEO Show, explains the power of Pinterest in this podcast episode. Although Pinterest is primarily used by B2C, D2C, and e-commerce brands, there are also B2B marketing opportunities.

Here are three of the top insights I got from this fun conversation:

1. Pinterest content can still be found several years after being published
2. Matching your website keyword strategy with your Pinterest keyword strategy can increase your visibility on search engine results pages (SERPs)
3. B2B brands can couple Pinterest ads with their organic B2B strategy

Check out Crystal's Simple and Smart SEO Show.

https://www.simpleandsmartseo.com/

Nate Turner, CEO of Ten Speed, joined me to discuss the art of content maintenance. This podcast episode covers:

What content maintenance is
Part of a content maintenance strategy
What content decay is and how to manage it
Tips for maintaining content

You can read Ten Speed's article on content decay here.

Jess Cook is the Head of Content at LASSO and co-host of an amazing podcast called "That's Marketing, Baby!". She and I had an interesting conversation about what big picture thinking looks like in content marketing. Jess shares some fantastic insights about how content should tell the brand's story, how that ties in with business goals, and what B2B brands can do to truly stand out in a sea of sameness.

Connect With Jess

https://bit.ly/3ToUmrC

Listen to That's Marketing, Baby!

https://apple.co/3Z39k7I

Technical SEO is one of the most overlooked areas in content marketing. We often like to make on-page SEO and off-page SEO our primary focus. But technical SEO is what really makes our website content discoverable to search engines.

Aatif Mohd is the SEO Growth Consultant at Flying Cat Marketing. He shared some great technical SEO tips in this episode related to:

What technical SEO really is
The role website hosts play in SEO
How to use Google Search Console to unearth and address technical SEO issues
The four key elements of technical SEO that you should pay attention to
Tips for creating and implementing a technical SEO strategy