Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You

by John Hall

Overview

A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing

What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.

It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals:

• how consumer needs and expectations have changed and what this shift means for you
• how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you
• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust

Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth.

Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

Product Details

ISBN-13:	9781260011920
Publisher:	McGraw Hill LLC
Publication date:	04/20/2017
Edition description:	New Edition
Pages:	208
Sales rank:	502,442
Product dimensions:	6.00(w) x 9.10(h) x 1.00(d)

About the Author

John Hall is the cofounder and president of Calendar.com, a leading scheduling app that will change how we manage and invest our time. He is also the cofounder of Influence and Co. and a strategic advisor to Relevance.com. A recipient of the EY Entrepreneur of the Year Award for Best Emerging Company and recognized as one of the Business Journals’ Top 100 Visionaries, John has been hailed as a preeminent influencer, leader, and speaker to whom people should pay attention. He writes weekly columns for Forbes and Inc., and has contributed to more than 50 online publications, including Harvard Business Review, Fortune, Fast Company, and Mashable.

Table of Contents

Foreword ix

Acknowledgments xi

Introduction xiii

1 How Your Consumers Are Changing 1

2 What Consumers Are Looking for in Brands They Trust 15

3 Building Relationships by Helping Others 29

4 Being Transparent and Likable 53

5 Remaining Consistent and Boosting Familiarity 77

6 Broadcasting Your Message through Content 87

7 My Journey 105

8 The Golden Rule of Communication 117

9 Beyond the Marketing Department 129

10 Populating All Stages of the Consumer Journey Through Strategic Distribution 143

Resource Library 163

Notes 173

Index 177