Even with the many template options, there are many times that the best option for a blog is a custom design. And while the term “blog” used to refer to an online journal, blogs have now become a portal to your full site. Your “blog” site may include a store, media, events calendars and galleries.
Whether you’re running a dog grooming business or giving parenting advice, one size does not fit all. Custom blog development should start with the strategic question, “What do we ultimately want visitors to do?” and then create an online experience that uniquely expresses the individual’s or organization’s personality and drives conversions.
“If we do what they want, we always get what we want.” – S. Truett Cathy
I’ve always loved Chick-fil-A. But this week, my fan status rose to a whole new level as I spent the day at their corporate headquarters in Atlanta. I was part of a “think tank” – a brainstorming session to create CFA experiences where adults and kids can connect and learn leadership lessons. As CFA marketing staff laid out the objectives for the day, it became clear why the food chain is so unique – and successful.
1. Respect for leadership. I can’t tell you how many times during the day I heard “Truett says…” or “Dan says…” referring to quotes from the Chairman and the President. There is a profound respect for the leadership of their organization, most likely because they feel that respect in return.
2. Respect for the team. Chick-fil-A is unashamedly a family-owned organization. But rather than letting that be a point of contention, it has been woven positively into the culture. CFA treats every team member like part of the family, right down to the family lunch that employees share at headquarters (at no charge) each day. And I’m not talking about a sandwich and a Coke, but rather a full buffet, with salad bar, specials of the day, dessert options, and of course, lots of chicken.
3. Clear direction. As an organization, CFA has done a great job of defining their corporate values, getting the full buy in from their team and seeing the values through from the corporate office to the end consumer. These values include a) Organizational Excellence b) Second-mile service and c) Emotional Connection. It’s one thing to post your values on the wall at headquarters. It’s another to live them out in 1,600 locations. As I look at those values, I see a clear picture of the local restaurant that I know so well.
Without a doubt, Chick-fil-A employees have bought in and are fans themselves. I think I’m starting to understand how they develop fans as “raving” as this:
Do you see this difference when you walk in a Chick-fil-A store?
Recently Google estimated that the same amount of content that was created from the beginning of time until 2003 is now created every 2 days. Hard to comprehend. Maybe just as difficult to understand is the dramatic impact on the process of delivering content in such a fast-paced, crowded space. Yet for those with established platforms and a great message, a new opportunity is emerging.
Dr. Tim Elmore (President, Growing Leaders) recognized that opportunity. A published author with 25 books, speaking engagements in prestigious universities and organizations across the country, and a large following of those dedicated to student leadership, Dr. Elmore had two requirements: 1) Publish a new book with a time-sensitive message in 6 months. 2) Retain ownership of his intellectual property – in this case, the book copy, the graphics, the charts and the message as a whole. For Tim, the ability to get an urgent message to his audience in a short time was paramount. And owning IP would allow him to alter that content as necessary to provide additional resources in multiple formats, to quickly respond to reader feedback.
When we began working with Tim in February, it was obvious that traditional publishing would not meet his needs. It was time to charter a new course. We set to work forming a dream team – publicists, marketers, creatives, techies. With this team, we:
defined the brand
reviewed the content and selected delivery networks
refined the message – graphics, editorial, titling, video promo (above)
and released the book – from concept to release – in 6 months. Unheard of by traditional standards.
This week, Generation iY released and officially marked a milestone. The sprint to release this book is done. The evolution of delivering content in a new world – with new rules – has just begun.
Who else do you know that has recognized the opportunity to write their own rules?
During a make-up break (for Maurilio) at our photo shoot
Just when we thought it couldn’t get any better…
There’s nothing like the reward…and work…of launching new initiatives. Two years ago Maurilio and I had the privilege of launching a literary agency. Our relationships with publishers, mega-church pastors, ministry leaders and authors made it a natural fit. Combine that with our marketing and technology expertise, and we were able to offer what few agents could – investment in the full publishing process, from pitch to retail.
Just when we thought it couldn’t get any better, it did.
Earlier this year, I met Tami Heim. What started as casual introduction soon developed into dreaming about possibilities. The changing world of publishing offered an opportunity to do what we at The A Group do best – adapt, implement and fill the gap. From content delivery to social media strategy, today’s ministry and author brands find a complex landscape with fragmented expertise. Combining Tami’s 360 degree view of retail and publishing with our experience in book marketing and technology brought a comprehensive option to manage and grow brands.
Today we are officially announcing the launch of our Brand Development division at The A Group. Approaching content delivery from the perspective of long-term brand development, we can guide authors to the unique opportunities in today’s publishing environment.
One look at Tami’s resume and you’ll note her extensive experience, from Chief Publishing Officer at Thomas Nelson to President of Borders Books. But even more impressive might be her heart. I recently explained it this way, “I can’t tell you the last time I met someone who truly approaches every situation desiring a win for all involved.” I’m blessed to call her mentor, friend, and now…officially…partner.
What opportunities have you found in an environment of change?
Shannon Litton is Partner in The A Group, Brand Development. She works as a
publishing agent, brand manager and marketing consultant. Her most important
titles are “wife” to Joel and “mom” to
four children – ages 7, 4, 2 and 1 (the two youngest adopted in 2011
from Ethiopia). In her spare time, she sleeps. Read more…
