Canright Communications

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Marketing Notes

Navigating the Echo Chamber: The Thought Leader’s Challenge in the Age of Social Media

Where social media platforms serve as the primary arenas for discourse and debate, navigating the echo chamber has become a formidable challenge for thought leaders. To succeed, thought leaders and industry experts have to find creative ways to break through the echo chamber to foster meaningful connections and drive positive change. 

Most communication professionals agree that it’s crucial to recognize the importance of authenticity, engagement, and innovation in standing out amidst the noise.

Understanding the Echo Chamber

The echo chamber phenomenon is characterized by the tendency of individuals to seek out and engage with information that aligns with their pre-existing beliefs while disregarding or dismissing contradictory viewpoints. As social media algorithms prioritize content based on audience preferences and past interactions, readers are often exposed to a narrow range of perspectives,  creating an environment that reinforces existing biases and stifles diverse perspectives. 

Fortunately, there are a few strategies thought leaders and industry experts can tap into.

Strategies for Thought Leaders

  • Embrace Authenticity: In a digital landscape dominated by curated content and polished personas, authenticity is key. Thought leaders must strive to be real people with real opinions that represent their beliefs and values, sharing genuine insights and experiences that resonate with their audience.
  • Diversify Your Content: To combat the echo chamber effect, thought leaders should diversify their content and engage with a wide range of perspectives. By sharing content that challenges assumptions and sparks dialogue, thought leaders can foster a more inclusive and dynamic online community.
  • Foster Meaningful Connections: Thought leaders should prioritize building meaningful connections with their audience, rather than focusing solely on metrics like likes and shares. By actively engaging with followers, responding to comments, and participating in discussions, thought leaders can create a sense of community and trust.
  • Lead by Example: Thought leaders have the power to shape the narrative and influence the discourse on social media. By leading by example and promoting civility, respect, and open-mindedness, thought leaders can set the tone for constructive dialogue and bridge divides within the echo chamber.

    The Canright Approach 

    At Canright Communications, we understand the power of genuine content. That’s why we’ve taken a more personal approach to our calendar emails, ditching generic photos for original images. By infusing our updates with our love of photography, we aim to foster a stronger connection with our audience and add a human touch to our communications.

    For example, we’re working on a social media project for Christina Canright’s new coaching business. One of the main goals is to boost her brand awareness. As a coach, Christina wanted to avoid overtly selling her services on social media. Instead, she opted to weave inspirational quotes with personal anecdotes. By sharing stories about why each quote resonates with her, Christina is finding a genuine connection with her audience.

    When it comes to thought leadership, we prioritize substance over generic content aimed at just getting clicks and likes. Rather than tailoring our content for popularity, we focus on delivering valuable insights derived from real-world experiences. Our thought leadership pieces stem from the genuine work we’ve done with clients, offering practical solutions to complex challenges.

    Breaking out of the echo chamber requires thought leaders to embrace authenticity, creativity, and a genuine commitment to making a difference. By sharing personal stories, infusing content with personality, and prioritizing substance over so-called vanity metrics, we can break through the noise and create meaningful connections in the age of social media.

    To learn more about our services, contact us at collin@canrightcommunications.com.

    You’re Under Surveillance

    The New York Times last week ran an article headlined “Automakers are sharing consumers’ driving behavior with insurance companies.” I didn’t think much of it. Until I finished my weekly dose of the Times’s Hard Fork Podcast, which featured “Your Car is Snitching,” an interview with Kashmir Hill, the Times reporter who wrote the story.

    Hard Fork hosts Kevin Roose, a Times tech reporter, and Casey Newton, who writes the Platformer newsletter, promised that “the more of this story you read, the higher your blood pressure goes.” They are correct.

    Even as someone who has complained that the tech giants are making tons of money on my personal data, this story got me. I had no idea that automakers would collect and sell data on my driving behaviors.

    It’s more than cars, too. Suffice it to say that data collection and sales without consumer permission or knowledge are ubiquitous in today’s connected economy.

    My first reaction was, I’m glad I own a VW because they weren’t on the list, though that doesn’t mean VW isn’t selling my data. It would be difficult to tell because the disclosures are vague at best.

    That’s one of the problems, and not just with cars. Kevin, Casey, and Kash broadened the story to all things connected to the internet. The surveillance capitalism model pioneered by Google, Yahoo, Meta, Amazon, and others who give you free tech in exchange for the ability to monetize your data, is spreading to all internet-connected companies.

    Kevin noted that he bought a smart TV and, while shopping around, realized that the smart TVs, in some cases, cost less than nonconnected TVs. Smart TVs sell data, even though you wouldn’t know it, though you might figure it out if you read the legal fine print and made a few leaps of logic.

    I expect Amazon to collect my data and present me with offers. It’s called personalization, and I like it. I expect it from Netflix, as annoying as it can be to see tons of stuff presented faster than I can stop it. I expect it from marketers of all types. I don’t expect it from my car or my new TV, which does, it turns out, collect my data.

    I found out by following a path starting with the Set Up gear on the TV’s Home dashboard.

    General to System to Additional Settings. That seemed promising.

    Additional Settings to—there it is—Advertisement.

    TV Data Collection Settings Location

    On Advertisement, you see that the default is to give you the benefit of advertisements tuned to your viewing preferences, aka, data collection. It’s already granted permission to collect, too.

    TV Data Collection Settings Opt-Out Controls

    I selected both options: Reset AD ID so that any tracking would take place under new ID, then clicked the Limit AD Tracking switch to turn it on (green).

    To be fair, I have followed an opt-out email marketing model. It’s expected. People know how to opt-out. It’s easy. There are regulations for that sort of thing.

    There are no explicit disclosure and permission regulations for cars and TVs and refrigerators and who knows what else, at least not in the U.S. If you’re online (or walking down the street with your mobile turned on for that matter), you’re under surveillance.

    Enhancing User Onboarding: The Role of Effective Product Documentation

    Where technology is concerned, the success of a product is not solely determined by its features but also by the user’s ability to harness its capabilities seamlessly. User onboarding plays a pivotal role in this process, and at Canright, we understand the integral role that effective product documentation plays in enhancing the user onboarding experience.

    Canright Communications: A Legacy of Communication Excellence

    For decades, Canright has been at the forefront of providing comprehensive technical communication solutions to organizations, empowering them to bridge the gap between technical intricacies and end-user understanding. One of our key specialties lies in crafting product documentation that contributes to successful user onboarding.

    Consultative Approach to Technical Communication

    Our journey begins with a consultative approach, where we collaborate with organizations to understand their unique needs and challenges. Canright’s capabilities include:

    • Analysis of Existing Documentation Systems: We meticulously analyze current documentation systems and content to identify areas for improvement. This involves assessing the clarity, completeness, and accessibility of existing materials.
    • Content Creation for New Systems: Whether it’s a new product or an undocumented system, our team of technical writers excels in generating clear, concise, and user-friendly content. This includes user manuals, reference guides, software specifications, and API documentation.
    • Training for Internal Teams: Recognizing the importance of sustainability, we provide training sessions for internal teams, empowering them to maintain and update their documentation effectively.
    • Documentation Frameworks and Style Guides: To ensure consistency and coherence in communication, we develop documentation frameworks and style guides tailored for both client-facing and internal documentation.
    • Documentation System Setup: We assist in setting up documentation systems and templates, streamlining the process for ongoing use.

    Technical Writing Expertise

    Our technical writing team specializes in creating user manuals and reference guides, documenting software specifications, and detailing APIs. This expertise is instrumental in ensuring that clients and employees comprehend the software, enabling them to maximize its potential for business improvement.

    The Canright Advantage in User Onboarding

    Effective product documentation contributes to a seamless onboarding process, and Canright stands out for several reasons:

    • Clarity and Accessibility: Our documentation ensures that users, whether clients or employees, can easily understand the functionalities and features of a product.
    • Empowering Users: Through comprehensive documentation, we empower users to navigate the product efficiently, addressing questions related to performance, functionality, and usage.
    • Sustainability: With our consultative approach and training sessions, organizations are equipped to maintain and update their documentation, ensuring its relevance over time.
    • Customized Solutions: Our tailored documentation frameworks and style guides reflect the unique identity and communication needs of each organization.

    With a legacy of excellence and a commitment to bridging the gap between technology and end-users, we continue to drive success for organizations across diverse industries. Elevate your user onboarding experience with Canright Communications – where communication meets innovation! 

    To learn more about our services, contact us at collin@canrightcommunications.com.

    Know Your Audience: The Power of Choosing the Right Newsletter Topic

    Does your business have a story to tell? Do you know what type of topics your audience is interested in reading about? Believe it or not, newsletters continue to be a potent tool for businesses to engage with their audience, build trust, and establish themselves as thought leaders in their respective industries. One often overlooked aspect of a successful newsletter campaign is the careful selection of topics. 

    As a technical communications firm specializing in creating engaging content, Canright Communications understands the significance of choosing the right subject matter. In this week’s newsletter, we delve into why the choice of newsletter topics is crucial for a successful marketing strategy and share insights from our experience.

    Relevance and Audience Connection

    The foundation of a successful newsletter lies in its relevance to the target audience. Choosing topics that resonate with readers establishes a connection and fosters engagement. At Canright Communications, our marketing plan includes a bi-weekly newsletter.

    Our best-performing newsletters stay close to our strengths. So we focus on technical and marketing writing tips and trends, along with topics centered around emerging technologies, which included generative AI and content platforms in 2023. 

    Building Trust and Authority

    Consistently delivering valuable and insightful content builds trust and positions a company as an authority in its field. By showcasing our expertise in a way that educates readers, we reinforce our credibility and reassure our audience that we understand their industry-specific concerns and objectives.

    Solving Problems and Providing Solutions

    Newsletters should be more than just informative; they should offer practical solutions to the problems faced by the audience. Our experience has shown that addressing common challenges in technical communications and introducing effective solutions not only adds value but also positions Canright Communications as a problem-solving partner.

    To bolster our authority on a given topic, we release industry briefs every year. Our latest is “Faster Payments for Faster Times,” which you can download here:
    https://canright.co/FasterPaymentsBriefing

    Performance Metrics and Audience Engagement

    Analyzing performance metrics is crucial for refining your newsletter strategy. By closely monitoring open rates, click-through rates, and audience engagement, we can gauge the effectiveness of our chosen topics and adjust if need be. Our data consistently supports the notion that our audience is most engaged when the content aligns with technical writing trends and emerging technologies.

    Tailoring Content to Unique Audience Preferences

    Every audience is unique, and understanding their preferences is paramount. Through trial and error and continuous analysis, we’ve honed in on the specific interests of our readers. This knowledge allows us to tailor our content to meet their expectations, ensuring that each newsletter delivers relevant and valuable insights. When choosing your subject matter, don’t be afraid to take risks and try new things. You never know what will grab the attention of your audience.

    In a world where attention spans are fleeting, the importance of selecting the right topics for your newsletter cannot be overstated. Our journey has taught us that aligning content with the specific interests and needs of our audience is a winning formula. By focusing on relevance, trust-building, problem-solving, and audience engagement, businesses can leverage newsletters as a powerful tool in their marketing arsenal.

    To learn more about our services, contact us at collin@canrightcommunications.com.

    Toward Connected Finance

    This post grew out of watching demos at Finovate Fall 2023, in New York. Given that 2023 is the year of AI, it was no surprise that AI played some role in most of the demos and many of the panels. 

    The main essence I noticed in the demos was their focus on applications that connect to banks to supplement their clients’ financial needs. Many of the FinTech firms seek to provide their systems on a white-label or affiliate means to gain access to bank customers. 

    My initial assumption is that I was seeing embedded finance, and some of the firms characterized themselves as such. Embedded finance is generally defined as the integration of financial services into systems from nonfinancial businesses. 

    One of the best examples is the insurance offers that pop up after booking a flight. I first came across the term some years ago in relation to payments, where the payment itself is not really noticeable to the consumer. Uber became the embodiment of that idea, where the payment is part and parcel of the app that booked a ride.

    The demos as a whole seemed to be much more than that to me. And anyway, a long-time Finovate attendee told me that while this year’s theme was clearly AI, last year it was embedded finance, preceded by crypto, and by buy now pay later (BNPL) before that.

    So what to call this? My staff and I put a lot of emphasis on finding the right term to convey the purpose, uses, and benefits of technology. Labels may be restrictive but they also help people build a mental framework to provide context and meaning that leads to easier-to-understand utility and ultimately better marketing and sales.

    I settled on Connected Banking. “Connected” is more understandable and useful than “embedded.” FinTech applications are connected to banking and other platforms and organizations through APIs to provide broader service offerings to customers that would be difficult or impossible for banks to build themselves. 

    Read more…

    To learn more about how Canright can help you maximize your CRM systems to improve your marketing and communications strategy, contact us at collin@canrightcommunications.com
    www.canrightcommunications.com