Marketing and writing services
Does your identity business provide biometric or non-biometric products and services that use finger, face, iris, DNA, voice, government documents, geolocation, or other factors or modalities?
Does your identity business need written content, such as blog posts, case studies, data sheets, proposal text, social media posts, or white papers?
How can your identity business create the right written content?
I’ve spent the first two entries in this post series (Part One, Part Two) talking about my compulsion to share identity information to Slack or LinkedIn or other places.
And you’re probably asking a very important question.
Talking about my compulsion isn’t really a good customer-focused thing to do.
Unless my compulsion benefits you in some say.
And for some of you, it does.
If you are a professional in the identity industry, you want to remain up-to-date on all the goings-on. And there are a number of sources that provide that information. But in many cases, you have to read the entire article.
That’s where my long-established practice of quoting excerpts can help.
Through force of habit, most of my shares to the Bredemarket Identity Firm Services LinkedIn showcase page begin with a relevant excerpt, and sometimes I include an editorial comment based on my 25-plus years in the identity industry. If the excerpt (and/or editorial) interests you, you can click on the link and read the article. If the excerpt/editorial doesn’t interest you, you can skip the article entirely.
This saves you time that you can devote to other tasks.
CTA stands for call to action, and my call to action is this.
Would you like to read the identity-related content that I’m starting to post again to the Bredemarket Identity Firm Services LinkedIn showcase page?
It’s really easy to do so.
It’s so easy even a wildebeest can do it.
(Well, if they have a wildebeest keyboard.)
Part One of this post series talked about my compulsion to write stuff.
And it also touched upon my compulsion to share stuff. Specifically, articles about identity.
I’ve already told how I’ve created or managed five services over the years to share identity industry information, but I’ve never told any of the behind the scenes story regaridng the creation of the fifth identity information service. This one was created for Incode Technologies, which was (and is) very different from Bredemarket, and very different from IDEMIA, Safran, and Motorola.
By the time I joined Incode, I had spent much of my life as an employee working for large bureaucratic multinational companies.
I was used to process. Motorola WAS process, and Safran and IDEMIA weren’t slouches at process either. You can’t build aircraft parts just by, um, winging it.
But now I found myself at Incode, a rapidly growing startup. It used (and uses) newer tools that didn’t even exist when I worked for Motorola. For example, it used Slack as one of its primary methods to communicate with employees.
As I perused the Slack channels offered at my new employer, a new idea popped into my mind. OK, it was actually a pretty old idea from my perspective, but it would be new to my coworkers.
“Why don’t I create a Slack channel devoted to identity industry information?”
But of course one does not simply create a corporate Slack channel.
Before establishing a Slack channel on a corporate platform, I knew (with the same certainty professed by certain generative AI services) that you obviously need to go through a lengthy approval process. You probably have to get signatures from the corporate headquarters, IT, and probably a few other organizations besides. I mean, I knew this, based upon extensive data that I had acquired up to 2021. (Actually mid-2022, but some of you get the reference.)
So I went to my boss Kevin, told him I wanted to create a Slack channel for identity industry information, and asked him what the official Incode approval process was to create the channel.
(And you wonder why my younger marketing coworkers said “OK Boomer” to me at times.)
Kevin was a patient boss. I don’t know what was going through his mind when I asked the question, but he simply smiled and said, “Just create it. And if no one uses it in a couple of weeks, just delete it.”
(They didn’t do that in La Défense or Issy-les-Moulineaux or Schaumburg, or even in Reston or Billerica or Alexandria or Tacoma or Anaheim or Irvine.)
So I did simply create the new corporate Slack channel, posting articles of interest to it, and letting my coworkers know about the channel’s existence.
And soon other people started posting to the channel.
And soon people other than myself were inviting other people to the channel.
I didn’t delete it.
So the fifth identity information service took off, and I settled into a routine. On many mornings, I did the one thing that experts say you shouldn’t do. I started my morning by reading my corporate email.
(Despite being a Sage, I’m still a Revolutionary/Rebel/Maverick.)
And as I read my various alerts and emails I’d find articles of interest, identify a brief excerpt that encapsulated the main point of the article, and share the excerpt (occasionally with an editorial comment) and article to the Slack channel.
Compulsively.
Of course, because I was devoting time to the company-only fifth identity information service, the Bredemarket LinkedIn showcase page (the fourth identity information service) wasn’t receiving that much attention. Bredemarket wasn’t doing any identity consulting anyway, so I was spending my limited Bredemarket time pursuing other markets. And pouring my identity compulsion into Incode’s Slack channel.
(Couldn’t resist.)
Then on Tuesday my routine was shattered. For purposes of this post, I’ll simply say that I no longer had access to that fifth identity information service, or to any of Incode’s Slack channels.
But I still had my identity information sharing compulsion.
I was still reading articles (albeit from other sources), and I still had the urge to share them on the Slack channel, but then I remembered that I couldn’t.
That’s when I started hearing the plaintive call of the wildebeest.
My old forgotten friend the wildebeest was soothingly telling me that I could go back to the fourth identity information service and share identity stuff there again.
I hadn’t shared anything to that Bredemarket LinkedIn showcase page in over two weeks. But starting that Tuesday, I started sharing several items a day, successfully redirecting my compulsion and sharing to a new target.
So what? I’ll explain why this whole story is important to YOU in Part Three.
Often I write my Bredemarket posts to target a specific audience. Technologists. Leaders of businesses in California’s Inland Empire. People who like wildebeests.
Well, this post series is specifically targeted to people who follow the LinkedIn showcase page Bredemarket Identity Firm Services. By the time you finish reading this post series, you may choose to follow the page also.
When people scan the posts on that LinkedIn showcase page, they’ll see that earlier in the year, I was posting infrequently, and then a few days ago I started posting all sorts of stuff on the page.
Why?
Well, there’s a story behind that.
Charlton Heston (1923-2008) was a famous actor, and from his roles there were a number of lines that were associated with him.
One of the most famous ones is “Take your stinking paws off me, you damn dirty ape!” from Planet of the Apes.
But later in life he was associated with a line that wasn’t spoken on a movie set, but in the Charlotte (North Carolina) Convention Center. The line? “From my cold, dead hands.”
In this case Heston was talking about guns; he was giving a speech to the National Rifle Association.
But that “cold, dead hands” line can be applied to other things, as I did when I created the Bredemarket website about three years ago and created the “Writing, writing, writing” section of the “Who I Am” page.
I am John E. Bredehoft, and I have enjoyed writing for a while now.
And for a while I’ve been able to make a living at it. With the exception of my first jobs as a paperboy and a library assistant, every one of my positions has required some level of writing. Articles for my college newspaper. User manuals. Zines (in my previous brief foray into business, Gresham Press.) Requests for proposals. Responses to requests for proposal. Marketing requirements documents. And other documents that I’ll address a little bit later.
And when I wasn’t getting paid to write, I was writing for free. A college dorm newspaper, the Eastport Enquirer. Nearly a dozen personal blogs since 2003, a few of which are still running. Two professional blogs.
I guess I’m a “you can pry my keyboard out of my cold dead hands” type.
From “Who I Am.”
Yes, that’s me. A compulsion to write stuff.
I also compulsively share stuff that other people have written, especially when it relates to a topic that interests me.
Such as identity.
I’ve told the basic story about how I created (or managed) online places where I could share stuff about identity. First at Motorola, then at MorphoTrak, then at IDEMIA. Then at Bredemarket: the aforementioned Bredemarket Identity Information Services LinkedIn showcase page (and Facebook group).
And I’ve told the basic story about how I created a fifth “identity information service,” this time for my then-new employer Incode Technologies.
But I didn’t tell the “behind the scenes” part about the creation.
I’ll tell that in Part Two.
About a year ago, I wrote a two-part series of posts entitled “In marketing, move quickly.”
How can you move quickly?
If you’re an Inland Empire business that needs rapid written content creation, I’ll tell you how Bredemarket can help you create that content.
On the 99.9% chance that you didn’t read my two posts on this topic, here’s a brief TL;DR on what I (and others) said.
So let’s say you’re an Inland Empire business who needs to create between 400 and 600 words of content quickly, such as the text for a brochure, a blog post, or a LinkedIn or Facebook post.
How can you get it out quickly?
How can you avoid waiting eight weeks, or three months, or eight years for your customers to see your content?
Here are four actions you can take to get your content out.
I’ll describe these four actions below.
If you rush to create content without thinking through your needs, your content won’t be that effective. Take some time up front to plan what your content will be.
Ask yourself critical questions about your content.
Don’t know what to ask? I’ve written an e-book entitled “Six Questions Your Content Creator Should Ask You.” You can skim through it here.
The six questions (hint: you’ve already seen two of them in the first two parts of this post):
When Bredemarket meets with a customer, I ask more than these six questions, but they’re the most important ones.
If you can answer these questions, either on your own or with the help of your content creator, then you’ll have a roadmap that allows you to create the content together.
Note the word “together” in the paragraph above.
After you meet with your content creator, your part of the task isn’t done. Or shouldn’t be.
When Bredemarket creates content for a customer, there are points within the process where the customer reviews the content and makes suggestions. Normally when I create between 400 and 600 words of content using the Bredemarket 400 Short Writing Service, there are two review cycles. Here’s how I explain them:
Why? (If you read my e-book, you know the “why” question is important.)
Maybe I have questions that popped up while I was drafting the content. Maybe something occurs to you after you see the draft content. Whatever the reason, these review cycles provide opportunities to improve the content as I develop it.
But to get your feedback, you have to be available. The standard process gives you three days to return your comments, although of course you can return them faster. But if you don’t return your comments for weeks or months…well, that kind of kills the idea of getting the content out quickly.
Of course, in some cases delays are unavoidable. One of my customers was dependent on a third party to complete his part of the review, but the third party was not delivering. In that case, there was nothing the customer could do, and that content was delayed.
One critical question: what if you need your content very quickly?
So when you’re planning to have Bredemarket or another content creator generate something for you, remember that you’ll need to spend a little bit of time on reviews.
You know how I said that the Bredemarket 400 process gives you three days to review each content iteration? Well, at the same time it gives me three days to draft (and redraft) the content.
Can I, or the content creator you select, hold up our end of the process?
Right now I’m going to tell you something that has happened since I wrote those two “In marketing, move quickly” posts in March 2022. In May 2022, I accepted a full-time position with an identity company, and therefore no longer spend full time on Bredemarket activities.
Therefore, if you need to meet with me Monday to Friday between 8 am and 5 pm (Pacific), I can’t meet you. I have my day job to worry about.
I have regular office hours on Saturday mornings when I can meet with you, and I can arrange to be available on weekday evenings or early weekday mornings. And of course I can draft your content and incorporate your suggestions at those times also, outside of regular business hours.
But if you need a content creator that is available during regular (Inland Empire) business hours, then you’ll need to select someone else.
Just make sure that the content creator you select is available when you need them.
When you’re ready to move, move. If you don’t start the process of creating your critical content, by definition you’ll never finish it.
So take the next step and find someone who will create your content. There are a number of content creators who serve Inland Empire businesses.
But if you want to use the Ontario, California content marketing expert, contact me at Bredemarket and I’ll arrange a meeting. Be prepared for me to ask you a few questions.
(To the person who has been waiting for this post: yes, I finally got it out.)
I’ve followed Brian Brackeen for years, starting when I worked for IDEMIA. He posted the following observation on Saturday August 13:
Is anyone who puts visionary in their LinkedIn title actually a visionary?
From https://twitter.com/BrianBrackeen/status/1558463913771016193
Most if not all of us on Twitter agreed with Brackeen, with some noting that an exception should be granted for opthamologists and optometrists. My contribution to the discussion was to note that Reid Hoffman, the co-founder of LinkedIn, didn’t call himself a visionary.
I also observed:
Actual visionaries probably DO think of themselves as such. Whether they explicitly say so publicly is another matter.
From https://twitter.com/JEBredCal/status/1558645370397175809
But there was something that I didn’t tweet regarding calling yourself a visionary. Namely, what visionaries say instead of saying “I’m a visionary.”
They’re more intent on communicating the vision, rather than their place as a visionary.
Let’s go back to the 1990s, when Steve Jobs returned to the company then known as Apple Computer.
While some would probably disagree, many would argue that Steve Jobs was truly a visionary. Throughout his life, he shared several visions for technology, many of which changed the world.
One of those visions was Jobs’ vision of the iMac. People anticipated that Jobs’ return to the company he co-founded would result in some new insanely great thing. But when Jobs talked about the iMac, he didn’t say, “I’m Steve Jobs, and this is my next revolution.” Instead, he took a customer focus and talked about what his next revolution would do.
(The iMac) comes from the marriage of the excitement of the Internet with the simplicity of Macintosh. Even though this is a full-blooded Macintosh, we are targeting this for the #1 use consumers tell us they want a computer for, which is to get on the Internet, simply and fast.
From https://appleinsider.com/articles/18/08/15/apples-revolutionary-imac-is-20-years-old-and-still-going-strong
Nothing about “I am Steve Jobs.”
Nothing about “This is Apple Computer.”
No, his message was that consumers want to “get on the Internet, simply and fast.”
Of course, because it was Jobs, there also had to be a design component in the iMac, and this is the time that we learned that Jony could be spelled with only one “n” and no “h.”
In some ways, the iMac message was more compelling because the consumer market was catching up with Jobs’ vision.
What happened? The iMac was introduced, and while some predicted that the lack of a floppy drive would doom the product, it seemed that Internet access made the floppy drive less significant.
Oh, and one more thing:
Of course, (Ken) Segall also noted that the use of the “i” could later be adapted to future Apple products. Which, of course, it was.
From https://appleinsider.com/articles/18/08/15/apples-revolutionary-imac-is-20-years-old-and-still-going-strong
And Apple Computer changed its name, because it was no longer just an insanely great computer company.
Now at the time, critics could argue that Apple Computer lacked customer focus. After all, why release a computer that didn’t have a floppy drive? That’s as customer-unfriendly as releasing a non-DOS computer in 1984.
But there’s a difference between short-term customer focus and long-term customer focus.
There are many points in Apple’s long history in which it could have opted for the safe and sane approach. And perhaps that could have yielded a nice quarterly profit without pouring all that money into silly stuff, including the 1987 Knowledge Navigator concept video.
Apple never built the Knowledge Navigator. I don’t think that even John Sculley expected Apple to build the Knowledge Navigator. And even if he had tried to get it built, the public loudly told him that the idea was stupid and he didn’t know what he was talking about.
But Sculley’s concept (for which he credited Alan Kay) had more customer focus than the customers of 1987 realized. Over the years, actual products were released that could trace their lineage back to Knowledge Navigator, ranging from Clippy to Google Assistant to Teams/Zoom/et al…
…to the iMac.
Sometimes it takes some time, and several visionaries, to realize the vision.
Perhaps you’re a visionary in the Inland Empire that is readying your own iMac or Knowledge Navigator or better pizza topping.
And you want to communicate your vision to potential customers via some type of written content.
But before you write a single word of that content, you need to ask yourself some questions (even for a short piece of content):
When Bredemarket works with you to create written content, these are just some of the questions that I ask you to ensure that the final written product will achieve results.
If I can work with you to create your written content, please contact me.
Back in January 2021, I wrote a post on the Bredemarket blog entitled “Four of my identity information sources that I have created over the years, including one that you can access in the next ten seconds.”
This post is an update to my January 2021 post about the four identity information services. Yes, I just created a fifth one. (But most of you can’t see it.)
The first three were created for the benefit of employees at (then) Motorola, (then) MorphoTrak, and IDEMIA. Briefly, those three were:
Of course, since I wrote the January 2021 post in the Bredemarket blog, the main purpose of the post was to tout the fourth identity information source, the (then) newly-created “Bredemarket Identity Firm Services” LinkedIn showcase page.
I subsequently created a companion Bredemarket Identity Firm Services Facebook group, which like the LinkedIn showcase page (and unlike my previous efforts for Motorola, MorphoTrak, and IDEMIA) were publicly accessible.
I marvel at the thought that I kept on doing this over and over again for four different companies, including Bredemarket. Why did I have this pressing need to reinvent the wheel as I traveled from company to company?
Habitually I’ve been a reader, and have found myself reading a lot of information about the biometric industry or the wider identity industry. Of course it’s not enough just to read something, you have to do something with it. COMPASS, SharePoint, email, LinkedIn, and Facebook allowed me to do two things with all of the articles that I read:
I didn’t collect information on my impact to others in versions 1.0 and 2.0, but by the time I started managing the IDEMIA email list, I not only received comments from people who appreciated the articles, but I was also able to grow the subscriptions to the email list. (People had to opt in to receive the emails; we didn’t cram them into the inboxes of every IDEMIA employee.)
Similarly, I’ve received comments from people on LinkedIn who follow the showcase page, stating that they appreciated what I was sharing there.
And while COMPASS and the MorphoTrak SharePoint are long gone, and IDEMIA’s Daily News may or may not still be in publication, I can assure you that the Bredemarket Identity Firms services LinkedIn page and Facebook group still continue to operate for your reading pleasure.
And that’s the end of the story.
No it’s not.
As some of you know, Bredemarket has become a side gig because of my new day job, which is with a company in the identity industry. During my first days on the new job, I set up subscriptions to my new company email account so that I could receive information from Crunchbase and Owler, as well as relevant Google Alerts on the identity industry.
And as I began receiving these subscriptions, as well as performing my usual scans of other news sources…
…well, you can guess what happened.
“I need to store these stories and share them with my coworkers,” I thought to myself.
Finally, I created a new identity information service using the well-worn title “Identity Industry Information.” (Hey, it’s easy for me to remember.)
Now I can’t actually SHARE this service with you, because it’s just for the employees at my new company.
And THIS iteration takes advantage of a technology that’s slightly newer than COMPASS.
It’s a Slack channel.
P.S. to employees at my current company – if you’d like to access this Slack channel, DM me on Slack and I’ll send you an invite.
Author’s Note: this is one of two seemingly unrelated Bredemarket blog posts that form a cohesive whole. Actually PART of a cohesive whole.
It would be nice if my initial plans for my consultancy Bredemarket were perfect and addressed my consulting needs for years to come. But my plans are NOT perfect, in part because I can’t anticipate what will happen in the future.
And so I iterate. Which is why I’m renaming the Bredemarket General Business Services Facebook group and the Bredemarket Local Firm Services LinkedIn showcase page.
In this post I examine why I created Facebook groups and showcase pages in the first place, why I originally named the Facebook group “Bredemarket General Business Services,” why I subsequently named the LinkedIn showcase page “Bredemarket Local Firm Services,” and why I’m changing things.
When I established Bredemarket in 2020, I knew that I wanted to target multiple customers. This sentence on the Bredemarket home page has remained unchanged since 2020:
Bredemarket presently offers its services to identity/biometrics, technology, and general business firms, as well as to nonprofits.
From https://bredemarket.com/
These four customer groups have some different needs. A nonprofit’s concerns differ from those of a fingerprint identification software vendor. Because of this, I wanted to find a way to talk directly to these customers.
Back in November 2020, I started by creating a LinkedIn showcase page entitled Bredemarket Identity Firm Services. I started with this one because I had a need to communicate with just my identity customers. As of April 21, 2022, 186 people are following this showcase page to receive identity-only content.
I didn’t stop with that one LinkedIn showcase page. By July 2021, I had created a second LinkedIn showcase page devoted to technology, but was also creating Facebook groups.
So Bredemarket…has Facebook groups that are somewhat similar to the Bredemarket LinkedIn showcase pages. One difference is that I have three groups on Facebook. In addition to the identity and technology groups, I also have a general business group. At this point it didn’t make sense to create a LinkedIn showcase page for general business, but it did make sense for Bredemarket to have such a group on Facebook.
From https://bredemarket.com/2021/07/16/how-and-why-a-company-should-use-linkedin-showcase-pages/
You can see how these Facebook groups (and LinkedIn showcase pages) are derived from my original 2020 statement of Bredemarket’s target markets. To a point; as I noted, I didn’t create a general business showcase page on LinkedIn, and even today I don’t have a nonprofit LinkedIn showcase page or a nonprofit Facebook group.
But I would begin to pivot Bredemarket’s business that summer.
By September 2021, I was questioning my market segmentation.
As I write this, Bredemarket has no clients in my hometown of Ontario, California, or in any of the nearby cities. In fact, my closest clients are located in Orange County, where I worked for 25 years.
It’s no secret that I’ve been working to rectify that gap and drum up more local business.
From https://bredemarket.com/2021/09/03/shattering-my-assumptions-by-using-linkedin-for-local-marketing/
After attending Jay Clouse’s September 2021 New Client Challenge, I determined to pursue this local market more aggressively and determined how I was NOT going to pursue Inland Empire West customers.
So when I market to local businesses, I’ll want to do that via relevant Facebook Groups. Obviously I won’t market the local services via LinkedIn or Twitter, because those services are not tailored to local service marketing.
From https://bredemarket.com/2021/09/03/shattering-my-assumptions-by-using-linkedin-for-local-marketing/
Let me draw out the implied assumption in that statement above, that even the Facebook marketing would be via groups created by other people. It wasn’t like I was going to create my OWN local Facebook group or anything like that. I was going to post in the Facebook groups created by others.
Anyway, proving that my initial plans are NOT perfect, I fairly quickly changed my mind regarding LinkedIn, deciding to create a LinkedIn showcase page devoted to local services, even though I didn’t have (or need) a parallel Facebook group.
And in fact I’d cheat by adapting the artwork for the Bredemarket General Business Services Facebook group and repurpose it for use in the Bredemarket Local Business Services LinkedIn showcase page.
This appeared to be a brilliant idea, and the new local LinkedIn showcase page was successful. Not as successful as the Bredemarket Identity Firm Services LinkedIn page, but it certainly provided me with an avenue to speak just to the local community.
Aren’t I brilliant?
Well, maybe not so brilliant.
Time went on, and I would share identity stuff to the “Identity Firm Services” showcase page and group, and I would share technology stuff to the “Technology Firm Services” showcase page and group. When I wanted to share local stuff, I’d obviously share it on the Bredemarket Local Firm Services LinkedIn showcase page, and sometimes I’d also share it on the Bredemarket General Business services Facebook group.
But this raised two questions.
The third market category that I created in 2020 isn’t making sense in 2022. If you go to the Bredemarket General Business Services Facebook group today, it’s kind of vague. In fact, you could say it’s, um, general.
If you scroll through the group posts, you’ll see a lot of posts from me that have to do with businesses in California’s Inland Empire.
Because I do not moderate the posts in the group, other people like to post, and their posts can be, um, general. For example, there is one person who occasionally posts things like this.
Now I have no reason to reject the post, because the poster isn’t violating any group rule. However, this person could use the services of a marketing and writing professional. The company is doing SOME things right. such as advertising the services provided, including illustrative pictures, and incorporating a call to action. The call to action, of course, is to call…
…061 531 5144?
For those who aren’t familliar with geography, Kempton Park is outside of Pretoria, in South Africa. Which means that if I had wanted the company to provide a quote when my own roof was damaged by winds, I would have to call the country code 27 first, THEN call the local area code 61 and the local number 531 5144.
Somehow I doubt that Ontario, California is in this company’s service area.
Now I could have posted a comment along the lines of “You idiot! Do you really think that people in this group are going to contract with a roofer on another continent?” But I didn’t do that. Instead, I simply commented with this question:
Where is the service located?
From https://www.facebook.com/groups/bredemarketbusiness/posts/1034813817123791/
Over a week later, the original poster hasn’t responded to my question. I guess the poster is too busy writing “Thought the group would like this” posts on every “general business service” Facebook group. (Terrible waste of the poster’s time, when you think about it.)
And that’s what can happen when you create a group for “general business services.” It’s too general.
Thankfully I avoided this same problem when I created the Bredemarket Local Firm Services LinkedIn showcase page.
Or did I?
If you don’t know me or my background and encounter a showcase page devoted to “local firm services,” what are you going to think?
That’s right. The page name doesn’t mention the locality that is the focus of the page.
Next thing I know, my roofing friend is going to discover my Linkedin showcase page and start posting weekly, with an equal lack of success.
So it’s obvious that both the LinkedIn showcase page and Facebook group would benefit from a refocus and a rename.
But what name?
If you had asked me this question in September 2021, I would have chosen the name “Bredemarket Inland Empire West Firm Services.” My local marketing target at that point was businesses in Ontario, California and the surrounding cities. “Inland Empire” was too broad a term for those cities, but “Inland Empire West” is a real estate term that fits nicely in my target market area.
This also tied in with a marketing promotion that I was running at the time, in which I would offer a discount for customers in this immediate area. However, I recently rescinded that promotion (as part of the numerous changes I’m currently making to Bredemarket’s business). Since I wasn’t making money (from an opportunity cost perspective) with my regular package pricing, I certainly wouldn’t make money with DISCOUNTED package pricing.
At the same time, I was getting less strict about keeping my target within the Inland Empire West, and was therefore open to extending throughout the Inland Empire. Although most of my online collateral is currently targeted to the Inland Empire West, I won’t turn down business from Moreno Valley or Redlands.
So perhaps I could use the name “Bredemarket Inland Empire Firm Services,” without the “West.”
But I didn’t like that either.
While “Firm” implies that I work with businesses and not individuals (I don’t write resumes), I figured it would be clearer if I used “B2B” instead of firm. “Business-to-Business” would be better, but that would make the page/group title awfully long. Of course some people don’t know what “B2B” means, but that could be an effective filter; if you don’t know what “B2B” means, you’re not going to use Bredemarket’s services anyway.
Having settled on the title “Bredemarket Inland Empire B2B Services,” it was now a matter of making the title change. (Without changing the legacy URLs and potentially breaking existing links.)
So now I can formally re-announce…
…the Bredemarket Inland Empire B2B Services LinkedIn showcase page.
And…
…the Bredemarket Inland Empire B2B Services Facebook group.
Again, the URLs don’t match the page/group titles because of legacy issues, but I think it’s better than what was before. And hopefully this will focus the content and make it more relevant.
Unless you’re a Pretoria homeowner with a leaky roof.
Inland Empire West businesses (businesses in the Ontario, California area) have a need for business news. There are a variety of services that provide this news, but I wanted to let you know about MY service.
In September 2021, I started a page on LinkedIn called “Bredemarket Local Firm Services.” While the primary purpose is (admittedly) to promote the marketing and writing services that my company Bredemarket can provide to local businesses, the company page also provides information from others that may be of interest to you.
So, how do you follow the Bredemarket Local Firm Services page?
Simple enough, isn’t it?
Of course, if you would rather not follow my service, you can check out other information services such as the IE Business Daily (https://iebusinessdaily.com/), InlandEmpire.US (https://inlandempire.us/), the Inland Empire Business Journal (https://iebizjournal.com/), the OCIE SBDC (https://ociesmallbusiness.org/blog-news/), and Startempire Wire (https://startempirewire.com/).
I like to publish “in case you missed it” (ICYMI) posts over the weekend, just in case my Facebook, LinkedIn, or Twitter followers might have missed something that I originally published in the preceding week.
Last weekend I tried something a little different. Now that Bredemarket has been a going concern for over a year, I chose to publish some items that my followers might have missed when I originally published them in the preceding YEAR.
Although there are some parts of 2020 that aren’t fun to revisit.
But this past weekend, I went back to October 2020 for my latest #ICYMI offerings. I want to talk about two of these offerings in particular.
The first item that I shared last weekend was a Bredemarket blog post from October 17, 2020 entitled “You go back, Jack, do it again” that talked about repurposing content. Here’s a brief excerpt that links to a Neil Patel post.
Why repurpose content?
To reach audiences that you didn’t reach with your original content, and thus amplify your message. (There’s data behind this.)
If you’re a data lover, check the link.
The second item that I shared last weekend was a Bredemarket Spotify podcast episode from the same period entitled “A special episode for Spotify subscribers, with Waylon Jennings’ ‘Do It Again.'” You can probably guess that it was about repurposing content.
To answer a few questions about the podcast:
I don’t really have anything profound to say about repurposing that hasn’t been said already, so treat this as a reminder that you can easily repurpose content on new platforms to reach new readers/listeners.
As I just did.
Again.
For the record, I haven’t created any other Spotify-only podcast episodes with music since that initial one a year ago. So all of the other podcast episodes that I’ve recorded are available on ALL of my platforms, including Anchor.
By the way, there was a third #ICYMI item that I re-shared last weekend on Facebook, LinkedIn, and Twitter. But it didn’t deserve its own re-blog.
(You gotta know when to hold ’em. Yes, that’s Kenny, not Waylon.)
Bredemarket