From keywords to intent: Energize your content strategy for 2019

Mark your calendar for our next professional development luncheon Wednesday, February 20, and join us for an in-depth panel discussion that will energize your 2019 content strategy. This is an event you do not want to miss! 

Whether you’re building your first strategy or you’ve been using the same approach for a while, it never hurts to revisit your content strategy plan — to make sure it’s innovative, strong, and intentional.

Come hear from Nashville’s top content strategists as they share with you their insights on how to maximize your brand’s content strategy in the new year! They’ll deliver their recent findings on the latest trends, winning tools, and their own stories of how to build a successful strategy that’s unique to your brand.

Reserve your spot today for this “must see” event

Event schedule:

11:30am-12pm – Networking
12:00pm-1pm – Panel Discussion and lunch

Meet our expert panelists and moderator:

Laura Creekmore
Director of Taxonomy and Content Strategy at Syndigo

Laura Creekmore has been making tech and content hold hands and play nice for more than 20 years. She is director of taxonomy and content strategy for Syndigo, a platform for suppliers and retailers to organize and share product content. For 10 years, she ran Creek Content, a consultancy focused on communications and content strategy for organizations in complex fields like health care and financial services, and before that led digital media at content marketing firm Hammock Inc. and co-created Smallbusiness.com. She has taught content strategy as an adjunct faculty member at Kent State University.

Laura graduated from Vanderbilt University and has a master’s in information science from the University of Tennessee. She is a member of the Rotary Club of Nashville, and a member of the board of directors for the Association of Junior Leagues International, the Oasis Center, and the Tennessee Justice Center. She is past chair of the board of Nashville Cable, and a past president of the Junior League of Nashville. She speaks and presents workshops on content strategy, content marketing, breaking through a cluttered media landscape, connecting with your audience, public speaking, and nonprofit governance issues.

Cynthia Floyd Manley
Director, Content Marketing and Social Engagement at Vanderbilt University Medical Center

Cynthia Floyd Manley directs content marketing and social media strategy at Vanderbilt University Medical Center, one of the largest academic medical centers in the Southeast. She leads an award-winning social media program for the Vanderbilt Health and Monroe Carell Jr. Children’s Hospital brands, along with My Southern Health, a consumer health content site.

Manley began her career as a newspaper reporter and editor and is still considers herself a “journalist at heart.” She has served in a variety of roles at VUMC, including public information officer, publications editor, and marketing manager, as well as communications officer for Vanderbilt’s National Cancer Institute-designated comprehensive cancer center.

She serves as an external advisor to the Mayo Clinic Social Media Network, is a member of SocialMedia.org and SocialMedia.org/Health and is active in the Association of American Medical College’s Group on Institutional Advancement.

Jesse Spear
Media & Content Marketing Strategist at redpepper

Jesse Spear is the Media & Content Marketing Strategist at redpepper — a creative agency in Germantown known for its work with Cracker Barrel, Slack, and Mars.

After growing up on Long Island, NY, she made her way south, earning her B.A. in both Media Studies and Spanish from the University of Virginia, then receiving her Master’s in Marketing from Vanderbilt’s Owen Graduate School of Management. During her year at Vanderbilt, she realized her affinity for Nashville, agency life, and BBQ nachos.

At redpepper, she’s responsible for the agency’s internal content strategy. Jesse has made subject-matter expertise a strong pillar of redpepper’s content portfolio. Her efforts have led to a 219% increase in blog traffic, the implementation of a unique content calendar structure, and fine-tuned targeting tactics. As a newcomer to Nashville’s agency scene, she offers a fresh perspective on the importance of a creative, cross-platform content strategy.

Moderator Sarah “Birdie” Loeffler
Content Strategist at NDC, Inc.
IABC Nashville President

Sarah “Birdie” Loeffler is the Content Strategist at NDC, Inc. and has been a dedicated member of IABC since 2014. In 2018, she received the President’s Award for exceptional contributions by a chapter member to the health and growth of the chapter.

Birdie has a technical writing background and specializes in translating technical information into easily accessible and creative language for marketing purposes. At NDC, she oversees the marketing content strategy to provide a personalized experience between the NDC brand and their customers.

Reserve your spot today for this “must see” event

 

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There’s still time to register for Southern Region Conference! (before 10-1)

Make Your Communications Sing!

Join us in our hometown in October and connect up with other communicators as you learn best practices in communication.

Dates: October 17-19, 2018
City: Nashville, TN
Hotel & Venue: Hilton Garden Inn • Nashville, TN

Sessions are organized by tracks that focus on leadership, strategy, reputation, marketing, brand, employee engagement and communication skills.

The connect18 Opening Reception will be held at the Tin Roof, a well-known Nashville live music venue. Attendees with a full conference registration are invited to join us Wednesday, October 17.

The Original Tin Roof opened near Nashville’s famed Music Row to give musicians a place to play and a place to hang when they weren’t on stage. The tasty food, fun, eclectic environment, community of regulars and friendly crew quickly established the Roof as the place to be for musicians and non-musicians alike. Over the years, the Tin Roof stages have hosted the famous, the should have been famous, and everyone in between.

Learn more on the event website: connect18

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Membership Spotlight – Joe Diorio

On a continuous basis, IABC Nashville spotlights its diverse members through a Q&A feature. We are pleased to showcase Joe Diorio, freelance writer, editor and proofreader. 

 IABC: What is your background? 

Joe: 30-plus years in writing, editing, proofreading. I have worked in marketing communications for corporations (IBM, DuPont), agencies (Ketchum and smaller independent agencies), and higher education (Harcum College (www.harcum.edu), The University of Pennsylvania’s Annenberg School for Communication (www.asc.upenn.edu), and Vanderbilt University’s Peabody College of education and human development (https://peabody.vanderbilt.edu).

I returned to freelance writing in 2017 after deciding to retire early. I say “returned” to freelance writing because I worked for myself as a freelancer from 1991 – 2000.

IABC: How did you get started in this business?

Joe: Completely by accident. I had been a newspaper reporter in Connecticut and a friend and co-worker had left newspapers to take a job in corporate P.R. with IBM. He convinced me to send IBM my resume. I was convinced they wouldn’t hire me, so I sent them a resume that I know for certain had at least two typos in it. IBM called me in for an interview anyway, and eventually placed me in a job in Washington, D.C. doing product publicity for IBM. Personal computers were brand new then so doing product P.R. was easy for someone new to the business.

 

 

IABC: What is your current position and business affiliation? How long have you been in this role?

Joe: I am a freelance writer, editor, and proofreader. My work covers all three categories. For example, I’m presently writing about PET/CT scanners for a healthcare client, I’m editing a lot of academic articles, and I am proofreading coaching materials for the USTA.

I’m also the editor and writer of a free monthly email newsletter focusing on good writing called “A Few Words About Words.”

 

IABC: What makes your business/organization stand out?

Joe: I like to say I sell peace of mind. My clients will get good, clean, accurate copy that is very readable. My proofreading and editing work is thorough and reliable.

 

IABC: If you could describe yourself in three (3) words, what would it be?

Joe: An editor’s editor. (A client used that term to describe me and I liked it a lot.)

 

IABC: Tell something about yourself people would be surprised to learn.

Joe: I turn old, broken guitars, banjos, and mandolins into functional art (shelves, decorative items). I sell them through Etsy. https://www.etsy.com/shop/POGOGuitars   I have exhibited them at Vanderbilt’s Wond’ry interdisciplinary research center.

 

IABC: What lesson(s) have you learned along the way that you believe has made you a better communications professional?

Joe: A person who is 15 or 20 years younger than you can teach you as much as someone 15 or 20 years your senior.

 

IABC: What makes an effective communications leader?

Joe: Call me at 9 p.m. on any night; I’ll be at my desk working and can try to answer you.

 

IABC: What do you feel is the greatest benefit of IABC?

Joe: It’s a powerful network of smart and dedicated communications professionals.

 

IABC: What prompted you to join IABC?

Joe: Same reason as the greatest benefit of IABC. Also, as a sole proprietor it’s important to have a connection to other professionals.

 

 

 

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Genma Holmes Among 2018 Influential Black Women In Business

The Network Journal (TNJ; TNJ.com) has announced their Twentieth Annual Influential Black Women in Business Awards and unveiled its 2018 list of 25 Influential Black Women in Business honorees.

Genma Holmes, Owner/Holmes Pest Control and CEO at GSH Consulting, host of Living Your Best Life, Nationally Syndicated Radio Show, and IABC Nashville Board Member, is among this year’s designees. Congratulations, Genma!

“The women we honor in the 20th year of the awards span occupations, industries and expertise, and they share the same traits when it comes to their career and community service: passion, drive and focus. We salute them for achieving significant levels of success in their businesses and professional careers, and for their myriad contributions to their community,” states TNJ Publisher and CEO Aziz Gueye Adetimirin.

This select group will be profiled in the spring 2018 issue of the magazine, and will be formally honored during Women’s History Month at the 20th Annual 25 Influential Black Women in Business Awards Luncheon, presented by Morgan Stanley, on Friday, March 16, 2018 in New York City.

(Read More)

Genma is also a Woman of Influence with IABC. She was a speaker at the IABC Leadership Institute in San Diego, CA, Feb 8-10. She spoke on “Inclusive and Diverse Chapter Programs.”

“National surveys show that most organizations miss opportunities by not embracing diversity. This session will give insights into infusing diversity into chapter program planning early so opportunities with funders, sponsors, and growing membership are not missed when presented, ” say Genma.  #IABCLI #IABCSoReg #IABCNashville.

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Member Spotlight – Lysa Rigo

On a continuous basis, IABC Nashville spotlights its diverse members through a Q&A feature. We are pleased to showcase Lysa Rigo, Director, HR & Creative Services at Ingram Barge Company. Lysa and her team recently won their first Music City Gold Pen Award of Excellence for Internal Communications.

Lysa RigoIABC: What is your background? How did you get started in this business?

Rigo: After earning a master’s degree in English at Northern Illinois University, I taught Composition and Business Writing (that’s where I found my passion) for five years. Following that, I gained experience as a technical writer for a mathematical and engineering software firm, and used some of those years to start a small business writing for other businesses who couldn’t afford a writer on staff.

In the mid-1990s, my family moved to Brazil, so I used the opportunity to teach English as a foreign language. When we returned to the States in 2000, I found a job teaching English to students who came to the US solely to improve their English. That enriching experience gained me friends from all over the world, and that’s where I was on 9/11, helping a large group of frightened foreigners try to make sense of something none of us could wrap our minds around.

In the mid-2000s, we moved to Tennessee for my husband’s job. A series of situations led me into a career in human resources where I had to quickly learn how to hire, fire, do payroll and worker’s comp in a plant that was scheduled to shut its doors in nine months. On the last day, I stood alone with the plant manager in an empty building and was faced with the decision of accepting the HR job I was offered or the Communications Specialist role? Communications tugged at my heart, and here I am today.

IABC: What is your current position and business affiliation? How long have you been in this role?

Rigo: I came to Ingram Barge Company 10 years ago to build a Communications department. Today, I am Director, HR & Creative Services. My team does all Corporate Communications and all things creative: web, social, magazines, photos, videos, and many random projects.

IABC: What makes your business/organization stand out?

Rigo: Barging is a silent industry so it doesn’t necessarily stand out, but Ingram does all things with excellence so we’re looked to as the standard on the inland river system; we’re the ones to imitate, the company to work for.

IABC: If you could describe yourself in three (3) words, what would they be?

Rigo: Empathetic, resilient, and instinctive

IABC: Tell something about yourself people would be surprised to learn.

Rigo: Probably not surprising, but I became fluent in Portuguese while living in Brazil.

IABC: What lesson(s) have you learned along the way that you believe has made you a better communications professional? What makes an effective communications leader?

Rigo:

  • What I’ve been working on the past year is that it’s OK not to be perfect; none of us are. Details are critical in communications, but it’s so important to let go and let the message shine more loudly than the form.
  • When there are mistakes, don’t beat yourself up over them. Fix them, if needed, and walk proudly forward. So what if the whole organization sees your daily work? Most people will give you grace, so don’t listen to the few who find joy in the “got-yas.”
  • You need to learn from the younger professionals in the field. They may not know all there is in the politics, strategy or big picture, but they know what they want to hear so they will have good ideas for connecting with others like them.

IABC: What do you feel is the greatest benefit of IABC? What prompted you to join IABC?

Rigo: After developing our Creative Services department, I spent a seven-year hiatus with a focus more on HR than communications, A few years ago, I got a new boss and a reshuffling of duties, and Creative Services became my major focus again. I needed to connect with communications professionals, and Google led me to IABC. I walked into my first meeting and knew I was in the right place. These people get me, and I get them. Everything else is just icing on the cake.

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