An Unusual Content Marketing Strategy Boosted “Communicating with FINESSE”
JD Solomon’s team used the 3C approach to successfully highlight content creation around the FINESSE fishbone diagram
Consider, Clarify, and Conclude (3C) are the three elements from one of my content creation mentors. The approach is essentially a three-act structure within the three-part article series. Each article stands on its own yet subtly connects to the others.
I described in a different article how the approach propelled the launch of one of our projects, Communicating with FINESSE. This article describes how we came back to the approach — with equal success.
The Launch
The launch included three articles. The goal was to attract views from Google, Bing, and social media platforms. Given the start-up nature of the website, expectations were low for the first article and modest for the entire series.
Consider: So, You Want to Make Better Life Decisions?
Clarify: Trusted Advisors Need Alignment with Decision Maker on Perception of Complexity, Uncertainty
Conclude: Effective Communications Requires Treating Others the Way You Wish to Be Treated
The Second Use of the 3C Approach
Expectations were higher for the second series because of the unexpected success of the first. The results were similar for each article and the series.
The Big Stuff, and the Small Stuff, of Communicating Complexity and Uncertainty
Communicating complexity and uncertainty provided the “Consider.” Biologist Stephen Jay Gould’s experience with cancer (The Median Isn’t the Message), Vilfredo Pareto’s work with economics (the 80–20 Rule), and hydrologist W.E. Hurst’s work with dams on the Nile River were used as examples that the world is richly skewed.
Provide some insight into where and when the big stuff matters most. And in some cases, especially when the odds are long, provide some insight into when there may be power in the small stuff.
The article is available at Communicating with FINESSE.
How Senior Management Sidestepping Unintended Consequences Impacts Your Presentation
“Consider” the tendency for senior management to sidestep unintended consequences provided context for the previous article that considered the skewness of decision making in the real world. Each article in the series must stand on its own. The central theme of the article was the challenge between wanting to take action and yet doing no harm.
So where does this leave strategic decision makers? For one, it underscores the need for a defined process when making strategic decisions. Equally important is establishing the structure and disciple to follow the process and do everything in the proper time and order. And third, our goal should be to make quality decisions rather than being overwhelmed by the potential for bad results.
The article is available at Communicating with FINESSE.
The Power of the Fishbone (Cause-and-Effect) Diagram in Effective Communications
The fishbone diagram provides clarity. The fishbone diagram identifies the many possible causes (the “bones”) that produce an effect or problem (the “head”). It is a powerful tool to use in structured brainstorming sessions or stimulate fresh thinking. It is a core tool in root cause analysis.
The Communicating with FINESSE fishbone is like all other fishbone diagrams. When faced with complexity and uncertainty, do those seven bones well and the positive outcome will be effective communication. Not performing any or all of those bones well will produce the negative effect of poor communication.
The article is available at Communicating with FINESSE.
Moving Forward with Content Marketing
Using the 3C approach provided a successful follow-up to the launch of a new initiative. The results on Google, Bing, and social media platforms have been almost identical for this and the initial series. The results of each article in both series have been nearly identical and built over the course of each article. Indeed, something subconscious may happen in the reader’s mind.
The most disappointing aspect was in our own minds. Expectations were low for the first series and too high for the second. In the end, neither disappointed.
We went to the 3C well twice. Good content creation and marketing means shaking it up, so we have experimented with other approaches. We’ll be back to the 3C approach in the future because it works.
JD Solomon Inc provides program development, asset management, and facilitation at the nexus of facilities, infrastructure, and the environment. Founded by JD Solomon, Communicating with FINESSE is a not-for-profit community of technical professionals committed to being better trusted advisors. Join the community for free.
