Marketing Thought Leadership with Holly Allen

Below is an auto-generated transcription of my conversation with Holly Allen. Because this is auto-generated there are likely some grammatical errors but it is still a useful tool to search text within this podcast episode.

Introduction

Brandon Burton 0:00
This is the Chamber Chat Podcast, the show dedicated to chamber professionals to spark ideas and to get actionable tips and strategies to better serve your members and community. And now your host he would love for you to connect with him on LinkedIn. He’s my dad, Brandon Burton.

Hello Chamber Champions. Welcome to Chamber Chat Podcast. I’m your host, Brandon Burton, and it is my goal to introduce you to people and ideas to better help you serve your Chamber members and your community.

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Guest Introduction

Our guest for this episode is Holly Allen Holly is the Vice President of Marketing and Communications at the Dayton Area Chamber of Commerce in Ohio. As Vice President of Marketing and Communications, Holly oversees the overall branding of the chamber and its programs as well as the communication with its members and beyond. In addition, Holly leads the promotion of the chamber events and initiatives and works closely with local media outlets to ensure the Dayton region’s business community has a voice. Holly came to the chamber from WDT N TV in October 2014. There she served as anchor of two news today and reported on Dayton area news stories, earning an enterprise reporting and to broadcast writing awards from the Associated Press in 2011. In 2012, Holly was named one of Dayton Business Journal’s 40 under 40. In 2015, she earned her BA in telecommunications with a news focus at Ball State University. I’m excited to have Holly with us today here on chamber tech podcast, Holly Welcome to the show, if you would take a moment to say hello to all the chamber champions that are out there listening and share something interesting about yourself. So

Something Interesting About Holly

Holly Allen 2:41
that’s not so easy to do this year, something interesting. Well, first of all, hello, Brandon, and all the listeners. And thank you so much for thinking of me and having me on the podcast today. I’m really excited about the conversation today. And how cool is it to be able to talk purely chamber matters, because it seems like Chambers of Commerce are so unique, that it’s only people who have been in it who understand what it’s like to work for a Chamber of Commerce. So I appreciate this podcast quite a bit. Um, so when I think about what’s interesting about me probably the most, you know, you mentioned my background in journalism. So that gives you an idea of what my skill set was coming into the chamber. But one of the things most recently that was interesting was that my family and I were living in China at the start of the COVID 19 pandemic. For my husband’s job, we had moved there. And I was continuing to work part time for the chamber from the other side of the globe until we started to get word of this little virus that was spreading around China and and made it back to Dayton, Ohio. So that was quite an experience and something that I will always remember.

Brandon Burton 3:54
I bet that would be quite a unique experience and to be there on the front lines, so to speak. Yes,

Holly Allen 4:01
yeah. Who would have guessed it would turn into what it is now. So

Brandon Burton 4:05
absolutely. Here we are. Wow. Well, share with us a little bit about the Dayton chamber just so we can get to know a little bit of perspective as we get into our discussion today and kind of let us know about the size staff budget, that sort of thing to kind of set the table for our discussion.

About the Dayton Area Chamber

Holly Allen 4:23
Sure. Yeah. So the Dayton area Chamber of Commerce is the Regional Chamber in Dayton, Ohio, which is in southwest Ohio. We’re about an hour from the Indiana line and where we are pretty close, our metro area butts up to Cincinnati, their metro area and where we’ve got some areas that both of us cover in between the two the two Metro regions. So our chamber is one of the oldest in the country. It was founded in 1907. We’ve been around for a really long time. So we have a well established brand in the Dayton region. We serve 2200 members currently nine counties. So that surrounding the Dayton metro area. Our budget is about 3 million annually. Although we do have a foundation that works, you know, kind of in tandem on some of our initiatives here at the chamber. It’s called the education Public Education Improvement Fund. Don’t quote me, it’s EPI, that’s what we call it. We call it API. So very well established Chamber of Commerce. And you know, we’ve we, we have initiatives, it especially in diversity, equity inclusion, we do a lot of work and workforce. And kind of from an internal perspective, we’re going through some transitions, because we had the same president and CEO for 26 years, and he retired last August. So we are welcoming a new leader. He’s been with our chamber for about 1616 years. I think that’s right. His name’s Chris Kirschner. So he’s been around, but he is new to the position of president and CEO. And, you know, when you’ve had someone in charge for so, so long, who was so well known in the community and had really set his path for our chamber? It’s it’s a whole new day at the Dayton area Chamber of Commerce. So that gives you a little bit background on who we are and what we do.

Brandon Burton 6:19
Yeah, absolutely. At least it’s good to know that Chris has some longevity there at the Chamber too. So that seems to be the trend.

Holly Allen 6:26
Yeah, yeah, we it was we were really pleasantly surprised when he got got the position, you know, he fully earned it. He has a really great vision for where he wants our organization to go and how He wants us to support the business community. So it’s been it’s been fantastic. But as you can imagine, it’s a lot of change when we weren’t used to change so.

Brandon Burton 6:49
Well, I’m excited to get into our topic of discussion today around marketing thought leadership, as we kind of had some back and forth before leading up to the podcast to this recording. I thought this is a really interesting topic. So I’m excited to dive into it and get a little bit more of the meat meaning behind that and how you guys are marketing thought leadership there at the Dayton chamber. And we’ll get into this discussion as soon as we get back from this quick break.

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Topic-Marketing Thought Leadership

Alright, Holly, we’re back. As I mentioned before the break, we’re talking today about marketing thought leadership. So at that, I’d hand it over to you and share with us what you guys were doing there. Well, I I know a little bit about what you’re talking about. But yeah, tell us what that means, from your perspective. And, you know, from the marketing, you know, specifically there your chamber how you’re using that thought leadership to really showcase your members,

Holly Allen 8:58
sir. Yeah. Well, Brandon, when you and I talked about this, this is something that I took on early on, when I started you talked a little bit about my history. So coming into my position with you know, 10 plus years as a journalist behind me, I felt like a fish out of water. You know, the the whole like I said, the Chamber of Commerce universe is so is so different than anything I had experienced. And so when I took a look at what our strategy was, I said, Okay, initially, where can I plug in my skill set as a storyteller what you know, where can we plug that into the needs of our members and what we’re doing as a chamber. So when you say thought leadership, my take on that was in public relations, what you want to do is position your organization as an expert in whatever field, right and so as a chamber of commerce, we have access to experts in in every business topic you can think of and one of the things We can do for our members is serve as a reliable source of information that they can use in their businesses. And so the idea is to marry the two, the need and the access we have as a chamber. And so we redid our website, this was back in 2016 2017. And one of the things I did was add kind of a new, we call it a news section, you can call it whatever but and we wanted to use that space for original content. We, at our chamber, my team, there are three of us in the Marketing and Communications Department. And knowing that we have limited resources, we can’t be creating all of that content for our members. So it was about tapping into the experts we have available, and asking them to provide articles, blog posts, whatever you want to call them on topics that our members could then take information away and put it to use. And it turned into over the years, it is a member benefit. Now it was woven into the tiers of our membership, where we say to our members, if you want to submit one of these articles on whatever topic it is that you find your you have experts, and then that is that is part of the upper level tears because they’re getting exposure out of it, or members are getting useful information. And we are the hub that’s connecting it all together.

Brandon Burton 11:27
I love that. And this parallels so well. So obviously, with the podcast, I’ve had several chambers to do. That’s right. That’s what I do in your taking with your knowledge and your background and playing it there at the chamber. But especially since the pandemic I’ve had chambers reaching out to me about podcasting, you know, they see that as a valuable way of being able to tell stories, and but they get overwhelmed with the idea of coming up with content. And it’s like, you know, you don’t need to create all the content, you have valuable resources throughout your community. Interview, your members tell their stories tell how the Chamber’s benefited them as a business. But then you can monetize it like you are with the membership tier, you know, make that be a level and your membership. And absolutely, and maybe not to start off, but once it gets some feet and it starts to grow and go, absolutely you can make that you can monetize that in multiple different ways.

Holly Allen 12:24
Right. You can attest, I mean, you know, putting together a podcast is a heck of a lot of work so so anything you can take off your plate. But I do want to you, you kind of made me think about when you mentioned the pandemic, because this was something that it was eye opening for us when we went into COVID, that we started hearing from our members that they were, you know, a time of such uncertainty, things were changing. So quickly put yourself in the shoes of a business owner, and they didn’t know where to turn for reliable information. And we started hearing more and more from our members that they were so thankful that we were providing information quickly, readily available. And that was really us acting as a curator of content. We weren’t creating everything we put out there. We were curating it from our partners from our members, it became really important for us to tap into attorneys CPAs, you know, other than, you know, of course, we were in contact with the SBA and that sort of thing, but getting that information and putting it together. I wasn’t writing it all, they were submitting some of that information. And we found that it was a really valuable member benefit that I don’t think we realized or we didn’t maximize it before.

Brandon Burton 13:43
Absolutely. So can you share some examples with this? So you mentioned through the pandemic of getting contact with CPAs and attorneys, and obviously SBA may be more normal times what would be you know, some examples of stories that were highlighted or types of businesses maybe that you reached out to that added value to your membership? And just kind of how you go about that with creating, curating the content.

Holly Allen 14:14
Yeah, sure. So normal times, let’s hope that we get to experience normal times again. I think it’s about knowing your membership first and foremost. So I can tell you from our membership that you know quite a bit of them are small to medium sized businesses and so they do not have one of them don’t have a marketing professional on staff. So we know that when we address marketing topics on a you know, small scale for smaller businesses, marketing topics, it’s always a hit, because business owners are interested in knowing how to promote their business, but it’s not necessarily their area of expertise. So we have we’ve partnered this is easy pickings. By the way, if you partner with some of your marketing firms, For your public relations agencies because they know how to do this, they know how to write an article that isn’t salesy, and that’s key. You don’t want it to be salesy or no one’s going to read it. So they know how to write. Basically, it’s native content, it’s advertising. And so they’ll put together topics about, you know, how can you effectively tell a story using video on your social media account, or you know, things, little tips and tricks or tools you can use, that are free or have very little cost associated with them. So that’s easy. And like I said, you know, turning to your attorneys, employment law is always something easy. And a lot of those larger firms, they have market, someone in marketing and their department who’s already writing these pieces, just ask their permission to post it to your chamber website and share with your members. They love it. They get exposure.

Brandon Burton 15:52
Yeah, absolutely. So you had mentioned when you started there at the Chamber, he has added the news page under the website. Since we are on an audio format, can you kind of explain what how that page functions? How are you going about sharing these stories? Is it all video based? Is it articles? Sounds? Like? Do you have some articles as well? So how do you go about sharing these stories?

Holly Allen 16:17
Sure. So it’s mostly in article form, there are a couple of tools out there actually, where you can turn your articles, your blog posts, into videos. So that’s one of the ways we can do it. So we post it in its in its original form, it’s an article and in most cases, it’s posted to the website, and then they’re tagged by topic so that our members can search. And that’s just using WordPress, they have, you know, you can use those tools to do that. And then from there, we share it on our different communication platform. So our E newsletter goes out to our membership, and we’ll tag will include it there. We’ve We’ve found that sharing on LinkedIn, which is our best social media platform has been useful. And then like I said, sometimes you can turn it into another format. So we’ll either turn it into one of those videos, where it’s images, and it has, you know, text that you can post to social media, or we’ll go out and interview the member and add a little video element to share on social media. But that’s the beauty of it, you can take the kernel of an idea and turn it into a bunch of different mediums to tell the story and share it in different ways and get some extra traction from it. Yeah,

Brandon Burton 17:36
I love being able to repurpose content. Always write it, what do you think about you know, some people might be hesitant on repurposing content. But everybody, you know, they digest content so differently, some are gonna strictly do social media, some are gonna read your articles, some are sitting on YouTube, you know, and that’s their, their main source. Some are podcasts. So it’s just there’s no shame in repurposing content at all, or even just snippets to kind of pick that that interest. So they kind of click through and see the rest of the content.

Holly Allen 18:13
I think you’re absolutely right. I honestly believe you’re doing yourself a disservice if you don’t tell the same story in different ways in different formats, because like you said, you’re not reaching the same audience with every communication channel you use. So I think there’s opportunity and you really should be repurposing it. And then cross promoting, you know, you could use your social media posts to be just a tease. Or, you know, we have a quarterly magazine, so I’ll do longer form articles in that print magazine. And I’ll do a shorter version of it on the website as an article or blog posts. So I think you’re absolutely right, you’re doing yourself a disservice if you think that you can’t repurpose content.

Brandon Burton 18:54
Absolutely. I don’t mean to put you on the spot. But it sounds like from the article forum you had mentioned going to the video format do know the name of the tool, it sounded like maybe it’s an more automated kind of thing where you can take the text does something. Oh, my goodness. That’s I didn’t mean Yeah,

Holly Allen 19:13
I know. But I shouldn’t I shouldn’t have even brought it up if I couldn’t tell you which, what the name of it is. Let me figure that out. And I will

Brandon Burton 19:24
you know what, we will put it in the show notes for this episode. So anybody listening? That look? link it in the show notes.

Holly Allen 19:32
I will look at it. I couldn’t remember we use so many tools. I couldn’t remember off the top of my head. But um, I if you don’t follow her name is my nerdy BFF. Is that are you familiar with her? That’s Z. Yep. Yes, yes. Yes, she’s fantastic. And she’s actually how I was turned on to that tool and it will automatically take your blog post from your website and turn it into a video now you can edit it, and there’s a free version so I don’t even pay for it. And then you can post it to social and link back to your website. So you’re driving traffic to the site. So awesome. If Yeah, that’s a good tip get on her newsletter because she’s fantastic.

Lumen5 is a tool to automatically repurpose your blog posts into videos to share on social media.

Brandon Burton 20:07
Yeah. In fact, she she was a guest on the podcast way back when I first started, she was somewhere in the top 10 of the interviews I did I when I started, I kind of had the top 10 people I wanted just as they started off, mainly people that I knew. Yeah, she was one of them. And she came up with a good script. So yeah. I love that. She’s great. So we’ll we’ll figure out what that is. And put it in the show notes for this. I’ll

Holly Allen 20:32
find it. I promise.

Brandon Burton 20:33
Look that up. So I love it. So the the repurposing the content, the automated tools? What kind of feedback are you getting from members as you’re tapping into their stories? What are you? What are you hearing? What are you seeing? What are the?

Holly Allen 20:53
Well, I would say it’s twofold. So on the side of the members, I was really struggling. I don’t know if other chamber professionals deal with this. But I was really struggling when I first started with members who wanted to meet with me, and expected me to do their marketing for them. And at first, I was really frustrated by it, because I was trying to draw that line of No, I work with the chamber, I market, the chamber, and I will give you, you know, I’m happy to meet with you and give you tools and tips. But then I realized why are they asking me to do that. And and I saw that there was an opportunity to provide more marketing and promotional and exposure opportunities through the chamber for those members who didn’t have the tools internally to do so. And so that’s when we started weaving these things into our membership tiers. And I will tell you, those requests have all been stopped. I don’t get asked to market for our members any longer. Because when they need help marketing, I have a whole kit of member benefits, I can hand to them. This is one of them submit an article, it doesn’t it’s not a lot of effort. And I will give you examples to show you how to do it well. So the feedback from our members who are looking for exposure has been fantastic. And it’s taken a load off of me personally. And then the feedback from our members who are receiving the information has been great because we’re we’re not pigeon holing ourselves to the kind of content we can we can provide them. And I think that’s us letting go of, I don’t have to create every nugget that goes out there. And it’s really been, like I said, it’s it’s a thought change from we are not just content creators, we are also content curators, and it’s okay to share things that are useful to our members that we didn’t create.

Brandon Burton 22:42
Yeah, absolutely. I love that whole concept of going from a one to one marketing service. And as you’re given that explanation, I was thinking that is why companies have the FAQ page on their on their websites. And this frequently asked questions, is a fun barded with the same question over and over. So let’s put them all in one place, you get asked a question. You can direct somebody to that, that resource. So you’re creating a whole suite of resources. With it’s a much nicer form of a FAQ. So

Holly Allen 23:17
Oh, you’re absolutely right. And and we did create a page on our website. I know a lot of chambers do this. And but we didn’t we did not have a page on our site that was strictly How can you promote your business through the chamber? So we put a page on the website and did it by membership tier. So I could meet with a member and say, Well, what are your goals? And then say, Here are the options I suggest for you. So it’s it’s I like the way you put it. It’s not a one to one, it’s a one to many, and I’ve given them the tools to do it themselves. Yes.

Brandon Burton 23:47
Yeah. So I’m curious on your, your content schedule. Are you doing something weekly, daily, monthly, just as it comes up ahead? How do you go about putting the content out there?

Holly Allen 24:01
You’re making me tired just asking that question. It’s so hard. Anyone who does marketing and communications for a chamber I’m sure understands it is so hard to keep up with the schedule. We never are digging for content it we are drinking from a firehose, and I think it’s once you start that mindset that you’re always looking for a story idea. They’re everywhere. So our calendar for social media, I’ve shifted some of the roles of our staff, I have someone who is pretty much full time on social media, he does some other things, but so he’s posting multiple times a day to different platforms. As far as these articles, we’ve actually branded them voice of business. Those are as they come in, and I would say it’s, you know, maybe once a month that we’re posting for a member that’s kind of these expert articles. But we’re just we’re constantly creating and repurposing content and plugging it into the different vehicles we have available to us.

Brandon Burton 25:05
Yeah. So you had mentioned the different platforms? Not that I need you to go through all the platforms that you use, if you have a different thought process on what goes where, as far as you know, what goes on LinkedIn versus Facebook versus a blog? What’s your thoughts behind that? Just I see a lot of people just, you know, they produce one piece of content, they put it out everywhere in the same format. Oh, good or bad. So I’m just curious to get your, your input on that. Yeah. So

Holly Allen 25:36
I use, I would say a couple of different thoughts. First is you have to understand who the audience is on each communication channel. So a good example of that is like Twitter, we don’t use Twitter a whole lot. But I’ll tell you why we keep Twitter it’s because that’s where our political audience basis. And we do have an advocacy team here, we have three lobbyists on staff. So when we do anything advocacy related, I make sure we post it to Twitter, and those are quick little bites. And then the flip side of that is think about what is the best way to tell that story. I don’t have to tell it in every single way. I know how to tell a story. But if it’s something that’s more feature in long form, then I’ll do a longer form article with images and put it in our magazine, if it’s something that’s very visual, and you know, there are moving parts and it’s more exciting, like our generation Dayton day when our young professionals go out and do service projects. Well, I’ll do that in a video probably because it’s it’s more visual, and we can tell the story better in that way. So I would say it’s two parts, know your audience, so you know, where you’re sending it out, and then think about the story. And what’s the best way to tell it? And that’s when I can tap into my journalism background a little bit.

Brandon Burton 26:53
Yeah, I love that answer, knowing knowing who the audience is in those different platforms. And and I think, maybe, maybe it’s related or maybe another step further, is think about when they’re using it, too. Oh, yeah. Because if if they’re using it at a time where they are distracted, or they’re just using whatever the social platform is, maybe as a distraction, are they really in a place to engage with what the writer has to put out? So that’s just something to think about? Maybe it is more of a bite size, you know, generate interest, kind of a nugget, then. Yeah, as you try to explore those, those avenues.

Holly Allen 27:28
You’re right. And, and we I’m a big data person, so use the data to guide you. And that’s why I wanted someone who was spending more time on social because I didn’t want to just be throwing spaghetti at the wall and hope it sticks. So he’s pulling those analytics, and he’s really digging into them and looking at what’s working and what’s not. And we do some experimentation, to see what’s gonna grab the most attention, and what’s going to get that engagement that we’re looking for.

Brandon Burton 27:54
Right? And as soon as you find something that works, it’ll change again next month.

Holly Allen 27:58
Or the way they measure i Don’t you just love I mean, Facebook is probably the worst, they’re constantly changing the way they measure things. So that’s hard to keep up with.

Brandon Burton 28:08
Well, Holly, I would like to ask if you might have one tip or action item that we can suggest for chamber champions listening that they can take and maybe implemented their chamber to help take them up to the next level?

Action Item/Tip for Chamber Champions

Holly Allen 28:22
Sure, well, I would say for anyone who, you know, you think about telling stories, not everyone has that experience of being a journalist and looking for story ideas. And so I would say the biggest takeaway is to listen to your members, I make a point to go out and meet with them. And I really listen to what they have to say. And I try to walk out of there and say, What are one or two things that I can take away from that conversation of what our member is dealing with or facing that I can turn into a nugget of information? Who can I tap into to provide information to help our fellow members who are in that position? And that’s a story idea. That’s a content, you know, a little piece of content. So I think it’s all about just consciously listening, when you talk to your members,

Brandon Burton 29:11
especially if there’s a trend in those responses that you’re getting that tells you that there’s a need for whatever you’re talking about.

Holly Allen 29:19
It’s something that’s something we’re focusing on with our new leadership is remaining nimble. We don’t have to do things just because we’ve always done them. We need to constantly ask ourselves, when we hear things from members, if we’re hearing a trend, are we addressing it? Do we need to drop something so that we can get on whatever issue they’re facing? Yeah, that’s become more more apparent to us with the pandemic going on?

Brandon Burton 29:43
Absolutely. Yeah. So I’d like to ask everyone I have on the show this question is we’re all curious and interested in the future. How do you see the future of chambers of commerce and their purpose going forward?

Future of Chambers

Holly Allen 29:57
It’s a great question. I I would say that we have become more of a business concierge. I think the chambers of old, where you join, just to join are a thing of the past, I think that we have to be really responsive to the needs of our business members. And here is our chamber that has translated into more of an old school approach, we are making it a priority that we are visible and being meeting with our members and listening to them and then trying to solve their problems for them, because that’s part of what we do as a Chamber of Commerce. So I think we’re going back to that business concierge model.

Brandon Burton 30:45
I love it. I think that’s a good, good response. I did my best. Well, I wanted to give you an opportunity to put out any contact information for anyone listening who might want to connect with you or see how you guys are doing things or at the Dayton chamber. What would be the best way for someone to reach out and connect with you,

Connect with Holly Allen

Holly Allen 31:07
sir? Well, emails probably best. And so my email address is hallen@dacc.org. So that’s like Dayton Area Chamber of commerce.org.

Brandon Burton 31:25
And I will get that in our show notes for this episode, as well as the tool to create the automated (Lumen5)

Holly Allen 31:31
Yes, I do find that tool. Yeah. Great. So I’ll find

Brandon Burton 31:36
it. So the show notes will be at chamberchatpodcast.com/episode 146. But Holly, thank you so much for spending time with me today here on Chamber Chat Podcast, I think you’ve provided a lot of value and given a lot of fodder for those listening to think about and see how they might maybe readdress the way that they are doing their their marketing communication approach. Thank you.

Holly Allen 32:00
I hope so thank you so much for having me. And I look forward to I hope I hear from other chamber experts out there because I would love to hear what they’re doing as well. So thanks for this opportunity. This has been fun.

Brandon Burton 32:13
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