Using Google Search Can Help You Save on Market Research Costs: Here’s How

March 27th, 2020

by Linda Pophal

All marketers know how important it is to understand their target audience so they can effectively craft messages and select communication channels that will most appeal to them and move them to some desired action. Read the rest of this entry »

SEO and Me: A Love/Hate Relationship

March 16th, 2020

by Linda Pophal

 

I have a love/hate relationship with search engine optimization (SEO). I understand SEO. I very often use the concepts in my own writing—and often use the concepts in writing for clients. Sometimes, though, and probably because I was a writer long before SEO was even “a thing,” I balk at what can seem at times to be a misguided focus—a singular focus—on SEO to the exception of everything else. Read the rest of this entry »

Sometimes I Just Can’t Be a Ghost…

March 12th, 2020

by Linda Pophal

Having worked for organizations and their senior leaders and spokespeople for a number of years as director of corporate communications and marketing in various fields I’ve long been familiar—and quite comfortable—with the concept of ghostwriting. Ghostwriters write content for others. That content might be in the form of a speech, a presentation, an email, an article, a letter to the editor, a book-length manuscript, or a wide range of other applications. Read the rest of this entry »

Social Media and Your 2020 Marketing Strategy

March 3rd, 2020

There have been plenty of notable changes in the social media landscape as of late. New channels (like TikTok) are popping up. Legacy channels (like Facebook and Twitter) are cracking down on users and APIs whose approaches have been more spammy than strategic. Read the rest of this entry »

Time-Tested Tenets of Effective Marketing Haven’t Changed in 100 Years

February 19th, 2020

In the digital age of rapidly increasing technology and here-today-gone-tomorrow fads in fashion, popular culture and consumer tastes, it can seem like the rules of marketing are constantly changing, rendering obsolete what may have been sound advice just 10 or 20 years ago. But despite the near-constantly changing winds at the edges and frontiers of the marketing industry, the vast majority of the core principals remain unchanged and have stood the test of time. Read the rest of this entry »

Things You Can—and Can’t…—Do to Upgrade Your Brand

February 12th, 2020
Brand audits and brand evaluations are two areas that we particularly enjoy when working with clients. Why? Because, when done well, it’s very high-level and very strategic work. And, because having a clear and well-defined and well-executed brand is fundamental to everything a business does and its ultimate success.

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Key Takeaways From Super Bowl Advertising (Our Favorite Part of the Game)!

February 6th, 2020

The Super Bowl is behind us, but the buzz about the brands that bought space to reach the masses during this much-watched event is still buzzing. It’s buzz that can benefit businesses—of any size—that are looking for ways to boost awareness and breakthrough an increasingly cluttered media environment. Small businesses, in particular, can learn from the best of the best (and worst of the worst…). For example: Read the rest of this entry »

Using Google Search Console to Improve Your SEO

February 3rd, 2020

Google Search Console (GSC) (formerly Google Webmaster Tools) is a free online resource of tools and reports that Google makes available to users to help them improve their websites and optimize them for search. If you have a website, you should be using GSC—or using an agency that can help you uncover valuable insights to help improve your website performance. Read the rest of this entry »

Communication Channels Don’t Work in Isolation: Be Strategic!

January 29th, 2020

A lot of questions I see related to digital marketing tend to compartmentalize, or silo, various types of communications. For instance, questions about social media or even about specific social media channels. Or questions about blogging. Or questions about website performance. Read the rest of this entry »

Is Content Marketing a Viable Lead Generation Tactic? Yes, but…

January 17th, 2020

We saw a question recently in an online group to the effect of: “Is content marketing a viable lead generation tactic?” Great question, but not one that can be easily answered. The short answer is a resounding YES! But…