6 Steps and 6 Weeks to an Effective Content Strategy: Week 2

April 23rd, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsJazz Jones is hoping to build business for her leadership development coaching for healthcare professionals. She’s clarified her goals and objectives and is ready for Step 2: identifying her target audience. Read the rest of this entry »

6 Steps and 6 Weeks to an Effective Content Strategy: Week 1

April 16th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communicationsIn last week’s blog post we met Jazz Jones, a physician and former healthcare administrator who is hoping to raise awareness and generate new coaching business through content marketing. Her first step:  Read the rest of this entry »

The Fyre Festival: Some Marketing Takeaways

April 11th, 2019

by Justin Grensing, Esq., MBA

 

A couple of years ago, Ja Rule — a rapper who rose to prominence in the early 2000s — and Billy McFarland — an entrepreneur and now convicted fraudster — organized the Fyre music festival. Billed as a luxury music festival on a Bahamian island with gourmet food, beautiful people and top music acts, the festival briefly made big headlines as a total disaster. Read the rest of this entry »

Content Marketing Strategy Revisited: Taking a Journey With Jazz Jones

April 9th, 2019

content marketing, content management, content strategy, strategic marketing, marketing strategically, strategic communications(This was a very popular series for us a few years ago so we thought we’d take a look back and revisit.)

There is no shortage of content marketing experts these days, and there’s no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. The problem is that these ideas are often without context–not grounded in real-world examples that can help would-be content marketers get their arms around what content strategy is all about.

Here, through a fictional example of a company that’s interested in gaining clients and driving business through content marketing, we apply the advice of content marketing experts to demonstrate how it can be used in concrete ways. Read the rest of this entry »

Amazon Zigs When Others Zag: Meeting Consumer Needs Before They Know They Have Them

April 4th, 2019

by Justin Grensing, Esq., MBA

 

Amazon has proven time and again to be particularly adept at figuring out what its customers want and giving it to them. Whether it’s shopping suggestions based on previous orders, on-demand media content or same-day delivery, the retail giant answers the demands of the people whose purchases are lining its pockets.

The latest example of this as-you-wish mentality was recently announced and reported in an article for CNN by Taylor Nicole Rogers titled “Amazon’s new waste-reduction strategy: Delivery only once a week.” Read the rest of this entry »

Three Big Buckets of Effective Social Media Strategy

March 29th, 2019

It’s hard to succeed at anything if you’re not focused. Whether you’re golfing, driving, taking an exam or giving a presentation, losing focus on your objective can be disastrous. The same is true of your social media activity. Granted social media marketing is a longer-term activity than golfing or giving a presentation, but the importance of focus is no less important. In particular, we’ve selected three key elements marketers should keep their focus on when engaging in social media. Read the rest of this entry »

Bye Bye Blockbuster?

March 28th, 2019

by Justin Grensing, Esq., MBA

 

For countless Americans, a trip to the local Blockbuster in the hopes of renting one of the copies of the latest hit movie to be released on VHS or DVD or to browse older favorites and film classics was a part of the Friday or Saturday night ritual for years.

But as technology and delivery methods evolved, Blockbuster and other video stores started to lose market share to then-mail-delivery-based Netflix as well as DVD rental kiosks before seeing further erosion from video streaming services. As Michelle Lou and Saeed Ahmed write for CNN, the iconic brick-and-mortar movie rental chain is still hanging on. But just barely. After the recent closing of a Blockbuster store in Australia, the Blockbuster in Bend, Oregon became the last one open on earth.

Read the rest of this entry »

What We Can Learn From Amazon’s HQ2 Failure

March 7th, 2019

by Justin Grensing, Esq., MBA

 We recently wrote a blog post on some of the lessons to be learned from a decision by retail giant Amazon to abandon plans to open one half of its HQ2 in New York City. The media have been quick to label the decision as a failure and a PR disaster for the firm that stirred up months of media frenzy when it announced its search for an HQ2 several months ago. Read the rest of this entry »

When Your Brand is the Victim of an Epic Fail

March 5th, 2019

 

20846299 - typography illustration poster of brand management wordsby Justin Grensing, Esq., MBA

Companies spend big money on celebrity endorsements. Nike alone spends billions of dollars on celebrity endorsements each year. Sometimes, the endorsements simply serve to bring publicity to a brand. Or they may entice consumers who want to emulate celebrities they respect. “A Taiwanese study shows that consumers show greater recall of products that have been endorsed by celebrities—regardless of whether they are actual fans or not,” says Guided Selling. Read the rest of this entry »

Can Content Creators Beat the Bots? We Hope So…

February 28th, 2019

by Justin Grensing, Esq., MBA

Artificial intelligence (AI) is widely seen as a game changer in how our world operates, both now and especially in the future. With any revolutionary change, there are often both strong advocates and vehement detractors. Much of that polarization comes from the fact that major societal disruptions often have both winners and losers. Take globalization as an example. While an increasingly interconnected global economy with more open trade has meant cheaper prices for consumers in developed nations, it has often also meant that employees in some sectors are displaced as industries move to countries with lower costs of production. Read the rest of this entry »