Setting Boundaries When Working From Home

July 7th, 2020

Working from home is top-of-mind for many people these days. The COVID-19 pandemic resulted in innumerable businesses sending innumerable employees home to work to keep them safe and isolated from others. Working from home has long been top-of-mind for us–we’ve been a virtual business since 2008. So from a workday standpoint, the virus hasn’t created that much disruption for us. It has created some new opportunities, though.

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What Channels are Included in Digital Marketing and How Do You Measure Digital Marketing Success?

July 3rd, 2020

by Linda Pophal

My first job out of college was working in traditional direct mail marketing and I spent ten years with that company. I loved the work because it was so measurable so you could tell what worked, what didn’t and continually make improvements to boost response. Digital marketing, of course, offers even greater opportunities to measure the effectiveness of content in a variety of ways so it’s a field I really enjoy.

Literally any content that is accessible online–e.g. via the internet–is considered to be digital marketing. Read the rest of this entry »

Why You Should Seek Employee Feedback Before Customer Feedback

June 23rd, 2020

Hiring marketing or content marketing talent?It’s quite common for companies and their marketers to seek feedback from customers about their products and services. But there’s another group whose feedback should also be considered. In fact, it should be considered before seeking customer feedback.

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Marketing During, and After, the Pandemic

June 19th, 2020

As businesses slowly begin to open back up, many find themselves doing business far differently than they may have before the pandemic. Safety is top of mind. Not all customers feel comfortable at this point, interacting in person with the businesses they may have frequented without fear in the past. That means for many companies, a combination of in-store/in-person and online or socially distanced interactions. Many are operating on the fly, figuring things out as they go. But now may be an excellent time to take a step back and update, or create, a marketing plan to help you move forward more strategically. 

Here’s some advice for doing just that: Read the rest of this entry »

Creating a Competitive Positioning Matrix

June 12th, 2020

Every business has competitors and needs to successfully position itself against those competitors to succeed in the marketplace. Creating a competitive analysis matrix can be a good way to help you identify areas of opportunity for your business and its products and services. Here we show you how.
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Conducting a Competitive Analysis

June 4th, 2020

Competitors are a fact of life for businesses of all types and sizes. Even if you think you have no competition (and some companies do think this), you do! We like to define competition, broadly, as “any available alternative to what you have to offer.” For instance, I worked in the healthcare industry for a number of years, leading the organization’s marketing efforts. We had direct competitors (other hospitals and clinics) serving the same market we served. We also had indirect competitors—Google search for instance. How often have you gone online to find information about some medical issue rather than make an appointment to see the doctor?

The point is, we all have competition. Read the rest of this entry »

Getting Media Coverage: 7 Best Practices That Really Work

May 22nd, 2020
Companies of all types and sizes understand that media coverage can be a great way to get their names in front of audiences of all types. Today’s massive media market means ample opportunity to do just that. And, the good news these days is that you don’t need to hire an expensive PR firm or publicist to get the exposure you’re looking for (although we do offer those services at a very reasonable rate). You may also be interested in our book, 21st Century Secrets to Effective PR, which offers our own tips as well as tips and best practices from many other PR practitioners.

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Finding Multiple Uses for Your Content to Extend Its Longevity and Reach

May 12th, 2020

Content is always changing shapes, morphing into something new. Long before there was the written word, people gathered to tell stories around campfires. Before there was a printing press, there were handwritten books. Then, of course, came ebooks. Now, our content comes to us through a dizzying array of devices and platforms. Smart creators are using the growing number of delivery options to continue to reshape content into new—and sometimes improved—forms.

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Opportunities for Content Creators to Leverage Virtual Assistants

May 5th, 2020

Humans have been working to automate tasks since the days of Henry Ford. Sometimes, this means coming up with faster, more cost-effective ways to develop automobiles and other products or streamlining operations and reducing the need for manual labor in various manufacturing settings. Other times, it’s spurred by the rampant development of increasingly complex technology to create and distribute content. Regardless, the quest for new ways of getting work done without human intervention is ongoing.

The use of technology for content creation and dissemination is just one more example. It’s an area that is seeing increasing interest from developers and users alike. Read the rest of this entry »

What Niche Publishers Know That Mass Media Overlooks

April 28th, 2020

While publishers continue to battle for audience, relevance, and engagement, some niche publishers are quietly making an impact—and money—from narrowcasting. Consider, for example, the following:

Emu Today & Tomorrow, a magazine for emu farmers

Twins, a magazine for parents of multiples, which launched in 1984

Spudman, a publication for potato farmers

The Chimney Sweep News, serving a decidedly niche market of chimney sweepers as the name suggests

These and other publications are finding success by casting a narrow net to appeal to smaller, more exclusive market segments. Publishers can draw inspiration and insight from the retail sector.

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