Our company is named Strategic Communications to emphasize our belief that to be effective, communication must be strategic. Too often, marketing initiatives are focused more on tactics (let’s get on TikTok! let’s put up a billboard!), rather than strategy. That’s probably one of the biggest mistakes that marketers can make. Why? Because unless you just “get lucky,” and you might, simply picking tactics may result in doing the wrong things, wasting time, effort, and money.Archive for the ‘Content Marketing’ Category
Strategy Matters – Here’s Why
Tuesday, January 18th, 2022Our company is named Strategic Communications to emphasize our belief that to be effective, communication must be strategic. Too often, marketing initiatives are focused more on tactics (let’s get on TikTok! let’s put up a billboard!), rather than strategy. That’s probably one of the biggest mistakes that marketers can make. Why? Because unless you just “get lucky,” and you might, simply picking tactics may result in doing the wrong things, wasting time, effort, and money.Must-Have Skills for Today’s Marketers to Excel
Tuesday, January 11th, 2022
The field of marketing is vastly different today than it was even three to five years ago. While the basic principles and concepts of effective marketing, from an academic standpoint, really haven’t changed much, what has changed is the ways marketers do their work and the kind of work they do.5 Simple Website Mistakes That Many Businesses Make
Tuesday, January 4th, 2022
We work frequently with clients to evaluate/audit and make recommendations for improvements to their websites and write website content. In addition, Linda serves as a digital marketing specialist with the State of Wisconsin’s Business Intelligence Team and Purdue University. In this role she reviews and makes recommendations to websites of small but growing companies.Through this work, we tend to see some very common (and, fortunately, easy to fix) mistakes being made. Here we take a look at “5 Simple Website Mistakes That Many Businesses Make.”
This is Why LinkedIn Isn’t Working for You!
Tuesday, December 7th, 2021
We’ve been managing our own, and client, LinkedIn profiles and company pages for several years now. I’ve always been a big LinkedIn fan and I’ve seen interest in using LinkedIn for business development grow significantly during the pandemic as opportunities to connect in person with clients and prospects has diminished, or disappeared in some cases. As we work with clients who are new to LinkedIn we tend to see a lot of the same issues that are hindering their ability to use this powerful business-to-business (B2B) social media channel most effectively. After working with a couple of new clients to help them develop and fine-tune their strategy, I thought I’d share some of the most common missteps I see and offer some advice for others who don’t feel they’re getting enough traction on LinkedIn (or other social channels—the same best practices apply there as well). (more…)
3 Steps for Gaining Traction as a Thought Leader
Tuesday, November 30th, 2021
So you want to be an expert? Seems like just about everybody does these days, and social media makes it relatively easy, and very inexpensive, to take steps to gain expert status, or thought leadership. We work with a wide range of clients, primarily in business-to-business (B2B) related industries, many who are business consultants wishing to establish themselves as thought leaders in various industries. Here are “3 Steps for Gaining Traction as a Thought Leader”: (more…)
5 Quick Tips for Writing Headlines for Digital Marketing Efforts
Friday, September 3rd, 2021
In the newspaper business, the above-the-fold headline is a crucial aspect of grabbing a potential reader’s attention and enticing them to pick up the paper and read on. The same is true of online headlines – the hyperlinks that come up in a list when you search for something in a search engine. In addition to page ranking, an enticing headline is an important way to drive traffic to your site. With that in mind, here are some tips for generating great headlines. (more…)
Creating Content: A Role for Your Contacts and Connections
Wednesday, September 1st, 2021
Group Of Multi-Ethnic People Social Networking
As content marketing has emerged as a top go-to tactic for marketers of all kinds in all industries, the challenge that many have been faced with is how to generate the massive amounts of content often required to feed the funnel. Even large organizations with internal staff dedicated to marketing and communications often find themselves turning to others for content creation.
That’s certainly a great thing for firms like ours, and we help a number of individuals and organizations create a variety of content. But there’s another great source of content that can be leveraged in big and small ways to help feed the demand for content: (more…)
Tips for Finding Experts in Content and Content Marketing
Tuesday, August 17th, 2021
I do a lot of presentations (and since the pandemic emerged, webinars) on marketing-related topics. When I do, I try to provide as much practical and useful advice as I can. I don’t worry about “giving away my secrets” for a couple of reasons:
- They’re not that secret—they’re just good, proven, elements of effective marketing and communication.
- Telling someone how to do something rarely translates into the ability to actually do that something.
- The small business owners and entrepreneurs—and, often, even senior and very seasoned marketing executives in large organizations—simply don’t have the time to do it themselves.
They often need to call upon others—agencies or freelancers—to help them out. (more…)
Best Practices for Finding Freelancers: Top Go-To Sources of Talent
Monday, August 2nd, 2021
Content is king, as the saying goes, and that’s certainly true in a digital world. Consumer appetite for content is at an all-time high and continuing to grow. That’s great for organizations that have well-oiled content creation teams in place to meet the demand. For others, though, developing content on a regular basis that is high-quality and focused on issues and topics that resonate with their audiences can be a challenge. The gig economy can help. A wide range of freelancers and contract content creators are available to organizations to help produce content for any format. (more…)
How Marketers Are Using Video in 2021
Tuesday, June 22nd, 2021Video continues to be a popular and effective way to boost marketing efforts, especially with the emergence of video-first platforms such as TikTok. And, with the proliferation of do-it-yourself (DIY) video options, the demand for professionally produced, high-production-value video content no longer looms as the must-do priority it used to be. Today, marketers of all types and sizes—even those with very small budgets—can successfully use video to augment their marketing communication efforts. (more…)
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