Jazz 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. (more…)
Archive for the ‘Content Marketing’ Category
6 Steps and 6 Weeks to an Effective Content Strategy: Week 2
Tuesday, April 23rd, 2019
6 Steps and 6 Weeks to an Effective Content Strategy: Week 1
Tuesday, April 16th, 2019In 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: (more…)
Content Marketing Strategy Revisited: Taking a Journey With Jazz Jones
Tuesday, April 9th, 2019(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. (more…)
Three Big Buckets of Effective Social Media Strategy
Friday, 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. (more…)
Can Content Creators Beat the Bots? We Hope So…
Thursday, 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. (more…)
What Are White-Glove Advertising Services and Should You Be Using Them?
Thursday, January 24th, 2019
Publishers have a lot on their plates these days—from fraud and ad blocking, to Facebook’s recent News Feed changes, to GDPR, increasingly rampant technological innovations and more. On top of the traditional issues related to publishing, publishers also have increasingly been pulled into generating ad revenues through ad tech—a constantly shifting landscape that can certainly be a diversion from creating quality content to meet audience needs.
How are they managing? In some cases, they’re outsourcing this aspect of their ad operations (ad ops) to white-glove consultancy services. (more…)
What is Customer Communications Management?
Monday, January 21st, 2019
Customer communications management—or CCM—is a term that has been making its way into marketing and customer relations circles and conversations lately. But, is it something new, or just a repositioning of the same, classic approach to communication management that marketers have been using for years? Is this a term just used to apply to what is also known as digital marketing, or does it have an analog component as well? (more…)
Our Top 5 Content Marketing Predictions for 2019
Wednesday, January 2nd, 2019
It’s hard to believe another year is winding down. It’s the old “toilet paper roll theory” (a not-so-scientific way of explaining relativity). Time may pass more quickly (at least perceptually) for me, than for the university students I teach, for instance. For them a year represents about 1/20th of their lifetime. For me, well, you get the point!At any rate, as another year is almost behind us, it’s time for two annual traditions: making predictions for what the new year may hold and making resolutions.
Here’s a look at our top predictions for 2019.
Influencer Marketing: Avoiding the Potential Pitfalls
Tuesday, December 4th, 2018
(excerpted from Best Practices in Influencer Marketing)
While influencer marketing can yield big benefits, there are some potential pitfalls. Primary among them, is that it can be a lot of work, and results are not guaranteed. As Natarelli notes, “The nature of the media landscape today requires constant optimization and tinkering. You have to see audiences as fluid and fickle. Therefore, it is hard to sometimes identify and hold on to success. Clients looking for sure bets and silver bullets will be disappointed.” (more…)
Content Marketing Experts Define “Influencer Marketing”
Thursday, November 29th, 2018
(excerpt from Best Practices in Influencer Marketing)
Defining “influencer marketing” in the online space can be somewhat challenging as perspectives can differ wildly. Here’s a look at how experts in digital marketing are defining this term: (more…)
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