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. (more…)
Archive for the ‘Marketing and Branding’ Category
Using Google Search Can Help You Save on Market Research Costs: Here’s How
Friday, March 27th, 2020
SEO and Me: A Love/Hate Relationship
Monday, 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. (more…)
Sometimes I Just Can’t Be a Ghost…
Thursday, 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. (more…)
Time-Tested Tenets of Effective Marketing Haven’t Changed in 100 Years
Wednesday, 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. (more…)
Things You Can—and Can’t…—Do to Upgrade Your Brand
Wednesday, 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.Using Google Search Console to Improve Your SEO
Monday, 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. (more…)
Communication Channels Don’t Work in Isolation: Be Strategic!
Wednesday, 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. (more…)
How Did We Do on Our 2010 Predictions? A Look Back as We Approach 2020
Tuesday, December 31st, 2019
This is the time of year for predictions and, as we approach a new decade, we thought we’d take a look back at the last decade to see how well the predictions we made then have held up. Here’s what we said then, where we are now and what we predict for 2020. (more…)
Another Year Draws to an End
Friday, December 27th, 2019It’s hard to believe that another year is drawing to an end. I can still vividly remember the countdown to Y2K and the anxiety so many were feeling as they wondered what a new century would mean in terms of digital disruption. The year 2000 came in with more of a whisper than a bang but, since that time, much has changed in terms of the ways technology continues to impact our personal and professional lives.Goodwill: Being Strategic About Your Giving Decisions
Thursday, December 26th, 2019
Supporting the local community can be expensive. Even large organizations have to be careful about how and where they lend their time – and money. Is there value – beyond personal satisfaction – in supporting local events and activities? Which ones? How can you say “no” graciously to the many requests that come your way? (more…)
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