April 26th, 2021
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. Read the rest of this entry »
Tags: content marketing, contributed content, ghostwriting, thought leadership, writing
Posted in Content Marketing, Influencer Marketing, Journalism | No Comments »
April 22nd, 2021
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. Read the rest of this entry »
Tags: focus groups, Google search, Google Search Console, marketing research, primary research, Using Google Search Console
Posted in Marketing, Marketing and Branding, Marketing Research | No Comments »
March 29th, 2021
When pandemic restrictions around the country started occurring in March 2020, few imagined that many would still be in place—or start up again—as the year drew to an end. As I write this, in mid-November, cases are rising across the country, and new restrictions are emerging. Through it all, organizations of various kinds have had to adjust and adapt to the new normal—whatever that is. As businesses plan for 2021, none can ignore the potential for COVID-19 to continue disrupting their operations and impacting consumer decisions. Read the rest of this entry »
Tags: B2B content marketing, content calendar, content marketing, content marketing effectiveness, effective marketing, internet marketing, marketing during COVID, marketing in 2021, marketing strategy
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Strategic Communications | No Comments »
March 22nd, 2021
SEO has long been the holy grail for internet marketers—and content creators—of all kinds. Attracting eyeballs, and website visitors, was job number one. While that’s still the case to a large degree, SEO has become less of a numbers game and more of a driver for creating high-quality, relevant content. This is because of the ongoing algorithmic changes that Google and other search engines make to deliver a positive search experience for users. Read the rest of this entry »
Tags: content marketing, marketing strategy, search engine optimization, SEO
Posted in Content Marketing, SEO | No Comments »
March 2nd, 2021
I’ve worked in marketing for a number of years, and I know that it can be a thankless role at times. After all, the marketing department is a cost center, not a revenue center. It’s a function that is often highly scrutinized in terms of how dollars are being spent and what results are being achieved from those expenditures. Marketing staff is sometimes viewed as “squishy creative types” who don’t really understand business issues but like to throw money at bright, shiny things and the latest social media craze. Read the rest of this entry »
Tags: business goals, business objectives, content marketing, marketing strategy, seat at the table, strategic analysis, strategic plan
Posted in Career Advice, Marketing and Branding, Strategy | No Comments »
February 25th, 2021
I’ve written about search engine optimization (SEO) in the past and have gathered input from a wide range of content and digital marketing experts about the topic. As someone who was writing advertising copy long before SEO was “a thing,” I have kind of a love/hate relationship with the concept. Or maybe I should say a love/grudging respect for the concept. Read the rest of this entry »
Tags: content marketing, copywriting, search engine optimization, SEO, writing copy
Posted in Content Marketing, Marketing Communication, SEO | No Comments »
February 23rd, 2021
I’ve been working as part of an agency team to create a white paper for a technology client and we’ve been having some back-and-forth discussion about the outline and direction the white paper will take. It was, according to the agency brief, initially envisioned as a “top of funnel” piece. After a review of the draft of the outline, though, one of the client reviewers indicated that she felt it was more “middle of funnel”—and an interesting exchange and spirited debate ensued. Read the rest of this entry »
Tags: AIDA, BOFU, bottom-of-funnel, buyer journey, compelling content, content marketing, copywriting, marketing funnel, middle-of-funnel, MOFU, TOFU, top-of-funnel, writing content
Posted in Content Marketing, Marketing Communication | No Comments »
February 10th, 2021
I’ve been doing a series of webinars during the pandemic for a Women’s Business Center in my area on topics related to marketing and maintaining a business presence. As part of the process, I’ve been spending time reviewing, analyzing, and reporting on various best practices that I’ve either seen or that I’ve practiced with clients or my own business. It’s been interesting to watch how many businesses have successfully, and quickly, changed their processes or entire business models to adapt to “the new normal.”
Yet some haven’t. Read the rest of this entry »
Tags: coronavirus, Marketing, marketing best practices, marketing during COVID-19
Posted in Marketing, Marketing and Branding | No Comments »
February 3rd, 2021
It’s always challenging to come up with a list of “the top” anything. But, whatever the subject matter, it’s an interesting exercise. It requires stepping back to think strategically about what matters most. In this case, what matters most when it comes to content marketing. Having been engaged in content marketing for a number of years now, and having achieved a fair amount of success with our own and client accounts, we’d point to these as the “Three Must Knows” for effective content marketing. Read the rest of this entry »
Tags: content marketing, content that converts, copywriting, writing content, writing copy
Posted in Content Marketing | No Comments »
January 19th, 2021
In the modern retail landscape, digital is no longer a threat to the in-store shopping experience. In fact, smart retailers have come to see e-commerce as a tool to boost in-store foot traffic. This represents a new phenomenon called ROPO (research online, purchase offline), where consumers start their shopping journeys online but complete them in-store.
This is a strategy used by 82 percent of consumers, according to Retail Customer Experience. Because of this, experts stress how important it is for retailers to have a strong presence in both physical and digital environments. Read the rest of this entry »
Tags: B2C marketing, digital marketing, internet marketing, marketing online, marketing strategy, online marketing, ROPO, showrooming, webrooming
Posted in Business Development, Content Marketing, Innovation, Internet Marketing, Marketing and Branding, Technology | No Comments »
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