September 1st, 2023
A number of years ago, a colleague of mine gave me a book on fractals to read and it was fascinating! At least I thought so. It was all about how nature is made up of fractals that operate in a systematic way to create patterns (in clouds, in leaves, in trees—in everything!). It’s all very mathematical (and I didn’t understand much of the really technical content…) but the images were fascinating and the idea that there are patterns—often predictable patterns—in everything around us, was Read the rest of this entry »
Tags: content marketing, digital marketing, direct mail marketing, Direct Marketing, email marketing, snail mail, traditional marketing
Posted in Content Marketing, Marketing and Branding, Marketing Communication | No Comments »
August 29th, 2023
Developing and maintaining a strong brand for a service is significantly more challenging than developing and maintaining a strong brand for a product. Why? Because a service is less tangible, more ephemeral—and often involves multiple “touchpoints” that really determine the “brand experience.”
What makes a strong brand? Read the rest of this entry »
Tags: 4 Ps of Marketing, B2B marketing, Brand Management, service brands
Posted in Marketing and Branding | No Comments »
August 24th, 2023
I was pulled into an interesting online discussion recently in a PR forum that I participate in on LinkedIn. There are currently more than 100 responses to a question that initially asked whether participants hated cold-calling and eventually evolved into a discussion of whether Read the rest of this entry »
Tags: asking for input, conducting surveys, customer research, marekt research, marketing research, polling key audiences, survey research
Posted in Marketing and Branding, Marketing Communication, Marketing Research | No Comments »
August 22nd, 2023
The use of freelancers and contractors is on the rise, and this trend is likely to continue as hordes of workers are laid off or decide they simply aren’t willing to give up the freedom and flexibility of remote and hybrid work to return full-time to physical workplaces. Freelancers can offer great benefits to employers who know what to look for, what to look out for, and how to effectively evaluate talent before bringing them on board. Read the rest of this entry »
Tags: B2B content marketing, content marketers, content marketing, evaluating freelancers, finding freelancers, freelance talent, freelancers, gig economy, working with freelancers
Posted in Content Marketing, Remote Work | No Comments »
August 17th, 2023
Despite sentiments to the contrary, email marketing is still a go-to tool for both B2B and B2C marketers. But, especially in the B2B environment, it can be challenging to break through the gatekeepers. Even if your email message gets through organizations’ firewalls designed to combat spam, you still need to capture the attention of your desired recipient—or land in the circular file! Read the rest of this entry »
Tags: best email subject lines, email marketing, email subject lines, testing email subject lines
Posted in Content Marketing, Marketing and Branding | No Comments »
August 1st, 2023
Chris is in the market for a new car. Chris, like most consumers, is broadly aware of the many types of cars on the market and can see them on the road, on car lots, in advertisements, and online. While deciding which car to buy, Chris not only draws on his own awareness that has been created through these channels, he is also likely to become much more proactive in seeking information—asking family, friends, neighbors, and colleagues for their advice; perusing review sites; following hashtags on social media channels; gathering information through Google searches; and, eventually, visiting car manufacturer or dealer websites to help narrow the choices. Then Chris is likely to visit a local car dealership to take a test drive and talk pricing. Read the rest of this entry »
Tags: content marketing, dark funnel, digital marketing, internet marketing, marketing funnel
Posted in Content Marketing, Internet Marketing, Marketing and Branding, Marketing Measurement | No Comments »
July 27th, 2023
Content marketing remains a high priority for organizations of all kinds today as they struggle to stay relevant to customers while keeping ahead of the constantly changing algorithms of search engines like Google. Companies clearly need to generate a constant flow of high-quality, relevant, current content, but continually creating and updating content can take a toll and drive up costs. And finding a qualified staff that can keep up with the demand isn’t so easy these days.
The solution for a lot of companies today is Read the rest of this entry »
Tags: content inventory, content marketing, publishing, repurposing content, reusing content, Social Media, social media posts
Posted in Content Marketing, Marketing and Branding, Marketing Communication | No Comments »
July 25th, 2023
COVID-19 had a massive impact on many aspects of business life, and events were certainly one of them. SXSW was one of the first events to announce its cancellation at the beginning of the pandemic and, of course, virtually all others followed suit. Live events have been re-emerging, but event planners are approaching the process differently from how they have in the past. Splash’s “2023 Events Outlook Report” (its third annual report) indicates that Read the rest of this entry »
Tags: event management, event planning, events, in-person events, trade shows, virtual events
Posted in Marketing and Branding, Promotions | No Comments »
July 21st, 2023
It’s not uncommon for students in both high school and higher ed to question whether what they’re learning will actually have relevance in the real world of work. There are three concepts, though, from several speech classes I taught at the undergraduate level, that I’ve found to be extremely helpful in creating content designed to resonate with various needs and preferences of the target audience: ethos, logos, and pathos. Before I lose you, trust me, these are really simple concepts that you can use to create and evaluate your promotional content. Read the rest of this entry »
Tags: advertising tips, copywriting tips, ethos, logos, pathos, persuasive copy writing, writing copy, writing persuasive copy
Posted in Content Marketing, Marketing Communication | No Comments »
July 18th, 2023
When business leaders, thought leaders, and even PR pros are hoping to get media coverage for their, or their companies’ efforts, they often inadvertently make some mistakes that can hinder their efforts.
Here we take a look at 10 common, and easily fixable, mistakes. How many are you making? Read the rest of this entry »
Tags: effective media coverage, effective public relations, free publicity, getting media coverage, getting publicity, working with the media
Posted in Media Relations/PR, PR and Media Relations | No Comments »
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