A lot of people ask me, “should my business be blogging?”
It leads me to believe that there is still, amongst the majority of professionals—particularly at the small-to-medium sized business level—a fundamental misunderstanding as to how blogs fit into the sales funnel.
If you don’t grasp how the sales funnel works, it can be easy to dismiss a blog as a frivolous expenditure and thus, a gigantic waste of time. But rest assured, blogs have an important place in the sales process.
Here is how a blog fits into the sales funnel. Keep in mind that the sales funnel works from the top-down: Continue reading →
You’re still trying to decide whether a content strategy vendor is right for your business. After all, partnering with any vendor is a big decision and one that requires a lot of trust.
By outsourcing either some or all of your content needs, you can spend less money on the resources required to obtain professional, compelling copy. There are also several hidden benefits to outsourcing content production that you may not be aware of.
Here are three unexpected perks of working with a content strategy vendor:
What winds up happening is you lose the spark of interest that is needed to make your brand exciting to consumers. Continue reading →
Last week, Mike Templeman, a contributor to Forbes Magazine, boldly claimed that “content marketing doesn’t work.” Templeman, a content writer himself, contends that most brands are doing it wrong, either by utilizing outdated creation and promotion strategies or simply having misguided expectations.
There may be some truth behind this statement given that many companies view content as a necessity but not always a priority. We live in a world that is connected to data all day; whether online, on our phones, our tablets and even TV. This new age of information can be as instructive as it can be overwhelming for consumers.
Hi, my name is Diana Bishop and I am a Benefit Cosmetics addict. This is my story.
I’ll admit I’m not what you would typically dub a “girly girl” and so I’ve never been one to cake on pounds of makeup, let alone spend a large sum of money on beauty products. And while smothering my cheekbones with rosey powder still isn’t my style, I just can’t seem to end my bi-monthly trip to the Benefit Cosmetics store where I empty my wallet for a handful of my favorite products. Continue reading →
It is ironic that the most business-savvy candidate in the 2016 presidential race also appears to be the least adept at branding. Donald J. Trump, 69, an American real estate tycoon, television host, politician and author, has a long history of successfully marketing casinos, resorts and even clothing lines that bear his name, yet, in the political arena, his personal branding efforts seem unfocused and unpredictable.
As the national and global populations have become increasingly aware of the benefits of healthy eating, fast food chains have had to find ways to re-invent themselves to remain viable. But perhaps no chain has been hit harder by this shift in public consciousness than McDonald’s, which has seen its sales plummet quarter after quarter in recent years, most recently in the second three months of 2015, when earnings fell another 10 percent.
Not one to follow reality TV or tabloid gossip, I did happen upon the E! channel’s new series, “I Am Cait,” in which Caitlyn Jenner leads viewers through the early stages of her recent gender transition. I only watched the first 20 minutes of the show, but what I found most interesting was not in the show at all, but an ad for Airbnb, the community marketplace for people to list, discover, and book accommodations around the world, which aired twice while I watched.
I admit that I haven’t been able to keep up with this series at my desired biweekly pace (unexpected to-do’s and time crunching can get the best of every marketer!) but I’m happy to be back with the second edition of my ongoing “Friday Reflections” blog. Today I want to talk about collaboration.
As marketers we’re all more than familiar with the importance of collaboration; we need to collaborate with our clients on their campaigns and content deliverables, with our co-workers on internal projects, with partners on upcoming initiatives and more. But, as we also all know, time is not always on our side.