Category Archives: Creative Strategy

Target’s “OCD” Holiday Sweater Stirs Up Controversy

If there is one thing people love about the holidays, it’s ugly sweater parties (or maybe that’s just me). And, over the years, Target has met consumers’ unfashionable, but festive, demands by selling “ugly” sweaters throughout this time of the year.

These swoooopps2eaters are usually a big hit amongst holiday shoppers, but this year one sweater‘s message is creating chaos on social media.

The controversial sweater reads “OCD Obsessive Christmas Disorder,” and it’s generating a storm of backlash on Twitter. This is because the message seems to blatantly trivialize mental illness, specifically Obsessive Compulsive Disorder (OCD).

For example, one angry individual responded on Twitter by saying “Hey @Target this sweater isn’t cute or funny. OCD is a serious mental illness that shouldn’t be mocked.”

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Why You Should Consider Trying That ‘Meh’ Marketing Tactic You’ve Been Thinking About

The other day I was preparing a dish of halved avocado filled with cottage cheese and a drizzle of sriracha sauce, and offered a bite to my fiancé. He was pretty reluctant to try it at first, saying that he had never eaten avocados before and they looked like they would taste bad. However, one small, hesitant nibble turned into the plate being finished off completely.

As it turns out, he likes eggplant and zucchini, too.

mehSo, what does trying new veggies have to do with content marketing? Most organizations tend to have content marketing tactics that they love using because they sit well on the palette—like blogs, social media and case studies. Then there are those tactics that seem like they’ll taste funny. For your organization, this may be a tactic that you consider unconventional or have overlooked, like an infographic or eNewsletter. For your marketing team, a first response may be “meh” rather than “yeah!” Continue reading →

Tips For Building A Lasting Relationship With Your Content Producer

Once you sign up for content marketing and are introduced to your dedicated content producer, you’re bound to enter into the “getting to know you” phase.

shutterstock_114687277During this phase, you’ll want to approach your content producer just like you are onboarding a new member of your organization. The goal is to get acquainted as quickly as possible with one another, so that you can build trust and start brainstorming creative ideas for your brand.

Here are some tips that you can use to ensure that you get off to a great start with your new content producer: Continue reading →

A Recap of Content Boost’s Latest Content Marketing Crash Course

It was an exciting day at Content Boost last Thursday, Oct. 29, as our content marketing Crash Course—our ongoing seminar aimed at offering tips and tricks for organizations to enhance their content marketing effectiveness —was a great success.

Attendees made their way into the conference room for the first set of presentations, presented by our in-house team of content marketing experts.shutterstock_183663350

In case you missed it, here are some major takeaways from the day’s activities:

Plan, plan and plan some more: The vast majority of B2B companies already realize the benefits of content marketing, as 88 percent are currently using it. So if your business is one of the 22 percent of companies that aren’t using content marketing, your direct report may need some convincing as to why he or she should invest in such a strategy. This was the focus of the first presentation given by our Director of Brand Strategy, Allison Boccamazzo.

So, how do you get your boss to say yes to content marketing? You need a plan, the focus of which should be centered on four crucial steps outlined by Boccamazzo:

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Three Types of Engaging Content You Can Begin Producing Today

According to the Content Marketing Institute’s (CMI) “2016 Benchmarks, Budgets and Trends—North America” report, B2B engagement picmarketers continue to be heavily focused on creating engaging content. In fact, 72 percent of marketers surveyed by CMI claimed it’s their top priority for 2016.

So, what exactly is engaging content?
That is, what kind of content should teams be producing to attract and, more importantly, retain readers? And how can content then convert those readers into repeat customers and loyal brand advocates?

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Let’s Talk About That Blog of Yours

At this point, you’re already sold on the idea of starting a blog for your business, and using it to move forward with content marketing like 81 percent of B2B organizations are currently doing.

So what’s holding you back from getting started?

shutterstock_230245711You have questions. Lots of them. And so you’re dragging your feet about moving forward with the project, as you don’t want to rush into the process and risk painting your organization in the wrong light. Meanwhile, your competitors are pumping out multiple blog posts per week.

If this describes your situation, I understand what you’re going through. After all, there are a lot of things to consider when starting a blog, such as:

Tone and style: Should your blog be loose and creative, or strictly business? A blog is a direct reflection of your corporate brand, and so it’s vital that your messaging aligns with the image you are trying to create for your company.    Continue reading →

How The Travel Industry Can More Effectively Market Towards Millennials

Let’s get one thing straight: I love the experience of travelling, from packing my bags and heading out the door to adventuring and exploring new and exciting locations. So in most cases, if you approach me and say “let’s go on vacation,” I’ll probably agree on the spot.

shutterstock_234823648Getting me to follow through with the process, on the other hand, is like pulling teeth.

Allow me to explain why.

First, a bit about myself: I’m 28 years old (that’s right, I’m a millennial), have two dogs to look after, a full time job, financial obligations, and a tight schedule.

So while it always sounds great to plan a vacation, it’s difficult for me to actually make it happen. I say this from experience; right now my girlfriend and I are trying to plan a trip to Denmark. It’s just not easy. We can’t up and leave on a whim, even when we see amazing travel deals.

But alas, you say! Aren’t all millennials freewheelers like the ones the mainstream media likes to portray? Continue reading →

New England Weather As A Lesson To Content Marketers

shutterstock_254340364Mark Twain said it best, “If you don’t like the weather in New England now, just wait a few minutes.”

As a New England native, I can attest to the claim that the weather in this region is some of the most unpredictable and continuously changing weather in the country. From blizzards, to heat waves, to tornadoes, New Englanders are prepared to handle any type of weather that is thrown their way.

Sure, it’s not particularly thrilling to hear that there’ll be a snow storm on Halloween when only the leaves should be covering our lawns, but the weather sure keeps residents on their toes. It also teaches us to savor every season for what it’s worth—the  dew covered grass of springtime, the humid days of summer, the classic crisp autumn mornings when the foliage is at its peak, or the first sign of powdery flakes once December arrives.

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3 Unexpected Benefits From Outsourcing Content Production

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:

shutterstock_194954891Fresh perspective about your brand: As a marketer, it’s easy to spend so much time thinking and talking about your products and services that you become bored with them.

What winds up happening is you lose the spark of interest that is needed to make your brand exciting to consumers. Continue reading →

How to Find Multiple Moments of Marketing Genius

shutterstock_197018786It’s time to stroll down memory lane—it’s a short stroll, I promise, and I’ll have you back at work quickly.

How often do you take the time to revisit your past marketing projects? Like that blog entry you wrote a few years ago that achieved third-party validation in the form of an accolade. Or the email drip campaign you conceptualized just three months ago that’s already resulting in a record-breaking number of email opens.

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