Category Archives: Creative Strategy

I’m Ready for Content Marketing … Where Do I Start?

pic812It’s amazing the difference a year can make. I vividly remember attending a number of 2014 trade shows and having conversations with attendees about content marketing. They would go something like this:

Attendee: What do you do?

Me: I head up TMC’s content marketing division, Content Boost.

Attendee: What is content marketing?

Me: A marketing tactic that involves leveraging content—think blogs, white papers, email marketing messages—to organically sell your products and services.

Attendee: Oh … that’s just advertising, right?

#FAIL.

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What Can Content Marketing Do For Your Business?

There’s no question that content marketing is increasingly among business leaders. As evidenced in a recent infographic from Smart Insights, 29.6 percent of readers claimed that content marketing is the most commercially important marketing trend in 2015.

That’s more than twice as much as big data, which came in at 14.6 percent. Marketing automation, for that matter, came in even lower at 12.8 percent.

shutterstock_229790977You may be wondering: What exactly can content marketing do for your organization? Stop and think about whether the following needs apply to your business.

Do you need to: Continue reading →

Preparing for the Next Crash Course: What I’ve Learned So Far

Content Boost’s next content marketing Crash Course is rapidly approaching, and the team here is putting the final touches on our presentations and preparing for an engaging, productive day of discussions with all of our attendees! I am fortunate enough to have the opportunity to speak from 10:30-11:00 a.m. on Tuesday, April 21 in a presentation entitled, “Blogging: How to Nurture Your Audience at Every Touch Point” (you can get a little preview of my talk and the rest of the agenda here!)

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Three Reasons Why Content Marketing Works

While other businesses have been pumping resources into their content marketing strategies, you’ve been waiting on the sidelines assessing the situation to see if it’s right for your business. You’re still looking for proof of how content marketing can help your business grow.

shutterstock_77165428Recent research from Ascend2 sheds some light on this important issue; according to the research, 89 percent of companies surveyed claim that content marketing has helped them achieve important objectives like improving customer engagement, increasing lead generation and increasing brand awareness, among others.

Here are three reasons why content marketing works, as evidenced by the findings from the report:

There are a variety of options to utilize: You may find that one particular content marketing vehicle does not work for your intended audience. For instance, you may start out producing video and find out that your audience is more interested in reading in-depth case studies and white papers. With content marketing, you can easily switch vehicles without disrupting your budget or even your overall strategy. Continue reading →

The Five ‘Ws’ of Content Creation

Strategic writing that drives toward a desired outcome should be every marketer’s goal. Whether you are looking for ideas to build out your editorial calendar or actually writing, taking some extra time to ask yourself a few critical questions can mean the difference between ‘OK’ content and crafting material that actually drives positive business outcomes.

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Why Google’s Knowledge Vault Should Be On Your Radar

There’s a one buzzword that is gaining an increasing amount of attention in content marketing: accuracy.

Right now, it’s relatively easy for a website loaded with misinformation to rise to the top of Google’s search engine rankings; all it takes is enough people linking to the website in order to inflate it past credible sources. This is a problem for Google, as the company’s goal is to be the most accurate source of knowledge on the Web.

shutterstock_172659857In order to solve this problem, Google is developing a project called Knowledge Vault. For quite some time now, researchers at Google have been collecting vast amounts of information from across the Web and sorting through the data to determine specific truths. For instance, an example one such truth would be “grass is green.” Continue reading →

Food For Thought: Why Every Restaurant Should Put Content On The Menu This Weekend

Listen up, restaurant owners: It’s Friday afternoon, which means right now, many of your potential customers are working up an appetite, trying to decide where to head tonight to unwind and grab a bite to eat. Friday is one of the busiest nights of the week for your business, so you’ll want to capitalize on the opportunity and make sure there is a line running out the door in your establishment and not a row of empty seats.

shutterstock_239356252If you want to accomplish this goal of a packed house, don’t wait for customers to come knocking on your door tonight. Restaurant-goers are already browsing their mobile devices, trying to decide whether they want to indulge in Korean, Italian, Mexican, Japanese or American cuisine. If your business does not have a robust digital presence, you could risk losing customers to competitors this evening. Continue reading →

Leveraging Your Teammates’ Skills to Become a Better Marketer

Earlier this week I got into an interesting conversation with several peers about what role collaboration can and should play in the workplace. We decided that, generally speaking, organizations tend to view bringing employees with different but complementary skill sets together as the most effective way of completing large or complex projects. If every individual piece of a task is assigned to a worker with an appropriate skill set, the finished product will likely reflect professionalism and expertise.

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The Content Quickie: How to Write Quickly yet Strategically

We’ve all been there before: You look at your schedule and immediately feel overwhelmed by the myriad of impending calls, reminders and meetings, but you need to get an article done by the end of the day in order to make its deadline.

“Today is looking like one of those days,” you think as you ease into your chair, obligatory cup of coffee in hand. So…what do you do?

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Calling All Marketers: It’s Time to Pay it Forward

shutterstock_242545840I remember the first time I heard the phrase “pay it forward.” I went to see that 2000 Haley Joel Osment film “Pay it Forward” and sat captivated as I watched seventh grader Trevor McKinney set out to change the world for the better. It got me thinking of the sheer magnitude of change we could leave behind if each of us paid it forward just once.

I was amazingly reminded of the concept last week on my drive to Rhode Island to visit a Content Boost client. About 20 minutes into the ride up north, I noticed I was out of wiper fluid. Now I am pretty responsible/adept when it comes to my car. But I must confess I have never filled up the washer fluid before.

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