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 →
Back in April, PepsiCo made headlines when the company announced plans to stop shipping bottles of Diet Pepsi containing aspartame—a widely used but controversial artificial sweetener. And this week, the first shipments of its new aspartame-free beverages, containing the sweeteners sucralose and acesulfame potassium (or “Ace-K”), will slowly make their way onto grocery store shelves.
It’s a big change for the Diet Pepsi brand, and one that comes at an important time as we’re exactly one month away from the big September 10 kickoff to the NFL season. So executives at PepsiCo are waiting with bated breath to see how customers will react to the change.
The big question is, will the change encourage consumers to continue reaching for Diet Pepsi? Or will more people start reaching for Diet Coke? Only time will tell how consumers react to the new product.
As you can see, making a change to a product can be a stressful experience. This is especially true in the food and beverage industry, where making even a small adjustment—like replacing an ingredient—can have a massive impact on taste, and thus consumer perception. Continue reading →
I’m going to show you a simple trick:
I bet I can—
—and bear with me now,
keep you moving, down the page…
until you reach the last sentence. And what will you do when you get there?
You’ll click on my link and head to my website. Continue reading →
Is it just me, or are video ads getting more ridiculous by the second?
I often find myself streaming my entertainment rather than watching live TV in order to avoid advertisements. However, despite my years of experience in avoiding advertisements, there are some commercials that just demand my attention.
For example, the men’s deodorant brand Old Spice is well known for its unorthodox videos. Whether it’s actor Terry Crews powering an entire garage band by hooking an EKG machine up to his muscles or a tree full of moms showering their sons with tears and denouncing the brand for “making men of their sons”, Old Spice’s advertisements just seem to be going over the top.
Now that we’re about to turn the corner into July, many of your employees could be taking time off from work for various reasons—like for vacations, conferences, weddings, you name it. July and August are prime months for being out of the office and sometimes, paid time off requests can pop up out of nowhere and when you least expect them. It’s important, therefore, that you look ahead and figure out whether you have the manpower to see your editorial department through this time of limited resources.
After all, while your employees can always take time off from work, your blog and social content need to keep rolling. Otherwise, if you pause your calendar and focus on other tasks while your main writers are out of town, you could risk losing readers who may forget to come back. Continue reading →
It’s time we had an important talk: Your editorial process is killing your beautiful content. Here’s why.
First, one of your staff writers creates a witty, thought-provoking article for your website. Next, the piece must go to an editor—or two—for quality inspection before landing back on your writer’s desk. It may go back and forth multiple times. After that, the post may go to a high-ranking executive for messaging approval before being passed along to a board of directors. Finally, it must pass through your legal team. Several weeks—or sometimes months—later, the post winds up on your website—a tired, bland, and likely outdated version of its former self.
And you wonder why nobody is sharing your content on social media! Continue reading →