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 →
I can still remember the moment I fell in love with craft beer and, believe it or not, it had nothing to do with the taste, color or aroma of these hop-filled brews.
I had just turned 21 and was flying out to visit my sister who now lives in Boulder, Colorado, which is home of some of the country’s best tasting, and most successful craft beers.
Yes, Colorado has a lot more to offer than that fizzy yellow water that Coors attempts to pass off as beer.
Having been out to Colorado once before turning 21, I was excited to return over the Thanksgiving holiday and tour some of the local breweries such as Avery Brewing Co. (before they moved into their massive new location). In fact, Avery was the first brewery I ever toured and it was the place where I learned that craft brewing is far more about culture, love and passion than it is about making a great beer (but it’s a lot about that, too).
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 →
Marketers behind the brands with large blog readerships rely on much more than just good luck to attract their readers. Instead of crossing their fingers each time they press “submit” on the latest post, these marketers employ a wealth of strategic elements that make their blogs the most attractive to their audiences.
Just take look at this article from Bussiness2Community.com that lists five of today’s most successful corporate blogs. Each of the featured blogs is unique and immediately sets the tone for what its personality and content will be like. In other words, each of these featured blogs draws in and captivates the reader before he or she even begins reading the content, due to a few important key elements.
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 →