Maybe I’m getting old or have been in the content marketing business too long, but are we really still arguing whether more or less content is the issue—vs. the value of the content itself?
Content marketers: Your goal is to write—or have your in-house staff or outsourced content producers write—succinct content until you’ve made your point/concluded your argument with reasonable premises and so forth. This is the well-established standard for good writing. Even Shakespeare told us that “brevity is the soul of wit.”
Continue reading “Are We Still Arguing More or Less in Content Marketing?”
By now many of us have been doing content marketing long enough that we’ve made plenty of mistakes along the way. But they do say that mistakes have value, right? Our successful moments can at least partially be attributed to the fact that we’ve had less successful ones first—and they’ve ultimately helped us become better at what we do.
Continue reading “Five Things Successful Content Marketers Never Do”
What is good content? You know it; you’ve been lucky enough to read it most of your life. I believe it consists of three primary characteristics: It is engaging, fulfilling and strengthens relationships. Today’s leading content marketers incorporate these attributes into their brand messaging to drive consumer interest in their products and services. Otherwise, they’d be missing opportunities to connect with key targets in a meaningful way. And I couldn’t help but note that these same characteristics brought to bear in the bedroom would lead to successful outcomes there as well. Continue reading “Would Your Content Be Good in Bed?”
Dear Content Doctor: I was recently hired to join the marketing department of a reputable, well-established organization in my hometown. When I accepted the position, it was with the understanding that marketing would be enabled to do its job with the full cooperation of the C-suite. I believed that any company of note in today’s day and time would understand the need to leverage forward-thinking marketing strategies to get a leg up on the competition.
Continue reading “The Content Doctor Will See You Now”
When a third party touts your brand message, it’ll hit home with your key targets a lot sooner than anything you say. Sorry, but that’s the cold, hard truth. Most audiences are inured to the slick promotional brand avowals they’ve heard in company-sponsored ads and other promotions most of their lives.
Continue reading “How to Make the Most of Client Testimonials for Brand Engagement”
Two words that describe the Crayola brand are imaginative and artful. Since the company’s beginnings in the early 1900s straight through to today, these descriptors have remained relevant despite the fact that the company’s products have continually changed. From simple wax crayons to the newfangled Digital Light Designer, Crayola’s “true north,” according to Vicky Lozano, VP of Corporate Strategy, is “to help parents and teachers raise creative and inspired kids.”
Continue reading “Inspiring Content Attracts Inspirational Influencers”
Springtime is a light at the end of a dark and seemingly never-ending tunnel for residents of New England. Though we are used to crazy weather, the wintry mix of snow, sleet and arctic winds can quell the spirits of even the staunchest optimists among us. Spring’s long, warm days and blossoming flowers are a welcome relief after the cold and ice.
Continue reading “Three Ways to Make Your Content Blossom This Spring”
It was the beginning of the end for Jeb Bush on Feb. 3 when he felt compelled to ask his New Hampshire audience to “please clap” after delivering this line: “I think the next president needs to be a lot quieter but send a signal that we’re prepared to act in the national security interests of this country to get back in the business of creating a more peaceful world.” Continue reading “Does Your Content Warrant Applause?”
There were plenty of impressive statistics from the big game last night. The Denver Broncos, for instance, became the ninth NFL franchise to win three Super Bowls. Denver also won the game with just 194 offensive yards, setting a record for the fewest ever in a Super Bowl victory.
But enough about the actual game.
The statistic worth beating to death, from a marketing perspective, is the one about how much it takes to advertise during the Super Bowl. This year, a 30-second video clip cost an astounding, and record-breaking, $5 million— or about $166,666 per second. The cost of advertising, in fact, has doubled in the past decade. Continue reading “The Super Bowl Is Over. Next.”
A few months ago, you were tasked with implementing a “brand storytelling” strategy in your marketing department. Now, you’re waiting for social shares and comments to begin rolling in. But they’re nowhere to be found.
If this is happening, take heart. Brand storytelling is a new and often misunderstood phrase that shamelessly gets tossed around, often incorrectly. It’s difficult, too. Many companies are now using it, but are finding it much harder to pull off than they expected.
Here are three reasons why your own brand storytelling strategy may be struggling: Continue reading “Three Reasons Your Brand’s Storytelling Strategy Is Utterly Failing”