Category Archives: Brand Strategy

The Five Types of Writers You Don’t Want Producing Your Content

FAIL_stampYour marketing department is likely full of knowledgeable, eager and creative individuals. Unfortunately, that doesn’t necessarily mean they’ll be good writers too. If you’ve been relying on your in-house marketers to drive production for your content marketing strategy, there is a possibility that their efforts may be counterproductive. While the implementation of a content marketing strategy can be highly effective in driving business growth, the wrong writer can send your audience the wrong message and ultimately do more harm than good.

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Eight Things You Would Rather Do Instead of Blogging

You have a problem: Your blog needs content—and lots of it.

You’re not feeling up to the challenge, though. You hate writing—detest it, even. The blank page frightens you. And the thought of having to generate ideas—week in and week out—is maddening.

How much do you hate writing? Here are eight things you would rather do than spend any time producing content for your blog: Continue reading →

I’m Supposed to Look at Playboy for the Articles Now?

playboy-42527_1280What happens to a business when its preeminent product becomes passe? Just ask Playboy founder and editor-in-chief Hugh Hefner. The 90-year-old magazine magnate agreed to stop publishing images of naked women—Playboy’s claim to fame—with the March 2016 issue of the 62-year-old publication, which debuted in 1953 with Marilyn Monroe on the cover.

What caused Hef to change his tune? As the Internet evolved and pornographic images became freely available, the magazine known the world over for its provocative photos was forced to undergo a redesign. The content was simply no longer relevant, having lost out to the Web in shock value, commercial value and cultural significance. Continue reading →

The Content Doctor Prescribes a Dose of Vitamin C

contentdoctorDear Content Doctor: I think there’s a bug going around my organization’s marketing department. After developing a content strategy and hitting the ground running, we’re now generating leads at a sluggish pace. We try our best to come up with fresh content but at this point it seems like we’re regurgitating the same old things. Our user engagement on social media, site traffic and SEO rankings are reaching all-time lows.

It’s not like our entire staff is on bed rest,  but trying to find the time to figure out what ails our content between all our other priorities has me feeling sick!

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Three Different Ways to Use Content Boost

This week, I spoke with someone who was curious about the level of commitment that it takes to work with Content Boost. This person travels often, and doesn’t have a great deal of time to devote to the program—or, for that matter, his blog. Still, he needs help with content production.

I told him that every client uses Content Boost a bit differently. Some prefer a hands-on writer-1129708_1280approach, while others step back and leave content production up to us. Ultimately, you can be as involved in the program as you want to be. Our job is to identify your needs, and work to make your life easier.

Here are three different ways that you can use Content Boost: Continue reading →

How to Humanize Your Brand With Storytelling

You’ve heard it before:  The best way to attract new customers and strengthen relationships with existing ones is by connecting with them in a deeply human way. Often, though, establishing a human connection via digital mediums presents a challenging task for marketers. After all, the Web creates a barrier between you and your audience. Unique, personalized stories that resonate with your audience work to diminish this obstacle, and help to create meaningful customer relationships.

Before we begin discussing strategy and highlighting great examples of brand storytelling, let’s talk about what not to do. “Brand storytelling” might make you think this will serve as a great platform to share your brand’s unique story. While this is certainly important, it is not what brand storytelling is about. Rather, this content marketing strategy is about telling the stories of your consumers so they can feel more connected to your brand.

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How to Make the Most of Client Testimonials for Brand Engagement

book-863418_pix (1)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.

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Nobody Wants To See Your Commercials In Their News Feeds

Recently I was browsing through my Facebook News Feed, when I saw a lame commercial advertisement for a leading insurance company.

facebook-748885_1280I’ll be honest with you: I wasn’t the slightest bit interested in this commercial. In fact, it was a nuisance. After all, I don’t log into Facebook to watch commercials. This is something I tell my clients all the time. But more about this in a bit.

What I was interested in was the comments section underneath the video. Continue reading →

Don’t Forget to Pack Your Content Strategy for Interop

Your bags are packed for Vegas. Your out of office reply is queued. It’s the Friday before Interop, where you’re headed to showcase your company’s latest innovations. The only thing left to do is check your flight and make sure you get to the airport on time. Right?

checklist-911841_1920.pngWrong! Roll up your sleeves: You have some last-minute marketing points to hone before you board the plane. After all, you don’t want to arrive without all the tools in hand to deliver the best impression possible to your key targets.

Follow this advice to optimize Interop for your brand: Continue reading →

Which Content Marketing Strategy Are You Taking Into Battle?

In order for your organization to take its rightful spot on the throne and be a leader in your industry, you’ve got to draw up a superior battle plan to vanquish your enemies—or, at least give your business a competitive edge. When it comes to content marketing, there are many weapons at your disposal—each with its own unique advantages.

castle-1176423_1920In the spirit of celebrating the much-anticipated Season 6 premiere of HBO’s award-winning series “Game of Thrones,” now just one week away, find out which character best represents your content marketing strategy. Continue reading →

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