New England Weather As A Lesson To Content Marketers

shutterstock_254340364Mark Twain said it best, “If you don’t like the weather in New England now, just wait a few minutes.”

As a New England native, I can attest to the claim that the weather in this region is some of the most unpredictable and continuously changing weather in the country. From blizzards, to heat waves, to tornadoes, New Englanders are prepared to handle any type of weather that is thrown their way.

Sure, it’s not particularly thrilling to hear that there’ll be a snow storm on Halloween when only the leaves should be covering our lawns, but the weather sure keeps residents on their toes. It also teaches us to savor every season for what it’s worth—the  dew covered grass of springtime, the humid days of summer, the classic crisp autumn mornings when the foliage is at its peak, or the first sign of powdery flakes once December arrives.

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Does Content Marketing Actually Work?

contentLast week, Mike Templeman, a contributor to Forbes Magazine, boldly claimed that “content marketing doesn’t work.” Templeman, a content writer himself, contends that most brands are doing it wrong, either by utilizing outdated creation and promotion strategies or simply having misguided expectations.

There may be some truth behind this statement given that many companies view content as a necessity but not always a priority. We live in a world that is connected to data all day; whether online, on our phones, our tablets and even TV. This new age of information can be as instructive as it can be overwhelming for consumers.

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Lessons From The Donald: Don’t Trump Up Your Content

It is ironic that the most business-savvy candidate in the 2016 presidential race also appears to be the least adept at branding. Donald J. Trump, 69, an American real estate tycoon, television host, politician and author, has a long history of successfully marketing casinos, resorts and even clothing lines that bear his name, yet, in the political arena, his personal branding efforts seem unfocused and unpredictable.

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Why I’m Not Buying McDonald’s Branding Shift

As the national and global populations have become increasingly aware of the benefits of healthy eating, fast food chains have had to find ways to re-invent themselves to remain viable. But perhaps no chain has been hit harder by this shift in public consciousness than McDonald’s, which has seen its sales plummet quarter after quarter in recent years, most recently in the second three months of 2015, when earnings fell another 10 percent.

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The Gut-Check Questions We Need to Ask Ourselves as Marketers

shutterstock_278222795I have long argued that the minute our job as marketers starts to feel easy, we are not doing enough as professionals. And I stand by that claim. After all, being a marketer—especially in this day and age—is anything but easy.

We have to build integrated marketing plans; craft buyer personas to target our prospective customers more meaningfully; write A LOT of content that incites emotion and drives behavior; and understand how data and metrics fuel marketing decisions. It’s no wonder that the average tenure for a CMO is 48 months, according to executive-search firm Spencer Stuart.

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Why My Road Trip Got Me Thinking About Content Marketing Strategy

shutterstock_269296442In my opinion, there’s almost nothing quite like getting out on the open road, when everything feels new and the possibilities for adventure are endless.

I just recently enjoyed the incredible experience of driving coast to coast. What I valued most about the trip was the experience of driving, rather than flying, and being able to take in all of the scenery and changing landscapes as I made it from state to state. Taking in all of the sights, from mountains to flatland to deserts, made me think about my country and traveling in brand new ways that I’d never have realized had I foregone the car and hopped on a plane.

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Friday Reflections: There’s Always Time for Collaboration

I admit that I haven’t been able to keep up with this series at my desired biweekly pace (unexpected to-do’s and time crunching can get the best of every marketer!) but I’m happy to be back with the second edition of my ongoing “Friday Reflections” blog. Today I want to talk about collaboration.

As marketers we’re all more than familiar with the importance of collaboration; we need to collaborate with our clients on their campaigns and content deliverables, with our co-workers on internal projects, with partners on upcoming initiatives and more. But, as we also all know, time is not always on our side.

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Left Brain versus Right Brain: For Content Marketers it’s a Matter of “And” Not “Or”

I’m sure at some point in your life you’ve heard someone label you (or perhaps you labeled yourself) either “right brained” or “left brained.” But I say, why do you have to be just one? In fact, as a content marketer, I know that I cannot afford to fall into the trap of exclusively thinking either one way or another. Instead, content marketers must extract valuable qualities associated with each side of the brain and integrate them to produce a well-rounded content creation strategy.

So, let’s refresh our memories about which characteristics are associated with each side of the brain. “Left brained” thinkers are usually analytical, literal and organized while “right brained” thinkers are dreamers, emotional and creative. But, the best marketers are analytical and creative; here’s a better look at how they use each side of the brain to create the most effective range of content:

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