Archive for April 2017

If you haven’t been responsible for media relations, earned media may seem most scary or out of reach, but it really isn’t. Earned media is one of the most cost-effective ways to raise brand awareness and — if it’s done well — increase sales. Today, though, given that word of mouth is more effective than…

What I’m about to share with you may sound a little counter intuitive. It isn’t. In fact, it could help you achieve breakthrough marketing results. Allow me to explain. I come across the following problem a lot. Mainly from service providers, who are struggling to attract new clients with their content marketing. Their primary concern…

It makes sense at times to produce content without worrying too much about the SEO aspects. (Please know it isn’t easy for me, an SEO professional, to write that.) Some SEO purists suggest that website content be optimized at all times. It’s inevitable that someone – or a team – will follow an internal process…

No longer the domains of ultra-early adopters and video gamers, virtual reality and augmented reality are poised to take off in the coming 24 months. “We see qualities in VR/AR technology that can take this from niche-use case to a device as ubiquitous as the smartphone,” Goldman Sachs Research wrote in its Virtual and Augmented Reality…

Cause marketing can be a tough sell. You need to tell a story that compels the audience to take action, while resisting the pitfalls of coming across as desperate or preaching. The medium can make a big difference. Unlike static images or text, video gives cause marketers the sensory tools to tell the type of…

In no particular order: People buy what they want. Not what they need. You need to understand this and adjust your marketing accordingly. The word ‘Webinar’ carries a huge amount of negative baggage. It’s purely toxic. If you want to use video marketing, call it something less sleazy. People buy for their reasons. Not yours.…

Year after year, many content teams are asked to deliver more and better content with the same staff and budget. In fact, 73% of B2C marketers say they plan to produce more content in 2017 than they did in 2016. But how? Here are three foundational tips for increasing output without burning out your team…

Every morning, I commute to work with about 20 of my closest friends. And they all fit neatly in my pocket. OK, so I’m really talking about podcasts. There aren’t actual tiny people in my pocket. Except for Steve, the tiny person who lives in my pocket. Obviously. Anyway, if you’re a fan of podcasts…

Back in the 1800’s, Edgar Degas said: “Art is not what you see, but what you make others see”. The same is true of great marketing Successful marketing paints pictures in the mind of a prospective client. It doesn’t list a series of facts or features. Instead, it talks directly to the needs and wants…

SEO image optimization should be second nature for content marketers, but it’s easily overlooked. Search traffic loses when haste wins. Before I get into all of the nuances and tips, I want to be clear. Google still highlights some poorly optimized images on the primary and image search results. Why? Google is all about presenting…