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Content Marketing Essentials: How to reset your company’s positioning
Years ago, content marketing professionals thrived on the volume of their work. Today, the most successful professionals we know rely on consistency to close their deals.
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Convince your prospect that you’re really open for business with three online platform tweaks
Stand-up comedian John Mulaney spent a few minutes of his debut Saturday Night Live monologue unpacking how we spend half our time online trying to convince security systems that we’re not robots. It’s frustrating enough to figure out the difference between a squiggly “3” and a squiggly “E” when you’re trying to access your email.…
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Burgers and fries: how your customer experience and communications should work side-by-side.
“I never, ever want to get a phone call from a customer about an undercooked hamburger.” That quote’s from a former boss of mine, during a meeting about licensing one of our organization’s valuable brand names to a food service company. He recognized that we wouldn’t have a lot of visibility into all the things…
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The world’s best content marketing campaign gave us Impressionist painting
Imagine you’re struggling to figure out how to move your family business forward in a crowded market. Your competitors are huge, entrenched in your industry, and content to squeeze your little company out of business. It’s a challenge we often hear about from new clients, especially at companies that want to explore content marketing as…
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Capturing attention and building media relationships in “The New PR” environment
A client’s investor called me to check in on the status of a communications campaign. Having made it through both “Web 1.0” and “Web 2.0,” he shared a perspective I hear often from media and technology leaders these days. Despite a seeming explosion of places where companies can get coverage—blogs and podcasts, along with newspapers…