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How A Good Positioning Statement Will Improve Your Content Marketing

Content marketing takes your audience on a journey that starts with acknowledging a need and ends with a sale. When done right, that sale is yours. But if you’ve ever had to make up a story on the fly to satisfy a six-year-old, you know how hard it can be when you’re not prepared.

A marketing positioning statement is like preparing for the story of your product or service. While it may seem like an unnecessary step, it’s absolutely critical for maintaining clear, consistent and effective messaging across your platforms, mediums and channels. So let’s take a closer look at how a good positioning statement will improve your content marketing.

How A Good Positioning Statement Will Improve Your Content Marketing

What Star Wars Can Teach You About Content Marketing

In preparing to see the latest installment of the Star Wars saga, I began going through summaries of each movie and I couldn’t help but draw lessons about content marketing. So as Content Marketing Jedis, I thought I’d share some thoughts about what Star Wars can teach us all about content marketing.

Good Content Lasts

The first Star Wars came out in May of 1977 and was distributed in just a few theaters across the country. Now, almost 40 years later, it’s more popular than ever and being introduced to a whole new generation of fans. It’s the same with good content. While it may start slow, content that is valuable and amplified won’t go away but will last throughout the years. Just look at David Ogilvy’s books! Search your feelings, you know it to be true.

What Star Wars Can Teach You About Content Marketing

Is There Such A Thing As Too Much Content?

We’ve all heard it; content is king. As a marketer, I can’t agree more. But of course, it’s not that simple. It’s about the right content at the right time delivered on the right platform. That’s where marketing becomes an art. Recently, I’ve been reading some interesting articles around the idea of too much content driving down the return on marketing and cannibalizing each other. Interesting ideas that have had me questioning my own content marketing strategy. Is it possible to have an inundation of content?

Is There Such A Thing As Too Much Content?

Key Trends Affecting Retailers This Holiday Season

Whether online or in-store, retailers count on the holiday season to drive towards their annual goals. This year, many retailers are facing a variety of challenges and changes that will affect their ability to capture market share and wallets across the country. Let’s look at some of these key trends affecting retailers this holiday season.

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Labor Shortage

If you follow economic data, and I do, you know the country’s official unemployment rate is at or near full employment. That means retailers are going to have a harder time finding their temporary holiday employees to staff their registers, stockrooms and fulfillment centers. Macy’s announced its hiring 85,000 temporary holiday employees, Wal-Mart, 60,000. And they’ve started hiring early because they know they’re fighting an uphill battle for help.

Personalized Experiences Done Right

In marketing, “personalization” is a big buzzword right now. But it’s always been important. Just look at Ogilvy on Advertising and you’ll find the legendary ad man championing its effectiveness more than 30 years ago. The difference between then and now is how easy it is to create personalized experiences that are relevant and valuable and lead to brand preference and repurchase.

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With the amount of data a marketer can capture on his or her customers, we should all be able to create individual personalized experiences that lead to a better bottom line. So why are so many companies failing?

3 Ways To Syncing Your Marketing with PR

“What is marketing?” It’s a simple question but I have received many different answers. But I still like my definition best: The communication of an idea(s) in order to get a desired response from a specific audience. While the medium or channel changes, ultimately, marketers are communicators for a specific goal. Since public relations is also communication, the two go hand-in-hand. Or should. But even small businesses silo their PR from their marketing. If this is you, you’re missing out on a huge opportunity to deliver a clear and consistent message about the value your company provides and why it’s different.

3 Ways To Syncing Your Marketing with PR

This may sound great, but if you’re running a business, you need actionable advice, not “shoulds”. So here are three easy ways to sync your marketing efforts with your public relations.

#1. Low Hanging Fruit: Content

Every marketer creates content so if you’re looking to invest in public relations to get your message heard through the press, the very least you can do is work with your PR department and agency to evaluate every piece of content you’ve produced and are currently producing to decide if it’s “newsworthy”. You may be surprised how much press simple content can deliver.

Taking a Page From Print Ads To Improve Your Website

Every few years, I re-read David Ogilvy’s, Ogilvy on Advertising. Each time I crack open the familiar binding, I find something to inspire me. Filled with practical advice that is as relevant now as it was when it was written almost 30 years ago, I recommend you picking it up for the first time, or rediscover it as I do.

As I recently re-read this classic, it struck me how his recipe for print advertising success sounds a lot like successful websites. I’m sure I’m not the first to make this connection, but I wanted to share with you these time-tested marketing techniques that sell your product or service, regardless of the medium.

Taking a Page From Print Ads To Improve Your Website

4 Gmail Hacks to Save Time and Tame Your Inbox

Let’s face it, email is a necessary evil. But over the years, I’ve come up with a system to help me track all the requests and information bombarding my Gmail inbox. Google has some less-than-obvious hacks that can help you manage your email better. Below are four of my most used Gmail hacks that you can use to save time and tame your inbox.

Making the Most Out of Business Travel

Business travel is often a necessary evil: security lines, smelly cabs, long flights. But you and your team can get more value from business trips than just the original meeting. When travelling, especially for business, I think about maximizing my time by cultivating relationships that will pay off in the near future. I work with my teams to do the same. Here’s how we do it.

Marketing In An Era Of Big Data

Marketing in an Era of Big Data

For years we’ve been hearing a lot about how big data will change our world and while I appreciate how better data has improved my own marketing, the breadth of the opportunity is still mindboggling. According to research firm, CSC, annual data generation will increase 4,300 percent by 2020. That’s just five years down the road.

Last month, our own Susan Payton wrote a great blog post for ReachForce on the benefits of using big data in marketing and PR. The post got me thinking about my own experience using big data to improve my marketing activities so I wanted to share with you what I learned about marketing in an era of big data, whether we’re in B2B or B2C, big or small.

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Drawing Inspiration From Old School Marketing Campaigns With A Twist

Quotes from David Ogilvy and Ted Nicolas fill my cubicle yet, as a marketer, it’s easy to be enamored by the newest channels and technologies available to me. Maybe it’s no surprise then that I often draw the most inspiration from “old school” or, as I like to call them, “classic” marketing campaigns that merge with new technology or channels. While I don’t have access to the data to show whether or not these were successful let’s look at a few inspiring old school marketing campaigns that have caught my attention and hope you’ll share those that you’ve admired.

Drawing Inspiration From Old School Marketing Campaigns With A Twist

Tide’s Dirt Magnet Print Campaign

Plenty of print campaigns seek to bridge to the mobile, “new” world by incorporating mobile apps, QR codes and augmented reality. These are highly interactive and some very clever, but like to keep it simple and constantly refer back to Tide’s Dirt Magnet campaign of 2010 that used simple magnets and a sample to show the benefits of its product in popular magazines. This shows that you don’t need a fancy, expensive mobile app to create memorable interactions with you customers through traditional media.

Social Couponing 101

Social couponing continues to grow but many small businesses are limiting their efforts and not reaping all the rewards social couponing can provide. Let’s take a look at what it is and why it’s valuable so you can turn social followers into paying customers.

Social Couponing 101

What Is Social Couponing?

Social couponing is simply putting coupons online and your social channels that your followers can download and use in person or on your ecommerce site. Customers can share the coupon with friends on their own social channels, expanding brand reach. For this reason, it’s often used as an acquisition strategy when companies are looking to grow their customer base.

A Wildfire Interactive study made waves a few years ago after it posted its findings of a study on Mashable that found that coupons earned the highest response rates out of 10,000 Facebook campaigns so it could be the best strategy for your business to engage customers.

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