When you sit down to write a blog or update your web content, you probably think about keywords to include. “How much do keywords matter?” is a question I hear very often from my clients. Well, they definitely matter in content marketing, but not like they did in the old days. Let’s break it down. Keywords are important for search. Potential customers type keywords that describe your business into search boxes, usually Google’s. If you’re … [Read more...]
Gather ‘Round the Campfire: Tell Your Stories Through Brand Journalism
Adobe and Microsoft have created two of the most impressive examples of brand journalism around. Adobe’s CMO.com is on my short list of “go to” resources for staying on top of the ever-changing marketing landscape. The website never fails to deliver content of value. Microsoft’s Stories is beautifully designed and full of engaging and interesting information. I like to check it out from time to time for inspiration. The good news is you … [Read more...]
Hillary Clinton’s Campaign Logo Fails to Light a Spark
If you’re on Twitter, you’ve no doubt seen the onslaught of “I hate Hillary’s logo” tweets or the news coverage on the Clinton campaign logo. I’m not a big fan of the logo either, but it’s not all bad, so let’s start with the good. Igniting a Conversation The logo started a conversation. And, in social media, it’s all about the conversation. Maybe this was the campaign’s intent and they really have an epic logo waiting in the wings to … [Read more...]
Marketing is Dead: The Rise of Multi-Channel Marketing and the Customer Continuum
In a 2012, yet still relevant, Harvard Business Review blog post, Bill Lee pronounced that “marketing is dead.” He stated that consumers purchasing habits have changed and that “buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.” Lee outlined a new marketing model founded on community marketing, customer … [Read more...]
Disruptive Marketing: It’s About Quality, Data, Relevance and Mobile
Marketing has changed more than almost any other profession in the last decade. The Internet explosion of the 90s coupled with the second wave of online innovation that included social media, blogging, online communities and mobile changed the rules for marketers. The new game for brands and marketers is disruption. However, disruption does not necessarily need to be radically over-the-top. Disruptive marketing can be accessible for any size … [Read more...]