Too often, the mission statement is shrugged off as little more than an extravagance. Part of the bells and whistles that make a business plan attractive to investors, but not really for anyone but them. This perspective couldn’t be further from the truth. Articulating your company mission statement is an essential step toward clarifying your […]

Recently, my agency did an industry survey asking people we knew—specifically those responsible for marketing—to tell us what was of greatest concern for them in the upcoming year. The top three concerns were email marketing, website marketing, and content marketing, followed closely by thought leadership.  They all have one thing in common: content—the key to your marketing success!   What […]

There’s no denying the appeal of ebooks: sleek and lightweight, these can live on your iPad or Kindle and are so popular that they even outsell physical books on Amazon. While a major moneymaker for publishers, ebooks also have great applications for your marketing strategy. So what are the advantages of ebooks, and how can […]

A landing page is perhaps a business’ most crucial webpage; it can literally make or break a sale. How many times has this happened: ever been enticed to visit a company’s website by a deal and then been unable to find said offer on the site? That’s a major marketing fail. Despite the number of […]

No channel has revolutionized ecommerce as strongly as email. Sure, social media has proved a more recent titan in driving online sales, but when it comes to efficiency, ease, and return on investment, email marketing B2B lead generation cannot be rivaled. The challenge is wielding email, a lead generating machine, correctly. How many emails do […]

It’s so easy to start our day on our computer, checking email and diving into the day’s work. Because of this, the power (and importance) of living in the moment is often overlooked — and it shouldn’t be. While mindfulness can be important to our mental health and personal lives, it is also vital for […]

When you head to the grocery store, buying organic may cost you a little extra — but when it comes to marketing, this is an affordable strategy that pays dividends for years to come. Investing time and energy in developing an organic marketing strategy is one of the most important steps you can take to […]

Academia is known for its rule of “publish or perish,” and this ties into one of the best kept marketing secrets: if you don’t publish content, consumers will gravitate towards brands that do. So why is this one of the best-kept content marketing secrets? To put it simply, content creation isn’t easy — and quality […]

Do you know what the most important piece of your content marketing is? It’s not the actual content—it’s the headline that entices people to read, watch, or download your content. Headlines are the trailers for your film: they should entice people, not bore them. If your headlines are not compelling, then no one will look […]

If you are asking yourself, “Why is customer feedback important?” you might want to gently tweak that question, changing it to “When is customer feedback important?” Wait, did I just say you can be choosy about, and even sometimes ignore, customer feedback? Yes, I did. I’ve talked several times here before about the importance of […]

I like watching movies on Netflix, and I love how Netflix recommends movies for me to watch based on what I’ve already enjoyed. Sometimes Netflix gives me a weird movie, but most of the time its recommendations are on point. Like more and more companies today, Netflix has mastered the art of personalized content, and […]

If I asked you to tell me about your best friend, how would you do it? Would you use a PowerPoint presentation with slides of bullet points, or would you tell me stories of long talks and adventures and other shared moments? Obviously, the first option is silly and you would never use it to […]