Marketers like to talk about the story we tell. And non-marketers imagine that we’re referring to Goldilocks and other ‘once upon a time’ moments. Because stories are the basic building block of culture, it’s difficult to see the nuance in this simple word. But one or two examples can help. A new saw might have…
Solo Brand ousted its CEO for a “disappointing” Snoop Dogg smokeless campaign. But the real disappointment stems from two blunders — one by setting the wrong goals and one by failing to build an audience.
Optimized product pages enhance the user experience and rank better for long-tail search terms, which typically have lower competition and high commercial intent. This is vital for ecommerce because users searching for specific products are usually further down the sales… Read more ›
Discover the power of employee-generated content and how to harness it to boost your brand visibility.
The basics are the same as any other SEO audit. Yet, an audit like this is an entirely different beast because of all the complications that come from large sites and large companies such as: Many common SEO tools don’t… Read more ›
Want to know a secret? Customer retention is much more critical to your company’s success than customer acquisition. In fact, Frederick Reichheld of Bain & Company found that as little as a 5% increase in customer retention can increase company revenue by as much as 25–95%. Whether you’re a team of one or more, strategic…
When I first started posting about my writing processes and marketing insights on LinkedIn, I felt exhilarated. It helped me build an engaged following over time and allowed me to share my ideas and experiences with thousands of people in my network. And the best part is, it helped me avoid the hassle and lengthy…
There are two ways to process this: The selection committee saw me, understood me, and then decided to reject me. or The selection committee didn’t get what I had to offer. I wasn’t rejected, my application was. It’s not that I didn’t get in, it’s that they didn’t engage with the story I told. We…
Frustrated by executives who don’t “get” content marketing yet? Mix and match these six strategies to convert them into content champions (or at least get them clued in.)
When it comes to PowerPoint presentation design, there’s no shortage of avenues you can take. While all that choice — colors, formats, visuals, fonts — can feel liberating, it‘s important that you’re careful in your selection as not all design combinations add up to success. In this blog post, I’m sharing some of my favorite…