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content marketing

Where thought leadership and content marketing intersect

Thought leadership and content marketing are both marketing niches. Thought leadership refers to the contribution of new and innovative ideas to a public and/or industry dialogue. Content marketing is the strategic framework for creating and distributing content. The former is conceptual; the latter is extremely tactical. Because of this distinction, the two niches should not…

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content marketing Content strategy

Context: The one thing you can’t afford to ignore

Fifty-one percent of companies reported that their top content marketing challenge in 2020 was creating content that generates quality leads. Leads and conversions are key success metrics for content marketing. How can content marketing work without great content? Success happens when the right content reaches the right audience at the right time. The ultimate goal…

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content marketing Leadership

Investing in content in 2021

In content marketing, change is constant. COVID-19 accelerated the rate of change and required companies to radically alter how they market and sell their products and engage with their customers. In 2021, executives expect to work even harder to survive and thrive. Surveys reveal that company leaders plan to make big changes to meet customers’…

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Content strategy

How a content strategy helps build your brand and your bottom line

Most entrepreneurs and marketers understand what they need to do to increase their brand’s visibility. However, the why and how often get lost in the mix. An effective content strategy can help. Some commentators suggest that volume and frequency are the most important elements of successful content marketing. They overlook a number of crucial factors,…

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Brand Stories content marketing

2020 holiday messaging: Don’t kid yourself

The marketing experts are out in full force with ideas for clever marketing strategies and cheery brand messaging this holiday season. It seems that many have taken their ideas from a past holiday season, slapped “2020” in the headline, and republished them as something new and enticing. Let’s be honest. We’re all eager for a…

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Brand Stories content marketing

For holiday messaging, cut the clichés

During the holidays, our holiday messaging overflows with familiar expressions based on tradition and pop culture influences. Most people know what we’re talking about when we refer to the Grinch, “Yes, Virginia,” “white stuff,” and the Charlie Brown Christmas tree. But these phrases and many others have become so ubiquitous and tiresome that the holidays…

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Language and ideas Staff development

Why writing workshops matter

“Clarity in business writing is not a luxury.” –Richard Branson Writing is an indispensable skill, but it’s one we all do battle with. It’s the bane of every college student’s existence — even those who have an aptitude for it. That dread doesn’t expire when they have degrees in hand. This anti-writing mindset has inevitably…

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Brand growth Content strategy

Who needs a content strategy?

Startups and other young companies with small teams might view content marketing as a one-two punch: Have a great idea, then publish it, usually on a social media channel. That might work when your operation is small. But what happens when you grow? Adding even one more person to your team or one more priority…

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Corporate storytelling

Your brand story, in real time

As we enter the third decade of the 21st century, it is clearer than ever that your brand story is the key to success amid a never-ending onslaught of information and ideas. Let’s be clear: Brand stories are not fairy tales. The handsome prince doesn’t always save the day, and the wicked witch doesn’t always…