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March 2014

Viewing posts from March , 2014

Your Company Needs a New Product: Content

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What do you sell? Whatever it is, it’s a key aspect of what your brand stands for, but that’s not all. Consumers expect brands to provide value long before an actual sale takes place. Content marketing tactics like native advertising are growing as brands attempt to fulfill that need. Unfortunately, a significant portion of native advertisers don’t get that point.

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Did Your Content Change Any Minds Today?

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Let’s be honest. Most content stinks. It’s not particularly useful, fun to read or compelling to it’s target audience. It doesn’t persuade anybody. But should it? Does persuasion really matter?

I know how I feel when people talk about persuasion and it’s not good. My first reaction is to think of selling or convincing. Persuasion, however, isn’t about being president of the debate club. It’s about  expanding your influence. Those two things are very different. You can expand your influence without making an argument of any kind.

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Your Target Audience: Do You Know What They Really Need?

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Your Audience is Looking for You
In marketing, audience everything. Or is it the only thing?

Everyone your content is designed to speak to is online for a reason. They have certain intentions-- needs they're trying to meet. When your content speaks to those needs, not only is that how you get found, it's how you engage your audience and form relationships. Not speaking to the needs of your target audience means you're not speaking to, well, anyone.

We discussed this point in-depth during a recent interview I did with Dr. Jane Karwoski and Jim Nico on The Social Network Show podcast. We hadn't planned the interview with a particular agenda, but as we spoke beforehand, kicking around ideas, we kept coming back to concepts around audience.

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