Many companies approach me with the same problem: they produce good content, but no one reads it. And I’m happy to assist those companies in figuring out why and fixing it, because often all they need is a solid strategy, a clear voice or some technical tips. But there is one type of company I [...]
There’s a lot of buzz lately about brand storytelling. It’s one of the hottest content trends in digital marketing, with good reason… Stories can often cut through noise and attract more attention than a down and dirty marketing pitch. Stories often lend themselves to more interesting packaging and imagery. Stories can do a better job [...]
People have been talking about the death of long-form content for a few years now. But the eulogy is a bit premature. Indeed, the increased speed at which information flows past us each day, combined with shifting screen sizes, have all meant that certain types of long-form content have gone the way of the dinosaur… [...]
To hear some marketers talk, you’d think people who access websites from a mobile device were some kind of exotic subspecies.
- “The mobile user is on the go,” marketers will say. “So, they only really need maps to our store locations and store hours.”
- “The mobile user loves deals,” marketers will say. “So, they want QR codes and mobile coupons.”
- “The mobile user doesn’t read much,” marketers will say. “So, let’s cut all this content about what we do and why we do it from the mobile site.”
Not only are these assumptions often wrong, they’re also a weak foundation upon which to build a marketing strategy.
By its very nature, social media attracts men and women of words and action. We’re drawn to the movement, the change and the mass of humanity butting up against each other all day in a delicate dance. So, when something horrible happens, like the elementary school shooting today in Connecticut, that’s where our minds go [...]