I’m not a parent but I can imagine most parents hear the Buy Why? question from their kids almost every day, usually with a whiny tone and at a loud volume. I also can understand how tempting it is to reply, “Because I said so!” just like our parents did to us. How many of…
I wrote this week’s newsletter about the difference between long-form and short-form content. Aside from the number of words, the most important difference between the two is your intended audience, channel, and goals. In other words, strategic intention is critical to the success of your marketing content. What is Intention? I love this definition of…
Photo by Patrick Perkins on Unsplash When clients ask me for topic ideas for their blogs or content library, I always ask them, “What do your customers want?” Your customers are your best source of information for any brand or marketing question you may have. After all, they are your target audience. They are the…
Have you ever heard of a writer’s dump doc? Not a document dump, when a bunch of people in trouble release a ton of information in order to distract and confuse. A dump doc is my antidote to the scary blank Google sheet that I confront every time I sit down to start writing a…
I’m sad that today is the last day of March because that means Brand Month is over! Y’all know how much I love to talk about branding! Never fear, this is not the last post I will ever write about the subject. It is my day job, natch. Anyway, I plan to talk about the…
So far during Brand Month, I’ve talked about how mission, values, purpose, vision and voice contribute to making up a complete brand. Today, I want to talk about the importance of brand positioning. Brand positioning is deciding how your brand is differentiated in the minds of your customers. The goal is to position your brand…
NOTE: This is an update of my blog post from March 2019 titled, “Would You Date This Brand?” Would you swipe left or right on Nike? Starbucks? Netflix? Seems like a silly question but think about it. We all have deep and meaningful long term relationships with our favorite brands. I personally will not get…
It’s a mystery to me how many times I ask a client if they have a brand guide to share and they look at me like I’m speaking a different language. A company’s brand is so critical to its success. I can’t believe so many business leaders don’t document their brand and lock down how…
Happy March! I can’t believe we are already in the third month of the year. Where has the time gone? I’ve decided March is going to be BRAND month for this blog and my LinkedIn newsletter. This makes me very happy because it is one of my favorite topics. I’ve got lots of ideas, tips,…
My focus this month is on product-based content. This is kind of content focuses on promoting a product or service. The goal of product-based content marketing is to provide the necessary information to potential customers so they can make an informed decision when purchasing the product or service. Additionally, companies use product-based content to increase…
