I confuse the terms value proposition, positioning and messaging very much like I confuse the purpose of the liver, spleen and kidneys. Each one is important and related, but they serve very different functions. I’m guilty of lumping value proposition, messaging and positioning into one big bucket of “what we want to communicate.” And this… Read more »
Content strategy is a little compound noun that causes big-time confusion. Like many things this century, the fields of technology and marketing continue to entangle themselves. Content Marketing Institute outlines two types of content strategists. The author describes “front-end” content strategists—those more focused on marketing goals, the customer facing experience and content messaging. And then… Read more »
My colleague and I attended the 2016 CMO Exchange, an intimate conference with marketing leaders and sponsors from a variety of industries. Some common pain points bubbled up during conversation and throughout the speaker presentations. Marketers are in a windstorm of change, created by customer behavior, competitors, internal politics, rapid technology adoption, data sprawl and… Read more »
Maybe it’s the smell. Maybe it’s the texture. Maybe it’s the utility. I can’t fully articulate my passion for traditional tools, even as I work in the digital space for a digital agency to help our clients reach their customers through digital channels. The same tools I loved as a kid—pens, pencils, paper, and markers—are… Read more »
In this episode of What the Buzzword!?, we wanted to discuss one big buzzword: transparency. The reason we discuss industry buzzwords is because too often, we hear companies preaching a buzzword like transparency, but don’t see them following through properly. Instead of using these terms as empty catch-alls, we should be putting them into practice. What does it look… Read more »
The second episode of “What the Buzzword!?” dives into the differences between traditional media and social media as it relates to Trust, Authenticity, and Engagement. We discuss these topics often, but what do brands need to do to get beyond just talking about them to actually incorporating them? This episode’s buzzwords: Trust Authenticity Engagement Missed Episode… Read more »
We’re excited to introduce to you our new series, What the Buzzword!?, where we give you our take on some industry buzzwords. In our first video, we will discuss the social media mind shift. This episode’s buzzwords: The generation gap Millennials Evolution We’ve noticed varying attitudes towards social media marketing and we have been trying to understand… Read more »
Last week we spoke to students completing their Master of Arts in Interactive Media. As graduates of the program, we shared our best tips for finding success when venturing out (or back) into the real world. Some of this advice includes speaking to your role in group projects and focusing on job descriptions, not just titles. Here are all ten… Read more »
At last week’s High Five Conference, Kate Williamson, John Lane, Steven Keith and I led a customer experience (CX) workshop that sparked fantastic conversation with marketing and creative professionals from across the country. The purpose of our workshop was to share the CX tools and methodologies that we use with our clients to help them… Read more »
When you think of strategy and/or execution, do you think of them as two sides of a yin-yang or two things you need in that order (strategy, then execution) to meet a goal? And do you believe that strategy is the magic brilliance that comes from the hilltop and execution is the tactical busy work to make strategy’s brilliance shinier? Of course you don’t—but this thinking is a little more common than you may believe.
We’ve all lived it, both at home and at work. We know getting started is always the hardest part. That’s why we created the Content Planning Jumpstart Guide. This guide will help you plan content in support of your marketing goals by thinking through the necessary planning to get the most out of your investment in content creation.
There is no such thing as “winning” loyalty — no matter how big the contract or sale. It’s just a single moment of earned loyalty. Brand loyalty is a temporary state of being, while “winning” denotes completion. To succeed during this precarious evolution of marketing, brands can best demonstrate their value by reminding people of their own.
It’s easy to overlook things that are critically important until they start failing. Just like we don’t notice the structure of a house until it’s in question (“Hmm, should I be walking on this?”), a site’s information architecture typically goes unnoticed until it fails at its job (“Why can’t I find what I need?!”). But information architecture is critical: it’s the manifestation of a brand’s focus on people, not just themselves, by seamlessly connecting users to the content they need.
The designer Milton Glaser is an advocate for inquiring about meaning, and encourages us to be mindful of slipping into surface-deep observations and assumptions. Designers, writers and marketers (or any creator, really) should embrace doubt. Welcome it. Because certainty leads to stagnation. Doubt leads to iteration.Read More »