Content & Message

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  Online Advertising and Encouraging Engagement

  About three quarters of consumers in the US do more multitasking while watching TV ads than while watching digital ads. That’s either fantastic news for online advertising or a poorly worded survey question. (If you’re still multitasking but not doing so “on another device” is that really any different?) Either way, the survey, Deloitte’s Digital…MORE >

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  Is Online Advertising Getting Better?

  Nobody likes advertising, except when it rises to an art form. (Think budget-busting Super Bowl ads.) And even then, well, one person’s treasure is another’s trash. In part this is because advertising is either forgettable, as in much of the local print advertising most of us see, or it’s intrusive, like the broadcast TV model….MORE >

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  Increasing Engagement in Content Marketing

  My monthly piece for Biznology is now live on that site. If you’re interested in getting more of your audience to engage with the content in your content marketing programs, you’ll want to have a look at my recommendations for converting casual site visitors and social-media followers into actual customers. There’s more to it than “just”…MORE >

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  Convenience in Content Marketing

  Audi is beginning a pilot program that will allow consumers in Germany to select their car trunks as the delivery address for goods ordered from Amazon. This caught my eye for a couple of reasons, not least of which is $500 electronic “keys” on most new cars now finally making (some) sense. More important from…MORE >

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  Increasing Content Marketing Reach

  My monthly article for Biznology is now live on that site and covers ways to increase your content marketing reach. The key is understanding the roles that each element and channel in your content marketing efforts should play so that you get the most of your Website Email marketing Social media SEO Other marketing efforts,…MORE >

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  Better Content Marketing Through Chemistry

  Well, chemistry and physics … Most examples of “The periodic table of …” infographic meme are a little bit silly and somewhat informative. Chris Lake’s The Periodic Table of Content Marketing is plenty silly, but it’s more than somewhat informative. Major props for leading off with content strategy, though I’d certainly argue in favor of…MORE >

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  Content Marketing and Knowing Your Audience

  My monthly piece for Biznology has been posted. Content Marketing Personalization: Know Your Audience is a continuing on my previous piece about establishing a more personal voice in the content you publish. (People talking to people …) The key concept is taken from an idea we first heard from friend and colleague Scott Hornstein: The…MORE >

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  How To Improve Your Content Marketing in 2015

  Now that January is behind us – and we’ve all broken our resolutions – let’s focus on some new changes for our business and our marketing. Here are some tips for making your content marketing better in 2015. Before you get all twisted up in knots just thinking about starting over with your content marketing, realize…MORE >

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  Ways to Create Compelling Content for Content Marketing

  One of the questions we hear most frequently from clients is, “What kind of content should I create?” Here are a few of the ideas we’ve shared with our clients in the past few months. Answer Questions Forget the FAQ. Think through the questions you hear most frequently from your clients. Create a blog post,…MORE >

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  Content Marketing: Taking it Personally

  My latest article for Biznology is live on that site and worth a read if you’re wondering how you might help your content connect more consistently with your target audience. One of the keys is presenting your content with a friendly, personal voice. Even if you’re in a B2B business, people relate to people, not…MORE >