Content Marketing

Resources to optimize your content and messaging

5 Steps to Create Your Content Strategy

Anyone can create content. But if you want your blog, newsletter, YouTube channel, podcast, magazine, or social media accounts to be effective, you need to start with a content strategy. And that’s not so easy. Your strategy gives every piece of content a job, so you’ll always have a thoughtful [...]

2020-02-13T17:28:07+00:00

5 Questions to Ask About Your Website

A website is never really “done.” There are always things to add, remove, refresh, and improve in order to make it more valuable to your organization and your audience. But it’s often hard to know what to change and how to prioritize updates. As you start making plans for the [...]

2020-01-30T17:51:41+00:00

What Does Your Audience Actually Want?

When every marketing decision comes back to your bottom line, it’s easy to focus on the things that create the biggest immediate results. That’s why so many email lists, blogs, and social media pages wind up being just a series of sales pitches. It might also be why your audience [...]

2019-04-18T15:45:42+00:00

How Emotions Influence Purchases

It’s nice to imagine that if you present the right facts and statistics, the sheer weight of your logical arguments will convince people to buy your product or service. But that’s not really how most people make purchasing decisions. While facts, logic, and statistics are important, emotions play a critical [...]

2019-04-17T16:34:17+00:00

How to Clean Up Your Blog

For years, bloggers were told that the key to a successful blog was a steady stream of content. So people created detailed content calendars and hopped on the content marketing treadmill. Many organizations are still on that treadmill, scrambling to crank out anywhere from one to several blog posts every [...]

2019-01-17T17:32:16+00:00

What Have Your Customers Taught You This Year?

Test. Measure. Change. For digital marketers, that’s an endless cycle. We create variations of every ad, email, headline, and landing page, measure how our audience interacts with them, and then choose the versions that deliver the best results. But a single A/B test isn’t enough to create trends or make [...]

2018-12-19T22:17:56+00:00

How to Use Stories to Build Your Brand

Every brand has a story. It’s the reason you exist. It’s what you do. It’s the problem you help your customers solve and the aspirations you empower them to fulfill. Maybe you inspire people to have a positive impact on their community. Or you equip pastors to lead their congregations. [...]

2018-12-05T22:37:00+00:00

What Is Native Advertising, and Should You Use It?

While most other forms of advertising disrupt a consumer’s reading or viewing experience in some way (like a forced a commercial break or a popup ad), native ads are designed to imitate the natural ways people expect to find content. Native ads blend in with the sites, apps, and platforms [...]

2018-11-14T18:45:15+00:00

The Danger of Using Jargon in Your Marketing

Every industry has specialized vocabulary that describes its concepts, problems, products, services, tasks, and roles. Sometimes these are unique words that evolve from acronyms or concepts that other industries don’t deal with regularly. Other times, this specialized vocabulary might repurpose existing words in a new way. However it forms, this [...]

2018-09-24T19:52:04+00:00