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 [...]
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. [...]
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 [...]
When you’re trying to convince someone to click your ad, open your email, sign up for a demo, or read a blog post, it can be hard to settle on the right messaging. How do you boil down everything your company or product does into a handful of words? What’s [...]
Facebook is a place people go to kill time, keep up with friends, and follow their favorite brands—not to see your ads. But the more your ads imitate the things people actually enjoy about Facebook, the less they’ll feel like an unwanted interruption. The savviest digital advertisers are masters of [...]
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 [...]
Nobody would be surprised if a pastor kept a Bible dictionary open while reading a theological commentary. When you read highly academic texts, you need tools to help you understand complex terms that the author doesn’t take the time to explain. But marketing isn’t academic, and your audience shouldn’t have [...]
Content marketing is one of those ubiquitous buzzwords that’s infiltrated just about every industry, company, and marketing team. Ask someone what it is, though, and they’ll probably stumble through a lengthy, convoluted explanation. Basically, it’s the art and science of making free helpful stuff, and using that free helpful stuff [...]
Every organization should be able to explain what they do in a single sentence. It’s tempting to think your company solves too many problems or has too many facets to be reduced to something so simple. But your audience needs you to make it simple. The more complicated your offer is, [...]