In many organizations, digital advertising and content marketing have little overlap. They require different skills and knowledge, so they’re often managed by distinct employees, teams, or even departments. While content teams tend to produce lead magnets for the advertising team to use in lead generation, that’s usually where the coordination [...]
You’ve just created a brilliant blog post. It positions your brand as a thought leader in your industry, helps your customers solve a problem, and leads to a relevant call-to-action. The title is attention-grabbing and clear. There’s not a single typo. But you forgot something. You didn’t link this brilliant [...]
Businesses have had to make a lot of difficult decisions this year. Organizations of all shapes and sizes have had to tighten their belts and adjust their budgets. Many brands are struggling to attract new customers and keep them engaged. As you consider strategies to reach your target audience, it [...]
No one was prepared for how disruptive this year has been. But whether you’re cautiously optimistic about 2021 or you’re hunkering down for another challenging year, there are some things you can have in mind now to ensure your marketing stays relevant and useful in the months ahead. Churches may [...]
Whether you’re posting on social media, writing a newsletter, or thinking about new lead magnets, it helps to have a well of ideas you can draw from. But coming up with a steady stream of topics can be tough. That’s where it helps to have a variety of sources you [...]
Especially when your brand is in a crowded market, you don’t just want to position your organization as one of many options your audience has. You want to be the first option they find so you can shape their understanding of the market. Ideally, you want consumers to see your [...]
When you have an idea for a campaign, from time to time, you may hear a colleague say, “We already tried that. It didn’t work.” But in advertising, if a campaign doesn’t produce the results you were expecting, that’s not always an indicator that it was a bad idea. Sometimes [...]
“Show don’t tell” isn’t just a principle for writers. It’s for marketers, too. In creative writing, “show don’t tell” challenges you to make readers experience what characters think and feel, instead of saying it. In marketing (especially content marketing), “show don’t tell” means helping your audience see the value of [...]
A lot of brands have an email newsletter of some kind. Maybe you email donors once a quarter to share stories about the people you’ve helped, thank your supporters, and ask for more donations. Or you share about product updates or new releases. That’s fine. But it’s just scratching the [...]
A lot of websites have a problem that doesn’t get much attention: dead pages. These are pages nobody ever visits—and you may not even be aware they exist. Some dead pages are so outdated you wouldn’t want anyone to see them. They might be based on old data, use terms [...]