Expert content marketing is all about providing free value to your customers and potential customers in order to win them over. It’s about building an audience and creating relationships of trust and reciprocity, so that potential customers become so much more than mere customers. They become fans. Advocates. Guerrilla advertisers for [...]
You don’t have to be an SEO pro to make your business more discoverable. You can create smart content by understanding your customers.
Most ideas can usually be explained with simple language everyone understands, but many marketers rely on their industry’s jargon out of convenience: it quickly communicates the concept you want to convey.
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 [...]
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 [...]
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 [...]
Email drip campaigns (also known as nurture campaigns) help you maximize the value of your ads by keeping leads warm and preparing them for your sales pitch. Part of the appeal of these automated campaigns is that you can “set it and forget it.” Once you’ve created a nurture campaign [...]
“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 [...]
As you think about how to divvy up your organization’s ad budget, it’s important to understand the strengths and weaknesses of your options. In the world of digital advertising, the two most popular platforms are Google Ads and Facebook Ads. If you and your organization haven’t used them in the [...]