How do you think outside the box if you don’t know you’re in one?

We’re told every day as marketing strategists and business innovators to think outside the box. But we’re not often told how to recognize when we’re in one. Our brains are designed to box up concepts so we can process them, and shifting that way of thinking requires a concerted effort to end-run our own subconscious. […]

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Bridging the Gap Between Clients and the Media

One of the more empowering moments for a public relations/marketing practitioner is when you secure that very first media “hit.” Maybe, to some, this moment may not be as exciting as their very first hit in a tee-ball game, but nonetheless, getting the first hit – a media hit – is an exhilarating moment in […]

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What Does 2016 Hold for Content Marketers?

I recently sat in on a captivating overview of the latest innovations and insights within the content marketing space, hosted by the Content Marketing Institute. The “Top Content Marketing Trends and Predictions for 2016” webinar, led by industry thought leaders Joe Pulizzi and Robert Rose, shared four pivotal predictions for the coming year, and how they […]

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Making the Most Out of Metrics

George Orwell so famously wrote in his novel 1984, “Big Brother is Watching You,” in reference to the constant surveillance the residents of his fictional world, Oceania, are under. And while we have certainly seen the words from his pages filter into society and impact our lives over the last six decades, the power of playing “Big […]

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Work With What You Got: 5 Tips for Repurposing Existing Content

What does the idiom “one’s man trash is another man’s treasure” have to do with content marketing? A lot, as it turns out. While creating timely, reactive content is valuable in its own right, incorporating repurposed content into your overall strategy is an often overlooked, but valuable, strategy. According to the Content Marketing Institute, more […]

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Four Trends To Look Out For In Finance & Tech In 2016

As we turn the corner into another new year, predicting what the future holds is a time-honored tradition like champagne toasts, fireworks and inadvertently writing the wrong year at the top of every document. With that said, following is what I see as the four pivotal trends to keep an eye out for in the […]

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3 Marketing Lessons I Learned From My Toddler This Year

December is a time for reflection and planning. This year, as I thought about 2015 challenges and achievements, I realized that some of my top lessons—personal and professional—came from an unlikely source: my toddler. My son is almost two and, in the past year, he has taught me how to be a better mom and […]

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The Responsible Health Services Marketer

This is a tale about emotional and functional value―two pillars of a brand’s value proposition. Market functional value alone, and your consumer targets might lack the emotional connection to relate with and return to your brand. Market emotional value alone, and your customers might not have the information they need to make practical purchase decisions. […]

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Four Steps to Stronger Surveys: A Guide for Professional Services Content Marketers

Professional services firms are at each other’s throats—metaphorically speaking. Competition has reached a fever pitch, and it has become harder than ever to stand out as an industry thought leader as more firms embrace a secondary role as content publishers. According to the Content Marketing Institute (CMI), 76 percent of B2B firms plan to produce […]

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Outcomes Measurement and the Case for Selective Jargon

I really dislike professional jargon. Defined by Dictionary.com as “specialized language…characterized by pretentious syntax, vocabulary or meaning,” jargon gives us the false impression that we’re communicating—without establishing a sense of shared understanding. Without understanding, there’s little hope for action. And without action, there’s no basis for improvement. But sometimes jargon is useful, because it shines […]

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