The term “thought leader” was coined back in 1994. Today, some roll their eyes and regard it as a prime example of business jargon. Yet the concept has value, whatever words we use, so let’s look at it. It’s about engaging, not marketing, says Molly Smith, PR consultant. “Whether it's providing advice, inspiring or [...]
Today’s business world prizes innovation and problem solving. Both require creativity. At least 60 percent of CEOs rate creativity as the most important quality in a leader, writes analyst Brian Solis for Marketing Land. “Yet only 25 percent of workers feel they’re living up to their creative potential,” he reports. How can leaders spark more [...]
How do the best B2B content marketers hit home runs? What can other companies learn from them that will make them more competitive? Content Marketing Institute (CMI) surveys B2B companies annually to gain insight into the state of content marketing and trends. The latest CMI report shines a light on three characteristics that distinguish [...]
The most critical part of logo design happens before pencil touches paper, literally or digitally. The hardest and most important first step? Figuring out exactly the concept you want to communicate. IBM knows a thing or two about getting a logo right. Theirs has been recognizable around the world for almost half a century. [...]
We don’t have to convince you of how important email is to businesses. Because it’s essential to our communication and to marketing, the quality of the email addresses we have for our contacts is critical. How can you ensure that your message will reach its intended reader? You need to verify email addresses. “As [...]
Every time you subscribe to a newsletter, install an app, download a case study, or purchase a product, it’s because someone invited you to do so. Even if you seek out the thing (whatever that may be), you click on a button that says something like “Buy Now” or “Learn More,” right? You are [...]
Is your business considering hiring a marketing consultant? That’s a question many business owners ask themselves at some point. And in today’s changing business economy, consultants, contractors and freelancers are an ever-growing fixture. In fact, a recent report by research firm, Jobenomics, estimated that contingent workers (contractors, freelancers, temps, consultants, etc.) now make up [...]
Marketing costs money. When your marketing campaign is not getting the results you want, it’s smart to stop to figure out why so you can make corrections, or even pull the plug and start over. The best way to know if a marketing campaign is falling flat is to first have an idea of [...]
How can a business foster a culture where innovation actually occurs? How does one create the environment in which new, actionable ideas flow? The secret lies in challenging highly developed skills with a tolerance for – no, an embrace of – ambiguity. Artists know this. Consider musician Miles Davis. He learned the trumpet as [...]
Barbershop quartets and Beyonce. Garth and Mick. A mezzosoprano and a mountain yodeler. They could all sing the same melody, but, oh my, what a world of difference. What is the brand voice of your business? Does it have one? Why does it matter? A business’ brand voice isn’t audible, at least not in [...]
