How to Use Social Media for Public Relations and Branding in 2018

Branding matters. Just look at what is happening with what Netflix is facing with the Kevin Spacey situation. Imagine you were faced with a similar situation. Can your brand (what people think of you when you’re not around), sustain such a hit? Or imagine that you’re a small, yet thriving technology company. You’re past start-up mode, are sustaining AND growing, and need to scale what you’re doing. Often thought to be nearly useless, public relations (PR) can vital to advancing and supporting your brand—especially in times of crisis. Both brand and PR activities have moved online, specifically to social media
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What is Disruptive Marketing – And Seven Inspirational Examples to Help You Think Differently

Whether it was ancestry.com’s ad that talks about how we are all more alike than we might think (their ad features a room full of descendants of the signers of the Declaration of Independence, or it’s Nike’s ad illustrating how female Arab athletes are breaking through traditional gender stereotypes, there’s a good chance you’ve seen some form of ad that broke from traditionally safe product-focused marketing and caught your attention. This new resurgence of disruptive marketing is important today because—in a culture where “fake news” has become commonplace—it’s key to keep the conversation around social issues top of mind for
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Fire Your Consultant: What is SEO, How Does it Work, and How to Write Copy That’s Already Optimized

Earlier this year, I was talking to the CEO of a small tech startup in Boston. They had invested in the basics: a logo, a small WordPress website, and were creating some content via a blog—mostly with their internal team. The place where they had invested their marketing budget was with an offshore SEO consultant—and they had no idea what the consultant was doing. They weren’t even sure if they were doing a “good job”. To use his words (I’m paraphrasing a little), “I literally have no way to tell if this guy is doing anything. Yeah, we get hits
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Digital Marketing Automation and Intelligence Trends in 2017

The Floodgates have Opened It seems that wherever we go, we’re flooded with content from marketing automation platforms looking for us to learn the latest trick or to download the most “complete guide ever”. That’s all well and good, but for most of us, we’re now locked into a platform for the foreseeable future, and need to leverage what we’ve got. With limited resources, growing expectations (and demands), and a more fragmented customer base, how can we leverage the tools we have to accomplish more with less? Understanding Marketing Automation According to a 2017 Marketing Automation Trends Survey, a whopping
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5 Ways You Can Improve Your Integrated Marketing Communication (IMC) Strategy with JTBD

Having recently wrapped up an amazing certificate program on Disruptive Strategy through Harvard Business School’s HBX, I’ve been giving more thought as to how that framework can be applied to marketing, and how we can make improvements to integrated marketing communications (IMC) in general. It’s been clear over the last 2 or 3 years that the general “inbound marketing” model on its own is pretty broken. We’ve spoken with countless marketing and sales teams, mainly in the context of hiring an agency (that IS what we do), and their story is generally the same: Client hires new marketing agency Agency
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How an Industrial Age Mindset is Crippling Innovative Technology Companies

The 1900s may be over, but the Industrial Age mindset of companies in those days lingers still, especially in the third world, which is currently industrializing. Even multinational innovative technology companies are subjected to Industrial Age thinking especially when working with professional service providers like marketing agencies. So what’s the big deal? What’s so bad about the age of industry? If you’re driving innovative technology, aren’t you by definition beyond the Industrial Age mindset? Before we dive into the problems with Industrial Age thinking, it’s important that we know these three economic definitions: Information, Knowledge and Work-Based Economies Tech entrepreneur
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Digital Advertising in 2017: Marketing Renaissance or Rebellion?

Social media, and Facebook in particular, has quickly become a staple of many digital marketer’s toolkits. For years now, those of us in marketing have worked to increase the likes on our pages and engagement in posts. The problem is, organic reach has been on the decline for a while now. Our audience/communities are seeing very few of our social posts—unless we pay for digital advertising to get content in front of them. So, what’s going to happen with Digital Advertising in 2017? When we say few, we mean almost none. According to recent research from Social@Ogilvy, organic reach for
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Insight – It’s the Content Marketer’s Dark Horse

There, I said it. Insight is the dark horse of your content marketing strategy—and all your efforts. Why? A dark horse, as defined by Google, is “a candidate or competitor about whom little is known but who unexpectedly wins or succeeds.” And this, my friend, is the reality staring back at you from your retina display: little is known about what insights truly are, yet they are the key to your content marketing success. How and why are they important? Insights, by definition, are the deep understandings, discovering and realizations that transform the way we serve our customers, how we
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Why You Can’t Live Without Competitor Analysis and Insight When Creating Your Content Marketing Strategy

Keep your enemies close. Depending on how you spend your time, you’ve probably picked this up from Machiavelli, Petrarch, or Michael Corleone in the Godfather II. Regardless of the source, there’s a reason the saying has stuck. If you don’t know what your enemies—or business competitors—are doing, you’re only fighting half the battle. And that’s where competitor analysis and insight comes in.  Even if you don’t think of competitors as enemies, it’s important to know what they’re up to—and you get to that through deep competitive analysis. Let’s think of it as “spying for good reason”. Competitive analysis gives you
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