What’s a hook? If you’re going to create valuable content for your target audience, and you’re going to stick to a format, you must have a hook. Formats give your content structure; a hook gives it character. A hook is, quite simply, a unique content concept that is designed to ensnare and trap your unsuspecting... More »Why You Should Create Content With a Hook
What are inbound and outbound lead generation? How do they differ and in what ways are they the same? Although you may feel that the marketing world is entirely focused on inbound right now, there is a place for both inbound and outbound lead generation in your marketing mix. The first step to determining which... More »Inbound vs. Outbound Lead Generation, The Differences and Similarities
Your post-conversion thank you page is the ideal opportunity to continue your relationship with your prospect in a structured way If you do any inbound marketing, you will no doubt have spent hours reading about and practicing landing page optimisation – I know we have. But what about the thank you page? Surely the page... More »The Perfect Thank You Page Design – Post-Conversion Page Optimisation
What in the world is ‘content curation’? And why, for example, does my spell checker stubbornly refuse to recognize the validity of the term? Well, give your spell checkers some time; eventually ‘curation’ will slide by without setting off any alarms. For those that are involved in Content Marketing, you’ve GOT to get a grip... More »Content Curation – Simple Definitions
B2B branding is a delicate process. Follow these steps to give your branding agency the best chance to wow you We’ve carried out many B2B branding, re-branding and brand extension projects for clients. And we’ve been very successful at it, creating brands that have captivated clients and emboldened their businesses. We put our success down... More »How to Brief Your B2B Branding Agency
When starting off in advertising campaigns, a company needs to start off somewhere and it may be fruitless for the first tries. Gathering customer contact information seems fruitless at the first parts; companies have to keep up with the time-constraints and competition. However, there are now marketing tools that have been made for the convenience... More »Starting Off Somewhere—The Business List Provider
Build this suite of simple, reusable inbound marketing assets to improve your content productivity Inbound marketing thrives on recency. Therefore it is essential that you establish a sustainable system, so that you can publish your content when you need to. Here’s how you can remove a lot of effort, and common delays from your content... More »6 Inbound Marketing Assets You Should Build and Reuse
The original “Choose Your Own Adventure” book was created by Edward Packard called the “Adventures of You.” Between 1978 and 1998, it was a phenomenon for kids (and adults), because it was the first time the reader was given control over the outcome. With so many options to end the story, the unexpected twists brought... More »Today’s Customer: Choose Your Own Adventure
Have you been so confuzzled with when to use “assure,” “ensure,” and “insure” that you actually go back and rewrite your sentence to avoid using that word? I confess, I do that all the time often. “Ensure” and “insure” derive from the Latin word securus, which means “safe” or “secure.” This Latin word also give... More »Grammar Hammer: I Assure You, It’s Easy to Ensure and Important to Insure
When this was suggested for a topic, I hadn’t given much thought about the difference between saying, “I could care less” versus “I couldn’t care less.” If you tell someone “I could care less,” is that telling them that you don’t have an opinion on the matter, or a self-righteous way of saying you might... More »Grammar Hammer: I Could Care Less
Continuing our series on “Back to Marketing Basics” today we’ll discuss sustainable competitive advantage. First. let’s define competitive advantage. According to Wikipedia: Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors. These attributes can include access to natural resources, such as high... More »Back to Marketing Basics: 9 Options for Sustainable Competitive Advantage
You have the amount memorized by now. $2.4 trillion. The amount of money moms spend in a year is staggering and every brand wants their piece of this enormous market. In order to reap the benefits, brand marketers and agencies must understand moms: what they value, the technology they use, how the economy impacts them,... More »7 Trends Mom-Focused Marketers Need To Know
Recently one of my wonderful clients said, “Cathy, I talked to some copywriters about my project. They were ready to go away and write. I want to work with someone who won’t just write … someone who will help me decide what should be in my websites and sales letters.” I couldn’t have put it... More »How To Hire A Copywriter: 3 Ways
Empower your people to come up with a solution. It’s easy to say, “I’m sorry, we don’t have that… We can’t get it… We can’t do that… It’s not our policy” Blah, blah, blah. In other words, it’s easy to say, “No.” But, that is not what amazing companies do. Amazing companies empower their employees... More »Customer Service Tool: One to Say Yes, Two to Say No
Have you ever checked out something you want in a shop, only to find out it’s cheaper online and walk out of the shop? This practice is known as showrooming, and is seen as a major threat to our high street. In a great display of sarcasm, ‘The staff at Jessops would like to thank... More »How to Combat Showrooming
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