See how content marketing is essential for engaging customers early, showcasing expertise, and shaping your industry’s future talking points.
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Articles in the "Content" Category
Using Content Marketing in a B2B Setting
Content marketing is a way of marketing that focuses on creating and sharing valuable content with your audience. The goal is to educate and engage your audience, so they'll want to buy your products or services. It can be used in a number of ways, but for B2B...
You Don’t Get Long Walks on the Beach with Your Customers
Products are complex, but consumers typically won’t invest the time required to truly explore and come to understand the intricacies of your product. They’re not lazy or superficial; most companies just don’t provide enough value for them to see the point in spending...
The 5 Key Customer Motivators
Far too many experiences are designed around the assumption that people want to be engaging with them. It’s an easy mistake to make. If you’re designing, say, an ecommerce site, it would be natural to assume your customers have an internal drive to find a product they...
Getting Past “Pretty”
You can’t solve your problems with a fresh coat of paint Let’s say a company comes to our firm interested in hiring us. We’ll call them SynergyCo. They make about $100 million/year in revenue selling a niche software product. They’ve had their market cornered in the...
Customers Want to Know: Are You Friend or Foe?
To understand what's going on in your customers' heads, sometimes you have to get back to basic human psychology. Let's skip all the high-concept marketing talk, and get back to basics for a few minutes here. Branding and marketing isn't about fluff, or trickery, or...
20 Words You Can Drop From Your Core Values Right Now
Trying to convince customers you have the best quality, integrity, or customer service may be a losing battle. Here's an alternative to consider. As part of our branding practice, we often work with clients to identify (or overhaul) their company's core values. The...
What Makes Videos Go Viral
The basic elements of highly successful online videos are really just fundamental principles of human interaction, and you can apply to nearly any form of communication (especially marketing). While there's no way to guarantee that anything will "go viral," studying...
This is Why Your Customers Aren’t Sticking Around
When a company isn't catching enough fish (especially in a tough economy), the CEO's instinct is often to cast a wider net, hire more people to cast nets, or simply cast the net more frequently. Unfortunately, they seldom consider the most obvious solution: mending...