The allure of the “new” is unmistakable. In fact, a study shows that it’s part of our psychological makeup to believe that new must always equal improved. It is only natural to be continually on the lookout for ways to lure the next potential customer, but focusing too hard on acquisition may be to your […]
Why You Should Be Focusing on Customer Retention, Not Acquisition Read More »
As we get older, we grow out of many things: tricycles, swing sets, sandboxes, and even Legos. We expect it to happen because it makes sense. What doesn’t make sense is when a company thinks it’s outgrown the value of thought leadership. Not only can well-positioned thought leadership, fostered by strategic content marketing, expand any
No, Your Brand Isn’t Too Big for Thought Leadership Read More »
Last week, a student in my Content Marketing Master Class (we’re currently taking email addresses for the next cohort) asked about the difference between personalization and humanization. An excellent and important question, as personalization and humanization are both foundational elements of modern marketing success. Both are valuable to companies and organizations, but for very different
Why You Need Both Personalization and Humanization Read More »
How much support do you need to back up your claims? If you’re in politics, not much. But then, no one trusts politicians. As a brand leader, you need your readers to trust you. Stating facts without supporting evidence or citing trends without proof can damage your credibility and harm your brand. Fortunately, the web
How to Back Up Your Marketing Facts in a World of Fake News Read More »
