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How content can help companies create consumer habits
A while ago, I had an encouraging email from a woman that represented a small but extraordinary marketing victory. It’s worth considering today as a marketing lesson in consumer habits. Her message to...
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The content marketing argument for selling nothing
The other day I had a phone message from my local pharmacist: “Please call me as soon as you can.” Hmmm … what in the world could this be about? I had only received a direct call from a pharmacist one...
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Is an SEO investment always smart for your business?
Over the past few years I’ve become skeptical about the true opportunities for Search Engine Optimization (SEO) for many businesses. Some of my SEO friends have pushed back — but I’m unconvinced. I...
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Why does marketing exist?
Today I would like to riff on a quote I saw the other day on LinkedIn. In fact, I would like to blow it apart. Here it is: “When you strip everything away, marketing is the business of creating...
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Why social sharing is the world’s most awesome content marketing metric
The most important metric for any digital marketing effort is conversions. We all like money. But AFTER conversions, I have a radical idea of the most powerful metric for your content marketing:...
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The Tech Giant War is here, and there are opportunities for marketers
By Kiki Schirr, {grow} Contributing Columnist Once upon a time, the tech giants were buddy-buddy. You might even say they acted like family, specifically, the type of family that negotiates illegal...
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Five facts indicating dramatic post-pandemic consumer changes
One of the themes of this blog over the past few months has been that in marketing terms, the pandemic was a re-set. I choose this word carefully. It is not a change, an evolution, or an aberration....
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How does branding work today? The answer might surprise you.
I’m a lifelong student of branding. The strategy to build a meaningful and lasting emotional connection to your company is endlessly fascinating! I’ve been thinking a lot about how life in the fast...
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What’s the difference between thought leaders and a personal brand?
My friend Shubha Chakravarthy asked me, “What’s the difference between thought leaders and personal brands?” Shubha and I have become friends over the past few years and I always admire the way she...
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Is your marketing getting a little better each year? That’s not enough.
I recently had an interesting question from an interviewer. Perhaps my answer can help you … You’ve worked with many renowned global clients over the years. What are the most common mistakes you see...
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Should I become a content entrepreneur with a blog or a newsletter?
On the TILT blog, Dylan Redekop put forth an opinion that if you’re starting out as a content entrepreneur, you should focus on a private newsletter instead of a public blog. I wholeheartedly and...
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Considering conversation as a marketing strategy
I don’t think there is any more important battleground for marketing today than the effort to form relevant new customer connections. Traditional connections are being threatened on every front: Loss...
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7 Reasons why this is the most challenging time to be in marketing
I’ve worked in marketing for about 40 years so I can say with some authority that it’s very difficult to succeed in our profession these days! In fact, this might be the most challenging time to be in...
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I hated customer research until I found Voice of Customer
By Marci Cornett, {grow} Community Member I’m a marketer who hated customer research … until I got emotional about it Maybe you’ve known all along how incredible customer research is for growing your...
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Five strategies to win the content marketing arms race
Today I’m ripping an issue from the headlines and tying the implications to your current content marketing strategy. Whether you’re a big brand or a solopreneur trying to stand out with a blog or...
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Is there a renaissance ahead for organic social media?
Today I’m going to discuss a possible trend and business opportunity. My views here are subjective because there is really no way to prove my observations. I could be completely wrong. But if I’m...
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The long ugly road of measurement and influencers
I’ve been immersed in the world of measurement and influencers since the beginning. I wrote the first book on the subject. There has been a tremendous amount of progress in testing impact — a lot of...
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Debating the 10 most relevant marketing trends
On the new episode of The Marketing Companion, I thought I would have some fun debating the most relevant marketing trends for the next two years with Dennis Yu. Dennis and I don’t always agree and...
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The creator economy is in hyperdrive. Is it time to climb aboard?
A new research report showed that 36 percent of American consumers have posted or created content in the past year. While the majority of creators do it for fun, a whopping 26 percent of them aspire...
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Buying on beliefs? I don’t believe it
Nearly every day, I read some article about the importance of “purpose” in the marketing mix. Especially when it comes to younger consumers, what a company stands for matters, and this impacts their...
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