Something we’ve focused on from day one at our technology startup is content marketing. Granted, it’s become a bit of a buzzword subject over the past year or so. With everyone jumping on the bandwagon it can feel well, a little meaningless. Here’s why it’s not. When Content Marketing Works The thing about content marketing, …

Marketing organizations have long been seen as cost centers by the C-suite. Although marketers have made many strides to overcome this challenging internal position, many CEOs, investors and other key stakeholders who view the world in terms of return on investment (ROI) just can’t see marketing as an investment with positive returns, sometimes rendering marketing …

About 1.65 billion social media users are active worldwide, and 1 million new accounts are created every day. Social media has proven to be fertile territory for advertisers, and as the user base grows, so does the value of that ad space. Combined digital spending by just U.S. media and entertainment companies was $7.34 billion …

There are many things in life that, while ranking high in importance, are lacking enough in urgency that they never quite bubble up to the top of our to-do lists. Dental visits, exercise, healthy eating… the list could go on and on. The key is to stop bowing to the “tyranny of the urgent” and …

If all you have is a hammer, everything looks like a nail. You’re probably familiar with this paraphrase of The Law of the Instrument, a common adage whose simplicity conceals the complex relationship at its core. In fact, there is an intricate dance among a problem, its solution, and the tools available to those trying …

In days gone by, targeted advertising was a costly and time-consuming venture. For a brand to reach its desired audience, it would first have to commit to extensive market research, significant media spend, and an endless stream of calls and emails between its media buying agency and media sellers (publishers) claiming to reach the wanted …

The boycott of Google’s YouTube platform didn’t just crack the door open on digital advertising; it blew it off its hinges. Exposed to the spotlight of ire, analysis boomeranged around the industry and left data providers scrambling to provide better data for brand safe solutions. But all the new solutions and analysis overlook the fact …

Once upon a time (and it may still be that time in your organization) the marketing function in business-to-business companies wasn’t marketing in the fullest sense.  It was, at best, sales support communications. But as the B2B customer journey shifts away from one-to-one contact with a sales rep and toward an omnichannel path to purchase, …

Nearly 3 billion people worldwide are online.  When they want a product or service, they don’t wait for an ad to appear on television, scour magazine ads, or heaven forbid, pick up a phone book.  They go to the Internet and search via search engines or social sites, because these methods promise fast results and …

The world is filled with process, efficiency, and order. The overburden of technology in our lives and a world of connected devices have washed us over with a discipline we supposedly didn’t have when life was less connected.  But what if I were to tell you that all that order and efficiency is not what …