Author: Eric

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Choosing the Right Social Channel for Your Marketing Message

Tuesday, November 7th, 2017 by Eric

If your business makes products for people who drive to work, you don’t want to advertise on subways. Similarly, if you target seniors, you’d be foolish to post on social platforms used mostly by people under eighteen. It’s not always immediately clear which social platform is best for posting messages from your business, but it’s […]

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Earning Trust in a Post-Truth Age

Thursday, June 15th, 2017 by Eric

We used to say the truth was slippery. If we could never quite grasp it, still we believed it was out there somewhere, swimming the currents of events, perspective, and time. And as slippery as it might have been, getting at the truth mattered. These days, by contrast, truth is not only more difficult than […]

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6 Best Practices for Working With an Outside Content Provider

Wednesday, April 19th, 2017 by Eric

I’ve been creating marketing content for clients small and large for more than 20 years. Most of the projects I’ve worked on have been enjoyable and even fun. Occasionally, though, things have turned south, putting an unpleasant taste in the mouths of everyone involved—client and content provider alike. To optimize the return on your investment […]

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Throwback Thursday: Changing Seasons, Changing Playlists—Music to Inspire Marketing Communications Magic in the Months Ahead

Thursday, September 29th, 2016 by Eric

Depending on where you live, it’s now either the end of summer, the prelude to the end of summer, or the buildup to the prelude to the end of summer. We hear the pitter-pat of little feet returning to school. We’ll soon see the changing of the leaves. We have a vague sense that it’s […]

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Building Brand Loyalty with Content Marketing

Tuesday, September 20th, 2016 by Eric

Amazon. Apple. Facebook. The brands with the most loyal customers are, more often than not, the most successful in their market. And it’s no wonder: loyal customers are repeat customers. They’re easier to upsell and cross-sell, and they’re less price-sensitive. They drive down the cost of selling and have higher customer lifetime values. Often, they’re […]

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Four Steps to More-Viral Marketing Content

Thursday, June 16th, 2016 by Eric

Going viral is the content marketer’s holy grail. By making audiences feel compelled to share your content, you can multiply the impact of your marketing spend by orders of magnitude. But how do you make that happen? How do you create viral content, like the Old Spice Guy video campaign . . .   . […]

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Four Online Tools to Improve Your Copywriting

Tuesday, April 26th, 2016 by Eric

Good copywriting is smart—plus polished, professional, and mistake-free. It helps your brand look good. It can also help you engage your audience more deeply and convert more prospects to customers. If you’re looking to “level up” the quality of your copywriting, there are many helpful tools available on the internet: 1. The free Hemingway App […]

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Four Lessons Marketers Can Take from the 2016 Presidential Primary Season

Tuesday, March 1st, 2016 by Eric

Most U.S. presidents are good public speakers, hold popular policy positions, and possess personalities and résumés that are “presidential.” But that’s not enough to make it to the highest office in the land. To do that, you need marketing. The 2016 presidential candidates know this. Hillary Clinton prepped for her campaign by enlisting hotshot marketers […]

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3 Reasons to Create Long-Form Digital Marketing Content

Wednesday, January 14th, 2015 by Eric

Digital content should be short and sweet, no? Actually, your target audience may crave something more substantial. This post offers four reasons to “go long” with digital marketing content.

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Want to be better at business? Read more fiction.

Monday, October 13th, 2014 by Eric

It’s a depressing statistic: almost a quarter of Americans haven’t read a single book in the past year. But it’s not such a surprise. Between work, family, friends, and the omnipresent screens of 21st century life—laptops, smart phones, tablets—who has time to read books? Even among well-educated businesspeople, the tendency can be to read nonfiction, […]

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