Author: Eric

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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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How to Write a Great…

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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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Off Hours, Throwback Thursday

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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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Off Hours, Writing We Love

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What Is Big Data, and How Is It Shaping the Future of Marketing?

Monday, August 11th, 2014 by Eric

Sure, big data probably has been a bit overhyped. But it’s clear the big data trend is only moving forward, and many marketers are already generating real value from big data insights. Don’t get left behind.

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The Business of Copywriting

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Demystifying Content Marketing

Tuesday, March 11th, 2014 by Eric

Content marketing. The phrase is omnipresent these days. But what does it mean, exactly? Is it really all that new? Print ads, radio ads, TV ads, advertorials, catalogues, direct mail: Past generations of marketers created plenty of content, after all, even if they didn’t call it that. Over the past couple of decades, digital technology […]

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