Copywriters sometimes assume that customers already understand the product – but usually, they don’t. Good content marketing educates the customer. To see the difference between “marketing fluff” and clear expository…
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How the new tax bill exacerbates millennials’ frustration with “brand capitalism”
Capitalism is really the brand of our free market economic system which has been the driving force for American commercial success since its founding. But is it working as a…
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10 of LinkedIn’s welcome new features
In the past few months, LinkedIn has added quite a few new features that add more functionality and better usability both on desktop and the mobile application. Some of the…
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How adaptive sourcing and digital transformation will put you in the winner’s circle
These days, everybody has a plan to transform his or her business. Big companies aim to make the way they deliver services and products and how they interact with customers…
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On the limited value of branded content
Those who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know we approach the problem of content marketing head on. Here is my definition…
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Digital is plural
As companies embark on their digital transformation journeys, some tend to pursue that continuously moving target of binary perfection with the traditional mega-program enterprise approach: setting up a working group of…
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Branded content just another shade of fake news?
Remember blogging for business? Better still blogging by brands? A great deal of what we now call “content marketing” can be traced back to basic business blogging where a brand…
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5 ways to use graphics to illustrate a complex idea
One of the biggest challenges of any industry is explaining complex ideas in a way outsiders can understand. Whether a startup is trying to lure investors with a business plan…
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