Do you avoid the word “sales” in your marketing communications? I don’t mean “sales” the noun, as in ”Sales were up 12 percent year over year.” I mean ”sales” the adjective, as in “sales representative.” When you publish your 800 number and invite prospects to call, who do you say is standing by [...]

When a company engages an ad agency or marketing firm, it’s usually a decision that has not been taken lightly. There have been dozens of meetings, a plethora of presentations and a gargantuan number of emails. So, I understand it’s not a process you want to address on an annual basis. [...]

If building a corporate brand was ever a no-muss, no-fuss, ”ivory tower” sort of exercise, where a marketer’s primary tasks were two — push out high-minded awareness messaging, and take pains to treat the logo consistently across all other marketing  touch points — it’s pretty much not that anymore. Probably never was, come to think of it. [...]

What role should your organization’s CEO play in your content marketing? No, that’s not a typo. I don’t mean the chief marketing officer (CMO) or chief content officer (CCO). I mean your CEO. The big guy or gal. We talk a lot in content marketing circles about the importance of humanizing our [...]