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Showing Engagement and Passion

Posted by Bob Campbell on September 28, 2017 at 10:18 AM


There’s one key element to your business efforts you might not hear much when it comes to talk of marketing initiatives, content, ROI, social media, or analytics.


Passion connects you to your audience.  Displaying passion for your business, your industry, or your job responsibilities elicits an emotional response from your target group. Even if they don’t understand the intricacies of what you do, they can get excited about it right along with you.

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Words and Pictures: How to Align Copy and Visuals

Posted by Greg Cawood on June 22, 2017 at 8:04 AM

Visual elements mixed with words can help make your story come alive. 

"Excuse me; but as a geologist, you would rather study a book, some special work on the subject and not a drawing."

"The drawing shows me at one glance what might be spread over ten pages in a book."
- Ivan Turgenev, Fathers and Sons

Why are we beginning this week’s blog post with a quote from a Russian novel from 1861? Because it seemed a more elegant way than resorting to “a picture is worth a thousand words.”

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3 Marketing Tactics to Land Your Dream Customer

Posted by Greg Cawood on April 27, 2017 at 10:40 AM

Close your eyes and picture your ideal customer. It might be hard to do.

Identifying your dream client might seem like one of those TV shows where people go out in the woods in search of Bigfoot: a lot of work, with no clear end.

But those customers do exist. It’s just a matter of creating content that speaks to them. Here are a few things you can do to produce marketing content that attracts the customer of your dreams.

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4 Reasons Why Your Content Marketing is Falling Short

Posted by Greg Cawood on July 13, 2016 at 8:30 AM

More than three quarters of all business-to-consumer marketers use content marketing to promote their companies.

With business-to-business companies, the figure is even higher, close to 90 percent.

So if you’re reading this, there’s a good chance your business is using content marketing. But are you using it successfully? Many of the companies that have embraced content marketing say they haven’t come up with a proper strategy, or haven’t seen a benefit from their efforts.

With that in mind, we’re going to take a look at some of the reasons your content marketing may be falling short.

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Your Inbound Marketing Summer Reading List

Posted by Greg Cawood on June 29, 2016 at 10:53 AM

It seems like every year, one book becomes the summer’s “beach book,” the thing it seems like everyone is reading as they relax on the sand.

A few years ago, it was Gone Girl. Then The Girl on the Train. This year, we’re hearing a lot of buzz about a novel called The Girls. (There seems to be a pattern when it comes to naming literary thrillers.)

But sometimes, summer reading means work-related reading. So let’s take a trip back in time to your school days, where your English teachers would assign you books to read during your break. Here’s your inbound marketing summer reading list:

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Beyond the Blog Post: Repurposing Content to Drive Engagement

Posted by Greg Cawood on March 16, 2016 at 8:00 AM

When William Shakespeare was writing his plays, he did what a lot of playwrights of his era were doing: borrowed from other sources.

Since then, people have been borrowing from Shakespeare. Romeo and Juliet provided the basis for West Side Story. The great Japanese director Akira Kurosawa turned King Lear into Ran. And Disney’s The Lion King is essentially the story of Hamlet, except with animals, songs and a happy ending.

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How To Promote Your Marketing Content

Posted by Greg Cawood on February 9, 2016 at 8:00 AM

A few weeks ago, we used the new Star Wars sequel to illustrate the power of knowing your audience.

For this post, we’ll use the example of a different kind of film: the sleeper. That’s show business jargon for a movie that gets no promotion – Slumdog Millionaire, Napoleon Dynamite, My Big Fat Greek Wedding – and appears out of nowhere to become a huge hit.

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An Introduction to Creating Blogs and Great Content

Posted by Greg Cawood on November 17, 2015 at 2:13 PM

Out of all the search engine optimization (SEO) services an agency can suggest, creating a blog still ranks as a great option. As anyone who has spent even minimal time researching SEO may know, content is king—in other words, the type of content you create and the amount of content you provide on your website can make all the difference not only when it comes to gaining Google’s favor in search results, but, more importantly, in catching the eyes of potential customers. That’s because, essentially, content is the main reason potential visitors come to a website. Sure, they may have started a Google search to find a particular product or service, but they’ll visit your website (or your competitors’ site) to learn about your expertise and knowledge. This makes having valuable content a vital factor in winning the favor of Google and visitors alike.

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