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Every marketer should respond to the following questionnaire in the same way: Favorite Song:   Don’t You (Forget about me) Favorite Flower:   Forget-Me-Not Favorite Movie:   Total Recall The point, perhaps not so gracefully rendered, is that the ultimate objective of any strategic marketing initiative should be cramming your company’s brand into the gray matter of the folks with the pull and the purse to purchase your products. That’s not rocket science. It’s marketing 101, t

A brand’s path to thought leadership is a simple one: Demonstrate mastery of a technology, discipline or business issue through insightful, easy-to-digest and consistent content. Do that well, leveraging a variety of distribution channels (i.e., web sites, webinars, social, speaking sessions, media mentions), and it won’t be long before your brand is viewed as a trusted source of relevant information and an authority on one or more subjects.   The payoff, of course, is that t

When people use the word disruptive in marketing circles I almost always think of the late congressman and civil rights leader John Lewis’ encouragement to get into good trouble to advance positive change.

In what feels like the bling of an eye, AI has upended much of the marketing ecosystem. It has also forced B2B brands to rev up the quality of their content.

A couple of weeks ago I published a LinkedIn article introducing a content relevancy test, a five-question evaluation that every marketer...

The new trend is assigning AI an occupation or a job title, a way of easing its assimilation into the workforce. This article draws on both approaches to help businesses figure out how AI can best support their strategic marketing goals.

Using freelance resources to produce content that properly positions your company’s products and elevates your brand can be a...