Client Project: Illuminate Education Product Sheets

Client Project: Illuminate Education Product Sheets

Illuminate Education creates tools to promote educator and student success. In 2016, EM Marketing crafted new messaging and designed a fresh website, followed by further re-branding efforts on sales collateral and trade show booths. To showcase their three main products, the EM team breathed new life into existing product sheets with unique visuals and streamlined … Continue reading Client Project: Illuminate Education Product Sheets

Message Map: What Is It and Should You Do It?

Message Map: What Is It and Should You Do It?

When I was a marketing manager at large corporations, we would typically kick off our year-long campaigns with a multi-day meeting with our agency du jour. One of the first deliverables they would bring back was a “message map.” This consisted of our agreed upon value proposition, reasons to believe (RTB) said value proposition, in-depth … Continue reading Message Map: What Is It and Should You Do It?

Lead Nurturing: What Is It and Should You Do It?

Lead Nurturing: What Is It and Should You Do It?

Buzzword alert! Lead nurturing ranks high with account-based marketing (ABM) as a clever name for something very straightforward. (For top 2016 buzzwords, read this very entertaining article! See #8… Pancakes. Mmm.) ABM is doing social good in getting marketing people to seek out kindred spirits on the sales team (see ABM-expert Keefers’ description of how … Continue reading Lead Nurturing: What Is It and Should You Do It?

Sponsored Content: What Is It and Should You Do It?

Sponsored Content: What Is It and Should You Do It?

What is sponsored content? Contently defines it as “brand-sponsored articles and videos that appear on the sites and social platforms of publishers and influencers.” Although brands can benefit from sponsored content placement, it can look like editorial content and mislead the reader. It has sparked a debate in the industry. The Debate About Sponsored Content I … Continue reading Sponsored Content: What Is It and Should You Do It?

SEO for Humans

SEO for Humans

SEO can be confusing, frustrating, and hard to keep up with. This is especially true for small businesses, independent consultants, and entrepreneurs. Over the years search engine optimization has continued to be extremely relevant to marketers as Google and Bing have capitalized the attention of consumers and businesses alike. Yet SEO still remains elusive for … Continue reading SEO for Humans

Content Calendar: Rubber, Meet Road!

Content Calendar: Rubber, Meet Road!

Can it be? Are we really at the end of my five-part series on Content Strategy? Sigh. If we must end, at least we get to end with my favorite part — putting together the content calendar! It is so satisfying to go from the theoretical, “We could do many things!” (or its corollary, “Oh my … Continue reading Content Calendar: Rubber, Meet Road!

Mapping Your Content Possibilities

Mapping Your Content Possibilities

If you’ve been following my series on the Five Steps of Content Strategy, you know that you start with a vision and goals, then look at the potential audience you’re talking to (persona development). Last time, we spoke of the buyer’s journey (spoiler alert: it’s not dead). Now that we’ve set the stage, let’s get on … Continue reading Mapping Your Content Possibilities

Personas: What Are They and Should You Use Them?

Personas: What Are They and Should You Use Them?

A few years back, I got my first introduction to the concept of personas. I walked into my workplace’s common area and found myriad 8×10 feet posters of very attractive people with names and bullet points on them. Naturally, we were curious. (In an eye-rolling sort of way — these were obviously big buck items and we … Continue reading Personas: What Are They and Should You Use Them?

5 Examples of B2B Facebook Video Marketing

5 Examples of B2B Facebook Video Marketing

Are you part of the 70% of U.S. marketers planning to use social video ads in the coming 12 months? Keep your eye on Facebook. Mark Zuckerberg predicts that within five years, the content you’ll see will mostly be video. In fact, they recently changed their news feed algorithm to prioritize live videos. Need more stats … Continue reading 5 Examples of B2B Facebook Video Marketing

Mastering Influencer Marketing: 9 Key Questions and Answers

Mastering Influencer Marketing: 9 Key Questions and Answers

Influencer marketing, in which a company pays someone with a high-profile or following to endorse their brand, has been around for decades. But with the uptick of social media, companies have learned a cheaper way to have influencers promote their products. Influencer (a.k.a. creators) are the “popular kids” every high schooler wants to befriend and … Continue reading Mastering Influencer Marketing: 9 Key Questions and Answers