Content Marketing Blogs

Marketing’s job is to protect your brand. Are you doing your job?

Marketing’s job is to protect your brand. Are you doing your job? By Mark Schaefer Before I was in marketing, I spent a few years in corporate communications and learned a lesson from my boss that I think will be very relevant to you in your job today. Many years ago, I was promoted to become the PR manager of my company’s largest and most profitable manufacturing location, a plant in Indiana that produced millions of pounds of highly-engineered materials…

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How Can You Show The Impact Content Has on Your Brand?

How Can You Show The Impact Content Has on Your Brand? How do you articulate the value of creative content to show that stories have an impact on your brand. What metrics do you use and why? -Matt, New York Explaining how content marketing impacts your brand can seem like a treacherous journey into a deep cavern where you’ll have to learn Parseltongue, or at the very least, old-white-guy business speak. Who would have imagined that President Trump was multi-lingual?…

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Should Your Brand Voice Stay the Same Across Social Channels?

Should Your Brand Voice Stay the Same Across Social Channels? If you’re curious about brand voice, the first thing you should do is think about Tom Hanks. Yes, Tom Hanks—and not just because of his calming presence. Hanks has enjoyed an illustrious film career precisely because he is not a character actor. Audiences feel comforted and engaged when they spot his face (or even just hear his voice) onscreen. He makes small adjustments to his beloved persona depending on the…

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Brilliant marketing, or the beginning of Big Brother?

Brilliant marketing, or the beginning of Big Brother? In the latest episode of The Marketing Companion Tom Webster and I look at a couple of trends that are eerily Big-Brother-like. Is Google a government? We talk about memos leaked to the WSJ that shows the potential power of Google to influence politics and nations. A fascinating discussion ensues. John Hancock will only insure you if you wear digital fitness tracking devices. Brilliant marketing strategy or the beginning of Big Brother?…

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How to defend your online reputation in the outrage era

How to defend your online reputation in the outrage era   By Mars Dorian, {grow} Contributing Columnist Remember the infamous Miranda police warning? “Anything you say may be used against you.” In today’s outrage culture, words (AKA tweets) can be used against you. If you care about your online reputation, you should be worried. It only takes one disgruntled person online to: Look up a potentially controversial tweet Confront your employer with the update, demanding your lay-off This may sound…

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Celebrating 2 years of Bookmark | Blog

Celebrating 2 years of Bookmark | Blog Our agency celebrates its two-year anniversary. It’s always important to take a moment and look back on what you’ve accomplished after a year. We’ve done just that by compiling some of the best work we’ve created over the past two years across our global offices in Santiago, Montreal, Toronto and London. Below our animated reel, we’ve asked our staff to tell us some stories about the presented campaigns. Enjoy! Blink MagazineDesigning a special…

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Marketing Has a Best Practices Problem

Marketing Has a Best Practices Problem How often do you step back from your work as a marketer to judge whether you’re truly doing your absolute best? What do you think you’d find if you did? I think we’d all encounter a gap. It’s a gap between the work we aspire to do … and the work we’re actually doing; the results we’d like to see … and the results we’re really seeing. Few things can feel more frustrating than…

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Influencer marketing for small businesses and startups

Influencer marketing for small businesses and startups By Mark Schaefer Some benefits of social media and content marketing are normally inaccessible for small businesses and startups because: It takes time to build an audience and establish an emotional connection to that audience It also takes time and a good bit of skill to create content that can contribute to SEO benefits or establish authority in a niche that results in customer action. I’m not saying to NOT do it because…

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Young Americans Are Breaking Up With Facebook

Young Americans Are Breaking Up With Facebook Any good relationship is built on trust. Whether it’s romance, friendship, or the personal leap you take when creating a social media profile, the expectation is the other party will respect the parts of yourself you chose to share with them. When they don’t, you have two choices: give them a second chance or leave. Facebook’s relationship with some of its users has gone downhill since the 2016 presidential election. In March of…

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Confusion to Clarity: 3 Questions Every Personal Brand Needs to Address

Confusion to Clarity: 3 Questions Every Personal Brand Needs to Address By Denise Schmeichler, {grow} Community Member I like to remind my clients and students that I am just like them. Just because I teach it does not mean that I don’t go through the same cycles that they go through. Being open about my own struggles allows them to see that I am human and it helps me to connect with them at a much deeper level, because I…

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Advertising strategies to help you win the year

Advertising strategies to help you win the year By Brooke B. Sellas, {grow} Contributing Columnist The right advertising strategies can make or break your year. And since we basically have only one quarter left in 2018 (GASP!), how you spend the rest of your budget for this year and prepare your budget for next year is critical. I’m going to pull the curtain back on the advertising summary and forecast reporting we create for our larger clients. With these advertising tips…

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Google’s New Search Could Significantly Change Content Discovery

Google’s New Search Could Significantly Change Content Discovery Search engines have historically been distant cousins to social media platforms. Both channels let people discover valuable content—just in different ways. Search was more transactional, asking users to come prepared with a keyword or a question. Social was more open, letting users wander until they found something they liked. But with Google’s latest announcement, they’re about to become a lot more like twins. On September 24, Google unveiled plans for new search…

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The News, According to Facebook

The News, According to Facebook According to a 2017 study by the Pew Research Group, 45 percent of American adults get their news from Facebook. If you zoom out, 67 percent get their news from social media in general. If you kept up with the news at all over the last two years, you know that’s led to problems. Facebook noticeably updated its algorithm earlier this year to prioritize content from friends and family over publishers. For the millions of…

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Research Tells You How to Pick Better Images for Social Media

Research Tells You How to Pick Better Images for Social Media What can your brand do to improve engagement on social media? Think more visually. Sure, you already use images. But are you selecting the best ones to engage your audience based on what’s shown to be successful overall and each platform’s unique factors? (Hint: Not all social media platforms have the same best practices when it comes to successful visuals.) Not all #socialmedia platforms have same best practices when…

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Wyzowl’s Matt Byrom Explains Why Animation Works in Marketing

Wyzowl’s Matt Byrom Explains Why Animation Works in Marketing Like many entrepreneurs, Matt Byrom founded his business because he couldn’t find anyone else to do what he needed. In the late aughts, Byrom was working as a freelance designer in the UK when he came across the site of a relatively new company called Dropbox. The company’s pitch was a 90-second animated video and a sign-up form. That’s it. The simplicity appealed to the visually oriented Byrom, so he started…

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How Word of Mouth Differs for Men and Women, According to Research

How Word of Mouth Differs for Men and Women, According to Research 22. That’s the number I want you to focus on today. It’s the number of Top 10 hits by Taylor Swift (Ironically, it’s also the title of one of those Top 10 hits). It’s the length of a cricket pitch if you’re measuring in yards. It’s the name of a 202-mile Interstate that runs from Birmingham, Alabama to northwestern Mississippi. Let me tell you something else…

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