Marketing from the Palm of your Hand with Beibei Dong, Associate Professor of Marketing at Lehigh University

Posted by Daniel Litwin on Sep 28, 2018 11:45:46 AM

 

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Topics: Continuing Education, anayltics, Marketing, B2B Digital Marketing, Food and Beverage, Hospitality

AVIXA's Own Brad Grimes Discusses Human-Centered Design on the MarketScale Pro AV Podcast

Posted by Denis McInerny on Jul 11, 2018 4:29:28 PM

 

 
Sometimes, technology just moves too quickly. By the time one new thing is integrated, the next big industry-shaker comes along and puts a new challenge on the table. Brad Grimes, Senior Director of Communications for AVIXA, comes on the podcast to tell us how the Pro AV industry is taking a breather and refocusing on the experience of their services and how to adapt innovative solutions to each specific market.
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Topics: Professional A/V, B2B Digital Marketing

How the World Learns: The Power of Video for NBA Stars and B2B Content Marketing

Posted by Denis McInerny on May 22, 2018 2:14:48 PM

Digital natives love YouTube, devouring hours of video daily. It’s even making them better at what they do. Take the story of 20-year-old Jayson Tatum, star of the Boston Celtics, featured in the Wall Street Journal. While his youth certainly has a lot to do with his ability on the court, his age also gives him different tools than those of the generations before him. He grew up watching YouTube videos. To be more precise, he didn’t just watch them. He studied them. That’s how people learn today. If you want to know how to do something or become better at it, there’s bound to be thousands, if not millions, of videos to help you.

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Topics: Digital Marketing, B2B Content Writing, B2B Digital Marketing, Video

Videoblog: Evan Bentley Talks Content Marketing

Posted by Denis McInerny on Apr 12, 2018 4:22:32 PM
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Topics: Video Marketing, B2B Digital Marketing

Why it's More than "Content."

Posted by Owen Matson, Ph.D. on Apr 24, 2017 9:58:14 AM

Somehow, the vast variety and scope of information created and published online has been condemned to reductive summary in the vacuous designation "content."  We may be stuck with the word.  Ubiquitous usage of the term has too deeply embedded itself into the culture and practices surrounding the production and consumption of online work.

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Topics: Content Marketing, Content Writing, B2B Content, B2B Content Writing, B2B Digital Marketing

One Brand, Many Targets: Developing Content Across Verticals

Posted by Owen Matson, Ph.D. on Apr 24, 2017 8:02:56 AM

Marketers know all-too-well that successful content strategy requires the ability to engage a target audience.  Engaging a single audiences in is challenging enough. But brands often target markets in multiple verticals.  As a result, Marketers commonly grapple with greater challenges:

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Topics: B2B Content, B2B Content Strategy, Marketing Across Verticals, B2B Digital Marketing

Differentiating Brand Voice in an Age of Excessive Exclamation!!!

Posted by Owen Matson, Ph.D. on Apr 21, 2017 6:16:16 PM

Excessive Exclamation Points?!!!  Who? Me?  

I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse?  Overly emphatic?  Me?  OK.  Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback.  I was just curious about the commentary.  I sensed a big discussion behind the advice. Alas, I received no reply. 

So I began to think about the meaining of my reader’s feedback.  I "might" want to reconsider my overuse of exclamation points?  Was this a complaint?  A soft recommendation?  Sarcastic criticism?  

At the end of the day, the use of exclamation points is about communicating tone.  And tone is largely a matter of taste—as in “there is no accounting for…”

For my part, when it comes to issues of usage and style, I tend to be rather pragmatic: Whatever works, I say!!!  

Still, tone is hard to determine in online communication.  But then that's the whole point: Communicating tone in digital media requires content writers rethink the traditional rules and tools of style--including the use punctuation to project meaning and tone.  Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here's some issues to consider...

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Topics: Brand Voice, B2B Brand Writing, B2B Branding,, Brand Strategy, B2B Digital Marketing, Digital Marketing, B2B Content Writing, Content Strategy

SEO Zen Wisdom: To Enhance SEO, Do Not Aim for “SEO”

Posted by Owen Matson, Ph.D. on Apr 20, 2017 5:44:51 PM

The Danger of SEO as “SEO”

In the content marketing biz, one tends to get a lot of questions about Search Engine Optimization (SEO).  Certainly, concerns about enhancing SEO make sense.  After all, publishing content on a company blog site will not generate business growth if prospects can’t find that content when searching the web.

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Topics: SEO, B2B Digital Marketing, Content Strategy

Tips for Networking on LinkedIn--Infographic

Posted by Owen Matson, Ph.D. on Apr 19, 2017 3:22:23 PM

Want to grow your network on LinkedIn?  Check out this infographic!

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Topics: LinkedIn, B2B Digital Marketing, B2B Social Media Marketing, Networking, Content Marketing

Why B2B Content Marketing?

Posted by Owen Matson, Ph.D. on Apr 19, 2017 11:39:26 AM

How do B2B Brands Benefit from Content Marketing?  Check out the Stats on this Infographic...

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Topics: B2B Digital Marketing, B2B Content, Content Marketing Statistics, Infographics

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