University of South Florida Marketing Professor Mark Bender, Ph.D. Discusses Digital Marketing for Digital Platforms & Beyond

Posted by Daniel Litwin on December 18

 

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Topics: B2B Marketing, B2B Digital Marketing, Digital Marketing

Mercer University Assistant Sports Marketing Professor Lane Wakefield, Ph.D. Explains the Five Goals of Social Media Marketing

Posted by Daniel Litwin on December 12

 

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Topics: Social Media Marketing, B2B Digital Marketing, B2B Social Media Marketing, Digital Marketing, Continuing Education

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

Posted by Daniel Litwin on September 28

 

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

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

Posted by Denis McInerny on July 11

 

 
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: B2B Digital Marketing, Professional A/V

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

Posted by Denis McInerny on May 22

Digital natives love YouTube, devouring hours of video daily. It’s even making them better at what they do. Take the story of 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: Video, B2B Digital Marketing, B2B Content Writing, Digital Marketing

Videoblog: Evan Bentley Talks Content Marketing

Posted by Denis McInerny on April 12
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Topics: B2B Digital Marketing, Video Marketing

Why it's More than "Content."

Posted by Owen Matson, Ph.D. on April 24

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

One Brand, Many Targets: Developing Content Across Verticals

Posted by Owen Matson, Ph.D. on April 24

Marketers know all-too-well that a successful content strategy requires the ability to engage a target audience.  Engaging a single audience 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 Digital Marketing, B2B Content Strategy, Marketing Across Verticals

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

Posted by Owen Matson, Ph.D. on April 21

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 meaning 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 are some issues to consider.

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

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

Posted by Owen Matson, Ph.D. on April 20

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: Content Strategy, B2B Digital Marketing, SEO

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