What the Changing Fortune 500 Tells Us About Empathy

By on May 25th, 2020

Everyone’s familiar with the Fortune 500 and the clout and prestige it brings. Fortune Magazine first started the list way back in 1955, naming the companies with the highest revenue in the U.S. Much has changed since the first list, and it’s important to look at the companies growing and shrinking, which is covered in an article by Tyler Durden in Zero Hedge. The article provided me with some key insights…

Your Director of Marketing is Miserable [Unless They Focus on Customers]

By on May 21st, 2020
unhappy director of marketing

How many people do you know who truly love their jobs and are happy at work? How many times have you complained about your boss, a coworker, or a difficult customer? One survey found that the Director of Marketing or Sales is one of the unhappiest jobs you can have. You might think the key to being happy is to leaving your current manager or even to change your job.…

How to Track Your Success in Reaching Content Marketing Goals

By on May 21st, 2020
content marketing goals

Before you get knee-deep into planning your digital marketing strategy, it’s important to think about what exactly your content marketing goals are. You can get into this in as much detail as you wish, but for most businesses, it all boils down to four main business goals: Reach Engagement Conversion Retention When you’re planning out your content marketing, it’s a good idea to keep these major goals in mind. Also,…

Banner Ads Have 99 Problems And A Click Ain’t One

By on May 21st, 2020

If content marketing is the hero of the modern marketing story, then banner ads are most certainly the villain. Banner ad click through rates have fallen to less than 0.1%. This and the title of this post have become one of my favorite content marketing quotes because they demonstrate one of the biggest challenges with marketing today: Marketing that doesn't deliver real results. But clicks aren't the only problem that banners…

Only Meaningful Brands Resonate with Consumers Today!

By on May 20th, 2020
meaningful brands

When I wrote Mean People Suck, I wanted to get across the point that empathy is more powerful than most of us realize. I wanted people to see it as more than a tool to use or a great asset to have. Empathy can change the way we relate to others, giving us more understanding. It can also invite others to want to engage with us. This is critical in…

What Do Employees Really Value? (It’s Not About Salary)

By on May 20th, 2020

What you pay your employees certainly matters. They aren’t volunteers, after all, and they depend on their paychecks for survival. But when it comes to gauging exactly what they value the most, salary is far from the only contributor. So, what do employees really value? That’s a question I asked myself a lot while writing Mean People Suck. The answer to the question is not straightforward as humans are complex…

How to Use EGC to Harness Search Intent and Draw Customers to Your Site

By on May 19th, 2020
employee generated content egc

One upon a time, user-generated content was the favorite buzzword in content marketing. Now, Employee Generated Content, or EGC, is hot again! Why? Because it’s super cost-effective to produce, it benefits employees, customers, and the business as a whole, and it can skyrocket sales and conversions like nothing else. Your employees know your company better than anyone else, and they probably know your customers pretty well too. This means they’re…

5 Brand Storytelling Lessons From Game of Thrones

By on May 19th, 2020

If you're not a fan of HBO's The Game of Thrones, I'm not sure we can be friends. OK, maybe you're not into sci-fi, or origin stories, but like it or not, we can all learn Brand Storytelling lessons from the Game of Thrones series. Not only is it just great programming. It's also an amazing opportunity to learn about the art of storytelling and apply that to your brand's desire…

Thought Leadership Best Practices: How to Show Your Expertise

By on May 18th, 2020
thought leadership research best practices

How much do your customers and colleagues trust you? If you haven't thought about this question, then you should because it matters and impacts if they buy from you. One of the best ways to gain trust and credibility is through thought leadership. By executing a thought leadership strategy, you can gain credibility and showcase your expertise. So, how do you do it right? We decided to compile some of…

7 Sales Software Tools To Help You Dominate Your Industry

By on May 18th, 2020
digital marketing trends

Marketing and sales are constantly evolving. To stay ahead of the curve, you need to adapt to new techniques and approaches. For 21st-century businesses, a common solution is the introduction of sales software. After we get past this crisis, it will be important to come out running in order to skyrocket growth after COVID-19. Technology can accomplish a lot of work in very little time, working even when you’re not.…

How to Establish Credibility and Trust in Marketing

By on May 13th, 2020
credibility and trust in marketing

A recent survey found that 73% of CEOs think that marketers lack credibility and have quite a bit of work to do to earn their trust. Establishing credibility and trust in marketing is more important than ever before. Marketing Week reported a similar finding that revealed that only about one-third of B2B CEOs consider marketing an important part of their business. Why? It might be us. We’re often so eager…

How Great Leaders Use Storytelling to Activate Empathy in Their Teams

By on May 13th, 2020

With a long career in sales and marketing, I’ve had direct experience of how persuasive storytelling can be. But storytelling is a useful tool not just for selling things. It can be an effective tool for learning, too. This won’t be a surprise to anyone with a background in teaching. And you’ve probably had personal experience of learning from a story. Stories, after all, have been used to pass down…

Top Content Marketing Ideas for Ecommerce Brands

By on May 12th, 2020
e-commerce content marketing

Content marketing is helping e-commerce brands like never before. In the past, you might have been able to get real ROI from lazily publishing 500-word articles on your blog week after week, but it’s not enough anymore. In order to use content to build brand awareness, differentiate from competitors, secure customer loyalty, drive more traffic to your product pages, and accelerate sales for your e-commerce business, you have to approach…

How Many Words Should a Blog Post Be?

By on May 12th, 2020
how long blog posts

The research is clear: In general, blogs post should be more than 1,000 words. And the longer your post, the more likely it is to rank higher in Google searches. Of course, blog articles should only be as long as they need to be. Some posts can get their message across in 300 words. And many people argue that no one is reading anything online that takes more than a…

What is Content Marketing, Really? (And Other Content Questions Answered)

By on May 11th, 2020

While companies have relied on traditional marketing strategies for decades, some are still wondering, what is content marketing really? And why do I need it now? Content marketing, when you peel away all the layers of techniques, trends, and possibilities, is a business opportunity. Because it’s a tool they can use for growth. As businesses struggle to achieve growth in a challenging business environment, we’re seeing more interest and budget…

4 Keys to Accelerate Digital Transformation in Your Organization

By on May 11th, 2020
digital transformation

COVID-19 changed the world in two months. This change has been dramatic and has had huge repercussions on the way we live and work. If you thought you weren’t ready for digital transformation before, you may no longer have a choice. The recent disruptions have forced businesses all over the world to change the way they operate. Lockdown policies in many countries mean that non-essential businesses have had to close…

The 21st Century Innovation Paradox (And What We Can Do About It)

By on May 8th, 2020

What’s the most desirable trait every company today wants boatloads full of? Innovation. In the post-digital post-COVID era, no matter what industry you’re in, your company is probably constantly looking for creative ways to apply new technologies so you can become more efficient. You’re likely racing to come up with the most innovative ideas to gain a competitive edge. The problem is, nothing kills the creative mindset that’s necessary for…

13 Examples of Engaging and Interactive Content

By on May 8th, 2020
interactive content

A company's website is often the first touchpoint for new visitors coming to learn more about its services. It is the main representation of the company's solution to a problem, the primary resource for curious consumers. A website can make you or break you, so why wouldn't you want it to be awesome? When someone arrives to your site, don't you want them to stay for a bit? How can…

How Empathy Rescued Disney’s Frozen from the Cutting Room Floor

By on May 6th, 2020
frozen-people-suck-story

Empathy with its characters is an essential ingredient of a successful film – or a successful venture of any kind, for that matter. One of Disney’s biggest hits, Frozen rose from certain disaster to become the highest-grossing animated film of all time. That is, until the sequel overtook it six years later. The behind-the-scene story was only one among a treasure chest of stories that inspired me to write my…

What Are the Most Important Elements of Your Brand Story?

By on May 5th, 2020
storytelling is the best marketing

“Tell me about yourself.” Those words strike fear into the heart of everyone who has gone on a first date – or a make-or-break job interview. Your brand story is a lot like a first date. It’s your one chance to make a great first impression. It’s a little scary – but it’s your open door to opportunity. With the right elements, your brand story will hook potential customers right from…