Writing
A brand refers to the unique, intangible, and often indiscernible, association prospects and customers have regarding your products and services. That’s why it’s important for internal stakeholders to understand what your brand stands for, because there must be alignment between...
I can say, without a doubt, that no book better sums up the work I’ve done for the last 15 years better than Subtract. It’s focus on removing elements as opposed to adding new ones to get out of ruts,...
For small businesses, customer experience beats brand and price because it removes friction at the exact moment of choice. Start with follow-ups, service recovery, and proactive check-ins. My recent experience of buying a washing machine after my old one suddenly...
Why hire a consultant? Small businesses of all sizes can benefit from hiring a consultant, in large part because of the wealth of experience, industry knowledge, and problem-solving ability consultants bring to the table. Consultants, because they have often worked...
What is successful small business content marketing? Your customers come looking for your products and services because of a challenge that’s arisen; to earn their business, focus on earning their trust and—most importantly—their attention. Successful small business content marketing involves...
What is content distribution? Content distribution refers to the dissemination of your brand’s various content types across platforms to a desirable audience you do business with or wish to do business with, or both. The distribution of your content involves...
What is a content production mindset? The content production mindset refers to belief held by some marketers that to win at content marketing brands must single-mindedly focus on producing and sharing more content than their peers. The thinking goes that...
Small business owners can learn a lot from the nation’s most ubiquitous coffee retailer, Starbucks. The brand’s coffee is table stakes. Their real business is creating an enviable customer experience, high levels of customer service, and delivering the additional products...
There are few easy wins in content marketing, especially given how crowded most verticals and categories are today. But one word that comes up often when discussing successful businesses is consistency, in large part because consistency wins for small businesses....
Most conversations involving content strategy begin with an explanation of what it is. I believe this is incomplete. The benefits of content strategy are best understood in relation to what it does— impacts brands’ bottom lines. Content strategy is the...