How to Sell Content At An Agency – What I’ve Learned

How to Sell Content At An Agency – What I’ve Learned

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Nine years ago I begged for accepted my first position as a marketing copywriter. At the time, I was just happy to get paid to write help brands find a voice and connect with customers. What I didn’t know back then, and what I know now, is that my job would grow into not only writing content for brands, but selling content, as well. Through the years, I’ve sold content as: An agency-level copywriter An agency owner An executive to top-tier clients To my internal team over and over and over…

Help Me, Please: Where Marketing & Customer Service Collide

Help Me, Please: Where Marketing & Customer Service Collide

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Look at me! Look at me! Actually, when it comes to marketing, that doesn’t work anymore. Read on. Sitting in Jay Baer’s keynote at Pubcon a few weeks ago, we were reminded that most TV shows today would have been cancelled 15 years ago based on their current ratings. There are so many TV shows today, you just can’t get the ratings that used to be the minimal standard for airing. Just like on TV, marketing efforts are competing for our increasingly fragmented attention, as well. And our competitors are…

The PR and Marketing Advantages of Attending Industry Events

The PR and Marketing Advantages of Attending Industry Events

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You can build a great business or service, but if nobody knows about it, it’ll never take off. Attending industry events, such as conferences and award shows, is an impactful way to solidify your presence and voice as an industry leader, network with peers and continue to build awareness of your company. Regardless of what sector your company falls in, there are likely hundreds of events to choose from regionally, nationally or worldwide. With the following advice and a bit of research, you can determine where your attendance is going…

Running Your Business with Mission-Driven Execution (#Pubcon)

Running Your Business with Mission-Driven Execution (#Pubcon)

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You focus on your brand, but do you focus on your mission? Pubcon 2014 Las Vegas kicked off this morning with a keynote from Chris Brogan, who impressed upon us the need to focus on the “why” we do what we do. He describes your mission as “what drives your deepest purpose.” You have to understand your mission, and truly believe in it. If you believe in your mission, you’ll find that extra gear to drive your energy and your work further than ever. Who do you care about, what…

Combining Storytelling with Data for Optimal Results (#Pubcon)

Combining Storytelling with Data for Optimal Results (#Pubcon)

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Are you creating stories without any data to back them up? Are you using hard data to inform all decisions, without any human element? Stop. Pubcon Las Vegas 2014 kicked off day 2 with a keynote session by Jeffrey Eisenberg, co-author of soon-to-be-launched (October 27) ebook “Buyer Legends: The Executive Storyteller’s Guide.” Buyer Legends is the business process by which Jeffrey and Bryan Eisenberg want you to take your emotional storytelling and combine it with the hard data you have collected to “find new opportunities, spot gaps, optimize sales and…

Achieving Brand Consistency Within Your Internal Team

Achieving Brand Consistency Within Your Internal Team

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Marketing experts around the world talk about the importance of good branding all the time. For valid reasons – you want to ensure your company, product or self is trustworthy, memorable and ready to provide the solution(s) your customers need. Good branding helps you stay top-of-mind. But it’s more than just “creating” the brand. It’s living it, too. You can’t define your brand one way if your audiences (customers, clients, employees, etc.) experience it differently. Think about how conversations about brands typically go. It’s not usually “I don’t like the…

Answering Objections Toward Digital Marketing

Answering Objections Toward Digital Marketing

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In any digital marketing agency, you’ll inevitably run into clients well-versed in traditional marketing tactics but cautious about the web. A CEO who has built a company from the ground up may prefer to keep a budget for TV ads, paper brochures and direct mail campaigns, but his head of marketing wants to invest in an AdWords campaign and has come to you for help. Your job is to convince the CEO of the need to invest in digital marketing. Are you ready? Are you confident? Let’s address three common…

Design & Content: Matching Words with Style

Design & Content: Matching Words with Style

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In the creative agency realm, it’s hard to imagine two areas of expertise more closely married than content and design. From direct mail to billboards, website creation to digital marketing and everything in between, the two are intertwined, constantly influencing one another in what we call ‘communication design.’ Luckily, more and more, agencies are allowing these specialities to work together in an integrated manner – and the results show it. Beginning with the Message When we begin a creative project, content typically starts the fire, fueling understanding for design. Ideally,…

Getting Started with Twitter Advertising

Getting Started with Twitter Advertising

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As a marketer involved in online advertising, the majority of your spend will go to Google AdWords. No one is denying this and, with Google claiming nearly 68 percent of U.S. search engine market share, this makes a lot of business sense. However, as effective as AdWords can be, you should always be open to using other ad platforms, as well. Spreading your paid marketing spend can help you diversify your traffic and reach new customers. For example, Bing Ads and Facebook Advertising have both proven effective for many marketers….

Thinking Out of the Box, er, Bucket: Why the Ice Bucket Challenge Works

Thinking Out of the Box, er, Bucket: Why the Ice Bucket Challenge Works

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Unless you’ve taken a serious hiatus from social media, you’ve heard about the Ice Bucket Challenge, and have possibly wondered if you’d be next. While there has been an outpouring of support and participation in the cause, there’s been a bit of backlash and criticism, too. I noticed both views in my own Facebook newsfeed. So, can dumping a bucket of ice over your head and posting the video on your Facebook or Twitter really make a difference in supporting the ALS community?  I’d argue a big, fat YES. The…

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