Why Your Company's Blog Doesn't Make the Phone Ring

All of the hours devoted to blogging, at some of the nation’s largest and smartest companies, does not appear to be time well spent…if the goal of a blog and other forms of content marketing is to generate new business. If there’s a disconnect between your firm’s blogging and new clients related to your content, here are 8 possible reasons why: Your topics are boring. Avoid topics that have been (or are likely to be) covered by other firms, or topics that may be considered old news by the time your post is published. Select blog topics that are of immediate or continuing interest to your target audiences, and cover them in a unique manner. Your headlines don’t grab attention. With a few seco

10 Ways to Market Your Brand's Integrity

Regardless of whether your company is an established leader or an upstart, brand integrity matters. And it’s a corporate asset that needs to be marketed. Unfortunately, simply telling target audiences and opinion leaders that your company is smart, honest, unique, innovative, creative, cutting-edge, trusted, etc. never succeeds. People require hard and soft evidence to support their own conclusions about your brand attributes, notably its integrity. So how does a company communicate its brand integrity through online and offline channels? Here are 10 tangible and intangible factors that, on an individual and combined basis, can drive market opinion regarding your company’s brand integrity: T

Should Marketing Automation Customers be Pre-Qualified?

For decades, the ONLY way to produce any type of printed material – ranging from sales & marketing brochures, to annual reports and informational flyers – involved a multi-step, time / people-intensive, costly process requiring a copywriter, graphic designer, a typesetter and a printing press. That longstanding production method was made obsolete over a 5-year period, with development of “What You See Is What You Get” screen technology, combined with the invention of laser printers and graphic design software such as PagerMaker. Introduction of this new technology called “Desktop Publishing” rocked the business world. It not only changed how companies produced printed materials; it also chan

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