We all know that tracking the performance of your content is important. But one number that content marketers struggle to precisely measure is the return on their content investment. According to a Content Marketing Institute study, only 36% of respondents claimed...
Editor’s note: The following is a guest post from Eleanor Hecks of Designerly. Thanks to Eleanor for sharing her insights! Competitive research is the foundation for a strong marketing strategy. If you know what the competition is offering, you have a better chance of...
There are dozens of concerns that go into any brand acquisition, consolidation, or merger. What will your logo become? What colors will represent your brand? What messaging will you present to the world? Often lost in all the hubbub of building a unified look and...
It’s doubtful that anyone reading this is going to try to argue that an organization’s brand is unimportant. But there’s more to a brand than what comes to mind for some. It’s not just external—the name and the colors and the logo that you put out into the wider world...
No matter what product or service your business offers, if you believe in it you think it can stand on its own. It’s only natural. If you just tell people what it does, they’ll see how great it is and buy it. Simple, right? The problem is twofold: that’s not the way...
Looking back over the two-hundred-plus deals I have worked on since starting in the new business role at Element Three, I’ve realized that the majority of work succeeds or fails based on how it starts. A messy, disorganized beginning often leads to a scrambled start...
HubSpot tells us that today’s buyer, more informed than ever, has the power in most sales conversations these days. That sounds like a problem for marketers, but it’s not. It just changes the emphasis of what we need to do—rather than pushing the product, it’s all...
Marketing can help resolve many business struggles, but not all. Whether you’re looking to refine your story, generate demand in the marketplace, or make optimizations to the buyer’s journey, marketing has the ability to drive momentum in the business—helping the...
Ask any agency, and you’ll hear them say something along the lines of their desire to be a strategic partner. Most buyers say the same thing—something along the lines of, “We’re looking for a long-term partner in this work.” Everyone nods their heads back and forth...
Is your brand vegetarian? Or are they a ten-time champion of the hot dog eating contest at your local state fair? Picture yourself at the store, in front of the hot dog aisle. To your right are good ol’ classic Hebrew National hot dogs, and to your left, a collection...
