Let’s THINK about Digital Marketing

Your resource for digital marketing trends, tips and industry news

Photos vs. Video: How to Make an Impact with Your Storytelling

Humans have been communicating through images for tens of thousands of years. We know this from drawings on cave walls around the world. And we know it from our own experience. With no disrespect to the power of the written word, when faced with a paragraph of text or an image that both communicate the same information, we gravitate to the image virtually without exception. We’re deeply wired for taking in information visually.

There was a time when still photography was the only visual communication option available to marketers. But with the advent of more cost-effective tools for capturing and editing “motion pictures,” as well as the internet and sharing platforms like Facebook, video has become a very powerful way to connect with your target audience.

This, of course, leaves you with a dilemma if you want to include visual storytelling in a project: should you use photography or video? Your answer to that question is an important one, as it can have a significant impact on the effectiveness of your campaign. Your choice should never come down to “gut feel” or a coin flip. It’s important that you give serious consideration to what medium will work best.

5 Big Reasons Why Long Form Content is Better...and Isn't

With so much emphasis placed on content marketing, you're probably wondering whether you should be crafting long form or short form content. Should you just focus on long form content since it tends to create massive engagement? Is long form content better than short form content? Should short form be disregarded altogether?

Although there are huge gains to incorporating more long form content in your strategy, there are instances where long form is not always better. We’ve compiled five big reasons why long form is important for your inbound marketing—and five cases where short form content is the better option.

Free, Gated and Paid Content: How to Evaluate Their Worth

Knowing the value of the content you produce is a critical part of your content creation process. You want to use your content to increase customer interest, build their appreciation for your business, gather their information to increase your lead rates and even to generate revenue. The question is, what type of content should you be using—free, gated, or paid?

Ideally, you want to create a strong balance of all three in order to effectively reach your customers on their preferred platforms and help move them through the buyer's journey. The best content marketing plans use a strategic mix, so let's take a look at the pros and cons of each type of content.

Why You Need an Editorial Calendar This Year

Close your eyes and imagine how good it would feel to have all of your content planned out in advance. No scrambling to think of a good blog topic. No rushing to come up with a solid gated content piece for (eek!) tomorrow. No headaches trying to get up social posts. Now open your eyes and get to work on an editorial calendar. The beginning of the year is the perfect time to construct an edcal that will help keep your thoughts in order and your plans in line for the rest of the year.

An editorial calendar has several key advantages to keep your content—the crux of your inbound plan—organized. If you don't have an editorial calendar for the coming year, now is the time to create one. 

2017—The Year of Your Marketing Transformation to Inbound

2017 is the year to adjust your focus and take a fresh look at how to approach your marketing efforts and increase conversions. It's time to rethink your marketing efforts and make the shift from outbound to inbound.

If you have been wondering how inbound marketing can help you grow your website traffic and generate leads, or you've been dipping your toe in the water to see how it feels, it just may be time for you to take the plunge!

How to Optimize Your Lead Nurturing for the Holidays

It's that time again—you have intensive holiday campaigns running to finish out the year, finish up your marketing budgets and make a big push for end of the year sales. But what are your plans to maximize all of the new leads you get?

If you aren't taking the time to put those leads to good use, they won't do you nearly as much good as you'd hoped.

How to Align Your Content Strategy with Your Buyer's Journey & Persona

Providing valuable content to users has become the new standard for marketing. But if you're only focusing on the awareness stage of the buyer's journey, you're missing out on connecting with prospects as they make their way through the sales funnel.

It's time to leave no stone unturned by aligning your content with the entire buyer's journey and getting your potential customers closer and closer to making a purchase. Let’s start by taking a look at the different types of content for each stage.

Why You Need to Write Headlines That Don't Suck

Obsessing over headlines might seem frivolous—but not when you consider the major impact a good headline can have on your conversion rates and lead generation. It is your first impression and chance to get the attention of your prospective reader (and hopefully prospective client). So don't mess it up!

The headline is what draws your audience into your content, and if it isn’t engaging, benefit-driven and clear, your efforts will be futile if no one actually clicks through to read. You need to really think about crafting and analyzing your headlines. After all, think about the headlines that get your attention—are they interesting? Do they focus on pain points? Are they emotional? Do they even take risks? These things should be considered when developing and analyzing your own headlines, along with the behaviors and needs of your buyer personas.

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