Tips & Inspo

Every marketing campaign needs a goal. Otherwise, you won’t be able to measure the success of your project. Yet, it’s not unusual for clients to answer me with a *shrug* when I ask, “What’s your campaign goal?” The reason? They aren’t sure what to ask for. Most of the time, people are used to paying for advertising buys and creative assets without a strategy. They are sold on vague “results” — not estimated metrics. Other times, the client isn’t sure what to reasonably expect. They are hoping for a successful campaign but, not sure how the activities will turn into [...]

From childhood, we are told that fingerprints make us distinct. Do you know how we first started using fingerprints to differentiate people? In 1903, a man named Will West arrived at Leavenworth Penitentiary to serve out his sentence. At intake, officials were confused because they already had a Will West in custody that matched that man’s description. The two men looked very much alike, although they said they weren’t related. At that time, the Bertillon System used bone measurements to differentiate people. But, that system also confirmed they were a match. The only way they could be told apart was by [...]

As part of a content marketing strategy, a business blog requires the same thoughtful content creation as any other medium.