Research & Strategy

Content Strategy Relevance: Considering Your Audience

In essence, content marketing is simply communicating the reasons why your target audiences should want your product or service. As such, it is paramount to understand how your product or service is relevant to your customer. Relevance – “the quality or state of being closely connected or appropriate” – is truly the driving force behind […]

FAQ of Developing Your Marketing Strategy

Who should I be marketing to? Like many things in marketing, there isn’t a one-size-fits-all answer for this. Who you should be marketing to depends on the customer profile you create. This profile is developed based on a number of factors that help you build a representation of your customer, such as why they would […]

5 Signs You’re Doing Your Marketing Strategy Wrong

Although every company is different and requires different tactics as part of their marketing strategy. There is a right and wrong way to go about developing your plan. Here are five signs that you’re doing your marketing strategy the wrong way. 1. You don’t know who your target audience is Every part of your marketing […]

Current Customer Profile vs. Ideal Customer Profile

Behind every good marketing strategy is a good buyer persona – or there should be. If you’ve worked with a marketing agency before, no doubt you have been told the importance of the buyer persona; if you haven’t then listen up now – buyer personas are important!  Maybe right now you’re rolling your eyes as […]

Searcher Task Accomplishment, or How Search Engines Read Minds

Oftentimes, there’s a difference between the exact words that a searcher types into the search bar and their intended result of performing that search. Phrasing, generalization, typos, and misinformation are all factors that can get between a searcher and their goal. With each algorithm update, however, search engines are becoming better able to close the […]

The Role of Market Research in the Successful Marketing Strategy

A comprehensive marketing strategy is the foundation of your brand growth efforts, right? Good. And that marketing strategy is informed by market research, right? No? Uh-oh. What exactly is market research? Market research is the overall task of establishing questions about your intended market and finding answers to them. Market research usually falls into one […]

Social Proof in Marketing: Follow the Crowd

To understand what social proof is, consider how you go about making a decision. How much research goes into deciding what restaurant to try for dinner?  What’s the tipping point when deciding between two different lawn mowers? Why do you choose to take the highway when other options are available? Every decision we make – […]

Brainstorm Your Way to a Collaborative Culture

When bringing on a new prospect or client, it’s always interesting to find out who in the office has knowledge or experience in or around the field that the client is a part of. The opportunity to apply existing knowledge to pitches and strategies is what makes working for an agency so fun. The Team, […]

4 and 1/2 Signs of a Healthy Content Marketing Strategy

It’s been a year since that first kick-off call, during which you touted your expertise in content marketing, SEO, and generally awesome practices embraced by only the savviest of digital agencies. You and your client speak regularly, and things are going well, but the 1-year mark seems especially ripe for that “look-where-you-were-before-us-and-look-where-you-are-now” moment. Beyond the […]