Why You Need a Mission-Driven Blog (and how to make it better)

A company blog helps you connect with customers and prospects by providing useful content that can be found through search and promotion. Its many content marketing benefits include increasing your online presence and engagement with an ROI better than online advertising. Let's look at why (and how) to blog.

Posted by Dave Bowers on 11/28/19 11:30 AM

7 Questions for Your Marketing Strategy: A Checklist

It often happens this way. First I hear a book author on NPR talking about an interesting subject, then the issue comes up with friends, and then just before the subject is about to slip from short-term memory, I see the book. So it was recently when I saw The Checklist Manifesto: How to Get Things Right, by Atul Gawande at my local library. The book got me thinking: Can the secret of marketing strategy be found in a checklist?

Posted by Pat Heffernan on 3/14/19 11:52 AM

How to Save Money Working with a Marketing Agency

Since making the switch from a public sector marketing department to a private sector marketing agency, I’ve learned a thing or two from both sides of the coin about the value of working with a solid, mission-driven marketing team. Working with a marketing firm is not as much of a budget-busting endeavor as you might think. 

Posted by Clare Innes on 10/11/18 11:55 AM

How NOT to Use Customer Demographics in Your Marketing


Yes, you read that correctly: How NOT to use customer demographics in your marketing. In an attempt to make research-based marketing decisions, many small businesses and nonprofits rely too heavily on the copious, free demographic data available today. Relying on numbers without context obscures your view because it invites misleading conclusions and implicit bias. Let’s look at two examples that illustrate the 'data fog' problem, as well as tips to avoid making faulty demographic assumptions about your customers, prospects and communities.

Posted by Pat Heffernan on 6/14/18 11:50 AM

Reluctant Marketer: Why the triple bottom line norm?

It’s a scene I’ve lived over and over again. Deep into a positioning work session while I’m probing for what you believe distinguishes your triple bottom line company from others, you start to become uncomfortable. It’s as if you feel — this is not a conscious response I’m observing – it’s as if you feel viscerally that you will be dirtied just by contrasting the marketing claims of traditional competitors with what you are trying to do. Suddenly, a reluctant marketer appears. Why?

Posted by Pat Heffernan on 7/28/14 10:15 AM