How to choose topics for B2B thought leadership

How to choose topics for B2B thought leadership

The best thought leadership campaigns can build awareness, trust and quality leads for B2B firms. But poor planning and topic selection can undermine your chances of success. According to Forbes, ill-conceived thought leadership and poor topic selection can lead to a waste of resource, a negative perception of your understanding of critical issues, and a diminishing of the firm in …

How to Protect Your Online Reputation in 2017

How to Protect Your Online Reputation in 2017

We live in a search-happy world. If you’ve spoken to a client recently, networked, or went in for an interview, you should absolutely assume you’re being Googled. Somewhere, someone is typing your name into that search box and making a judgment based on what they find. When people hear this, their first reflex is to hide. Perhaps you’ve changed your …

Where Do Business Goals Fit in a Storified Content Strategy?

Where Do Business Goals Fit in a Storified Content Strategy?

Creating effective online content is often a two-sided struggle. On one side, we have a content strategist who has just been given a budget for creating a branded content program. He launches the site with starter content, eager to see the pageviews and paying customers start to roll in. But each piece of content takes a similar approach: it prioritizes …

Are Younger Generations Dictating the Path of Influencer Marketing?

Are Younger Generations Dictating the Path of Influencer Marketing?

No matter how you slice the demographics, young people hold a lot of sway on social media. They influence social conversation, establish trends, and tend to help social sites thrive when they show up in large numbers. Part of this is the power of numbers. According to Pew Research, 82 percent of US adults age 18-29 actively use Facebook, though …

What You Need to Stand Out in a Noisy World

What You Need to Stand Out in a Noisy World

For years, I’ve been grappling with the question of how professionals in an increasingly noisy and frenetic world can ensure their expertise is recognized. In the course of researching my book Stand Out, I interviewed more than 50 top thought leaders across a variety of different fields to elicit best practices and commonalities. I found plenty of useful techniques, from cultivating a …

Influencer Marketing Shouldn't Be a Dirty Word

Influencer Marketing Shouldn’t Be a Dirty Word

In spite of the buzz surrounding influencer marketing, I’m starting to think of it as a dirty word. Some marketers have turned to influencer marketing as a quick way to meet their quarter’s numbers. Influencer marketing isn’t about this quarter or the next quarter — it’s about building a meaningful, long-term relationship.  We need a shift in mindset — from …

Influencer and Marketing Campaigns on Social Media: Which Platforms to Use and When

Influencer and Marketing Campaigns on Social Media: Which Platforms to Use and When

Whether you or your brand have been running campaigns on social media since the days of MySpace’s Top 8, or whether you’re new to the game, there’s some important self-inventory you need to take before you put a single marketing dollar toward social media. As important as the quality of campaign content is, choosing the right social channel to run …

How to Be Successful on Social Media with Content Curation

How to Be Successful on Social Media with Content Curation

Few people see it as such, but content curation is more of an art than a science. There is no set formula, and the better your brush strokes are, the more likely you are to succeed. This is one of the reasons why some people/brands have more engagement on their social media pages than others. They just seem to ‘get’ their …