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Tag Archives: contentstrategy

Effective b2b Marketing Follows Branding

By Brad Shorr | Published: July 1, 2009
[/caption] Why Marketing Strategy Must Grow Out of Branding Strategy My client Suzanne Tulien of The Brand Ascension Group and I violently agree about something – effective marketing comes after a firm establishes its brand identity. Suzanne talks about “Brand DNA”, which is a fabulous metaphor, because truly, the brand has to be in an organization’s [...]
Posted in Marketing | Also tagged , , , , | 7 Comments

The Branding Power of Search Engine Optimization

By Brad Shorr | Published: June 24, 2009
When people think of search engine optimization (SEO) – the art and science of making your web pages rank highly on search engines – they usually think of precise, tactical activities aimed at specific sets of keyword phrases. SEO is all that, but it can serve another purpose, one that may be more significant than [...]
Posted in Branding | Also tagged , , , | 6 Comments

Match Your Motif to Your Message

By Brad Shorr | Published: June 18, 2009
[/caption]Marshall McLuhan famously said, The medium is the message.” In terms of website design and message strategy, we could also say, “The motif is the message.” To illustrate, here’s a story a friend of mine from the world of advertising told me. Apparently this is a famous story in advertising circles. Imagine you are driving [...]
Posted in Copywriting | Also tagged , , , | 8 Comments

Are You a Social Media Doer or Dabbler?

By Brad Shorr | Published: June 3, 2009
A debate is raging in the business community over the value of social media. On the one hand, you have social media evangelists (like yours truly) proclaiming how social media can catapult virtually any business to a new level of success. On the other hand, you have committed skeptics who see social media as frivolous [...]
Posted in Social Media | Also tagged , , , , , | 22 Comments

How a Non-Profit Organization (NPO) Can Raise More Money

By Brad Shorr | Published: May 27, 2009
Luke Gedeon is running a group project in support of Caring for China (C4C), an NPO dedicated to helping the Chinese people move toward greater freedom, including freedom of speech. In this project post, I want to talk about ways NPOs can more effectively raise money through direct mail solicitation. The most important thing an [...]
Posted in Copywriting | Also tagged , , | 9 Comments

The Benefits of Talking about Features

By Brad Shorr | Published: May 26, 2009
Image by viZZZual.com via Flickr The Sales Power of Features Every sales and marketing specialist agrees, “Talk benefits, not features!” Yet there are ways of talking about features that can advance the sales effort. Let me give you a practical example of the power of features from my packaging sales and marketing Continue reading
Posted in Copywriting | Also tagged , , , , , , , , , | 13 Comments

Social Media Squeeze Endangers Midsized Firms

By Brad Shorr | Published: May 11, 2009
If SOBCon09 Biz School for Bloggers proved anything, it is that social media is here to stay, and it is having a profound impact on whether business enterprises succeed or fail. Midsized Firms Have a Real Problem with Social Media Having worked in a midsized company and do work for several now, I’m very concerned about [...]
Posted in Social Media | Also tagged , | 13 Comments

Words that should be banned: Solutions – Guest Post by Clare Lynch

By Brad Shorr | Published: May 6, 2009
Today we have a real treat, a guest post by copywriter Clare Lynch. She writes with brilliance and wit about the English language and has a fine eye for spotting the true idiocies of corporate adspeak. Clare, thank you so much for this fabulous rant. There are about 10,000 companies I can think of offhand [...]
Posted in Copywriting | Also tagged , , | 21 Comments