Tips and Best Practices for Using Corporate Stock Photos — and What to Avoid

How much time do you spend thinking about stock photography? If you’re anything like us, then… probably not much. Often-mocked, and often-memed, stock photography is nevertheless an important part of content strategy for your business. After all, compelling visuals can add context to your blog posts and social media posts, and help you illustrate important…

How to Manage Your Share of Voice

Long before the technology boom, we followed newspaper headlines, tuned into radios, and waited to hear the latest news. Public Relations (PR) success was measured by front page stories and how many headlines could be attained. There was no internet or social media with breaking stories.  With technology at every turn, your voice is measured…

14 Content Marketing KPIs You Should Be Tracking

Simply stated, content marketing is messaging made up of blog posts, white papers, case studies, infographics, ebooks, social media blurbs, videos, and podcasts.   According to Gartner, the average percentage of total marketing budget spent on content marketing is 26% (among all respondents). Skilled states that over 85% of all marketers worldwide use content marketing to…

4 Ways SMBs Can Master Empathetic Digital Marketing

Empathy is powerful. The ability to put yourself in another’s shoes to better understand their situation and point of view can build connection and trust.  As your small or medium sized business (SMB) moves into the new normal, it’s vital to connect with your customers in an empathetic way. They already trust your brand, and…

How to Map Your Marketing Content to Align With Your Customer Journey

Long before the luxury of the Global Positioning System (aka GPS) guiding you every step of the way, there was such a thing called a map. We relied on it to get us from one place to another without getting lost.  Mapping your marketing content across  the customer journey is an effort to accomplish that…

How to Create Brand Messaging that Resonates

What is the one thing that should tie together every piece of content you create? Brand messaging. Brand messaging refers to the underlying value proposition conveyed and language used in your content. It’s what makes buyers relate to your brand because it’s inspirational, persuasive, motivational, and well, sticky.  Ultimately, it makes customers want to buy…

Key Questions to Ask When Creating New Content

For marketers in any industry, creating new content can be daunting. No matter how much content you’ve written and designed in the past, it can be hard to know where your next piece should begin.  The key thing to remember is that all great marketing content is as strategic as it is creative. That’s why…

How Car Loans Canada Used Data to Create Loyal Brand Advocates

Having been the VP of Marketing for Car Loans Canada for over a year now, I’ve spent the majority of that time studying the automotive industry and learning about our customers.  When I started at Car Loans Canada, I brought with me a vast amount of digital marketing knowledge, but zero automotive knowledge. There was…