5 Actionable Ways to Position Yourself as a Thought Leader
Thought leadership is a hot topic. Being a thought leader seems like a ticket to speaking...
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Brand Marketing
4 Questions to Ask to Define Your Brand Differentiators
Brand positioning and messaging is a critical component to your business because it tells your...
A Guided Framework to Develop Strong Brand Positioning
Simply put, brand positioning is the process of getting your target audience to know your brand and...
How to Create a Corporate Pitch Deck for Engineering Companies
You’ve defined your brand’s positioning and messaging. Now it’s time to develop content to share...
How to Create B2B Buyer Personas for Technical Companies
Buyer personas serve many purposes for your B2B technical company.
During the marketing planning...
The Most Overlooked Competitive Advantage: Company Culture
Company culture is a hot topic these days especially around recruiting and retaining top talent....
How to Create a Product Positioning Statement
You’ve put in the countless hours to perfect your product, and worked hard to develop an effective ...
Managing the Risks and Rewards of Newsjacking
In the early days of digital media, using national or global news to bring awareness to your brand...
8 Steps for Mastering the Technical Learning Curve in B2B Marketing
As a marketer starting a new position at a technical B2B company, the learning curve can seem steep...
10 Keys to Success as a Technical Marketing Manager
To be a successful technical marketing manager, you must understand how to apply marketing best...
Expand Content Marketing Plans with Trade Media Channels
We talk a lot about content marketing and publishing compelling technical content to your site that...
Six Characteristics of a Great Spokesperson
Whether you're a keynote speaker at a conference, presenting a solution at a sales meeting or...
5 Ways To Effectively Reach Engineers And Technical Audiences
If you've ever had the responsibility of marketing to an engineer or other highly technical buyer,...
3 Companies that Attract Business by Branding Corporate Culture
Have you ever stopped to wonder why Apple or Google have such a loyal following? Apple products...
What Visual Branding Does for Your Company
Your visual branding says a lot about your company. It can tell people your name. It can help to...
Introduction to Message Mapping for Effective Communication
A message map is a framework used to create compelling, relevant messages for various audience...
5 Tips for Communicating Your Brand During a Crisis
When 9/11 changed everything over the course of a single Tuesday morning, I was two years into my...
Cohesive Rebranding Strategy for a B2B Merger/Acquisition
Rebranding occurs when a company decides to change a significant element of its brand, and is...
Align and Inspire Stakeholders With Mission and Vision Statements
Just as companies develop a business plan to define their markets, their strategy to compete, and...
How to Write a Technical Press Release
10 Key Components You Can't Forget When Writing a Press Release
News releases are still a vital...
Technical Marketing Writers: Why You Need One
They are questions that arise often at the beginning of marketing planning. You’re in the middle of...
Branding 101: Make Your Customer’s Life Easier
Many companies will say they want to create a strong brand, but what they really want is strong...
5 Ways to Promote Your Brand Message
This is part 3 of a blog series on brand positioning and messaging. Learn more by reading part 1 on
Part 2: 4 Steps to Develop Your Brand Message
This is part 2 of a blog series on brand positioning and messaging. In the first post, I explain...
Make Sure Your Ad Passes the 2-Second Test
The shift in marketing dollars to online advertising has changed advertising, but there is still a...
Six Key Factors To A Successful PR Campaign
Public Relations is part of a comprehensive marketing campaign, and an effective way to spread the...
Define and Market to Your Customer's Pain Points...Accurately
Content that attracts and resonates with the right audience must focus on what your customer needs...
5 Tips for a Tagline that Sticks
Brainstorm notes on hotel bar napkins. Conversations that take you so far down tangents you’ve...
Practical Steps for Creating a Product Positioning Statement
Congratulations! You've created a product, figured out your pricing and distribution model (not to...
7 Elements of a Cohesive Brand Messaging & Identity Strategy
Your brand is what people say, think, and feel about your company, products, and services. Brand...
5 Steps to Take After a Brand Positioning and Messaging Project
How To Share Your Brand Message
How to Create a Compelling Brand
Your brand story is the narrative of your company. It’s what should flow off your tongue to...
5 Core Steps in the PR Marathon
As businesses continue to tighten budgets and work to do more with less, decision makers...
Nurture your Leads: Harness the Power of E-Newsletters
Staying top-of-mind with prospects and customers is a challenge all companies face. E-newsletters...