Author: Aly Chiman

Your B2B content provokes two basic questions in every B2B buyer: Do I want more? Is this worth more of my time? Your company knows your industry well and produces useful content, so they answer ‘yes’—they do want more from you. You want to keep them happy so you churn out content in bulk, but your ideas are drying up. You have answered their biggest questions. You have helped them solve problems. You have shown…

There was time, not long ago, when all of the biggest power players in Boston knew Frankie and Tony. They were legends in the Boston business world, even though they were not technically in the “business world”. They sold to more business people than most b2bs ever dream of. While there are many excellent reasons to build your brand story—buyer loyalty, connection, and a top spot in the customer’s memory–they understood the best one–a good…

If you’re in the marketing industry, you already know your brand needs a social media presence. And you probably already know being active on social media and getting results through social media are two very different things. Let’s look at this familiar scenario: You spend hours working on a blog post to engage your customers, or maybe you think up a tweet that’s too clever not to share. Full of excitement, you send your message…

With programs like HootSuite and TweetDeck, it’s easy to schedule a week’s worth of tweets on Monday morning and walk away. And for many tourism and hotel brands, the ability to pre-schedule tweets is the only way your marketing department can maintain a ubiquitous social media presence. But in the middle of a tragedy, your pre-scheduled tweets are a recipe for marketing failure. Last year, as the northeastern states braced themselves against Hurricane Sandy, we…

What makes writing powerful? Is it big words? Complex sentences? Short, pithy declarations? No. Power in writing is the same as power in life. When you have it, you can get people to do what you want. When you write content, you want your reader to follow your lead down the page and into your pipeline. You want them to trust you and your business. You want them to engage. 1. Get Their Attention—By Standing…