Content Creation: How Hard Can It Be?

Posted by Dave Auten

Nov 25, 2015 4:06:19 PM

The recent release of State of Inbound 2015 hi-lights a number of key takeaways, such as:


“Marketers should create compelling content that reflects their company’s voice and brand while helping the consumers of this content turn into website visitors, leads and customers.”


A nice statement that speak both on the importance of being true to your brand, and on the importance of helping your audience. All delivered through the wonder of creating online content.


If you're an expert in your niche and loyal to your brand, you may think it should be easy. But, it’s harder than it sounds.



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Topics: Inbound marketing, online content

Planning for 2016: Inbound Trends & Patterns Worth Noticing

Posted by Donna Kind

Nov 18, 2015 10:13:13 AM

Photo credit: Violka08 / Thinkstock / 527478745


As 2015 rushes toward its close, it’s time to start planning for next year. Any business that hopes to succeed will include a marketing plan in their business strategy, but it’s not enough to just pay lip service to it. That marketing plan should be actionable, measurable, and focused on Inbound Marketing practices. 


Not sure exactly what “Inbound Marketing” really means? HubSpot, the company who coined the term in 2006, refers to it as “the art and science of drawing visitors to your company on their own terms versus obtrusively pushing your messages onto them… [It] is the superset of quality content and other ‘magnetic’ tactics.” And their annual ‘State of Inbound’ Report is rather like the State of the Nation and the Farmer’s Almanac of marketing, combined. The 2015 report identifies trends and patterns worth noticing as you build your business plan for 2016, providing insights that are aimed at helping businesses improve top-line performance.


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Topics: Inbound marketing, content marketing, blog, planning, Leads

Who's Your "Amy"?

Posted by Scott Vetter

Nov 12, 2015 7:30:00 AM

Photo credit: ThinkstockPhotos-454296797

Last week the Globe and Mail published an article by Marina Strauss on Sears Canada’s marketing focus (New Sears Canada president’s mission: Win over ‘Amy’) — spoiler alert, it’s all about Amy. Amy is “40 years old and has one child and another on the way. She’s time-starved and looking for reasonably priced fashions.” And she doesn’t exist as an actual person, she is a representative of the ideal customer that they believe will help Sears regain some of its lost market share in Canada. And, for the foreseeable future, most of their marketing decisions and service implementation will take Amy into account.

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Topics: buyer persona, Inbound marketing, target marketing

Ladies Who Lead: Inspiring Stories of Successful Women in Marketing

Posted by Jenn Jefferys

Nov 5, 2015 5:19:34 PM

Part 3 in a 3-part series on women in marketing

There’s a lot to love about the award-winning show Mad Men – especially if you’re in the marketing, communication or advertising industries yourself. However, if you’re a woman and a believer in equal rights, much of the show can be hard to swallow. This is what makes Peggy Olson, as a character, so fascinating.

Peggy comes a long, long way from her humble beginnings as Don Draper’s nervous young secretary in the first season – eventually climbing her way to the highest ranks at her New York advertising company as a head copywriter. The industry is dominated entirely by men of course as the show is set in the late 1960s before the second or third waves of feminism hit corporate America. Peggy faces incredible sexism and discrimination, making her journey to the top as a young woman especially compelling.

While the sexism never completely disappears, Peggy’s skin thickens as the series progresses. In the final episode of Mad Men, she’s a whole new woman it seems – negotiating huge client deals, spearheading million dollar campaigns, and fearlessly drinking and smoking among the ‘old boys club’ after hours.

Peggy may have been a fictional character, but her struggle resonates being that workplace sexism is an unfortunate reality for countless women in marketing since the industry’s inception. As we’ve explored in the previous two blogs in this series, discrimination is still prevalent for many women in our field and still has a stubborn tendency to hinder our success.

That being said, there are an increasing number of women stepping up, breaking this infamous ‘glass ceiling’ and carving new paths for the women that follow. As women in marketing, we can certainly take solace in the great strides we’ve made since the era Mad Men took place in.

Today, more and more women are making their mark on the industry, we should both celebrate and expect that. Here are a few Canadian examples of marketing leadership:

Image credit: ismagilov/iStock

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Topics: women in marketing

Do-It-Yourself Online: Yes or No?

Posted by Dave Auten

Nov 3, 2015 2:50:06 PM

They say that a little bit of knowledge is dangerous. In the case of building on the Internet, this is particularly true. What used to be infinitely complex to create is now made simple by a myriad of software platforms that allow almost anyone to build stuff online. For an online business, doing it all yourself can be dangerous.


Websites, e-commerce, and social media business pages are possible for any business, regardless of technical skill, to create, publish and update. Content management systems such as WordPress, e-commerce platforms such as Shopify, and social media for business platforms such as LinkedIn and Facebook are inexpensive and easy-to-use for any commercial enterprise. Even the elements of design are handled through the availability of numerous templates where you literally fill in the blanks.


The question is; just because you can do-it-yourself, should you actually do it?

Thinkstock / iStock

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Topics: website, writing

The 3 A's to Business Networking Online

Posted by Sandy Benoit

Oct 29, 2015 10:37:00 AM

Recently, I have been looking up different ways to maximize online strategies to connect with potential partners and networks. I mostly found that articles don't explore as much the idea of social media as a networking environment and focus mainly on reaching the end-user. Now, when I say networking, I mean mainly to interact and connect with other businesses and services that will help you promote, distribute and eventually, generate sales. To help you remember what you need to consider when thinking of such a strategy, check out my 3 A's to Business Networking Online. 


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Topics: social media, strategy, B2B

Grrrr….My Competitor Shows Up When I Search My Company Name!!!

Posted by Doug McCaffrey

Oct 22, 2015 8:00:00 AM


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Topics: Organic SEO, Google AdWords, SEO

Only 8% of Sales Leaders Prioritize Social Sales [New Data]

Posted by Scott Vetter

Oct 13, 2015 1:30:19 PM

For seven years now, HubSpot has been polling business to get a sense of where is the State of Inbound: how prevalent is Inbound Marketing, how is business implementing it, what challenges are they facing, and how well is it working for them. Last year, HubSpot added salespeople to the survey in order to get a fuller picture of Inbound’s affect on both marketing and sales. This not only provides greater detail into the use and relevance of Inbound, it makes the report especially valuable with insight into the implementation and ROI of such tactics. One of the greatest impacts that I have witnessed in the process of assisting firms with integrating inbound tactics is the alignment of marketing and sales and ensuing collaboration between these (often divided) departments.

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Topics: social media, Inbound marketing, sales, social selling

Do I Have to Say it 100 Times? The Importance of Repetition.

Posted by Donna Kind

Oct 9, 2015 12:20:00 PM

They say a young child needs to be exposed to a new food between 10 and 30 times to develop a taste for it. Ten to thirty times! And every parent of a toddler out there knows that Do’s and Don’ts – especially Don’ts – will be need to be repeated much more often than that before you have a hope of anything sinking in.

Image Credit: Alexander Shalamov / iStock / Thinkstock

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Topics: Inbound marketing, online content, key message, content generation, lead generation

Traditional Tweeting: The Merging of Traditional and SocialChannels

Posted by Alexa Oliver

Oct 7, 2015 11:51:52 AM

Marketers have long known advertising is no longer a one-way street. The social world has meshed with the so-called “real world,” with text conversations acting as bridges between in person meetings. However, in advertising, we still treat “social” and “traditional” as two separate channels.

Recent data indicates that the bridge between traditional and social has spread— at least when Twitter and TV is concerned. This means content strategies might be changing in the very near future to reflect consumers' multiple screen habits.

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Topics: twitter, social media, facebook, traditional marketing

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