Unexpected Sources Can Power Content Marketing

It’s an increasing challenge. Where do business teams get the content to fuel their content-driven marketing?

Part of the answer is that great content can come from unexpected places.

To begin, ensure that your content fits your overall marketing and specific content strategies. That requires you to do your homework.

From there, keep these five guide rails in mind. They’ll help you to be meaningful to, and resonate with, customers and key constituents:

  1. Be genuine
  2. Be authentic
  3. Be relatable
  4. Place your content in the right context
  5. Communicate at the appropriate time

Credit: Allen Edmonds. Father’s Day 2017 catalog.

As an example, consider the CEO who wrote about walking his daughter down the marriage aisle, and even posted a picture, in a Father’s Day product catalog. Continue reading

Don’t Retreat Marketers. Ben Franklin to the Rescue.

What the heck is going on in the business world?

Judging by all the negative stories, one would think that a plague of incompetence has afflicted commercial teams across the country.

However, beyond the obvious blunders (e.g., United and airport security personnel), some of the backlash is a bit perplexing.

Are corporations and their marketing teams failing at higher rates or is something else going on?

I suggest the latter. That’s partly because social media has, for better and for worse, totally disrupted the way so many now get and process their information.

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Stories Make a Difference – Expert’s 6 Points for Great Storytelling

“Stories create connections that are emotional and inspiring.”

That’s what Kristian Aloma reminded an audience of marketers at a recent MENG (Marketing Executives Networking Group) event in New Jersey.

Kristian Aloma. Credit: Brandtrust.

Kristian Aloma. Credit: Brandtrust.

Mr. Aloma is the Client Partner, Group Director of Client Service at Brandtrust. “He’s been pivotal in building Brandtrust’s storytelling services and training sessions, which are extremely popular among clients looking to more effectively influence their customers and organizations.”

An important reason for business communicators to use stories is that “presenting a story helps everyone understand the same point.”

In his New Jersey presentation, Aloma offered “how to” pointers and demonstration examples for telling effective stories in the business world and beyond. He also challenged the group by stating that the “best storytellers win.”


6 Points for Great Storytelling Continue reading

Update: Shopping Center Fixes Poor Brand Signage

A New Jersey shopping center has corrected a retail brand signage mistake – and good for them.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

In August, I wrote about the pending debut of the Olive Tree Marketplace along a busy state highway traffic corridor in Morris County, NJ.

No doubt in a hurry to build pre-opening awareness, the shopping center and/or store made some poor marketing decisions about signage:  Marketing Blasphemy: Don’t Use Your Logo? Continue reading

Marketing Blasphemy: Don’t Use Your Logo?

Google famously broke the rules about brand logo use.

Logo Branding MarketingWhile their maverick approach has paid off, general best practice guidelines are still relevant.  Consistent logo use across marketing communications is one.

Another best practice is making sure you have contextual appreciation and a corresponding usage plan.  Unfortunately, when that fails, the outcome is lousy communication.

For example, take the billboard that’s impossible to absorb at 65 miles per hour. The creative probably looked great on the computer, where the approver had time to take it all in at close range.  But not on the interstate highway.

Another example is retail signage.  Whether designed to be read from a fast-moving vehicle or just at a distance in the parking lot, the same principle applies: the communication must register quickly.

Of course, maybe the logo itself needs some design improvements.


Graphic credit: Olive Tree Marketplace website.

Graphic credit: Olive Tree Marketplace website.

Which leads me to the Olive Tree Marketplace, soon to open its second store in Denville, NJ.

The self-described “perfect hybrid of gourmet meets grocer” seems to offer an exciting food shopper experience:

“Our name was derived from all the healthy and natural ingredients we sell in our market and the inspired gourmet food we prepare with Italian, French, Middle Eastern, and Mediterranean influences.  Our complete line of natural, organic and gluten-free products along with our extensive deli, baked goods, gourmet prepared food, fresh seafood departments and chef-made gourmet catering is combined with everything you’d find in your conventional market.”

Great.  I know what to expect and will visit.  But what about the thousands of cars passing by on the 50 mph state highway every day?  Will they be able to take note of the name and follow-up like me?

Not likely.  Here’s the temporary sign on the main shopping center stanchion. You can’t read the logo driving by — nor via full-zoom on my smartphone camera.

Denville Commons shopping center - Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

Denville Commons shopping center – Denville, NJ. August 10, 2015. Credit: Harvey Chimoff.

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