Show, don’t tell. Educate, don’t sell. Write for your audience, not for
your ego. And by all means, don’t talk about yourself too much.
Today, I get to break the rules. After all, it’s Right Source Marketing’s
I asked for a laser tag party. Rejected by Yvonne – too much hand-eye
coordination, not enough beer. I inquired if we could head to Vegas to
“make it rain.” Too expensive, according to Michael. Finally, I came to
my senses, and asked if we could head down to spring training to take in
Derek Jeter’s last appearance in Tampa. But Will said we had too much work
So finally, I turned to my trusted colleague and friend, Alecia. She could
not understand why the others turned down my brilliant proposals, and offered
me an opportunity to express myself in a blog post. And the others wonder why
she is my favorite?
Birthing, growing and nurturing... (more)
I love strategic planning. That might make me one of the crazy ones, but when
done with the right people, strategic planning can be revealing, inspiring,
and dare I say it – fun.
In most companies, however, it’s not done often enough, thoroughly enough,
or with enough focus on particular issues or decisions. In those cases, the
process will fall flat, people will stop trusting the process, and the
outcomes will be difficult to measure.
We’re in the midst of different types of strategic marketing planning –
both formal and informal – for some of our clients and for Right Source
How much should I budget for content marketing?
When some companies answer that question, it looks something like this.
“We spent $40K on the website and $15K on that new marketing automation
software. We pay that SEO freelancer guy, I think his name is Chuck, like $2K
a month. The PR firm gets $5K a month. Last year, we did that video … what
was that, like $8K? (I still can’t believe that thing didn’t go viral.)
Oh yeah, those LinkedIn ads — I think they were $10K. Have we cancelled
those yet? Oh, and then there was that consultant guy, the dude from Digital
Heroes, or was it Di... (more)
Over the past month or so, when Right Source staffers have asked me to
provide feedback on a piece of content, I have begun to respond with the
question, “Is it remarkable?” Sometimes the answer is “no.”
Occasionally I get a half-hearted “yes,” but most of the time I get some
variation of “I don’t know exactly what that means.” (All of those
answers include the unspoken comment, “Mike, you’re such a pain in the
ass about this remarkable thing.”)
But I believe that remarkable is important - even critica - especially when
it comes to blog posts. Every day, 2 million blog posts are... (more)
One of the most frustrating experiences for a marketer is seeing a great
product or service that is marketed incorrectly. In this case,
“incorrectly” may mean choosing the wrong target audience, choosing the
wrong methods to reach that target audience, building creative that doesn’t
resonate with that target audience, or a host of other mishaps.
Perhaps even more frustrating is watching a great product or service flop
from a marketing standpoint not because of a weak marketing strategy, but
rather due to the absence of a person or firm in the role of Marketing
General Contract... (more)