Marketing starts with…
... Segmentation - a B2B Perspective Market segmentation is a process of grouping a diversified market into relatively more congruent segments based on certain criteria. It is not a new concept and certainly does not warrant more discussion at a concept
Illusion of Connectedness
The Context According to a nationwide survey (Global health service company, Cigna), America is currently undergoing a “loneliness epidemic” with almost 50% of participants feeling lonely. Internet users grew from 413 million in 2000 to almost 5 billion in 2020. This “loneliness
That is not a Great Question?
There are numerous websites, platforms and programs offering advice, processes and steps on how to write and ask great questions and, there is no shortage of opinion on the ‘power’ of great questions. We all seem to want to ask
No Such Thing as Neutral Branding
The Context Your brand represents the perceptions and experiences connected to your company (values, ideas, quality, positioning, personality, expectations, service levels, etc.). Your brand both creates, and reinforces, associations. A brand has value and that value can change. Branding includes tangible
Iconography
In Graphic Design Following my article UNDERSTANDING BASIC LOGO TERMINOLOGY I wanted to take a few steps deeper into graphic design. So the first look will be into iconography and how it relates to graphic design. It may not seem like it,
A Content Writer’s Portfolio…
...is Problematic Appointing a content writer, whether on a contract or as an employee, can be tricky and rather costly if not successful. New staff members are typically only expected to add real value after three to six months of appointment
Meaningful Engagement
The Context Whilst the amounts may differ, all of us are confined to finite resources at any one time. As marketing communicators, determining what we want to say, why we need to say it, and who, when, and where to say
The Cover Letter
Tips for Impactful Content Though it may seem like your resume holds all the keys to ensuring employment, the truth is that both the cover letter and resume are needed to make an impact. Hiring managers are not looking to add
Interview Tactics
What do you really want to know? As the employer, you have reviewed the applications, completed the initial screening phone interviews and are setting up face-to-face, albeit virtual, interviews. From there you will move quickly to applicant assessment, background and reference
Heuristics #1 – Brand Stories
The Context Brand stories influence our way of thinking. Telling absorbing stories can actually change the way an audience thinks about, perceives and even behaves, towards your brand. Accomplished content marketers tell their brand stories so that each ‘listener’ in the