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Posted in August 12, 2014 - 2:46 pm.by Wayne Martinez
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When in drought, stick it out

Content strategy for distressed times

“Brown is the new green.” Leave it to Californians to come up with a fashion statement for a climate crisis. But seriously, it’s been way too dry for three years now. If California is the world’s breadbasket, we’re all toast. When a business’s revenues and leads dry up after many…

Content strategy for distressed times
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Posted in June 17, 2014 - 10:01 am.by Wayne Martinez
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Why you wouldn’t want to be the only game in town

World cup rivalry

Nothing brings out national pride like war and sports. As the FIFA World Cup gets under way, we’ll once again revel in the exuberance, agony, and distinctive camaraderie-in-rivalry that are part and parcel of the Global Game. As fans around the world gaze simultaneously at the same manicured pitch, it…

World cup rivalry
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Posted in April 10, 2014 - 1:16 pm.by Tami Demayo
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Content: the long and short of it

Long and short communications content metaphor

Oh, how I hate being a newb. In a week, I’ll be standing at the surf shop on Kalapaki Beach on the east shore of Kauai, watching the shortboarders carve up the waves, while I totter out on a nice, safe longboard. Okay, I get it: Shortboarding is harder. You…

Long and short communications content metaphor
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Posted in February 5, 2014 - 4:31 pm.by Tami Demayo
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Cloud services providers: Missed opportunity may be the best opportunity of all

niche marketing for the cloud

With everyone from bakers to bank CIOs realizing the benefits of leveraging the cloud, the market for cloud services seems endlessly bountiful—a market so big even Amazon can’t swallow it all. IDC forecasts that between 2013 and 2017, the market for public cloud services will see a compound annual growth…

niche marketing for the cloud
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Posted in November 22, 2013 - 10:00 am.by Tami Demayo
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How to be “youseful”

Customer conversations

In his recent book, Youtility, Jay Baer advises marketers to look for ways to be helpful to their target customers. Marketing communications, he says, should communicate this usefulness rather than focusing on the features and benefits of the company’s offerings. Noble intentions, to be sure. But do you know how…

Customer conversations
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