Do your marketing ROI calculations sync up with the reality of your company’s bottom line? Or have you put together an ROI calculation and found your net revenue projections falling short? Chances are, you’re missing some key ingredients in the calculation of ROI, especially on the I part, investment. Recall that ROI is a simple
When you’re speaking, be it on stage, in a boardroom, or even with your colleagues at the water cooler, you’re likely to notice different levels of attention and engagement. I’ve noticed roughly 5 zones of attention and indicators about where people are: I don’t care: The audience simply doesn’t care. They don’t want to be
A brief reminder for those folks whose companies have more than one office/group/division/franchise/department: To the outside world, you are one company. Your social media team represents the same company as your call center. If your service is stellar in one and lackluster in the other, then your company will have the reputation of the weakest
Here’s a mystery for you to solve. This is my website’s traffic from Sunday, May 3, 2015: Here’s my traffic from Sunday, May 10, 2015: What do you see as the difference? The standout should be the top line, direct/none. Direct/none is Google’s attribution of any traffic source that it can’t identify. What called my
Over the past week or so, we’ve had a chance to look in depth at each of Christopher Booker’s 7 Basic Plots as they apply to marketing and storytelling: Overcoming the Monster: The protagonist sets out to defeat an antagonistic force which threatens the protagonist and the things/people/places the protagonist cares about. Rags to Riches:
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the last of these 7 from a content marketing perspective: the Rebirth. The Rebirth is one of our favorites stories, as a human race. Rebirth is the story of redemption, of bad made good. Rebirth is especially
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the sixth of these 7 from a content marketing perspective: the Tragedy. The tragedy is one of the oldest storytelling forms, in which the protagonist is actually a villain whose demise everyone roots for. One of the
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the fifth of these 7 from a content marketing perspective: the Comedy. Comedy isn’t just funny content. While there are shows on Netflix of stand-up comedians doing their routine for two hours, that’s not comedy in the
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the fourth of these 7 from a content marketing perspective: Voyage and Return. JRR Tolkien’s The Hobbit epitomizes the Voyage and Return, so much so that the subtitle of the book is There and Back Again, a
Previously, we looked at Christopher Booker’s 7 basic plots of how stories are told. Today, we’ll look at the third of these 7 from a content marketing perspective: The Quest. If you’ve enjoyed Lord of the Rings, you’ve enjoyed The Quest. The hero endures a difficult journey to a destination, to a goal of some
