Insights · Page 2 of 4
Earned authority, in writing.
75 insights for CMOs and founders of established and venture-backed companies: PR, brand, messaging, digital marketing, and AEO/GEO. Written by the partner-led team that runs the work. Meet the authors.
competitive advantage
Competitive Advantage Examples for Small Businesses
Competitive advantage examples for small businesses, from speed and niche focus to local reputation and earned media, plus how to find and defend yours.
digital strategy
What Is Digital Strategy? A Blueprint That Ties Tech to Goals
Digital strategy is the plan for how your business uses technology, data, and channels to hit specific goals. Learn the four pillars, six steps, and metrics.
digital transformation strategy
Digital Transformation Strategy for Small Businesses: A Roadmap
A small business digital transformation strategy fixes one customer-facing process at a time. See the roadmap, tools, metrics, and mistakes to avoid.
digital transformation
Digitization vs Digitalization vs Digital Transformation
Digitization converts analog to digital, digitalization improves processes, and digital transformation changes the business model. Examples and a checklist.
word-of-mouth marketing
Word-of-Mouth Marketing: What It Is and How to Build It
Word-of-mouth marketing is customers recommending you to people they know. Learn why it works, how to spark it, track dark social, and measure results.
viral marketing campaign
How to Develop a Viral Marketing Campaign: A 7-Step Plan
Viral campaigns spread because people choose to share them. Learn the psychology, a 7-step plan, the viral coefficient, and how to turn buzz into sales.
unique selling proposition
How to Write a Unique Selling Proposition (USP): 6 Steps
A unique selling proposition (USP) is the one specific, provable reason to choose you. Follow 6 steps, see real USP examples, and avoid common mistakes.
outdoor advertising
Outdoor Advertising: Its Role in Marketing, Types, and Signage
Outdoor advertising (OOH) reaches people outside the home through billboards, transit, and signage. Learn the types, design rules, and how to measure ROI.
advertising strategy
How to Develop an Effective Advertising Strategy in 7 Steps
An advertising strategy is your plan for who to reach, what to say, where to run ads, and how to measure results. Follow these 7 steps to build one that works.
testimonials
Testimonials in Digital Marketing: How to Collect and Use Them
Testimonials in digital marketing are customer statements used as proof. Learn which formats work, how to collect them legally, and where to place them.
targeted marketing
What is Targeted Marketing? Benefits, Strategies, and More
Targeted marketing focuses your message and budget on the audience segments most likely to buy. Learn the 4 targeting strategies and how to segment.
7c framework
What Is the 7C Framework of Digital Marketing? The 7 Cs Explained
The 7C framework of digital marketing checks Customer, Content, Context, Community, Convenience, Communication, and Commerce. Here is how to audit each C.
3-3-3 rule marketing
Exploring the 3-3-3 Rule in Marketing: How to Use It
The 3-3-3 rule in marketing limits a campaign to three phases, three key messages, and three platforms. Learn both versions of the rule and how to apply them.
digital marketing strategy
What Are the Steps in a Digital Marketing Strategy? 7 Steps
The 7 steps in a digital marketing strategy: audit, audience, objectives, positioning and channels, budget and tactics, execution, and measurement.
soft sell
Soft Sell vs Hard Sell: Techniques and When to Use Each
Soft sell persuades through trust and value; hard sell pushes for an immediate decision. Learn the techniques, the tradeoffs, and when each approach works best.
3-2-1 sales strategy
The 3-2-1 Sales Strategy: How to Build a Focused Pitch
The 3-2-1 sales strategy structures a pitch as three customer benefits, two supporting proof points, and one call to action. Learn how to build and test it.
5 cs of marketing
The 5 C's of Marketing: A Framework for Situation Analysis
The 5 C's of marketing (Company, Customers, Competitors, Collaborators, Context) is a situation analysis you run before planning. Here is how to use it well.
street team marketing
Street Team Marketing: Best Practices and Common Pitfalls
Street team marketing sends trained brand ambassadors into public places to meet customers face to face. Learn how to plan, staff, measure, and avoid mistakes.
engaging content
A Framework for Creating Engaging Content: Steps and Strategies
A framework for creating engaging content: know the audience, pick a story and voice, choose formats, add interaction, distribute, and measure what converts.
sleeper effect
The Sleeper Effect in Marketing: What It Is and Why It Matters
The sleeper effect is when a message from a distrusted source gains persuasive power over time. Learn the psychology, marketing examples, and ethical uses.
digital marketing
What Is Digital Marketing? Definition, Channels, and Examples
Digital marketing is promoting a business via online channels like search, social, email, and content. See how it works, its channels, and how to measure it.
branded merchandise
Branded Merchandise in Marketing: Strategy, Examples, and ROI
Branded merchandise builds recall when people keep and use it. Learn how to choose items, connect merch to digital campaigns, and track ROI with codes and QR.
digital marketing strategies
Top 7 Types of Digital Marketing Strategies, Compared
The 7 main types of digital marketing strategies are SEO, PPC, content, social media, email, influencer, and affiliate marketing. Compare speed, cost, and fit.
pay-per-click advertising
Understanding Pay-Per-Click Advertising in Digital Marketing
Pay-per-click (PPC) advertising charges you only when someone clicks your ad. Learn how the ad auction, Quality Score, ad types, and PPC costs work.