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Thinking Creatively: Why Brand Storytelling Must be Rooted in Love
What is marketing, anyway? I asked myself. I was a twenty-two year old recent college graduate with a degree in English and writing navigating the job search, without a clue about the meaning of brand...
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The 5 Biggest Problems with Industry Buzzwords
More and more, our days are defined by marketing buzzwords. I was reminded of this grim reality reading Chimamanda Ngozi Adichie’s novel, Americanah. In it, Ifemelu, the female protagonist, moves from...
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3 Tips for Inbound Marketing Success in 2015
“I’m not a marketer,” said Darmesh Shah, co-founder and chief technology officer at HubSpot. He stood on stage in front of 14,000 marketing and sales people gathered at the company’s annual INBOUND...
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Content Marketing Rule No. 1: Create for Quality First, SEO Strategy Second
The day Google released the Panda algorithm update was a good day for content marketers. The company, which prides itself on giving consumers the best of what the Internet has to offer, confirmed the...
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The Best Brand Stories Are Born from Integrated Marketing
Think about the most important people in your life. What gives them staying power? More likely than not, many different things contribute to why these people integrate so well into your day-to-day....
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Your Content Marketing Program Isn’t Perfect and Never Will Be
My favorite part of monthly magazines is the Editor’s Letter. This is the page-long note at the beginning, before the feature story on service dogs, the gift guide for foodies, or the top five most...
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3 Digital Storytelling Lessons from Old Media
There are only a few things that can throw off my morning, and opening my door to an empty front step is one of them. That’s why I couldn’t blame the 10 percent of Boston Globe subscribers who did not...
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How Does PR Fit into a Digital Marketing Strategy in 2016?
When Kirk Hazlett accepted his draft assignment in Vietnam in 1968, he didn’t know he was taking his first step into a lifelong career in public relations and would eventually end up teaching...
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How the Information Age Has Forever Changed Marketers’ Lives
For marketers, the information age—and the technology supporting it—is like an office chair: After you’ve sat in it for while, you start to forget it’s holding you up. I became a marketer a year out...
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Are Press Releases Still Relevant for Your Digital Marketing and PR Strategy?
Call me old-fashioned, but I like press releases. When starting to execute a PR strategy, press releases have served as the central point of crafting the message. Words are chosen carefully, reviewed...
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The Beginner’s Guide to the World of Paid Amplification
Integrating paid amplification into a content marketing strategy can be overwhelming, especially in today’s digital marketing landscape. To successfully use paid marketing tactics, marketers first need...
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How Boston Brought the Senate to Life Through Effective Storytelling
Recently in Boston, President Obama, Vice President Joe Biden, and hundreds of other political leaders marked the opening of the Edward M. Kennedy Institute, a museum honoring the late Massachusetts...
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How to Tell a Story through the “Center of Good”
In The Holiday, the old, wise screenwriter Arthur Abbott tells Iris Simpkins, the protagonist played by Kate Winslet, to quit her whining. His knowledge about how to tell a story rises to the top of...
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4 Female Marketing Leaders on How to Advance Your Career
Marissa Meyer, CEO of Yahoo!, is all about doing things that you aren’t ready for. “Get in a bit over your head,” she says, “that’s how you grow and learn and stretch yourself.” This quality is at the...
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The Power of Pre-Roll Mobile Advertising in Connecting with Millennials
As marketers embrace video and mobile advertising as pathways to Millennials, next on the list is identifying which formats and channels are most effective in catching this crowd at the right moment...
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Mastering the Web of Online Video Integration: A Bird’s-Eye View
Before online video had even come into play, Mary-Kate and Ashley Olsen, like most child stars, started their empire on the screen. Their charming presence as Michelle on Full House led to eight...
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