When questions about SEO come up in meetings, I often find that my answers are somewhat abridged. Someone will ask what SEO is, and I’ll say something like, “SEO is search engine optimization; it’s essentially the art and science of making sure that when someone searches Google for the services or products you offer, your … Continued
For business leaders and marketers today, managing marketing during a recession is complicated. As you review advertising budgets, your initial reaction might be to make cutbacks, especially if revenues are down. As intuitive as this may feel, decreasing dollars allocated for marketing could cause more harm than good. In fact, we contend that maybe you should … Continued
LinkedIn shows brands their page followers Remember that time when Sally Field won an oscar and in her acceptance speech she tearfully gushed, “You like me, you really like me!”?’* It was a moment that even 35 years later we (old people) still remember. Perhaps even the younger folks know about it as it’s become … Continued
It never fails, in every new business pitch meeting we get to the Q&A portion and we’re asked, “so, why Duft Watterson?” Sure, the question comes in many different formats: What makes Duft Watterson different? Why should we choose Duft Watterson? How is Duft Watterson different than the other agencies we are talking to? Sometimes … Continued
If there’s one thing marketers love, it’s a good buzz word¹. Some buzz words represent something completely new, while others are simply new words to represent something that’s been practiced for a long time. For example, inbound marketing. Inbound marketing is not all that new; what’s changed are the channels and tactics that make it work. … Continued
All too often, people confuse a corporate blog with a content marketing program. So often, in fact, that I regularly find myself in conversations that go something like this: Client: We need to do content marketing. DW: That’s great! Do you have a business goal in mind? Client: … DW: No problem, tell us why … Continued
Many of us talk a lot, shouldn’t listening be easy? Nope, not really. For years we’ve been told that most people only remember 20% of what they hear. While that number has been challenged, the truth remains that we do not remember all of what we hear. New research shows that the 20% number is … Continued
Use customer info, buying stage and triggers to build a customer-centric content calendar Content marketers do not agree on everything, but most align on one core truth: content must be created to meet the needs of the customer. Sounds obvious, right? However, in many cases this is one of the first things that brands forget … Continued
Today we’re thrilled to announce that we’ve joined 1% for the Planet, committing to donate 1% of our annual revenue to support nonprofit organizations focused on protecting and improving the environment. By contributing 1% of annual sales, over 1,800 1% for the Planet members from 45 different countries have raised over $200 million to support … Continued
Let’s face it, creating content is both time-consuming and expensive. We accept these realities because the rewards of smart content are significant. However, if you think strategically about how you create and use content, you can stretch your content dollars further. Start by considering how you can repurpose content beyond its primary use case. In … Continued
Imagine walking into the office of a potential client with a business pitch that’s already been rejected. Scary, right? But, based on your reputation, you managed to keep the meeting, even though you were told there’s no chance of doing business together. Who knows, maybe you can show them you have something unique to sell … Continued
In 2005 I was leading PR and communications for a dot com. Little did I know we were in the midst of a marketing channel evolution. Corporate social media was new, and brands were trying to figure out how it fit into their marketing mix. Blogging was all the rage, but brands weren’t quite certain … Continued
My colleague Ward Duft recently wrote an article about winning the war for talent. It’s a hot topic and one that marketers are being asked about more often these days. Clients frequently ask if Glassdoor helps or hurts their recruiting efforts. The question is often phrased like this: “We have a Glassdoor problem; how do we … Continued
As a career marketer, I can’t help but find lessons about marketing in odd, everyday circumstances. While I’d never have predicted it, I was recently reminded of five crisis communication lessons as I navigated a home plumbing issue. If you had asked me a week ago to define a “sewer lateral,” I would have had … Continued
One of the things companies love about PR is that it can deliver an implied third-party endorsement. That is, people (mostly) think of the media as an unbiased service, bound by journalistic integrity, delivering the news. So, in their eyes, a well-placed article about your brand, product or service in a trusted newspaper represents an … Continued
A marketer looks at employer branding We regularly talk about UVPs (unique value propositions) in marketing. So often, that I wonder if our clients think we sound like a broken record. I am sure you’ll be relieved to learn that this blog is not about UVPs – it’s about EVPs. While the two are related, … Continued
Ten years ago, if you told a San Franciscan or New Yorker that you work for a Boise marketing agency, they might have looked at you a little funny. Why? It seems a bit dismissive, right? That may be true, but most people think all great marketing agencies are in San Francisco, New York, Los … Continued
Is there anything more American than Smirnoff ICE Red, White and Blue – Limited Edition – Blue Raspberry, Cherry and Citrus adult beverage? I know, there’s a lot that’s wrong with that statement. But a week out from America’s birthday I am, for the first time, considering cracking open a bottle of the blue saccharin … Continued
Be quick, clever, factual and always empathize For two years my wife and I have settled in once a week for a good cry. No, we’re not in group therapy. It’s not a new age method to achieve a deeper emotional connection. Nor is it that we’re big criers. It’s because we’re hooked on NBC’s … Continued
I tend to find inspiration in unusual places. For instance, Jack White once inspired me to give up my cell phone for a day. I discovered sage work-life balance advice from Ferris Bueller, shared PR advice I learned from Mr. T, and I once doled out user-generated content lessons I learned from Dick Cheney. Today I am wondering if Frank … Continued
We’re supposed to admit when we fail, right? And we’re supposed to learn something when we fail, right? This past weekend, when my Father In-law (FIL) asked about what I do for a living, I opened my mouth, started talking, and realized I might need some time to think. I felt as though I needed … Continued
Duft Watterson delivers an innovative marketing approach that advises clients to show, not tell. A new marketing agency, Duft Watterson, has launched in downtown Boise, with an office in the San Francisco bay area. Brought to life by local agency veterans Ward Duft and Jill Watterson, Duft Watterson is a full-service, high-touch marketing agency with … Continued