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Finishing Strong


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Many of us – in both our professional and private lives – begin each year with goals. Whether we call them performance objectives or new year’s resolutions, we optimistically define what we hope to accomplish by the end of the year. And then real life happens…fire drills and a reorg at work, something unplanned at home, and before we know it, goals have gone by the wayside and we are surviving day to day.

October tips us into Q4, with roughly 85 days left in the year. Even though the journey could have veered a bit off course, I would challenge you to finish strong – both in your work and personal life. Recently a client asked me to help clarify what would have the most impact to deliver before the end of 2019. Part of that work led to a worksheet tool that I would like to share with you. I invite you to invest a few minutes in thinking through what will be most impactful in your space during the fourth quarter. I would love to hear how the end of 2019 is setting you up for a breakthrough 2020.

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Prep Your Content Like A Pro


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Content Creation can be an overwhelming task, especially as the holidays approach. Keeping a consistent schedule doesn’t have to be an impossible task. These three tips can help streamline your process, help maintain consistent content, and still give you the ability to unplug for the day at 5pm.

Preplan
The holidays are coming, and that means a lot of things happening over a short amount of time. Whether you are planning for sales specials, prepping for 24 days of Vlogmas, or preparing for live events, now is the time to start figuring out the schedule and what can be prepped in advance.

Content Reserves
Every account has set things they know they are going to regularly post about or general content that can be filler for when posting isn’t a high priority. Taking the time now to write copy, edit images, and match things up so that they can be slotted in as needed can save time and headaches in the long run.

Image Templates
Sometimes you have to create something on the fly, and it’s going to need to be consistent with the overall look and feel of your brand. Having basic templates that can be updated with text or an overlay that can be put over an image on hand can make this quick, easy, and look good.

Setting aside the time now to build up these resources will make your busy season much smoother. We can help you get your digital content up and ready to go. Send Harper or Kieran a message and we’ll help you get one more thing off your “to-do” list.

– Kieran Bailey

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A New Way of Working: Marketing Expertise Is Within Reach with the Gig Economy


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Not every company launches a product line or offers a new service on a regular basis, but every company requires some level of marketing support – whether it’s ensuring that a website is employing SEO best practices, sending a newsletter to established customers and interested prospects, or networking to discover new opportunities, to name just a few. For all these “business as usual” tasks, organizations need specialized support that is cost-effective and able to meet deadlines.

More and more organizations are discovering that the professionals who can best serve them do not solely work as fulltime employees or for traditional agencies. In fact, for a variety of reasons, many of these professionals are actively seeking a more flexible alternative to the 9-to-5 paradigm. Management is able to reap the benefit of this gig economy trend in marketing by trimming their staffing bottom line, while availing themselves of a more specialized talent pool.

Another benefit of this model is that entities who couldn’t otherwise afford these specialized marketing services are now able to achieve objectives and results that were previously out of reach. These entities include not only startups exclusively focused on their core competencies, but also municipal agencies and nonprofits with low marketing budgets. This broader client set effectively expands the marketing industry’s client base when met with the gig economy model.

The agency isn’t going away: for large, multinational corporations undertaking a campaign that needs to synchronize messages across multiple brands, a large agency might be the best choice. Nor is the function of marketing management, although it is increasingly focused on metrics and less on creative and content. As technological advances have made it possible to target potential customers at a granular level, clients of all sizes are demanding data that shows the effectiveness of every campaign—and proof that every dollar they’ve spent has yielded value.

The ability to access expertise that might otherwise have been unavailable in the marketplace can give companies a unique advantage. A smaller team comprised of such resources established to meet specific, time-sensitive marketing needs can be the most effective solution for companies of all sizes. The trend is clear: gig marketing is part of the answer to meeting your most strategic business needs.

— Deborah Nam-Krane