by Scott MacFarland | Mar 4, 2018 | Business, Content, Digital, Marketing
Why is it some marketers are afraid of the word “strategy?” I think it’s because they can’t muster up the brain power to wrap their arms around their entire strategic ecosystem. Or maybe it’s because they would rather not organize and operate their marketing within a planned structure. Either way, when you’re missing a strategy, your team and your brand are missing out on the secret sauce of success which is a thoughtful, planned approach designed to reach and connect with customers for the right reasons.
by Scott MacFarland | Jan 4, 2018 | Content, Digital, Marketing
When effective content marketing meets your customers, the magic happens. Before we dive in to the secret sauce behind the magic, what comes first, content or the customer? That’s not a trick question. It’s a real test to see which direction your content marketing is headed. If you’re not sure about how this should play out for the benefit of your marketing and your customer…read on.
by Scott MacFarland | Jan 1, 2018 | Content, Digital, eBook, Marketing
Download our free (PDF) eBook – The Living Ecosystem Called Your Brand When non-marketers talk about a brand, they mostly only talk about the logo, the advertising and all the fun, cool, visual stuff that makes a business look exciting. That’s all correct. But,...
by Scott MacFarland | Nov 11, 2017 | Huffington Post
The term rebrand is a terrifying word in marketing circles. Maybe that’s because we know it is probably the most challenging initiative we’ll put our hands on as marketers. And worse, there is no guarantee it will work the way we think. It’s like having multiple doors to walk through for rebrand options only you don’t know which one leads to success or failure. Yikes, knowing that, why would anyone want to do such a thing?
![Marketers: Are You Translation Experts? [PART 2]](http://yourbrandexposed.com/wp-content/uploads/2017/11/Marketing-translation-2.jpg)
by Scott MacFarland | Nov 6, 2017 | Business, Digital, Marketing, Social Media
In our two-part series, we are unpacking the definition of what translation in marketing really means, and the value of doing it well. In Part 1 we reviewed the tactical aspects of being a marketer and how translation factors in your day-to-day workflow. Here in Part 2 we will delve into four new areas equally as important, yet different in function and impact. Let’s get started.
![Marketers: Are You Translation Experts? You Should Be [PART 1]](http://yourbrandexposed.com/wp-content/uploads/2017/10/translation.jpg)
by Scott MacFarland | Oct 28, 2017 | Business, Content, Digital, Marketing
Have you ever wondered about the volume of change you have to endure because you’re in a marketing career? I mean, really… it’s akin to a fire hose attached to your mouth and you just can’t keep up. But wait, that’s not the tricky part. Because technology, consumer behavior, media, analytics and digital options shift frequently, that means as a marketing leader you must shift with them and understand how to translate the change-environment that is occurring and how it impacts your business.
by Scott MacFarland | Oct 19, 2017 | Business, Huffington Post, Marketing
So you’ve got a digital agency that’s headed in the right direction serving emerging industries and brands, but you realize your business needs more than just top-level young talent and award-winning client outcomes — What do you do?
by Scott MacFarland | Oct 1, 2017 | Business, Content, Digital, Marketing
Marketing leaders always look at their budgets it comes with the territory. Usually, the result of where your budget ends up by years-end is; you are over-budget, on-target or under-budget. However, crazy as it sounds, ending up in any of these three could also mean there were poor marketing decisions along the way. Determining your marketing spend is not as cut and dry as bean-counters think.
by Scott MacFarland | Sep 12, 2017 | Business, Content, Marketing, Social Media
In today’s content-crazed, fragmented world of social media, video, apps, text and technology overload, as a marketer, it’s real easy to get off track with your marketing when new tools and methods are constantly being introduced what seems like every week. Research shows that consumers are connecting with varying digital channels more and more.
by Scott MacFarland | Aug 19, 2017 | Business, Content, Digital, Marketing, Social Media
With today’s advanced metrics revealing more consumer behavior patterns than ever before, the term conversion has risen to the top of the discussion food chain in marketing circles. What it hasn’t done yet is provide a crystal clear definition as to why a conversion should be looked at differently based on where the customer touch point location in the funnel is.
by Scott MacFarland | Jul 29, 2017 | Content, Digital, Marketing, Social Media
How many times have you sat at your desk in the morning wondering what content to create and if it is really needed or not? Hmm… regardless of how many cups of coffee you have, the answer to that question is not going to be easy to find unless you already have a process in place.
by Scott MacFarland | Jul 6, 2017 | Business, Content, Marketing
Every customer has a problem they are looking to solve as a consumer. Sometimes it’s glaringly obvious, other times the problem needs to be pulled out of them because it’s not easy to see. Whichever it is, it will be easier to market to a prospective customer if you know the problem you are trying to solve.
by Scott MacFarland | Jun 29, 2017 | Business, Content, Digital, Marketing, Mobile, Social Media
Today’s business schools should really spend some time on touch points and personas or the next generation of marketers will overlook a very important component of their marketing strategy. This article is about the importance of the target audience (or persona) and the touch point. It also uncovers some key questions embedded in a touch point location which today’s digital and social marketers need to answer. Here we go.
by Scott MacFarland | May 29, 2017 | Business, Innovation, Marketing
When the brand is the problem, this is something that most marketers don’t have the right experience to face head on and I would venture to say don’t know how to tackle it with the right logic and resources. When the brand (or business) has a problem, it’s probably much more than figuring out how to turn around lackluster marketing efforts because of a bad quarter. At the heart of it, when a brand has problems, it could be a combination of many issues that are not easily identifiable, or worse, not easily fixed.
