Content strategy for B2B brands has two primary functions: to build trust and then develop that trust into working business relationships that benefit everyone involved. So how do you think about content strategy in order to set yourself up for building trust, and then converting? Let’s talk about that. Before we get going, I want Read More
Topics
The 3 Most Legitimate Objections to Branding
We routinely talk about the importance of branding. But how do we push this understanding deeper? Maybe even deep enough to make it practical and clear in your specific business? Understanding comes from allowing the biggest arguments against your position to land with full force, separating logic from emotion and then dealing with them in Read More
A Well-Developed Brand is the Cornerstone to Any Good Business
At Resound, we believe that brand — not sales, marketing, or even unique products or services — is the cornerstone of any good business. In masonry, the cornerstone determines the direction of every other stone laid after it. It is the guiding block for the entire building. By placing the cornerstone perfectly, you set your Read More
Building Creative Strategy: Researching Connection
“Research is formalized curiosity. It is poking and prying with a purpose.” – Zora Neale Hurston There is science in connection with your audience. After you’ve completed steps 1: the SWOT analysis and 2: Maslow’s Pyramid, you now know the benefit you want to convey to your audience. Now, it’s time to find out how Read More
6 Web Development Don’ts for 2017
We’ve come to the last of the installments of our 2017 website tips. We’ve been through design. We’ve been through content. Let’s talk through the final piece of the trifecta: web development. This is where the rubber meets the road. All your strategy, design, and writing will pay off…if you build it correctly. Even though websites Read More
Great Marketing Leaders Declare War…on Themselves
In one of my former jobs, I was conducting a highly-complex systems training session with a group of people…and I had a “challenging” leadership moment. It was the kind of moment where corporate politics was the game, jockeying for position was the play, and keeping my cool in the middle of it all was the Read More
How Not to Kill Your Marketing Team
Shepherds. They tend their sheep daily. They guide them, rear them, and teach them. It is their duty to protect the flock and count each sheep’s lil’ fluffy head to ensure none have wandered astray. For thousands of years, shepherds have watched over their flocks with care. I’ve heard business leaders use the analogy of Read More
Marketing Doesn’t Mean Manipulation
A debate topic being tossed around our office right now is marketing (Is it a good thing? Is it evil?). I’m willing to bet we’re not the only ones arguing. Some people have majorly negative connotations when the words “advertising” or “marketing” come up in conversation, and rightfully so. Unfortunately, perceptions about marketing are being Read More
The Catch-22 of E-Commerce
One of the most difficult things a business owner can do is see their brand the same way a customer does. Our companies are our babies. We watched them grow from nothing into something. We’ve seen them overcome challenges, rise above competition, and become forces with unlimited potential. We don’t see them as they are Read More
Cold Emails: The Enticing First Sentence
Writing is hard. I lamented that fact to my author mother recently, and she solemnly shook her head in affirmation. Working in sales usually means you’re loaded with interpersonal skills. But the digital divide means those skills don’t transfer 1:1 to writing emails. “Cold calling is dead,” says Hubspot’s Jill Rowley. Cold emailing is now Read More
