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October 2015 - Posts

  • Evolving the Facebook 'Like'

    Oct 20 2015


    Facebook would not remain the unquestioned leader in social media if it didn't constantly try to improve its platform. What started with the "Like" is now a full suite of engagements, and soon, reactions.

    Facebook is testing emoji reactions in Spain and Ireland, allowing users to respond to posts with "haha" and "sad" buttons in addition to the traditional "like," potentially bringing value back to Facebook's most recognizable feature.

    Because of these regular changes, brands are often playing catch-up to make sure they're fully utilizing Facebook to reach their customers. While any of these reactions still count as “likes” when calculating analytics and insights for ads, brands can prepare for the shift by setting more specific goals prior to creating content and creative.

    With a broader range of emotions, marketers need to identify exactly what reactions they want their target audience to feel. Is your campaign trying to be charming? Put more effort into content that cleverly engages the audience. Does your brand want to inspire your audience? Adjust your tone to motivate people to action.

    It's been several years since Facebook page "likes" have held any real weight. Re-energize your content to impact your target's News Feed positively — or whatever specific reaction your brand seeks.

    Susan Shimotsu - Public Relations Coordinator

  • SEOlution: Why Internal Linking is Overlooked and Underutilized

    Oct 20 2015

    seolution-internal-linking-chris-herbrand No SEO strategy is exactly the same, but there are core strategies that brands should use regardless of industry or category. Internal linking is one of them.

    There are a few benefits to implementing an internal linking strategy:

    1. It gives Google and other search engines a clearer understanding of your website and its content, which allows them to crawl and catalog your content more efficiently.
    2. It can help bring users to other relevant areas of your website that they might find interesting, which increases the chance of them linking back to your content.
    3. It can help funnel authority from overly popular pages to perfectly relevant pages deeper in your website that have fallen off the radar due to time and/or neglect.

    Optimize internal links with relevant anchor text to clearly communicate the subject matter. If Google and the other search engines continuously see anchor text that is similar and that links to the same page, the chances of that page showing in search results for similar words are higher.

    Internal links should be part of every SEO campaign because they are one of the factors within your control.


    Chris Herbrand - SEO Specialist

  • 5 Ways to Keep Your Content from Getting Stale

    Oct 20 2015

    5-ways-to-keep-your-content-from-getting-stale-andy-kaufman Everybody likes creating shiny new things.

    Whether it's a new customer help document or a complete website redesign, hitting the PUBLISH button and finally sending your creation out into the world is an exhilarating experience.

    Unfortunately, we often spend so much time and energy creating content that will engage our customers to help achieve our business goals that we forget to set up a process to ensure that our content continues to do what we want it to in the long term.

    Without a clear, realistic and actionable content governance plan, your content can quickly become stale, out-of-date and ineffective. This can lead to things like:

    • Broken links
    • Inaccurate information
    • Wrong tense (e.g., "Attend our upcoming webinar...")
    • Duplicate content
    • Inconsistent branding
    After a few years of neglect, you're right back where you started when you decided to update your content in the first place.

    So how do you make sure that your content gets the love and attention it deserves?

    Here's a five-point content governance plan to ensure freshness:

    1. Content Ownership: Assign an owner to every piece of content. This person is responsible for reviewing it and, if necessary, coordinating with subject matter experts to keep it updated on an ongoing basis.
    2. Style Guidelines: To ensure consistency, create clear rules for tone, voice, message architecture, branding and content formats (this really should happen before you start creating any content in the first place).
    3. Workflow: Establish an efficient, repeatable process to ensure that all new content meets editorial, style and technical guidelines.
    4. Editorial Calendar: Create a content calendar to plan out new content initiatives as well as schedule reviews of current content.
    5. Stakeholder Buy-in: Even the best governance plan can fail if the people implementing it don't take it seriously. Socializing the importance and benefits of governance is key.

    Content governance may not be sexy. It may not be exhilarating. Yet it is crucial to ensuring your content helps serve users' needs and achieve your business goals.


    Andy Kaufman - Content Strategist

  • The Customer Journey Begins with the Right Questions

    Oct 20 2015

    the-customer-journey-begins-with-the-right-questions The essence of a brand lives within the heart and mind of every customer. As strategic B2B marketing professionals, it is imperative to understand what makes each customer tick to ensure that your key targets receive personalized content when and where they are looking for it.

    Surveys, focus groups and research help to gather insights into your customer's habits, but personal interviews with customers deliver some of the most powerful and relevant data.

    When conducting customer profiling interviews, it is important to interview recently won and recently lost customers, as both provide a unique perspective into why a customer chose your product, service or solution over a competitor's, and vice versa.

    Here are four tips to getting the most out of a customer interview:

    1. Don't go into the interview with a set of questions, although it doesn't hurt to have a few fallback questions in your back pocket. Instead, ask customers to take you back to the first day that they realized they had a problem and needed to find a solution.
    2. Have customers take you along their journey of discovery, and continue to ask questions that reveal their path from day one through their post-sale experience.
    3. If customers fast-forward to the solution too quickly, ask them to take you back to key moments along their journey, so you can identify where they went to look for resources, what types of resources interested them and who they went to for advice (both within their organization and externally).
    4. Talk to internal stakeholders such as sales representatives, product managers and marketing managers, as they can provide valuable insight into the customer experience. Their feedback, in addition to data gathered directly from your customer base, will help ensure that your marketing strategies map to your business goals.

    Randy Brodeur - VP, Team Leader