B2B content marketing without visual content has become the ignored stepchild of content marketing. It lurks in the corners and doesn’t gain the limelight. Here’s the takeaway: In a content-flooded world, you won’t stand out without engaging visuals. Do you hold back from investing in visual content for fear of complicated programs and a large […]

Earlier this winter, I was given the opportunity to judge the ADDYs (or the American Advertising Awards, as they’re formally known) when my boss couldn’t make it. I volunteered and eventually took the short, three-hour drive to Akron, Ohio. There, I was lucky enough to meet a talented group of creatives, stay in a gorgeous […]

Earlier this winter, I was given the opportunity to judge the ADDYs (or the American Advertising Awards, as they’re formally known) when my boss couldn’t make it. I volunteered and eventually took the short, three-hour drive to Akron, Ohio. There, I was lucky enough to meet a talented group of creatives, stay in a gorgeous […]

You’ve done it. Take a big breath. You’ve pitched your story, and they chose you. You earned that B2B press coverage, and now your article is published for the world to see. It’s the end of the road…or is it? Many pack up their PR bags and simply pat themselves on the back when they receive B2B press […]

You’ve spent a large portion of company budget on marketing. Your website was a big investment. You’re frantically trying to promote your business on social media and other avenues, but business doesn’t seem to be growing. What isn’t working?  Check out these five business growth strategies you can immediately apply to your website to create new sales […]

Part 1: Focus on metrics that matter  Part 2: Realize that not all sales and conversions are equal  After you’ve established a paid search program that aligns with your business goals and you’ve assigned different values to different sales in your customer mix, it’s time to test. Stay ahead of the pack by testing How […]

Al Reis was the first to state this clearly, “A brand should own one thing in the mind of its customer.” When we work with clients to craft their brand promises, our guidelines stipulate that their brands should only promise one or two relevant differentiated benefits. Any more than that and the brand promise becomes […]

What are your content goals? If you feel like a deer in the headlights, don’t worry. You’re not alone. Everybody experiences that at one point or another. That’s why we’ve created this ultimate checklist to get your B2B content marketing on track. This checklist has been designed to help you prioritize your content creation, come […]

Corporate projects tend to focus on individual touch points, technologies or features without taking into account the total customer experience. And that prevents the company from viewing its customers holistically. What is more, over half the marketers cite not having a consolidated customer view across channels as the biggest roadblock to a successful cross-channel experience. In this guide, […]

Retailers are struggling to implement omnichannel strategies. Only 21% are more confident than they were a year ago that they are delivering omnichannel experiences. Nearly half say progress is not happening fast enough. Although it can be easy to measure marketing efforts in specific channels—for example, digital—it is far more difficult to determine what is […]

We have some crazy-talented people here at Crowley Webb, and we’re proud to announce that three of them have recently been promoted. A huge congratulations to Meagan, Amanda, and Kristen! Meagan Walker has been promoted to senior copywriter. She’s graced us with her invaluable attention to detail and sweet demeanor for just about three years now, and […]

Using Paid Search to Drive Retail Customers In-Store – Part 1  Last week, we discussed using search metrics that really matter: conversion to sales. This week, let’s dive deeper into conversions and which factors to consider when determining the value of each conversion. Realize that not all conversions (and sales) are equal You don’t just […]

It is important for marketers to understand human motivations and the environments in which they operate. This helps fine tune their intuition. I had previously written a blog post on non-marketing books of potential interest to marketers. Beyond books on various topics, here are the activities and exposures that can help marketers increase their intuition about […]

We had an interesting conversation on brands at this morning’s coffee klatch. An unusual topic for us, we talked about men’s clothing brands. It is clear from that conversation that consumers have gotten quite savvy about brands. One person who had previously been very brand conscious shared that a well-known upscale clothing brand had disappointed […]

As a copywriter, I work in black, Arial, 10-point font most of my days. And while I love a perfectly formatted, clean-cut deck, it can’t touch how words come to life in a fancy font. So, with today being Valentine’s Day, I asked some of my dear designer friends to take a minute to share […]

Businesses constantly create new goals for their marketing and sales teams. However, do you feel new goals are set each year but never achieved? We have put together the top three reasons you are not reaching your marketing goals. 1.) Does your marketing department communicate with sales? Many companies put the blame on either the […]

You have read about the 4 Ps of marketing and perhaps you have also read about the 5 Ps of marketing and even the 7 Ps of marketing. Though I am a fan of alliteration, I will instead share a non-alliterative list of the key elements of marketing. Here they are:Who is the CUSTOMER for […]

You have read about the 4 Ps of marketing and perhaps you have also read about the 5 Ps of marketing and even the 7 Ps of marketing. Though I am a fan of alliteration, I will instead share a non-alliterative list of the key elements of marketing. Here they are:Who is the CUSTOMER for […]

Despite all the buzz, B2B influencer marketing is still a new frontier. True, the concept has been batted around a lot, but the rules and boundaries of this frontier are still being defined — especially in the B2B space! A just-released study reports that 55% of B2C companies surveyed are running ongoing influencer programs. That compares to […]

It’s the beginning of a brand-new year, and social is off to an exciting start with plenty of improvements and updates. Snapchat is becoming more tech friendly, Twitter is combating online harassment, Facebook is improving the quality of online news, and LinkedIn is helping you get noticed the right way. Snapchat is giving websites their […]

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