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Posts tagged “Marketing Communications”

Congrats to Gregg LaBar on his promotion

I have always loved the Ken Blanchard quote that “None of us is as smart as all of us” because of the implication that success comes from collective wisdom and teamwork. That’s certainly the case at Dix & Eaton, where – as a professional services firm – our people, and their commitment, dedication and expertise, make all the difference in terms of performance and great client service.

This week we’re announcing the promotion of Gregg LaBar to managing director at the firm, and it’s a prime example of one individual who makes a huge impact by being a great teammate. A 16-year employee at Dix & Eaton, Gregg is a senior leader responsible for heading our Sustainability/Corporate Social Responsibility (CSR) practice, while also co-directing efforts for our Energy and…

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The King of Late Night… and of Content Marketing: What your B2B brand can learn from Jimmy Fallon

As the Content Marketing World conference and expo descends upon Cleveland this week, I can’t help but think about who’s doing content marketing well. I’ll tell you who I think is doing a great job of content marketing: Jimmy Fallon. He has mastered the art of repurposing content and distributing it across multiple channels, all while keeping the ultimate goal – his audience, not himself – in mind.

So what can your B2B brand learn from Jimmy Fallon’s content marketing efforts?

Create bite-sized pieces of content

Fallon does an excellent job of breaking apart his hour-long show into smaller, more consumable pieces of content, then distributing them across multiple platforms. (Check out The Tonight Show’s Facebook page if you want to see some examples.) How can…

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Employer branding at Starbucks – everyone wins

This post was cowritten by our summer intern, Samantha Tuly.

Starbucks recently announced the addition of the Starbucks College Achievement Plan to its already impressive portfolio of employee benefits. The partnership with Arizona State University will enable Starbucks employees to earn a bachelor’s degree for free through online courses.

It’s a brilliant PR move. Customers who have long loved Starbucks coffees, cappuccinos and iced mochas have the added bonus of knowing that their purchases are helping educate baristas throughout the country – some of whom are the first in their families to obtain a college degree. (Cue images of the American dream.)

But Starbucks knows that the new education plan is a strategic move for its employer brand and ultimately the…

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Four reasons why your content might not be cutting it

Having quality content and a solid content strategy are two crucial elements of content marketing. It’s not about creating a large quantity of content and churning it out to the masses. It’s about really delving in and identifying customers’ biggest concerns, needs and interests, and developing content around those ideals. 

At Dix & Eaton, we’ve been content experts for over 60 years, since long before the notion of content marketing was conceived. These days, when it comes to figuring out why content isn’t making the cut, we typically find four main culprits: 

1) You’re not giving customers what they want.

Have you identified your customers’ pain points and how you can provide solutions to their problems? If customers aren’t receiving relevant content and it’s…

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Three things your B2B brand can learn from a pepperoni pizza

If you follow me on Twitter, you know my love of pizza is well documented. But in this case, the headline for this post is not just an homage to my favorite dinner choice.

I just read a really interesting piece from Business Insider about a marketing insight John Schnatter had early on that helped propel the success of Papa John’s. That insight? Finding a unique market position.

See, while large chain competitors of Papa John’s held brand positions based on speed, price and variety, Papa John’s biggest chunk of competition (65%) was the local independent pizza shop. How could Papa John’s compete with that group? By focusing on quality, which is what consumers had come to love about their local pizza joint. And that positioning – Better Ingredients. Better Pizza. –…

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