Strategic Hot Planet Opportunities for Ecopreneurs, Climate Tech Businesses and NPOs — “The American lifestyle is non-negotiable.” US President George H. Bush uttered those (in)famous words at the 1992 Earth Summit in Rio de Janeiro, the first global gathering on climate change. Fast forward 25 years. On the scene were more extreme weather events, rapidly melting glaciers, rising sea levels, and reams of additional climate research proving…

Social media platforms and tools disrupted marketing in the 2000s. Fast forward to today. Are you feeling some deja vu? Privacy concerns, poor user experience, and unreliable targeting data are all contributing to the decline of the social media ad-driven paid reach model. So what’s next? There is a lot…

As with Internet Adoption, the Mainstream is the Engine — We all have limited time, and it's tempting to let headlines do our thinking for us. I know I sometimes do. (whatup with Rihanna and the SuperBowl show?) For bidness, the best tool for toning down the hype and reassuring your left brain is data. …

One pitfall in marketing (and life) is that it is easy to sit in process too long. I would guess this is one of the basic reasons for the traditional tension between sales and marketing. As we transition to web3, the potential impact (and complexity) of content marketing will increase…

Greenwashing is a thing, and the kids are not having it. — GenZ is more skeptical than other generations of fashion companies’ sustainability claims. McKinsey & Company just released their 2023 State of Fashion report , and while the report is about fashion, other research shows us that the consumer trust void is industry agnostic. …

In the last couple of posts, I covered the research behind why your content marketing may be stuck, including 3 reasons why the traditional marketing funnel is broken. The shortcut to attracting new customers, and keeping existing ones happy, is trust. …

Make your messaging irresistible — In previous posts, I make the case that one reason content marketing can be frustrating is that the approach is outdated and we need a new one. So what kind of content strategies do we need now? …

And what to do about it. — In this post I shared some research showing that almost 60% of companies distributing content don’t really have a content strategy. Usually, when something is harder than it should be, it’s because the approach is not in alignment with the reality of the situation. The world has changed a lot…

If so, you are not alone. — Fact: Most companies distributing content still need a content marketing strategy that works. As a content strategist and writer, I see this more often than you might think. Companies of all sizes are putting out content that underperforms due to a lack of strategy. So I got curious and did…