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From and About Strategic Communications


Content marketing is a big deal these days. Companies as large and as well-known as Coca-Cola are using content marketing to remain top-of-mind with consumers. Content marketing is unlike more traditional forms of advertising because it’s accessible to anyone with any size budget, which is good news for small—even solo—businesses. Small businesses can leverage the power of content to get noticed, gain connections and customers, and build business through the strategic use of content.Learn how.
Email marketing is not only still relevant, but it still resonates with consumers in both the B2B and B2C environments. In this 11-page whitepaper, marketers share their perspectives on what works, what doesn't and what lies ahead for marketers connecting with audiences online.
One thing certain about online marketing, including email marketing, is that things are always changing. Marketers are continually looking for newer and better ways to stand out from the masses, and technology continues to deliver. Those who have solid expertise in email marketing point to a number of best practices that they have found lead to higher engagement and better results.
Despite rumblings to the contrary, email marketing still has a place in any marketer’s arsenal—in both the B2B and B2C arenas—but the landscape is cluttered with a growing number of marketers attempting to connect with their target audiences online. What do you need to know to stand out from the crowd and boost the odds that your email will not only reach its intended recipient, but also get opened—and prompt action? Some best practices from the pros.

​As smartphones have become increasingly common and many—particularly the millennial generation—have turned to texting as their go-to method of communication, some have questioned the future of email as a means of communication in personal and professional settings.Will email go away? Will it remain relevant? 

Marketing plans are the foundation for any successful communication initiative—whether large or small. A well-developed plan can help to ensure focus and results. This white paper offers tips for developing and implementing effective marketing plans based on the best practices and opportunities for improvement we’ve observed with dozens of clients.
PR—or publicity—can be a great way to raise awareness and increase preference for your products or services. But, there are a number of common mistakes that businesses make when seeking to gain exposure. This white paper offers important tips and guidance to help you avoid those mistakes.
As we’ve worked with clients over the years we’ve developed some core processes that we follow and teach, along with a number of tips that can make the process both easier and more productive. Here we share 10 tips for each of the 7 steps in our recommended strategic planning process.
One of the most often overlooked, yet arguably most important means of boosting your brand is through your employees—they’re often the most visible and impactful influencers for your organization. When employees are selected, coached and rewarded effectively they become valuable brand ambassadors for your organization and its products and services.
Development of a marketing plan can be approached in a variety of ways. Generally, though, the most effective marketing plans will share certain common elements that increase the odds of success. This white paper offers recommended steps to provide focus and direction to your marketing planning process.
LinkedIn is perhaps the most successful and widely used business-oriented social media resource. Its Groups can add credibility to a user’s account profile, provide an opportunity to make new connections and yield insights and expertise. This white paper offers tips on how to select, and effectively participate in, the right groups.
One of the most important aspects of a business strategy or new initiative is designing the proper metrics for success. This sounds much easier than it actually is. While it may sound simple to conclude that the proper metric for evaluating the success of a public awareness campaign, for example, is whether or not public awareness was increased, a good set of business metrics digs much deeper and asks more pointed questions.
Businesses are constantly adapting. Companies such as Dell and Wang Labs are examples of how once successful organizations failed to adapt to changing environments. To keep pace with the world around them, organizations must regularly engage in strategic planning to reevaluate their positions, and their environment, and adapt accordingly.
Webinars have become increasingly popular in recent years for conveying information to a range of virtual attendees in remote locations. While this form of media is great for distributing information to individuals and organizations that would not be able to attend a live presentation, it can be difficult to achieve the same level of engagement with a virtual audience. We were curious about what webinar attendees most valued in their webinar experiences, so we asked them.
Communication plans can be prepared for a variety of activities – internal and external. While the types of plans may vary, the process steps are very much the same. In fact, developing a marketing plan really requires the same steps as developing a corporate communication plan, or a crisis management plan. Here are eight steps for creating effective internal communication plans.

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"If you only have a hammer, you tend to see every problem as a nail."

~ Abraham Maslow

Strategic Communications, LLC
(715) 723-2395

In The Media

Push vs. Pull: The Right Path to Content Personalization
EContent, May 2016

How Effective Communication Can Enhance HR Credibility
XpertHR Blog, May 2016

How to Ensure Your Employees Are Prepared to Serve as Powerful Brand Ambassadors
Chippewa Valley Business Report, May 2016

Putting the "Strategic" Into Strategic Content Marketing
Communication World, April 2016

Is Programmatic Expertise Moving In-House?
EContent, April 2016

10 Surprising Things Every Business Plan Should Include
TARC Business Review, April 2016

10 Insightful Leadership Resources for Content Managers
visually, April 2016

SWOT Analysis: What It Is and When to Use It
Business News Daily, April 2016

Say What? Most CHROs Don't Come From HR
Gild, March 2016

Fighting the Backlash
Human Resource Executive, March 2016

Survey: 69 percent of managers dislike communicating with staff, March 2016

How Technology is Changing Market Research, March 2016

10 Surprising Things Every Business Plan Should Include
Business News Daily, March 2016

Will Digital Badges Change Your Recruiting
Gild, March 2016

Avoiding the Pitfalls of Content Marketing
IABC, March 2016

5 Reasons We Love to Love HR
XpertHR Blog, March 2016

How to Create a Content Strategy
EContent, March 2016

The State of Content Commerce
EContent, February 2016

The State of Content Marketing
EContent, February 2016

The State of Mobile Content
EContent, February 2016

The Promise and Peril of Drones in Marketing
Chippewa Valley Business Report, Winter 2016

What Skills do CHROs Need to Bring to the Table in 2016
XpertHR, January 2016

Fail to Plan? Plan to Fail.
UPS/Industry Week, December 2015

How to Stay on Top of Small Business Marketing Trends
NFIB, December 2015

Why Your CEO Doesn't Care About Talent Acquisition
Gild, December 2015

Putting the "Strategic" Into Strategic Content Marketing
EContent Magazine, November 2015

How Small Companies Can Share in Community Success
Chippewa Valley Business Report, Fall 2015

Blending Old and New Media for Advertising Success
EContent Magazine, October 2015

Your Business Needs a Checkup
The Kansas City Star, October 2015

50+ Entrepreneurs Explain How They Came Up With Their Business Name
CEO Blog Nation, September 2015

Content Marketing Best Practices From Online Influencers
EContent Magazine, September 2015

Attract Top Candidates For Your Small Business
CBS Small Business Pulse, September 2015

Independent Contractor—Or Not? Spend More Now to Avoid Big Payments Later
XpertHRBlog, September 2015

7 Ways to Create a Successful Integrated Marketing Campaign
Complete Media, September 2015

Evaluating and Choosing the Right Content Creator for Your Brand
EContent, August 2015

33 Branding Experts On How Subway Should Handle Foglegeddon
Momentology, August 2015

Marketing: Why Health Care Organizations and Others Pay to Spread Their Messages
Chippewa Valley Business Report, Summer 2015

Global is the New Local for HR Pros
XpertHR blog, August 2015

"Newsjacking": New Term, Big Opportunities
EContent, July 2015

Social Media Marketing for B2B Technology and Software Companies
RepCap, July 2015

15 Social Media Hacks for Business Newbies From the Pros
Creative Click Media, July 2015

Email Marketing: Updating an Old Standard for Today's Consumer
EContent, July 2015

4 Ways Social Media Can Improve Your Medical Practice
Live & Inspire, June 2015

Are You Making These Annoying Branding Mistakes?
Kabbage, June 2015

13 Tips for Making Your Business Blog a Go-To Destination
CIO, June 2015

5 Strategies for Branding (or Rebranding) Your Medical Practice
HealthcareDIVE, June 2015

How to Answer the Top 5 Interview Questions
MediaBistro, June 2015

SeeDepth Masters in Marketing Interview
SeeDepth, June 2015

This is How You Prepare for Those Generic Interview Questions, June 2015

Press Releases: 5 Things You're Doing Wrong, According to Journalists

How Small Businesses Can Compete With Big Companies' Rebranding Strategies
American Express Open Forum, May 2015

From the Journalist's Mouth: 5 Things You're Doing Wrong With Press Releases
allBusiness experts, May 2015

Know Thy Business: The Key to Building a Powerful Employer Brand
Venture Beat, May 2015

Content Marketing Strategy: Marketers Share Their Favoriate Books, Blog Posts & Resources
Cornerstone Content, May 2015

Small Business and Content Marketing
EContent, April 2015

Marketing: Gaining Leadership Buy-In For Your Marketing Communication Efforts
Chippewa Valley Business Report, Spring 2015

Hiring Remote Workers? Here Are 5 Considerations
HR in Asia, April 2015

Customer Service in the New Age
American Gas, April 2015

Boost Your Brand: Create an Online Community For Your Business
Network Journal, April 2015

Top 7 Reasons People Unsubscribe From Your Email List
CIO, March 2015

Trade Show Smackdown
Sales and Marketing Management, March 2015

Podcasts Offer Potential for Advertisers
EContent Magazine, March 2015

Mobile Apps and Content Marketing: A Match Made in Heaven
EContent Magazine, February 2015

Communicators and Customer Engagement
ASJA The Word, February 2015

The State of Content Marketing 2015
EContent Magazine, February 2015

Building Your Content Management Strategy for 2015...and beyond
Communication World Magazine, January 2015

Marketing: Your Employees and Your Brand -- A Powerful Combination
Chippewa Valley Business Report, January 2015

The State of Content Commerce 2015
EContent, January 2015

The State of Mobile Content 2015
Econtent, January 2015

The 10 Best Timesaving Tools of 2014
Vertical Response, January 2015

How to Make Your Seasons Greetings Stand Out From the Crowd
Entrepreneur, December 2014

B2B Marketers: What's 2015 Look Like for B2B Content?
opentopic, December 2014

Freelancers and Customer Engagement
pop.edit.lit, November 2014

Marketers: How Do You Leverage Third Party Curated Content
OpenTopic, November 2014

Marketing: Cutting Through the Clutter to Achieve Not-for-Profit Goals
Chippewa Valley Business Report, October 2014

Social Media Analytics: Going Beyond the Numbers
IABC's CW Online, October 2014

10 Ways to Plan for 2015 in Internal Comms, October 2014

Which Analytics Tell the Best Story?
EContent Magazine, October 2014

9 Digital Marketing Strategies to Woo Baby Boomers, September 2014

Marketing: B2B Businesses Partner for Marketing Success
Chippewa Valley Business Report, Summer 2014

Selling Social Media to the C-Suite
WHPRMS, August 2014

Consumers Coming to Accept Native Advertising Done Right
EContent Magazine, July 2014

Yes, You're Ready to do Strategic Planning
Chicago Tribune, July 2014

Yes, You're Ready to do Strategic Planning
Inc. Magazine, May 2014

4 Surefire Ways to Win Back Customers With Email
Vertical Response, May 2014

Marketing: Leveraging Visually-Oriented Social Media Tools
Chippewa Valley Business Report, April 2014

Do You Make These Three Mistakes in Your Advertising?

Learning By Doing (Social Media)
Communication World, April 2014

Is Print Making a Comeback?
EContent Magazine, March 2014

How to Identify and Eliminate Useless Meetings
MonsterThinking, February 2014

7 Ways to Create a Successful Integrated Marketing Campaign
CIO, February 2014

How to Sell Social Media to the C-Suite
Communication World, February 2014

Marketing: Resolutions for the New Year
Chippewa Valley Business Report, January 2014

Looking for Success in Communications: Think Like a Strategist
IABC Toronto, January 2014

7 Signs You're About to be Fired, January 2014

Think Like a Strategist
IABC Toronto, January 2014

Put a Brand on Your Job Search, December 2013

The Bottom Line: Sending the Right Message
Plan Sponsor Magazine, December 2013

How to Tackle the Marketing Challenges for 2014
The Network Journal, November 2013

How to Create Social Media Strategies That Rock
EContent, November 2013

SWOT Analysis Tips and Examples for Your Small Business
Business News Daily, October 2013

Tell Execs About Social Media Outcomes, Not Process
Media Health Leaders, October 2013

12 Proven Marketing Tips to Identify Your Target Audience
YFS Magazine, September 2013

Pitch Smart: Sell the Milk By Loaning Out The Cow
Forbes, August 2013

Linda Pophal Appointed Examiner for 2013 Malcolm Baldrige National Quality Award
Baldrige Performance Excellence Program, July 2013

6 Things to Consider When Hiring Workers Remotely
Global Talks Business, April 2013

CEOs and Social Media: How to Get the Boss on Board
EContent, February 2013

Tips for Successful Strategic Planning
Wisconsin Chamber of Commerce Executives, December 2012

What Powerball Mania Says About People and Perks
The Referal Candy Blog, December 2012

10 Unexpected Things Every Business Plan Needs
Business News Daily, October 2012

What Are You Reading? Resources for Digital Content Professionals
EContent - September 2012

What To Do If You Didn't Mean to Post It
Investor's Business Daily - August 2012

Social Media: Cautionary Tales for Nurses, August 2012

How Marketing Can Pay You Back - August 2012

4 Reasons Why Hospitals Fail to Create Strong Strategic Plans
Becker's Hospital Review - July 2012

Strategic Doing: Where Hospitals' Strategic Plans Go Wrong
Becker's Hospital Review - June 2012

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