Beyond Marketers

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." I read  The Art of War  in college, written by the Chinese general Sun Tzu (author of the quote above). While his actual existence is debated, his work is often considered as brilliant military strategy and philosophy. Thus,  The Art of War  is often co-opted into business for obvious reasons. Throughout the book, you'll realize tactics and strategy are not interchangeable terms. strat·e·gy ˈ stradəjē/ - A method or plan chosen to bring about a desired future, such as achievement of a goal or solution to a problem. - A plan of action or policy designed to achieve an overall aim. - The art and science of planning and marshaling resources for their most efficient and effective use. Source These definitions vary slightly, but the essence is the same. A strategy is not constrained by size or application but promoted by planning and effectiveness. L...

Meta tags represent the beginning of most SEO training, for better or for worse. I contemplated exactly how to introduce this topic because we always hear about the bad side of meta tags — namely, the keywords meta tag. One of the first things dissected in any site review is the misuse of meta tags, mainly because they're at the top of every page in the header and are therefore the first thing seen. But we don't want to get too negative; meta tags are some of the best tools in a search marketer's repertoire. There are meta tags beyond just  description  and  keywords , though those two are picked on the most. I've broken down the most-used (in my experience) by the good, the bad, and the indifferent. You'll notice that the list gets longer as we get to the bad ones. I didn't get to cover all of the meta tags possible to add, but there's a comprehensive  meta tag resource  you should check out if you're interested in everything that's out there....

SHARE 331 in Share As inbound marketers, content plays an important role in attracting attention to our company and building trust with our prospects. Our content can come in many different formats, and the format we choose can speak volumes about the research and ideas within. Interactive content has become increasingly more popular as brands try to cut through the noise and keep prospects' attention long enough to deliver a message. So how exactly do you harness audience's  ever-decreasing  attention span? By giving them an active role in their content consumption process by publishing stories with interactive elements. Such tools can increase engagement, on-site dwell time, and social share rates. Let’s take a look at a few examples from the ebook: Interactive Content Examples from Real Brands 1)  The Wall Street Journal Delivering a large amount of information is a challenge for content creators. This example from...

Whether they realize it or not, most people negotiate all the time. They negotiate with their coworkers over which projects to prioritize, their employer over salary, their friends over what restaurant they should visit, their supplier over their contract, and so on. Knowing the six essential negotiation skills -- and practicing the ones you’re weaker in -- will give you a leg up in every area of your life. The 6 Most Important Negotiation Skills. 1) Rapport-building If you form a human connection with the other party, they’re less likely to view you as the enemy. You’ll have an easier time reaching an agreement that makes you both satisfied. They’ll also be more receptive to your initial offer. Quick tips: Show up with coffee and/or snacks to share. Spend a few minutes beforehand on lighter topics. Sit on the same side of the table as the other negotiator(s). 2) Active listening The quickest way to lose a deal? Monopolize the conversation and ignore the other p...