Everyone is talking about content, but why is it valuable and how do you ensure you’ve developed the right strategy and processes for generating good content? On a recent Shoff Chat, our guest Andi Robinson, Global Digital Content Leader for Corteva Agriscience, shared her perspectives on content marketing and the keys to building an effective content strategy, no matter how big or small your organization.
Read More The writer will tell you the script is everything. A composer favors the music. Other folks say it’s the deal, the selling proposition. But the fact is, nothing has a greater effect on the ultimate outcome — whether you succeed in connecting with the audience or not — than the human voice your audience will hear.
Read More Ensuring your digital platforms are designed with accessibility and inclusion in mind will help your brand communicate more effectively with people – especially people with disabilities. At our most recent Shoff Chat, our guests provided insight into the importance of accessible and inclusive design as well as the barriers that can keep people from effectively interacting with a brand.
Read More Depending on which scientific study you believe to be true, the human attention span is anywhere between 2-8 seconds. So, basically, I’ve grabbed your attention by now, or you’re out. Fingers crossed!
Read More Having worked for multiple agencies over the past two decades, I’ve seen many approaches and styles to winning new business. Knowing how important this decision is, and how difficult it can be to make, these key questions can help you choose the agency partner that is right for you.
Read More People with disabilities make up the largest minority in the United States. One in four adults lives with some type of disability. I actually have a learning disability, so I understand the experience of growing up struggling and fighting to adapt to learning and work environments that don’t create a safe or accessible experience for the way my brain functions.
Read More Members of marginalized populations have made huge strides in the last decade to find and amplify their voices in ways that have influenced major brands. And brands are finding ways to connect with these populations to expand and deepen their relationships. In a recent Shoff Chat, our guests Mark Rademacher and Ola Ojewumi unpacked the trends and some examples of brands that are getting it right – and those that have work to do.
Read More Last year was a year of disruption, to say the least. It challenged us to think and work differently. Disruption often leads to more efficient and effective solutions, as is the case in how to approach market research in an ever-changing world.
Read More Before beginning any sort of brand strategy work, it’s important that it’s well thought out. It’s also crucial to think about the trickle-down implications of potential seismic shifts in your organization. These changes will have far-reaching impact beyond your marketing team. If done properly, brand strategy work impacts every aspect of your organization.
Read More Borshoff is lucky to receive numerous requests for brand strategy work, typically resulting in an organizational rebrand on some level. A rebrand can be rooted in the need to bring much-needed definition to an organization’s messaging. In some instances, it could mean renaming the organization/product and possibly visual identity/logo work too.
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