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Seven ways to give better feedback to your graphic designers

Graphic design is visual, but it’s not artwork. It’s used to achieve a specific business goal or solution. Each graphic design request is a collaboration, a problem-solving effort. Since it is a visual craft—one designed to be both aesthetically pleasing and to serve a purpose—graphic designers are constantly getting feedback. We’re used to it. However, there’s a […]

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Want to create distinctive content? Even geniuses need to put in the time

This past November, I went to see Stevie Wonder play his epic double album (and four-song EP) Songs in the Key of Life in its entirety. As you would expect, the show was transcendent and reinforced the mind-blowing sweep of styles and influences that helped to produce this indelible record. Before “If It’s Magic,” a meditation […]

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Content marketing, social media, and painless dentistry

For many business executives considering how they’ll communicate with customers or other businesses, there are two words that strike terror into their very hearts: social media. Some companies have accounts on Twitter, Facebook, LinkedIn, and so forth, but post only occasionally or fail to tie those communications in to the company’s overall communications strategy. An […]

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Content marketing best practices: Custom imagery (part 2 of 2)

In my previous post, I offered suggestions on stock imagery best practices from the perspective of a veteran designer. In this follow-up post, I offer tips and artist recommendations for companies and individuals considering commissioning a custom illustration, as well as a few thoughts on original photography. When should I commission a custom illustration? If you […]

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Content marketing best practices: Stock imagery (part 1 of 2)

Let’s be honest: people do judge books by their covers. In content marketing, often it’s the overarching visual that grabs your attention and makes you read a headline or title. And since most social media sites are devoted to the sharing of photographs and visuals, this has become the norm. According to statistics compiled by a […]

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So you want to include video in your content marketing strategy?

We spoke with our favorite video producer about how to mitigate sticker shock and get the most bang for your buck when creating any kind of corporate video, for internal or external audiences. Here’s what you should keep in mind. A video by Leff Communications and Mike Russell. A recent report on content marketing trends among B2B companies […]

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Build a business identity

So what’s your story? You know what you do, but do you know who you are? We’ve written several times in this space about the importance of the strategy component of thought leadership—among other things the need to consider why you’re creating content, the audience, and the most effective manner of distributing the content to […]

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From B2B content marketing to science fiction: The first rule of writing in every genre

Has your company struggled to engage your audience through content marketing? You’re not alone—and the solution involves getting back to the basics of good writing in any genre. This past fall, a survey by The Economist Group and Peppercomm found a persistent disconnect between business executives and the brand marketers who are trying to reach […]

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Cheap content marketing: You get what you pay for

Just before the holidays, a friend forwarded me an e-mail offer from a company that specializes in lead generation, online marketing, and content creation. For a limited time, customers who ordered one white paper would receive a second one for half price. As validation for the quality, the e-mail noted that the company had been […]

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Which font? A three-step typography guide for busy professionals

Regardless of the merit of your data and ideas, the benefit of an aesthetically pleasing presentation cannot be overstated. In fact, the evidence is overwhelming; in the digital space, an oft-referenced study by the Stanford Web Credibility Project found that, “Nearly half of all consumers (or 46.1%) in the study assessed the credibility of sites […]

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