Content Marketing

Why Small Businesses Should Consider Outsourcing Marketing

Jeff Quipp | Posted 09.29.2015 | Canada Business
Jeff Quipp

It's a common misconception that branding is for larger companies while smaller companies should stay focused on their products and services. In reality, it's just as important for small companies to do their research, find their target market and build a brand that communicates their intended message.

How to Use Content Marketing to Maximize Brand Experience

Joseph Donia | Posted 09.18.2015 | Canada Business
Joseph Donia

Brand. It's an abstract concept surrounded by many myths and much misinformation. Chief among them is the assumption that a brand is first and foremost about a logo, tagline, or mission statement. Yes, these things matter, but not nearly as much as you might think.

How to Get Content Marketing Right

Joseph Donia | Posted 08.11.2015 | Canada Business
Joseph Donia

To produce good content, brands will need to get out of the mindset of old-school publishing. No, you generally can't ask for the sale in that piece of content. No, it's not an opportunity to list all of the benefits of your product or service. It is however an exercise in reflection and creativity, and an opportunity to build trust.

Understand Your Online Target Audience in Three Steps

Jennifer Osborne | Posted 07.08.2015 | Canada Business
Jennifer Osborne

Understanding your target online audience is a key process in order to achieve objectives such as increasing sales and leads. To some, this can be a daunting process, but there are three simple ways to get to know your audience: testing, leveraging analytic platforms and doing competitor research.

Not All Social Media Campaigns Are Created Equal

Joseph Donia | Posted 05.12.2015 | Canada Business
Joseph Donia

With video continuing to dominate on social media as a more relatable, engaging and effective alternative to static forms of content, brands have a lot to win in this sphere, especially those with causes to promote. But not all videos are created equal, and not all campaigns know how give a video the leverage it needs to be seen.

Social Media Can Help Rebuild the Dwindling #LeafsNation

Jeff Quipp | Posted 05.02.2015 | Canada Business
Jeff Quipp

Season after season begins with hope and promise, but ends with disappointment. The hopelessness of being a Leaf fan may continue to affect the franchise's followers, and therefore the bottom line, unless they look at alternative ways to mend that relationship. Building trust through social media is the best way to reach the most powerful fan demographic to date.

How To Create a Well-Oiled Blog Machine

Jeff Quipp | Posted 04.25.2015 | Canada Business
Jeff Quipp

Recognizing an individual's efforts will inspire more employees to produce quality posts. This acknowledgment could be as simple as an all-employee email with a link to the post. Other rewards could include a personal email from the CEO thanking the employee for their continued contribution.

10 Questions Business Owners Should Ask Their Website Developer

Jennifer Osborne | Posted 04.23.2015 | Canada Business
Jennifer Osborne

You may think your website does not run the risk of a security breach, but think again. With the recent public security breaches of popular websites, it is time to reexamine your security measures and ensure you have the proper tactics set in place.

How to Get Your Business Noticed at the Superbowl

Jeff Quipp | Posted 03.30.2015 | Canada Business
Jeff Quipp

With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.

If You Put it on the Internet, It's Content

Shirley Williams | Posted 03.09.2015 | Canada Business
Shirley Williams

Your entire "content portfolio" reflects who you are and hence becomes part of your personal brand. I believe anything that you comment, share, recommend and "like" are also part of your content portfolio.

The Best and Worst of Online Marketing: 2014 Round-Up

Jeff Quipp | Posted 02.21.2015 | Canada Business
Jeff Quipp

2014 has seen some exciting developments in the digital marketing space. Here is a look at both the best and the worst of digital marketing in 2014.

5 Lessons in Leadership From Ryerson's Top Female Executive

Lina Duque | Posted 01.27.2015 | Canada Business
Lina Duque

This week marks a major milestone in Julia Hanigsberg's career as she steps down as Vice President of Administration and Finance of Toronto's Ryerson University to take on the top job at the Holland Bloorview Kids Rehabilitation Hospital.

Why You Hate Digital Marketers

Sajeel Qureshi | Posted 01.12.2015 | Canada Business
Sajeel Qureshi

The next time you love talking to a digital marketer will probably be the first time you love talking to a digital marketer. They blabber more than Steve Urkel and act less than Mark Hamill after Star Wars. These are the idiotic things digital marketers say that drive the rest of the working world crazy.

How 'Organic' Viral Videos Are Really Created

Jeff Quipp | Posted 01.07.2015 | Canada
Jeff Quipp

A variety of paid, earned and owned media tactics are employed to boost awareness. But, it's paid promotion that really gets the ball rolling. After the right influencers are on board, and with paid ads running to promote the video, people start (ideally) taking notice.

Ask Yourself These Three Questions Before You Dive Into Online Video

Lisa Ostrikoff | Posted 12.06.2014 | Canada
Lisa Ostrikoff

This is a great place to start when looking at your overall video strategy and deciding what content to include and what stories to tell. Come up with three key messages for potential customers to absorb, and then work on simplifying them. Get someone to view your businesses from an outsider's perspective, which can add additional insight.

Get Back To the Basics When It Comes To SEO

Jeff Quipp | Posted 10.18.2014 | Canada Business
Jeff Quipp

If you're in the process of building out content to bolster your SEO efforts, start with the content on your website. Are visitors able to discern what you do? Do you describe your services or products adequately? Is your copy informative and helpful based on what potential customers are searching for? Next, you should create a blog, if you don't already have one.

Mailbag -- eCommerce, Digital Marketing on a Budget, Content Marketing and More

Sajeel Qureshi | Posted 10.11.2014 | Canada Business
Sajeel Qureshi

Welcome to another edition of the Digital Marketing Mailbag! Thank you to everyone that asked a question and some will be used in future columns as well. Feel free to submit questions for future mailings!

WATCH: Video Is A Great Tool For Quality Storytelling

Posted 06.17.2014 | Canada Business

A lot of people equate content marketing with great storytelling, says AOL Canada's Brad Cressman. "If you are going to tell a great story, obvious...

How Intrusive Can 'Acceptable' Online Advertising Be?

Lucy Leiderman | Posted 06.03.2014 | Canada
Lucy Leiderman

Facebook has also used 'sponsored' stories, allowing advertisers to opt-in to generating ads with real people profiles (a face and a name) endorsing the ad. On March 18, 2014, however, Facebook eliminated the fact that this is a choice -- from now on, all ads may be delivered as sponsored stories.

How Will the New Electronic Speaker's Corner Affect the Mayoral Election?

Nick Cowling | Posted 06.01.2014 | Canada
Nick Cowling

Humans love telling the world what they think about anything and everything. Hey, it's why I write this blog. This powerful need to be heard has been...

Why You Should Be an 'Expert' in Something

Andrea Lekushoff | Posted 05.11.2014 | Canada
Andrea Lekushoff

I became fascinated by what it takes for someone to become known for their expertise, and over the past two decades, I've honed the skills of positioning people and organizations as experts. To advance professionally, we all must demonstrate and share our expertise, putting ourselves and our talents into the spotlight.

What Content Marketing Can Do for You in 2014

Lisa Ostrikoff | Posted 03.16.2014 | Canada Business
Lisa Ostrikoff

There are various methods in which content marketing can work for businesses in virtually any industry, with the information provided in a variety of formats. You can either do this in-house, or hire professional content creators in a variety of mediums to do this for you. Here are some ideas that could work for you.

If I Can't Read Your Website on My Phone, You're in Trouble

Hana Abaza | Posted 03.10.2014 | Canada Business
Hana Abaza

It has been argued that 2014 is the year of content, but what about how your audience consumes your content? Bottom line: if you aren't optimized for cross-platform usage, you're missing out. Here are a few key takeaways about marketing to cross-platform audiences in 2014.

Looking Back At The Top 2013 Marketing Trends [Infographic]

Hana Abaza | Posted 02.03.2014 | Canada Business
Hana Abaza

Looking back can be a great way to gain insight into the direction we're currently headed. Despite all of the changes in the marketing landscape over the last decade, the past 12 months alone indicate we're in for another big year of changes in 2014.

Should Your Brand Try its Hand at Content Marketing?

Hana Abaza | Posted 12.24.2013 | Canada Business
Hana Abaza

Is content the future of marketing? Looks like it. But with all the hype surrounding branded content creation that is less self-serving and more useful, how are consumers feeling about brands that have chosen to go down this path?