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Bradley H. Smith
Boston
Marketing strategist and tactician.
Interests: Investor Relations, Public Relations, social media, good humor and fair profit for all.
Recent Activity
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Whilst* I am job hunting** for an appropriate*** full-time position, I have been working freelance as an “On-demand CMO.” I am happy to report it’s been both successful and rewarding, as a couple of the accounts are JUST getting into deep content and marketing automation. That's kinda fun. I bring... Continue reading
Posted 5 days ago at Bradley H. Smith >
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Launching a content marketing program is overwhelming - there's no way around it. Companies that are new to content marketing or program building may try to get a grasp on the requirements by asking 3 base questions: Should I commission new content? How many white papers will be needed? Is... Continue reading
Posted Jun 29, 2018 at Bradley H. Smith >
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Driven by my investor relations evangelism, I have written a lot about transparency, especially digitally speaking. One of the foremost modern business thinkers on the topic (other than me, of course) is Donald Tapscott, who first wrote about it the digital economy in 1997 in his book simply entitled The... Continue reading
Posted Jun 25, 2018 at Bradley H. Smith >
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To save you time reading, the key points of this story are: The power of relationships for OEM marketers Balancing relationships across a diverse sales channel Keep It Simple Stooopid One of my responsibilities was as marketing lead and liaison with a very large ($1B market-cap) Japanese manufacturer. Not only... Continue reading
Posted Jun 22, 2018 at Bradley H. Smith >
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A key, if not obvious, aspect of being a “digital marketer” is knowing which KPIs to measure against which specific goals. This is KPI 101. But what’s less obvious is how the content marketing funnel affects which marketing metrics you should be presenting at which point of a prospect’s buyer’s... Continue reading
Posted Jun 15, 2018 at Bradley H. Smith >
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This is part two AKA the big revel from part one over at LinkedIn. I cannot emphasize how useful, and perfectly, this feature works. Verbal spellcheck. Reading your work aloud is the ONLY way you can proof your own work. If you merely read your text in your head, your... Continue reading
Posted Jun 12, 2018 at Bradley H. Smith >
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Your content marketing campaign depends on thousands of variables—your strategy, your keyword research, your editorial calendar, your distribution, your platforms, and so on. But like with your marketing efforts, you need to know if your content marketing is a success or a failure. The best way to do this is... Continue reading
Posted Jun 7, 2018 at Bradley H. Smith >
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What is a brand? On a literal level, a brand is a business’s product or service, distinguished from others in the market by branding elements, such as its name, logo and packaging. On a symbolic level, a brand is a business’s personality—the characteristics customers think of when they think of... Continue reading
Posted Jun 6, 2018 at Bradley H. Smith >
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I am. It all stems from my very first resume (below). Differentiate or die. Especially in marketing. Especially when marketing yourself. Continue reading
Posted Jun 6, 2018 at Bradley H. Smith >
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One thing about great marketers:* we never stop testing, adjusting, and refining. We always poke the bear to get better results. In this case, the bear was my response to a B2C question during a job interview. I defined the “C” persona (retail consumer) too tightly. In my current niche,... Continue reading
Posted Jun 1, 2018 at Bradley H. Smith >
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The content marketing hymnal reads like an easy sing-along: entice prospects (and client for upsell) with relevant content to match each stage of their buying journey. Charm them with offers that motivate them to contact your sales team for a demo or discussion. Yeah. Not so much. Of course, content... Continue reading
Posted May 24, 2018 at Bradley H. Smith >
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(Oh, if it were only this easy!) Everyone of us have dramatically changed the way in which we buy products and services. As consumers, we are taking the lead in the decision-making process. In response, marketing teams must contiguously create new approaches to deliver content that will attract new buyers... Continue reading
Posted May 22, 2018 at Bradley H. Smith >
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I think in the vocabulary of headlines, body copy, and I create in the visual lexis of advertising layouts. This education also gave me a core for my strategies: the USP. (Unique Selling Proposition) This is not a cathartic statement, nor does it parse me into an age before beards... Continue reading
Posted May 16, 2018 at Bradley H. Smith >
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Marketing team honored in the "Marketo Masters" category for "Marketing Team of the Year, Enterprise" PR Newswire, today announced it was named the winner in the "Marketo Masters" category for "Marketing Team of the Year, Enterprise" in the 2016 Marketo Revvie Awards. Beating out tough competition, PR Newswire joins an... Continue reading
Posted May 14, 2018 at Bradley H. Smith >
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Traditionally, the PR team were the “storytellers” with a company. With the aggressive evolution of “marketing”: into “content marketing,” the traditional marketing practitioners need to think a bit more like public relations practitioners. And write a lot more prose... or using advertising's parlance - more body copy. 1.) Define outcomes.... Continue reading
Posted May 10, 2018 at Bradley H. Smith >
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One of my clients and I had a fundamental chicken / egg disagreement. She wanted “blogs and content” and I repeatedly emphasized that I needed your SEO and keyword strategy first, otherwise “I am blogging without a goal.” Of course, thought leadership is always a blogging goal, but for a... Continue reading
Posted May 5, 2018 at Bradley H. Smith >
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I have lived through both sides of mergers and acquisitions, and from a marketing perspective, it’s both exciting and risk fraught at the same time. In 2017, according to Thomson Reuters, deal-making hit $3.6 trillion - a record number of deals. And for 2018, Deloitte reports an accelerations of M&A... Continue reading
Posted May 4, 2018 at Bradley H. Smith >
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This morning, taking my annual May Pilgrimage* to one of my favorite shops, the Grafton Country Store, I was again overcome with pleasure for the success of this small business. Each time I walk into the shop, I viscerally feel its success. I am always cheerfully greeted by the store... Continue reading
Posted May 1, 2018 at Bradley H. Smith >
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Without exaggeration, I have sent out MILLIONS of emails, and proudly, with minimum “unsubscribes.” One reason for these results is, well… I always keep top-of-mind that I am sending SPAM. This is a mindset that keeps me humble and forces me to edit and re-edit the content before I hit... Continue reading
Posted Apr 30, 2018 at Bradley H. Smith >