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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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For me, the deliberation between gating or not gating content is tired. I’ve created enough content and client journeys to know what works. And here’s the bottom line answer… …there is no bottom line answer. The amount of interrelated, real-time variables i.e. the content depth, the persona description, the stage... Continue reading
Posted Aug 31, 2018 at Bradley H. Smith >
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This week, we supported another content marketing conference – the Inbound Marketing Summit, Boston. In addition to exhibiting, I participated on a panel to discuss Agile Marketing and was interviewed by The Pulse Network to discuss content marketing (I have a face for audio webcasts, no slides). Besides content marketing,... Continue reading
Posted Aug 30, 2018 at Bradley H. Smith >
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Investor Relations Officers – and their support network – have been deep into content marketing long before content marketers were into content marketing. The lessons that IR can share with marketing are 1.) truth, 2.) transparency and 3.) building content credibility. That sounds pedestrian, however, the ramifications for a public... Continue reading
Posted Aug 30, 2018 at Bradley H. Smith >
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Email is the reigning champion for B2B. I cannot imagine this ever changing. It’s not that social is NOT a tried and true communications channel, however… sitting in an office (desk) environment is where business enterprise happens. (I received a fair amount of heat for not jumping on the “IR... Continue reading
Posted Aug 27, 2018 at Bradley H. Smith >
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My recent simple (lazy) blog post on the marketing books I read forced me to walk over to my bookshelf and pull a couple books down. The writings of David Ogilvy have always been my favorites, as they taught me HOW to think about marketing and advertising. Career stating guidance.... Continue reading
Posted Aug 3, 2018 at Bradley H. Smith >
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I met with the leaders of a large marketing team yesterday, and the topic of favorite marketing blogs and marketing books came up. Sure, we all dropped names, like they were peanut shells at a ball park, but on the drive back home - it did make me consider my... Continue reading
Posted Aug 2, 2018 at Bradley H. Smith >
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There are eleventy kabazillion “personal branding” tips out there and I am currently evangelizing the best 17 I found. Authenticity is the top advice that truly matters: everything else trickles down from authenticity. Below are the points, and memes, from my Instagram account. Be honest and organic. Be visible and... Continue reading
Posted Jul 31, 2018 at Bradley H. Smith >
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These past few months, I have been meeting with Boston based incubators and VC firms. We’ve shared ideas and tales of success and woes of failures. Transparent insights to help startups. As a startup, the biggest mistake you can make when building your company is failing to develop or implement... Continue reading
Posted Jul 24, 2018 at Bradley H. Smith >
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I stammered at this question during a recent job interview. I had never really considered it “an accomplishment.” It was just “the job to do.” However, my blogging quickly became a differentiation strategy that evolved into a couple thousands blog posts. I had to sign a social media policy. This... Continue reading
Posted Jul 18, 2018 at Bradley H. Smith >
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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 Jul 12, 2018 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 >