By Robert Rose published June 24, 2022

Is Purpose-Led Marketing a Growth Killer? [Rose-Colored Glasses]

Are brands sacrificing company growth by trying too hard to do good in the world?

Marc Pritchard, chief brand officer at Procter & Gamble (P&G), raised that question at the recent VivaTech conference.

An article in the Drum last week reported some of Marc’s comments, including this: “Some companies are over-leveraging purpose marketing at the expense of brand growth.”

As evidence, the article points to an open letter from a Unilever investor who said the company had become “obsessed with publicly displaying sustainability credentials at the expense of focusing on the fundamentals of the business.”

But Marc’s full remarks contain more nuance (the entire 20-minute talk is worth a watch). He made clear that P&G sees growth (meaning business growth) and good (meaning doing good things in the world) as a “virtuous circle.” They balance each other.

I agree.Continue Reading

By Ann Gynn published June 23, 2022

5 Meta Description Tips To Help Your Content Get the Clicks

In its early days, USA Today was dubbed “McPaper” for its very short stories.

Unlike their peers at other newspapers, USA Today reporters had to digest big news into just a few paragraphs. Many in the profession criticized USA Today articles for their brevity. But I think those critics missed the talent required to synthesize and write concise copy.

It’s a skill that content marketers can appreciate, especially now that every piece of digital content needs a meta description. Our task is even more difficult than the one USA Today journalists face. We must summarize the content – no matter how long it is – in 156 characters.Continue Reading

By Megan Mahoney published June 22, 2022

6 Content Assets You Can Add To Make Your Blog Post a Link Magnet

By Ann Gynn published June 21, 2022

How To Create a Powerful Headline in 7 Simple Steps

By Robert Rose published June 17, 2022

What Most Companies Get Wrong About Content Strategy (And How To Fix It) [Rose-Colored Glasses]

By Chris Gillespie published June 16, 2022

How To Find Good Writers and Help Them Craft Great Content [Checklist]

By Sarah L. Parker published June 15, 2022

How To Turn Complex Topics Into Content Your Audience Will Understand

By Jodi Harris published June 14, 2022

Put These Call-to-Action Tips on Your Favorites List

By Emily Brady published June 13, 2022

How To Create a LinkedIn Employee Advocacy Program To Drive Results

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