MATT HIGGINS

digital-marketing

  • storytelling

    At its simplest, storytelling marketing is the use of a narrative approach in branding as opposed to focusing on features. Getting more specific, storytelling marketing is an effort to humanize that’s meant to facilitate an emotional connection. While product can’t be ignored by marketing, storytelling makes sure the messaging isn’t just about the product and…

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  • content is still king

    We’ve all heard the phrase “content is king.” Bill Gates made the phrase buzzworthy when he authored an essay titled “Content is King” back in 1996. Before Gates penned his piece, the phrase was the mantra of Viacom’s Sumner Redstone. Same phrase. Two different meanings. Redstone was talking about the power of ownership and distribution…

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  • how i increased website visitors 4,544%

    To drive a large lift in unique visitors, the lever most marketing teams instinctively look to pull is a SEM spend. Paid search certainly buys visibility, but eyeballs don’t matter if the website they land on doesn’t match what they’re looking for. I proved that point dramatically for a B2B services company that achieved a…

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  • b2c vs b2b vs dtc

    In marketing, audience is everything. I’m a strong proponent of persona-based targeting, but before you pick up the fine brush for the details, you need to take on the broad strokes. That’s where your business model comes in. B2C, B2B, DTC are, at their core, really just a way of identifying your audience. B2C (Business…

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  • what is marketing?

    The first thing most people think of when asked to define or explain marketing is advertising, and advertising is, indeed, marketing. But it’s only one aspect. One of many. Marketing is the business of building brand and product awareness and relevance. Advertising, whether it’s a billboard, TV spot, radio or print ad or pre-roll before…

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