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Avinash Nair

3 Ways Small Niche Businesses Can Breathe New Life into Their Content

How Small Niche Businesses Can Breathe New Life Into Their Content

The reality of business today is that consumers have more options than they know what to do with. Chances are, there are hundreds – maybe even thousands – of companies offering the same products or services that you are. In many ways, the fact that the buying process is no longer limited to geographic location


Jennifer Xue

5 Methods to Find Your Competitive Content Advantage

Competitive Advantage

A piece of content will have good value if it has a competitive advantage. Strategizing is helpful in the beginning, but it’s execution and how well it’s done that will make a difference in the long run. Moreover, before you can execute properly, there are five things to analyze in finding your competitive advantage. Each


Jan Gordon

Here’s How To Win The Battle For Customer Attention

By Michael Brenner Today’s consumer is bombarded with thousands of marketing messages every single day. In order to stand apart from the noise, many brands are shifting their marketing budgets out of paid advertising (that we all ignore at staggering rates) and into content programs. These branded content marketing hubs are creating owned media properties


Jan Gordon

Curatti Best Articles of 2014 – Part 2

As we approach the end of our first full year online, we wanted to pay homage to each of our authors by resharing one of their original articles from 2014, along with a brief curation of each.  These are presented alphabetically, by first name, and split over 3 days. (In each instance, you can click on


Jan Gordon

Do your customers have an emotional connection to your brand?

The Importance of Emotional Connection Creating an emotional connection to your brand is the way that you turn customers into raving fans that beat down doors to buy your latest offering. Appeals to emotion have been used in advertising for decades. In the digital realm, many marketers are attempting to use emotional appeals through content


Martin (Marty) Smith

5 Great Movement Brands To Learn From

Chic-fil-a Movement Brands

  5 Movement Brands Movements gather scale and membership over time. Campaigns, offers and sales don’t scale. The “never ending sale” trains shoppers to wait and expect more discounts, deeper discounts and better discounts. Discounting is crying wolf. Cry wolf enough and there may be a wolf but no one cares. Care, passion, emotional engagement


Martin (Marty) Smith

Red Bull Branding 2: Friends of Friends Marketing

Red Bull Branding 2 on Curatti graphic

Red Bull Branding Lessons: We Are All Media Companies Now discussed differences in marketing between P&G in the 1950’s and Red Bull in 2014. There are many differences. P&G’s brand marketing told parables and myths. Procter & Gamble used TV to align P&G’s brands with core values such as “good mother” and “take care of


Martin (Marty) Smith

Red Bull’s Branding Lessons: We Are All Media Companies Now

Reb Bull Branding on Curatti image

BANG Branding Changed Figuring out why branding changed is moot. Understanding HOW branding has changed is important. Brands used to create aspirations for customers as this 1958 Tide commercial demonstrates: Flash forward to this video from Red Bull TV: What happened? A: The web, Smart Phones, We Changed, Branding Changed. There isn’t ONE thing moving