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Content Marketing

Providing Logos and Images for Print Projects

on February 14 in Content Marketing | 0 comments

When providing logos and images for print projects, there are a few things to keep in mind. Not all logos are created equally. We are looking for Vector files or HIGH-RES images only. Here’s a brief rundown so we can efficiently move forward with design for you, and meet your deadline. Logos and Images for Print Projects That Will Definitely Work (aka the Ideal): Vector files, which can be scaled. These are created with mathematical formulas vs. raster files, which have a fixed number of pixels on a grid. Vector files will have clean lines, even when blown up, and will not lose their image quality. Look for the following file types that signal a vector file: .ai .eps .PDF* *Not all logos derived from PDF files are ideal; for example, PDF logos created from JPGs or GIFs – low resolution images inside PDFs are simply using the file as a “container document” which does not change their image quality. Other ways to tell if you might have a vector file: You can’t open it. Zooming in very high (>500%) on the PDF file does not seem to change the logo image quality (logo does not look blurry or pixelate) Note: It is best to screen for what will definitely work vs. try to assess what might work based on the criteria below. When in doubt, request an .ai or .eps file from the designer who created the image or the company’s marketing department and/or download from your partner portal or branding site. We are happy to obtain logos that are readily available on the web for you; many of the logos that indicate a status and are granted to certain channel partners only must be provided. Logos and Images for Print Projects That Might Work: Raster images that are at least 300 dpi. This is especially important for printing, as 300 dpi is ideal for most printers. Lower DPIs will result in lower quality prints, and sometimes, unintentional shrinking. To be a possible candidate for print, look for your image/logo to meet the following criteria: Has a .psd file extension OR Has a .jpeg, .jpg, .png, .bmp, or .tiff file extension WITH a file size greater than 1MB...

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Talking Turkey: Content Marketing with Jasmine Holmes

on September 8 in Content Marketing | 0 comments

Ever wondered why we love Thanksgiving so much? It has to be the leftovers. Let’s face it, on any other day, a turkey sandwich is nothing to get excited about. But the day after Thanksgiving, it’s sublime.Like Thanksgiving turkey, content is more delicious when served in small portions the next day. Traditionally when creating content, we start with smaller pieces (a blog post or newsletter) that we hope to someday string into something larger (an e-book or white paper). It’s a little like throwing left overs into a pot hoping they make a stew. Sometimes it comes together and sometimes you end up ordering pizza.Treat your content like a Thanksgiving turkey instead. Create the larger piece first hand, then carve it into smaller, bite sized pieces. I’m amazed how much content can be generated from a short e-book—blog posts, newsletter articles and infographics—all of which can be broken into smaller pieces and shared on social media. –Jasmine Holmes, 910 West Check out the latest news from our friends at 910 West. Related posts from TDZ: How to Create Content Out of Thin Air Do You Need Technology (aka Marketing Automation) for Content Marketing? Reasons You Might Start with Content Marketing vs. Social Media...

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Reasons You Might Start with Content Marketing vs. Social Media

on June 18 in B-to-B, Content Marketing | 0 comments

If you’re a microbusiness owner–and especially in the consulting field–you might feel pressure to jump on the social media bandwagon. (Unless you did years ago and are now regretting it!) Content marketing (as opposed to social media) may be on your radar, but you’re not sure you need it or where to begin. Or maybe you haven’t heard of the term “content marketing” before. (If so, this post from Content Marketing Institute (CMI) from 2012 is useful.) In any of these scenarios, taking a larger, more strategic view of your online (and offline) marketing is always a good idea. And according to CMI, “successful social media starts with solid content marketing processes.” Here are a few specific reasons you might want to start with content marketing: You have existing “content” that can be re-purposed or re-packaged but you’re not sure how. The “news” on your website isn’t new . . . and you have no way to attract and retain website visitors. (Public relations may also be part of the solution, but well-orchestrated with lead capture efforts.) You haven’t invested in social media channels yet and you want to be strategic and deliberate about what you do–knowing that maintaining a consistent brand is important. You understand the importance of thought leadership and you have heavy-hitters on your team, but not all of them will want to be “tweeting” and “Facebooking”–and that may not make sense for your company anyway. You need to create a company presence online–beyond just your personal gravitas–which means achieving the right balance of voice unification (based on your brand and culture) and individual style plus division of labor. Your website isn’t converting leads and/or you are not measuring effectiveness. Without a clear plan to capture leads that’s well-executed on your website, all the social media in the world won’t help. You will increase traffic with social media, but not necessarily business. Did you start with content marketing? If so, why? What did we miss? Are you considering it? Weigh in...

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Our Position on Collaborating with Agencies

on July 21 in Content Marketing | 0 comments

for Internet Marketing Firms, Creative Agencies, Boutiques, Web Dev Cos, Independent Consultants, & Freelancers (whew!) Let’s be honest: For all of our creating differences, small marketing & PR agencies usually do the same (or complementary) things.  So choosing collaboration over competition should be a no-brainer, right? We can’t be bothered with egos when there’s important client work to be done. This means making the right arrangements behind-the-scenes so that everyone wins. Here’s something else you might find refreshing. We don’t have prior agency experience. Zip, nada, none. We come from in-house, client-side, and too dang small or too scrappy to hire marketing and public relations agencies.  The result? No bad blood, no cliques. We’re laser-focused expectations management and insight. If you are a small agency, specialized branding or web dev shop, or even a talented indie such as a web developer or graphic designer, we can work with you in the following ways: Strategic Partnership You’ve got skills, we’ve got skills.  If you want an equal partner to sit at the table with you and help you with strategic and tactical execution for your clients, let’s talk. Strategic partnerships are not formed overnight; we have to fit with each other’s values. Ideally, we have plenty of time to understand and negotiate the roles, rights, and responsibilities as well as develop a relationship before rolling up our sleeves and getting to work. “Go slow to go fast” are words we live by. We have an established process to guide strategic partnership discussions. This means we can also advise you as a consultant if you are considering a strategic partnership with another agency or company. Bottom line: Side-by-side or handoff, we want to help you maintain client success.    Subcontractor To some, subcontracting is an ugly word but it doesn’t have to be. As long as the respect and appreciation is there, we don’t mind working behind-the-scenes to make you shine.  In fact, we take pride in helping to make others successful. We know you need margins too so we like to have open discussions about your expectations for markup as well as overall budget. Bottom line: Whether it’s outsourced project management to help you say YES to more clients or content/brand services to...

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How to Create Content Out of Thin Air

on May 1 in Content Marketing | 0 comments

Have you been bombarded with “Content Is King” and similar messages (especially over the last two years) but left wondering how you are going to create content out of thin air?  If you have asked, “Where do I begin?,” this article is for you.  Here are four potential drivers for your content marketing and content development efforts. Data Looking at data you already have–or planning a targeted market research effort to collect new data–will allow you to create expert-level content and provide valuable (aka sharable and interaction-worthy) information to your ideal clients. Prospect Types Are you focused on a particular business model, channel, buyer persona, or industry?  You can create specialized content using the most appropriate media for distribution for each type of prospect.  Like all content development efforts, this can take planning and prioritization, but having the content to back up value propositions for (and create connections with) each prospect type can assist in lead and demand generation. Prospect Stages Your prospects need different information at each stage of the sales cycle.  By carefully considering where they are and what questions and needs they have, you can create content to attract prospects, qualify them, build trust and credibility, nurture them, and drive a buying decision. Brand You may have heard talk about brand stories, storytelling, branded content, and so on but maybe you haven’t invested in developing your brand. With an established brand, content development as well as sharing becomes easier, as your criteria for content is specifically derived from your company’s “owned emotion.” While branding (or re-branding) efforts do so much more for companies than merely providing a content touchstone, a solid, accurate brand promise in place can also drive everything from new terminology to content tone to creative and media decisions.   Phoenicians and Valley of the Sun Small Businesses:  Need more inspiration?  Need to create content? You’re invited to a Content Marketing Solutions Workshop, where we will review content strategies and execution best practices–and of course get you started!  For more information on upcoming dates and times, contact us.    ...

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