Everybody expects content about refrigeration products to be boring. That’s why the marketing team at Heatcraft Refrigeration Products wanted to flip the script in B2B marketing. The division of Lennox International manufactures and sells refrigeration products such as walk-in, reach-in, and warehouse coolers, to restaurants, supermarkets, gas stations, and warehouses. So, the marketing team creates…
Do you remember when your whole family went to the same doctor? Believe it or not, that wasn’t uncommon not so long ago. That one doctor was the go-to resource anytime you or a family member got sick, hurt themselves, or needed medical advice. You’d have a checkup once a year. And you’d only see…
Thanks to AI, any marketer can quickly create a blog post, article, or other type of content in minutes. But whether that content will resonate with your audience is another story — especially if you rely on keyword research and AI’s generic ideas to fuel your strategy. It might boost your search rankings but won’t…
A huge leader dropped out of a major campaign this week. Oh, you thought we meant that national race in the United States? No, that’s news, but this is news of a different kind. This week, Google decided to say, “Hey, remember third-party cookies — the thing that we’ve been telling you for four years…
A dozen applications arrived shortly after the posting for a copywriter on the content marketing team at The TemPositions Group of Companies went live. Joel Wolfe, company founder and president. My preference? I find cover letters work especially well when applying for writing-related jobs. A good cover letter can showcase the applicant’s writing and business…
We’re headed down the wrong road with generative AI. Over the last few months, I’ve been struck by the messages from major gen AI solution providers. Unfortunately, those messages feed the frenzy for implementing generative AI in creative and marketing operations. Take, for example, has claimed that AI would handle “95% of what marketers use…
Optimal day: Friday Optimal topics: Content marketing, SEO Start date: Upcoming Friday Frequency: Every other Friday Of course, you don’t need to follow ChatGPT’s suggestions exactly. However, I’m fascinated that it can generate these suggestions based on the data Andy provided. Complementing and augmenting analytics and AI I was competent in Google’s Universal Analytics, but…
Do you have a share of model? We don’t mean like a super model or stock share. We’re talking about your brand’s share of answers in the large learning models of search and AI. Imagine a prospect prompting ChatGPT, Anthropic, or even Google for the best brand to provide your product or service. Maybe, they…
Generative AI prompts a lot of reactions from content marketers. Everybody seems to have an opinion — or more than one — on the effect of this widely accessible and always evolving technology. But what’s the worst advice out there about generative AI? We asked the speakers at Melanie Deziel, co-founder, CreatorKitchen.com Don’t use it…
My wife had already fed our dog. Undeterred, the dog sat by her bowl with an innocent yet hungry look. I fell for it hook, line, and sinker and gave her a second meal. See what I did there? I used a hook to grab your attention and encourage you to keep reading. If you’re…