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Words and deeds: Are you a racist if you talk like one?

Words and deeds: Are you a racist if you talk like one?

Photo by Nicola Fioravanti on Unsplash

Can you be a nice racist? After two black men were arrested for refusing to leave a Philadelphia Starbucks because they’d tried to use the restroom, a Trump-supporting white man uttered the N word to my face. Is this guy a racist if he doesn’t act like one but only talks like one?

Message Platforms: 3 Practical Reasons You Need One Now

Message Platforms: 3 Practical Reasons You Need One Now

When a customer reads different content from you, do they know it comes from the same company? Do they hear what you want them to hear? If your content suffers from inconsistency, it’s time to develop a message platform. In this post, learn three ways message platforms benefit your marketing and public relations efforts. And how to get your writers to follow the script.

Photo by Wynand van Poortvliet on Unsplash

Marketing to Utilities: 10 Takeaways from the Utility Dive State of the Utility 2018 Survey

Marketing to Utilities: 10 Takeaways from the Utility Dive State of the Utility 2018 Survey

Utility Dive’s 2018 State of the Utility survey offers important insights into the challenges, concerns and goals shared by companies in the electric utility marketplace. In other words, if you're a cleantech marketer, it’s an invaluable tool to stand inside your customers’ shoes and see what their world looks like.

Here are 10 takeaways from the report to make your marketing more relevant to utility customers.

Photo by Charles Devaux on Unsplash

Longer Blog Posts Beat Short Blog Posts. Here’s Why.

Longer Blog Posts Beat Short Blog Posts. Here’s Why.

Want to rank higher in searches? Get more backlinks? Get shared more often on social media? Write longer blog posts.

That’s the advice of experts who study the behavior of online readers.

Coming from a writer, that may sound self-serving. But it also is supported by evidence. In this post, you'll learn why longer posts can boost search rankings, linkbacks, social media shares and reading time. You'll learn the ideal lengths for each of those metrics. And I'll give you some tips on how to write longer posts.

Photo by Sweet Ice Cream Photography on Unsplash

10 Tips for Writing News Ledes that Get Editorial Attention   

10 Tips for Writing News Ledes that Get Editorial Attention  

Photo by G. Crescoli on Unsplash

The problem with most news releases is that they’re not newsworthy. But presuming you actually have something to say, the next problem is how to say it to get an editor’s attention. First, you have to write a great subject header and headline. If you’ve gotten that far, congratulations: You’ve gotten the editor to open your email.

Then comes the next big hurdle: the lede.

12 Storytelling Strategies to Supercharge Your Case Studies

12 Storytelling Strategies to Supercharge Your Case Studies

Case studies make for ideal content marketing vehicles. Here are a dozen strategies that activate the power of storytelling to draw in more prospects, intrigue them with your solutions and convert them to leads. Use this model to develop your questions and structure your case study. Photo credit: Dominik QN | Unsplash

Utilities foresee a coal-free future, despite President Trump

Utilities foresee a coal-free future, despite President Trump

If you get caught up in the headlines about the Trump administration’s energy policies, you might envision a nightmare of fuming smokestacks, billowing cooling towers and fat coal trains lumbering toward the horizon. But if you ask the people who run the nation’s utility companies, they’ll tell you a different story. Their vision includes solar panels, wind turbines and natural gas pipelines. And a grid that increasingly runs like the internet. Photo credit: Karsten Wurth | Unsplash

Message Platforms Fail Without a Champion in the C-Suite

Message Platforms Fail Without a Champion in the C-Suite

A message platform can unify, clarify and vivify how you position your company to the world. But it's only as good as it's supported from the top of the organization. In this post, I'll take you on the journey of one creation process that started on a promising note but then went awry. And I'll provide a post mortem on how it could have all turned out on a sunnier note. Photo credit: Todd DeSantis | Unsplash

 

 

 

Selling energy efficiency? New report says ‘lead with the environment’

Selling energy efficiency? New report says ‘lead with the environment’

A new report from Shelton Group turns the orthodoxy about energy-efficiency marketing messaging on its head. “The tired old messaging about savings has lost its potency, if it ever had any to begin with,” the energy and environment marketing and research firm says in its Energy Pulse 2016 Special Report, “Playing the Planet Card, is it finally time to talk about the environment to promote residential energy efficiency?” Photo credit: NASA | Unsplash

How to change people’s minds about climate change—or not

How to change people’s minds about climate change—or not

Can you change your Uncle Fred’s (or any American’s) mind about climate change? A study published in late 2015 in the journal Topics in Cognitive Sciences does not leave cause for optimism. Photo credit: Alex Gindin | Unsplash