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June roundup: What does it take to bring technology to market?

By Alexandra Reid

We are bringing you our roundup a little earlier than usual this month because we will be celebrating Canada Day early next week when this post would otherwise be published.

We covered a lot of ground this month on our blog, from RIM to training your boss, tribal marketing to productivity tips. We even launched content marketing as a new service offering.

In case you missed any of our posts, here’s a handy roundup:

June 6: Getting the marketing right at an event product launch by Francis Moran and Alexandra Reid

June 14: Putting Ottawa’s puzzle together by Leo Valiquette

June 18: Balancing investment, Minimum Viable Product, and time to market by Peter Hanschke

June 20: Training your new boss by Francis Moran and Leo Valiquette

And on a related note…

In addition to our series, our associates and guest bloggers were also busy writing on a great range of topics. Here are our other posts from June, as ranked by the enthusiasm of our readers:

June 4: Why RIM could and should bounce back: Mobile needs to innovate by Jesse Rodgers

June 5: Levering the power of teamwork to drive a successful content marketing program by Alexandra Reid

June 11: The evolution of branding and advertising by Rob Woyzbun

June 26: Ottawa entrepreneur Scott Annan comments on the relaunch of Mercury Grove by Alexandra Reid

June 12: Content marketing tips: SEO implications for rebroadcast articles by Alexandra Reid

June 7: We launch new content marketing service offering by Alexandra Reid

June 19: 10 questions B2B companies should ask before selecting a content marketing service provider by Alexandra Reid

June 27: 7 ways to stay sane and productive by Leo Valiquette

June 21: PR people really are dead and mindless sheep by Francis Moran

June 8: Is it spring time for venture capital in Canada? by Francis Moran

June 13: Product marketing vs. brand marketing: Separate your product or separate your users? by Ken Rosen

June 25: Tribal marketing for ‘Generation Me’ by Bob Bailly

June 28: Why is there a lighthouse on your brochure? by Francis Moran

June 22: Social Media Breakfast Ottawa: Digital measurement and consumer understanding by Alexandra Reid

Image: Michel Z Binden

Great articles roundup: Webinars, storytelling, cognitive overload, business mistakes, government funding, and Khan Academy

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are MarketingSherpa, MarketingProfs, Business2Community, Entrepreneur Stories, PC Advisor, and Wired.

Content marketing: 21 ideas for planning, creating, and leveraging content from your webinars

Webinars can help your content marketing and audience-building efforts. They are great tools to use in the complex sales cycle, including nurturing and generating leads. In a recent webinar with ReadyTalk, MECLABS’ presenters Todd Lebo and Daniel Burstein shared 21 ideas with the audience to plan, create and leverage webinars, including segmentation, repurposing content and multichannel marketing.

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Ottawa entrepreneur Scott Annan comments on the relaunch of Mercury Grove

By Alexandra Reid

Scott Annan is widely known in Ottawa for being a startup champion. He’s an entrepreneur who has strong opinions about the local startup ecosystem and what needs to change to increase our competitiveness on the global stage. According to Annan, Ottawa punches above its weight when it comes to startup talent, yet we are lagging behind other major cities like Toronto, Montreal, and Vancouver because we lack the cohesion and organization necessary to drive a vibrant startup community. It is with this mentality that Annan relaunched Mercury Grove, a startup accelerator, to advocate for local startups and provide them with the mentorship and financial support they need to be successful and drive a startup community that is proud to call Ottawa its hub.

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Social Media Breakfast Ottawa: Digital measurement and consumer understanding

By Alexandra Reid

The digital marketing space is becoming increasingly complex as consumers find more ways to uncover information about brands. They are looking at websites and social media through their desktops, laptops, and mobile devices but haven’t left behind more traditional channels such as TV, magazines, and radio. Media isn’t dying; media is proliferating and marketers are struggling to keep up with consumers as they demand a more holistic approach to how they receive information and communicate with brands.

That was the message Chris Greenfield, President of Ipsos ASI, shared with the Social Media Breakfast Ottawa audience this week. He stressed that businesses should not put all their money into digital marketing, and whatever they do invest should go towards providing a consistent and engaging experience for their audiences. It’s no longer about just paid media and advertising, but earned media. In this environment, brands should focus on providing consumers with a great experience across multiple touch points, and consider using reach and response as their goals on these channels, said Greenfield.

“Touch points do not act in isolation,” said Greenfield. “Brands must think and act holistically. It’s a 360-approach. Expect consumers to experience their brand at more than one touch point.”

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10 questions B2B companies should ask before selecting a content marketing service provider

By Alexandra Reid

It’s all over the headlines: B2B businesses are investigating and investing in content marketing en masse.

In fact, B2B marketers are employing an average of eight different content marketing tactics to achieve their goals and are spending more than a quarter of their budgets on content marketing. As a content marketer myself, I understand the appeal and regard it as a superb marketing option for authority-based businesses and for any company for which establishing thought leadership is a critical marketing objective.

But, as I have argued before with regards to social media marketing, marketers have a way of putting the pressure on businesses to adopt (supposedly) new practices. Content marketing done right can be expensive and it isn’t for everyone. Businesses must take a step back, do their research and ask the right questions before diving in headfirst. This is especially important for content marketing because its success rests entirely on the quality of the content produced and how it is shared with the target audience.

If you’re a B2B business seeking content marketing services, here are some questions you should ask, after doing your own research, to ensure you select the right people for the job:

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