This is the third in a series of four blog posts focused on marketing strategies and tips as companies set plans for the new year. With your key audiences mapped out and your budget in hand, you are ready to move on to the next level in elevating your brand. Content marketing is a great […]
About Melissa Harrison
8 marketing predictions for 2021
We’re a week into 2021 and it’s anyone’s guess as to how this year will shake out after 2020. We carry on. We pivot. We shift our strategies and we plan ahead. Though there is trepidation among many on how much planning can be done and into which baskets to place our proverbial eggs, there […]
Planning for the new year: Persona development
This is the second in a series of four blog posts focused on marketing strategies and tips as companies set plans for the new year. How well do you know your customers? As we head into the new year, our target audiences may look different. And, coming off of a year that was difficult for […]
Planning for the new year: Marketing budgets
This is the first in a series of four blog posts focused on marketing strategies and tips as companies set plans for the new year. Planning your marketing budget for the new year in a time where there has been so much uncertainty can give you pause. I’m a proponent of encouraging companies to refrain […]
A year of gratitude
In a year where it hasn’t always been easy to stay the course and remain positive, my network has stepped up and pushed me through when it didn’t always seem like I’d get out of the weeds. While 2020 isn’t over (and we know much of what is likely to be the reality of at […]
How active empathy in marketing fuels your business
I’m feeling fatigued (and I know I’m not alone). This year has been LONG and between the shifts we’re seeing at work, the shifts we’re experiencing at home and the shifts we’re witnessing in society, it can be too much. Personally, we’re all going through a lot. As companies, we’re all going through a lot. […]
Keyword research and tips for successful SEO
We’ve all been there: we work on a piece of content that we think is dynamite only to hear crickets when it’s published as it seems no one is interested in what we had to say. Was it our tone? Was it the title? Was it bland? Did we remember to tell people the content […]
Content calendar examples for small business
As a follow-up to my webinar, “How to Use Content Calendars to Win the Content Game,” I’m sharing my tips and tricks for creating content calendar templates and processes that work to streamline content creation. Consistency is a struggle for many organizations with limited resources for content creation, specifically on digital channels. By using content […]
What Facebook’s 2020 ad restriction period means for social and political organizations
Update: As of November 11, 2020, Facebook announced that it will continue its temporary pause on social issue, political and election ads for another month (though there may be opportunity for ads to resume sooner). Today, I was a part a webinar hosted by Facebook that covered the new ads restrictions period in the U.S. […]
Creating digital content during a crisis
I have been a part of enough prep calls and Zoom meetings that have left me frustrated about how many people are approaching ‘business as usual’ now that we’ve all taken the time to ‘discuss how COVID-19 has impacted and shifted our business.’ In fact, one such call I was on earlier this week had […]
4 ways your content is like a batch of chocolate chip cookies
On August 4 we celebrate National Chocolate Chip Cookie Day (and yes, full celebration mode over here because it’s 2020 and we all need some positive, gooey, delicious vibes in our lives right now). In honor of this yummy day, I’ve outlined 4 ways your content is like a good batch of chocolate chip cookies. […]
4 marketing metrics to track in a down economy
I was recently introduced to the Dutch word averechts which Gavin Finn used in his recent post on MarketingProfs to explain the notion of someone doing one thing to avoid a problem only to realize that the ‘one thing’ they did actually backfired and caused the issue they were trying to avoid in the first […]
Marketing overhaul: Where to focus during a pandemic
The arrival of COVID19 has forced many companies to pivot–in strategy, in business set-up, in marketing tactics. When you’re feeling defeated or conflicted about whether or not to continue investing in marketing your business, take a step back and focus on key areas. Doing so can take the enormity of the situation and break it […]
Setting up the best client-agency relationships
During Content Marketing World in September 2019, I presented a session around client-agency relationships and the best way to navigate through those. I was also part of an interview by Chief Content Officer Magazine, expanding on that topic and offering my insight and go-to contract templates to help agencies (and clients) set up relationships for […]
Tips for a successful remote work environment
For the first 10 years of our existence, Allee Creative was 100% virtual. Our team worked from coffee shops, home offices and air planes. It wasn’t until 2016 that we acquired physical office space, but even then we still all worked from our home offices on Fridays. About 6 months ago, we experienced a shift […]
Relevancy, budgets and planning: Marketing advice for any industry
Awhile ago, I was asked by LightED Magazine to participate in a Q&A for a piece they were running about how to market the lighting industry. While they were likely looking for some ah-ha moments specific to the lighting industry (I did give them some) overall, the approach to marketing lighting is the same approach […]
New year, new goals: How to set your marketing plan
While we are already a full month into the new year, it’s likely that many of us are still struggling to identify exactly what we want to focus on for 2020. There are so. many. ideas. This year, I’m taking a different spin on how to set up your marketing plan by skipping the elements […]
Marketing predictions for 2020
At the end of 2019 I was asked by Content Marketing Institute to share my take on what marketing will bring in 2020. My answer included niche channels, personalized content and letting go. Unique ways of distributing content also played into my answer. Whether these are things that marketers will implement in 2020 (or just […]
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