how to generate content that gets results.

Windows of opportunity close quickly in the business world. So, you don’t have time for multiple revisions while you wait for analytics, adjust, and iterate until you get your content (or campaign) "right."

Instead of simply producing content and hoping it's what you need to drive business results, get clear upfront about what business goals your content (or a campaign) needs to deliver and who you need to take action.

Discover how our content marketing templates structure your workflow so that you can launch quickly and more reliably match your goals with your ideal customer's tasks.

writingEden Hensley SilversteinAugust 6, 2021planning, best practices, content marketing

appealing to human needs

Want raving fans? Fall in love with a problem where a need isn’t being met. Doing this increases the likelihood of delighting your ideal customers.

Design thinking begins with a focus on a human-centered need. Finding the right one requires an understanding of Maslow’s Hierarchy of Needs. Read on for an overview and an inventory of sample needs for all deficiency and being needs.

marketingEden Hensley SilversteinJanuary 21, 2021branding, storytelling

how to operationalize your core values.

It’s that time of year. The time we catch up with ourselves by reflecting on the past year’s accomplishments and planning for the upcoming year. This year why not take a new look at an old process: annual performance reviews or employee evaluations.

Since working for myself, I’ve refashioned annual reviews. Learn how I use these reviews to operationalize my core values and establish goals reflecting those values for myself and my business.

brandingEden Hensley SilversteinDecember 31, 2020planning

getting the most out of conferences

Attending conferences can be a good way to invest in your business. Avoid getting overwhelmed or losing focus by setting goals and keeping them foremost as you go throughout your day. These five steps (and worksheets) help you get the most out of your time.

marketingEden Hensley SilversteinFebruary 26, 2020networking, conferences

dressing on brand for conferences and networking

When you think of branding do you consider your clothing choices? What about when you dress for travel? Remove any stress by pulling together a capsule wardrobe that incorporates your brand colors.

Want to make a lasting impression at a conference or a networking event? Dress on brand. These tips help you craft a consistent palette from your jewelry to your shoes. (Bonus: Download packing list and wardrobe planner for Alt Summit 2020 this coming March in Palm Springs, CA.)

brandingEden Hensley SilversteinFebruary 14, 2020branding, planning, conferences, storytelling

common archetypes: built-in personality for your brand

Memorable brands start with personality. And that personality, if the right one, attracts your ideal customer to you.

Want to know if your brand’s personality is helping or hurting you? Start with the twelve common archetypes and find out how to match your brand archetype with your ideal customer’s worldview to gain raving fans.

how to share a balanced story on social media.

Effective storytelling requires balance. Balance means we need to know what goal the Information you’re sharing supports and think about why we’re sharing everything.

To be an effective storyteller: tell what appears to be all of your story; consistently retell key parts of your story; set goals for the content you’ll share; and plan content to cover your customer decision journey (CDJ).

writing, marketing, social mediaEden Hensley SilversteinJanuary 26, 2018content marketing, storytelling

connecting with readers by sharing your story

Ever struggled with what to say when asked: “Tell me about your business”? Or "What makes your business unique?"

Stop rattling off a chronological history of what your business has accomplished, who your customers are, and so on -- a laundry list that’s not that interesting. Instead, seize your opportunity to make a lasting positive impression! Do these 3 things to connect with your ideal customer and make your #FridayIntroduction memorable.

writing, branding, marketingEden Hensley SilversteinDecember 22, 2017storytelling, content marketing

how to share offline experiences live.

Attending a conference or an event? Want to share your experience on social media while you're there? Here are five tips for how to best share your event experience online.

social mediaEden Hensley SilversteinMarch 28, 2016conferences

should you rebrand before a conference?

Planning on amping up your networking? Or speaking at a conference? You may be contemplating a minor brand refresh or a total rebrand.

Before diving into either, step back. Think about what you hope to achieve with a new look. And then be realistic with whether you can roll out your updated branding across your online footprint--your website, your blog, and all of your social media channels--as well as your business cards. If you do decide a rebrand is in your cards, here are some tips and a checklist to ensure you set your best foot forward.

brandingEden Hensley SilversteinFebruary 15, 2016E Hensley World Group, Inc.rebranding, conferences

results-driven marketing.