 Recently, I had the pleasure of joining a panel of branding and marketing experts at a Women in Film and Media event. The event was geared toward filmmakers, actors and actresses, as well as other professionals in the media business. The audience was engaged and asked several questions regarding the necessary steps or techniques for crafting strong branding. They also had questions about the distinctions between personal and business branding. I enjoyed the discussion immensely but left the event feeling that we needed more time to dig deeper into the specifics of what drives strong branding. So what are essential elements of creating a strong and lasting brand? This article digs into the top 4 essential aspects of crafting a compelling brand.
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 We live in a world of media fragmentation, one where customers have a myriad of options to connect with or ignore your content. This means that marketers have the difficult task of trying to garner potential customers’ attention through a wide array of popular social media networks. It is a challenge to stay on top of the shifting consumer behaviors and technological changes in the advancing social media landscape. Social media marketers have to keep their fingers on the pulse of the latest trends in order to be effective for their businesses. It requires a commitment to daily learning and application as well as a willingness to abandon what no longer works even if it worked 3 months ago. One way to stay ahead is to be forward-thinking. We combed through the predictions of some of the industry’s brightest pundits to share what’s hot in social media in 2017.
 Video marketing is at the top of the content asset heap these days for good reason. Video is naturally engaging, and all marketers want to engage their audience or perspective audience. In fact, engagement is a more important metric than follower count when it comes to social media and here’s why. Having a large social media follower count doesn’t necessarily equate to success in the form of lead generation, customer acquisition, sales or revenue. On the contrary, an engaged social audience that readily consumes, comments, shares and provides sentiment in reaction to your content is far more likely to visit your website, subscribe to your newsletter and ultimately become a customer. Of course, consistently creating and distributing great videos (and it does have to be great because poor video content will still drive poor engagement) can be difficult because of the time, effort and expense associated. This article examines why the investment is worth it and explores how even small to medium sized businesses can benefit from a video marketing strategy.
 The other evening, I had the privilege of enjoying a fabulous meal with a client at one of Denver’s best restaurants. We were discussing a social media and digital marketing strategy targeting young professional chefs. During the conversation, my client suggested that I speak with two of the chefs that were in the process of creating our delectable dinner. While the two chefs were close in age and general demographics, I was struck by how very different they were. One was a well-groomed, outdoor enthusiast with a passion for the finer things in life. The other a Bohemian homebody with a zest for simple yet beautiful things. As you can imagine, the two chefs had completely different needs and wants. The conversation, while fascinating, was also a reminder of the importance of personalization and customization in content marketing. While personalization is generally associated with email marketing, it is equally important in developing and executing a successful content strategy.
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