Our work at Fathom involves helping our clients navigate the change required to realize significant growth. Â Introducing change into an organization is tough business. Dr. John Kotterâ€™s research in the mid 90â€™s found that only 30% of organizational change programs succeed no matter the scale of the initiative or the size of the organization. Even with an endless parade of consultants, tools, and methodologies to help avoid the pitfalls, this statistic still holds true today. So why is there such an abysmal track record of successful [More...]
Sounding human never felt so right.
Googleâ€™s recent algorithm update has, for the foreseeable future, given well written, relevant content a preferred seat at the audience engagement table. The way Copyblogger describes it, Hummingbird is Googleâ€™s first step toward providing search results based on conversational rather than keyword-based searches. So sources of information that address specific needs and sound like a human wrote them for another human to read, a sweet spot for well-written blogs, are going to rise to [More...]
When clients come to us looking to develop a global online presence, they are often overwhelmed with where to start, and typically reference the â€śselect your countryâ€ť or other standard approach. However, in our experience following a standard never really ends up effectively resolving the concerns that had been seen as globally important in the first place. Instead, we take a strategic approach to establish the right way to do it for each unique client. We ask clients, â€śwhat business opportunities does having a global online presence support?â€ť
Having clarity on the concrete business goals of shifting perception from a national [More...]
If you work in a communications capacity for a B2B company with a complex sales cycle, you know how hard it is to find evidence of success for communication activities. Many companies believe that if it canâ€™t be measured it doesnâ€™t matter. These folks miss out on opportunities to build their businesses through tactics that are directionally right-on but are hard to measure with ROI.
Thankfully, thereâ€™s a better way to gauge the success of marketing communications than with ROI alone. You need to know about ROO or Return on Objectives.
First, Know What You’re Measuring
At Fathom, many of [More...]
Language creates. Whether written, oral, or visual, language puts thoughts into a form that can have meaning for others. It allows ideas to be accessible and actionable. Without language our ideas donâ€™t exist. How we choose to express an idea, then, is vital both to its existence and to the meaning it holds.
How much do you scrutinize the language your organization uses to create itself? Do all your forms of outreach sound and feel uniquely you and bring the meaning of your organization into sharper focus or do they sound like [More...]
This post is part six of a six-part series titled, â€śChoose One Thingâ€ť publishing in November and December 2013. If youâ€™re like most businesses we know, you have that â€śone thingâ€ť from the past year that is still hanging in the air â€” itâ€™s the one priority that, among all the others, would make the biggest impact on your business if it were fully realized. It could be competing in a new space or gaining more business from current customers. During this six-part series weâ€™ll share the most [More...]