November & December theme:
“Choose One Thing”

Brain Waves

You have something worth sharing and it’s easier than you think.

I work with smart, clear, thoughtful clients everyday. They are fabulous at sharing what they think, know and see with their customers in one-to-one conversations. But when it comes to sharing their thoughts in writing they freeze up. They’re genuinely worried about whether or not they have something worthwhile to contribute. Their concerns often sound like “I don’t have anything original to say” or “I wouldn’t know where to begin.”

Before you read any further I have a confession to make. I don’t have original ideas. [More...]

Posted in :  Brain Waves

If you are considering adding a blog, white papers or other original content as a part of your thought leadership strategy, but question whether your team can maintain a regular publishing schedule, consider building a community of industry experts.

We’re seeing more of this as an interesting twist on thought leadership: instead of being originators of content, organizations help others gather around information and ideas. They’re convening communities of like-minded – and sometimes competing – professionals. Drawn to in-person events and online forums, they’re coming both for valuable, relevant content and staying for the chance [More...]

Posted in :  Brain Waves

Being human is hot.

Last month, AdAge talked about Jet Blue’s “Air on the Side of Humanity” and other similar campaigns, while Lippincott and Hill Holiday welcomed us to the “Human Era.” A recent Forbes article, Dear Leaders: Humanize Your Brand, suggests that the online world is a “virtual town square” that allows “brands to build emotional connections with their customers, to become a part of their lives.”

Let’s look past the ridiculous idea that being human is [More...]

Posted in :  Brain Waves

We here at Fathom have been noticing a trend lately. Some of our clients are getting invited to the buying cycle party later and later than they used to be. By the time a prospect contacts them the conversation immediately jumps to a price negotiation. There’s little opportunity to talk about fit, value or even what the prospect is trying to accomplish. It got us wondering what the heck is going on here and what could be done about it.

Content as Brand Agent

And then it hit us. Knowledgeable customers are [More...]

Posted in :  Brain Waves

On a conference call today for a speaking event, “Social Media Policy” set for Thur., October 3 at CCSU’s Institute of Technology and Business Development (ITBD), the speakers discussed the most important points to relay during the hour long panel discussion. I was energized by the level of thoughtfulness in the conversation. My co-panelists include Shipman & Goodwin partner and super social media star Dan Schwartz, savvy operations and HR expert Jessica Rich of The Walker Group and the always-sharp [More...]

Posted in :  Brain Waves

This week I met with Marketer’s Anonymous, a savvy group of marketing go-getters who gather each month to share experiences and insight around a particularly hot topic. This month we heard from two members, Allison Lantieri from Ovation Benefits and Faith Antion from ADNET, about how they’ve been able to evolve their content marketing program beyond their marketing department.

The biggest roadblock that I see in this work is helping others in the company answer this question: “Why should I stop what I’m doing in my day job to write a blog [More...]

Posted in :  Brain Waves