Twirling Tiger Tales

A blog with tips on how to create
fierce content marketing, at work or at play.

Pandemics tend to bring out both the best and the worst in people, and the one we’re current living through is no exception. With almost 40 million U.S. citizens thrown out of paid work within the first two months of forced quarantines, people are desperate to earn income. That desperation did not go unnoticed by Maggy Laguna. That’s the name someone used to email a freelance copyeditor with a writing assignment. It was a “cold...

Beware of the ‘Maggy Lagunas’ of the Phish World

Here’s the truth: I skip over your online content marketing (blogs, media announcements, videos, knowledge center resources, websites, social media posts and more) when your imagery, or lack of, fails to capture my attention. And, as a career creative director, it’s not a unique response that just I experience; it’s a universal human response.  People react to and process visual data better than any other type of content. The human brain processes images 60,000 times...

Hey, Look at Me! Why and How to Leverage Imagery in Content Marketing

The other week a client asked me to craft a message to customers after the company made a major pivot. The change in direction meant unusual partnerships and new priorities. It also meant layoffs and inventory shortages in coming weeks. “Make sure it reflects sensitivity and compassion,” a key executive urged. A lot of companies continue to do something similar in their respective regions and industries. Their messaging is clear: We’re still open for business,...

Watch What You Say During a Pandemic

Dear Marketers, Stop marketing the way you planned for 2020. In the face of a global pandemic and recession, your business-as-usual, overt content marketing strategy intended to garner profit only is causing you to lose both trust and customers through insensitivity. (Sadly, I still see many companies doing so.)  Offer empathetic messaging I realize you and your team have put countless hours into your 2020 marketing strategy in support of your company’s investments, such as...

Moving Brand-Building Campaigns to the Forefront

Some of us are nearly a month into sheltering in place, which means we’ve also adjusted to working from home (if we are fortunate enough to still have jobs). Twirling Tiger Media has always been a virtual company, but the mandated self-quarantines to better manage the COVID-19 outbreak means even we “home pros” must do things differently. For me, our dining room now serves as my husband’s temporary operations center, which means for 8 to...

How’s Working from Home Working Out for You?

Emergency plans are in full swing as our nation and those around the globe mobilize to fight the spread of COVID-19. It’s encouraging to see our country’s mayors and governors, coupled with our brilliant scientific community, leading the charge in facing this public health crisis. On the business front, many leaders are calling for the federal government to alleviate the pain small businesses and their employees are facing.  Thrust to the forefront is the importance...

Practicing Social Isolation and Social Solidarity

I’m going to wade into waters our company typically avoids: politics. Today is Super Tuesday, which means qualified voters in 14 states will be casting ballots for their preferred candidates vying for U.S., state and local offices. There has been a lot of concern over election interference, which is why 80% of the nation will be using paper ballots despite advances made in electronic voting come November. That’s according to Christopher Krebs, the head of...

Let’s Make Every Vote Count

It’s easy to continue a pattern of avoiding making changes in how you work, or in the products and services that you offer … there’s no complexity, resistance, adjustment period, financial or reputation risk. However, if you don’t explore new ideas, innovations will roll on by without you, gobbling up your once-customers and prospects. Author and professional speaker Catherine DeVrye was spot on when she said, “Remember that the six most expensive words in business...

What’s Your Innovation Process?

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