Storytelling is Just That – Even for Businesses

Norbert Hobrath

ISSUE 18
Does your company have a story to tell? Telling a story is another way to connect with your customers and prospects. No matter what your company does, or what it sells, you have an opportunity to tell your story. For many industrials companies with not-so-exciting products, you may have to “Hollywood” your story a bit. I don’t mean fabricate and make up features and benefits for your products and services, I mean telling your story in an interesting way that captures the attention of your readers. This is the approach I take in building Content Marketing and PR programs for my clients.  Read more

Content Marketing Never Stops

Norbert Hobrath

ISSUE 17
In my last blog, I introduced you to Content Marketing, about the storytelling of your products and services to build and nurture personal relationships with your customers. Now you can guess what I want to say…. you should never stop your Content Marketing efforts. Almost everyday or every week at the least, communicate with your customers and prospects.  Read more

Content Marketing is the Future of Promotion

Norbert Hobrath

ISSUE 16
I see a chasm between creating great marketing campaigns and maintaining great marketing and branding. It seems the world is focused on the next big creative idea. The ‘ice bucket challenge’ of the past year comes to mind. But what drives branding excellence? What makes people remember your company and your brand and keep coming back for more? It is content marketing.  Read more

Thinking Big Leads to Big Results

Norbert Hobrath

ISSUE 15
Now and then I write a case history on content marketing projects I’ve worked on where “thinking out of the box” or “thinking big” helped customers create a lot of buzz and interest for their products or events.  Read more

‘To Advertise or Not to Advertise’ in the Trade Press

Norbert Hobrath

ISSUE 14
For the majority of the world, when you talk about advertising, the images of those clever commercials come to mind as seen during the Super Bowl. They are expensive to produce, and each year the price seems to rise for the time slot. Some are memorable, some are not. (I personally still like that little Darth Vader boy in the Volkswagen commercial). Sometimes it seems the PR generated around the commercial delivers more punch than seeing it live.  Read more

Consistent Graphics on all Platforms Builds Brands

Norbert Hobrath

ISSUE 13
Want to get extra mileage for your branding efforts? Then make sure that everything you do has a consistent graphic approach.  Read more

JUST DO IT! (I did. It worked.)

Norbert Hobrath

ISSUE 12
Slogans. Catchphrases. Themes. Advertising jingles. Whatever you call them, they just snare your attention. Everyone can name dozens off the top of their head without even blinking. Do they work? Let’s see. I’m going to throw in my thoughts on slogans and when to use them. When I think back to my marketing classes in college, the professors drooled over topics like this.  Read more

Making the Most of Smaller Marketing Budgets

Norbert Hobrath

ISSUE 11
When I hear, “I’m melting. I’m melting,” from the crying Wicked Witch in The Wizard of Oz movie (1939), I sometimes think of some companies in the marketing field. Some budgets just seem to shrink year to year. So what should you do if your marketing budget doesn’t allow for world-class commercials during the Super Bowl? Do the next best thing – focus instead on doing a few things right!   Read more

Keep Your Business Healthy

Norbert Hobrath

ISSUE 10
I want to present some questions in this blog that you should have the answers to, even before we start any content marketing work. Questions that will ascertain ‘why’ your business is even in existence and what it is supposed to do.  Read more

"Keep It Simple" Should Be Writing Theme for Us All

Norbert Hobrath

ISSUE 09
I saw a concert by Michael Stanley (of the famous Michael Stanley Band). He was just emerging as a local rock star in the Kent/Akron/Cleveland area in the mid-70s when I loved his music. Hearing him live again was a treat. He delivered the same passion in his music as almost 40 years ago. Why? I believe it is because he loves what he does.    Read more


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