Content Marketing Mission Statements Don’t Exist - and it’s a Problem

By Marcus Sheridan, President, The Sales Lion and 2017 Keynote Speaker of the upcoming TMSA Logistics Marketing & Sales Conference June 11-13 at the Omni Amelia Island Plantation Resort near Jacksonville, Fla.

If you’ve seen any talk I’ve given in the last couple of years about content marketing, you’ve probably heard me beat the drum again and again of the biggest problem for content marketing today:

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Kenco's Journey to Find Marketing Automation

By: Heather Sweet – Content Marketing Manager at Kenco and TMSA Member

The first time I heard about marketing automation was at TMSA’s annual conference in 2014. There was a panel of transportation and warehousing marketers sharing their experiences with finding and choosing a marketing automation tool. They spoke about:

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See Who's Attending 2017 TMSA Conference in June

By Brian Everett, CEO, Transportation Marketing & Sales Association

There's excitement around the upcoming 2017 Logistics Marketing & Sales Conference, and registration has really heated up! The TMSA Education Committee has been working hard to develop solid content that is relevant to a wide range of marketing, sales, communication and branding professionals. We expect more than 250 attendees at the Omni Amelia Island Plantation Resort, just north of Jacksonville, Fla.

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Four Tips From the Editors for Better Media Relations

By Bill Fahrenwald, Executive Director, James Street Associates
TMSA’s recent “Pulse of the Media” survey revealed a number of best practices for media relations practitioners. It also revealed some practices you should definitely avoid.

Attendees of the Meet the Press panel at TMSA’s Annual Conference on June 13 will be provided with full results of the survey, along with analysis by four of the industry’s leading and most respected editors.

Here is a preview.

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Top 10 SEO Tips

By Steve Wiideman, CEO of Wiideman Consulting Group based in Los Angeles. He has been mentioned as an SEO expert by Entrepreneur Magazine, CNBC, and CNN. He will be presenting a TMSA Webinar on "How To Leverage SEO to Reach Buyers" on April 18, 2017.

Too many people make the mistake of spending thousands of dollars on just Pay-Per-Click (Sponsored Ads) campaigns before they realize that most people click on the non-sponsored listings more than "Sponsored Ads." There are several hundred techniques to achieve higher ranking in the search results, but these Top 10 SEO Tips are in my opinion the most valuable and timeless. They are also current, as I’m making a point to update this list respective to changes in search engine algorthims.

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Fractional Executives: A Perspective

By Mauri Sparks, Marketing Coordinator at TSD Logistics, a TMSA Corporate Member

Today, businesses are moving away from the traditional 9-5, Monday-Friday, in-house office setting to a less rigid but more productive landscape. This includes using consulting firms to supplement in-house staff, especially for small and medium-sized businesses. One fairly new trend is hiring a fractional executive who offers strategy and planning for a specific function of your company. This practice is becoming more common for startups and smaller businesses that either don’t need a full-time executive in the C-suite or require a more cost-effective solution.

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Strategy: The Great Equalizer to Offset Costs of Trade Shows, Events

By Greg Lindsey, Vice President at Exhibitpro, a TMSA Affiliate member and nationally certified woman-owned business that is dedicated to assisting clients develop experiences that engage their audience in a face-to-face marketing environment. 

In the virtual world in which we live, trade shows and corporate events have become the final frontier for face-to-face marketing.

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I Want You To Want Me - Cheap Trick (Assessing Motivation)

By Andrew Gulovsen, Director of Business Development, TranStrategy Partners, Inc.

Do your employees truly WANT the job or position they have? Do they wake up excited about the work that they will perform each day and how it will impact the organizational success or have you communicated how it will?  

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The Law of Compensation: The Game Has Been Forever Changed

By Chris J. Snook, author of the recently published book, “Digital Sense,” and Closing Keynote Speaker at the upcoming TMSA Logistics Marketing & Sales Conference in June. All attendees at the conference will receive a copy of the book as part of your conference registration. This article is an excerpt from the book.

Your reality today is that your customer doesn’t care about your internal battles, political hurdles, or legacy technologies’ lack of integration into your newer cloud-based ones. She doesn’t care about your struggle to retain top talent, or your troubles creating a culture unified around core values, while continuing to hit the quarterly earnings numbers. Nor does she care why, at different touch points along the customer journey, you can’t seem to deliver the same brand promise she bought into on the front end. She could give two craps about your issues and is – like all of us – no longer loyal to a brand as much as she is loyal to the need for a solution to the problem she has in that moment. She grades you only on how you deliver against it and how consistently you can meet her evolving needs over time.

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Help Me Understand - Hank Williams (Driving Sales Output)

By Andrew Gulovsen, Director of Business Development, TranStrategy Partners, Inc.

During a conversation with a 2nd generation owner of a transportation firm located outside of Baltimore, a point was brought up about stagnant growth. Business had been decent, but there was no real customer acquisition beyond transactional load volume. A deeper dive showed a stagnant culture as well. Folks who had been with the company for many years and had been strong performers in the past were no longer as productive or as effective. These employees had become complacent in their jobs.  

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What Do You Know About Recruiting Female Drivers?

In the past, carriers didn’t care whether their drivers were male or female, young or old, tall or short. The goal was to hire a competent person to operate the truck. Diversity wasn’t a goal.

Now, with a driver population that is mostly aging, white males, carriers are looking at other ways to attract new demographic groups, including women.

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Do You Really Need the Trade Media?

By Bill Fahrenwald, Executive Director, James Street Associates

Do you really need the trade media?
…and, is traditional media still relevant?

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8 Things Ridiculously Successful Salespeople Do Each Day

By Brian Everett, CEO of the Transportation Marketing & Sales Association

In all my years of working with successful professionals in sales and business development, I’ve noticed they usually share common personality characteristics and work habits. From what I’ve seen in the transportation and logistics industry, these are eight things that successful salespeople have in common:

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How to Use Keywords for Logistics Marketing

By: Rebecca Levinson, Account Strategist, Propecta

SEO keywords are the words and phrases on your website that match user queries (the words and phrases your audience types into search engines) and tell search engines what your content is about. They are the starting point of a good SEO strategy.

But how keywords are used has evolved dramatically. Google has a very sophisticated understanding of language, so digital marketers who hope to have any SEO success need a modern SEO keyword strategy.

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SEO and the Buyer's Journey for Logistics Brands

By Nate Dame, CEO and Founder, Propecta

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6 Keys to Jump-starting Sales

By John Boyens, Sales Productivity Expert, Business Strategist and Performance Coach. He'll also be presenting a TMSA Webinar, "Never Cold Call Again: LinkedIn Prospecting Secrets."

> Click here to register

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Matching for Employment: Analyzing Preferences for Retention & Growth

By: Beth Potratz, President and CEO, Drive My Way, Inc. 

The ever evolving world of technology continues to shape the employment relationship. Job seekers are searching for that perfect job where their career meets their lifestyle. Technology has allowed us to dissect and identify nearly every aspect of the world around us, providing unique insight into our individual preferences, skill sets, and identifiable attributes. There is no stronger case to apply this information than to the recruitment and selection process. 

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Why Work for a Company if they Don’t Allow Your Personal Brand to Grow?

By Marcus Sheridan, Principal, The Sales Lion and Keynote Speaker at TMSA's 2017 Transportation Marketing & Sales Conference.

We live in such an amazing time period. One where, assuming they are motivated, anyone can absolutely build their individual brand and bring more value to the world. Of course, the most prominent way this can be done is through all the social media and digital platforms available to each of us at a minimal cost.

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5 Content Marketing Trends to Watch in 2017

By Joe Pulizzi, founder of the Content Marketing Institute and TMSA Keynote for 2016 Transportation Marketing & Sales Conference

In what usually is a rather uneventful month for news, December proved us all wrong in 2016. A number of newsworthy activities related to the content marketing industry appeared on the radar this month, and I believe they could work as a crystal ball for content marketers as we move into 2017.

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Map Out the Buyer’s Journey for Business Results

By Brian Everett, ABC, Chief Executive Officer of the Transportation Marketing & Sales Association

Recently I’ve been hearing more conversations among TMSA members about the need to “put yourself in your buyers’ shoes.” To better understand their business, challenges, and pain points. Only then are you in the ideal position to offer them the best solution that fits their supply chain needs.

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