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Fathom's Blog

A Sales Acceleration & Digital Marketing Blog


Revolutionizing Student Recruitment for Sustainable Growth

By | January 28, 2015

1 in 10 public and private colleges is in acute financial distress.

1 in 5 private colleges has a cash-flow margin below 10%.

(Source: Moody’s, July 2014)

University CMOs (chief marketing officers … yes, not a traditional position in academia) know they need the right amount of prospective students and the right mix of enrollments to sustain growth or avoid financial distress. College presidents know academic outcomes depend on having this consistent (and ample) enrollment mix, along with a strategy to manage student relationships.… Read the rest


Become a Direct-to-Consumer Champion For Your Company in 2015

By | January 28, 2015

This is the year for many consumer brand manufacturers to put more energy into launching or expanding their direct-to-consumer (DTC) channels.

Clear benefits such as increasing brand equity, higher profit margins, and more control over the purchase experience make this strategy very appealing for many consumer brands.  However, many of these brands run into challenges when their “most important customers” are competing in the same space. These most important customers are the brands’ retail distribution partners.… Read the rest


How to Put Your Customer Personas to Good Use: A Step-by-Step Process

By | January 27, 2015

When I create customer personas for my clients here at Fathom, I often get this reaction: “That’s great, but what now? How do I use my customer personas?”

Customer personas are crucial for understanding who you’re creating content for, but is that enough? Do you create personas simply to learn about your audience, then stash them away without another glance? Those personas should serve a higher purpose: they should be one of the key components (along with a content audit/gap analysis) to inform your content strategy.… Read the rest


How To Write Better, Part III: Use a Dictionary

By | January 27, 2015

Missing in my two previous articles in this series about writing better is any reference to one of the most powerful tools at a writer’s disposal: A dictionary.

I decided to dedicate an entire post to one of the most fundamental books in the English language because where style guides, fellow writers, editors and your memory can fail, a dictionary usually won’t. It represents the ultimate authority on language usage. Whether you need to remember an obscure spelling or see an example sentence for how to use pragmatic (the most looked-up word at Merriam-Webster online), a dictionary won’t fail you.… Read the rest


3 Steps to Digital Marketing Success in 2015

By | January 26, 2015

While there are some who still believe that word-of-mouth and print advertising are enough, others can attest to the success of digital marketing when it comes to bringing in new business for manufacturers. The digital space is full of opportunities and while the ability to search for businesses is big, digital is capable of so much more! In previous years, digital marketing was all about being found in search engines, but today’s marketing strategies all are customer-focused.… Read the rest

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