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Randall's Resources
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Three types of emails

Look into your inbox, and you'll see emails that others have sent to you.  Look more closely though, and you'll see three types.  From a marketer's perspective, each has its own place, and each has its own purpose. Used incorrectly, they often will have the opposite impact: annoyance, disengagement, unsubscribes, and complaints. 

Three types of emails:

1) Direct emails:  These are the personal emails that are sent from one person to another, with content that is designed to do a specific thing: thank for a meeting, book lunch, introduce the organization, or convey an attachm [...]


Finding the Social Media Tipping Point

How do you know the "right" amount of Social Media?

Too little Social Media is like spitting into the wind: no traction and no impact.  It also leads to discouragement: if the efforts are not making a difference, then why bother at all?  

On the other hand, too much Social Media is an obvious waste of time and resources.  Moreover, too much Social Media may annoy your target audience, and cause them to disengage: the opposite goal of most social programs.

The Social Media Tipping Point is that perfect level of activity right between too little and too much.  Unfortuna [...]


Top 10 Content Marketing Posts

Now that January is underway, how is your content planning for the new year coming along?  Or, perhaps the plan is in place, but you are now looking at a blank page, with an old-fashioned case of writer's block.

Fear not, as we have collected the top ten posts on content creation and inbound marketing.

Blog Content Creation: Idea seeding:  How to create a tree of content, starting with a 'seed' of an idea.

Blogging at the Intersection of Relevance:  How to use different types of external hooks to anchor content at a higher level of relevance.

16 Blog Topic Ideas: [...]



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and