Make It Happen
My Tipsheets are chock full of ideas. They are all aimed at translating knowledge into a quick, action-oriented 60-second nugget.

First Name:
Last Name:
Tipsheet Archive
Randall's Resources
Whenever I speak or write, I often prepare extra "bonus" materials.
Enter the Resource Code to access this special content:
Resource Code:
Try this example Resource Code: eventplanning

Insight: Should AIDA be replaced?

In 1903, Elias St. Elmo Lewis coined one of the most important marketing frameworks: AIDA. It has stood the test of time, and has helped many marketers more strategically plan their campaigns. AIDA is an acronym for Attention, Interest, Desire, and Action. But is AIDA intrinsically flawed, or perhaps no longer relevant for today's more complex marketplace? The genius of AIDA is that a marketer need only activate each phase of AIDA, and the campaign will be successful. Attention: Look over here! Interest in your solution: Here are the benefits of using us. Desire: I should do somethi [...]

24 Branded Content Ideas

Branded content can be loosely defined as content produced by an organization with two discrete (and overlapping) goals: to engage the ultimate content consumer, and to drive an organizational goal - often brand-building, competitive differentiation, or sales.

Done well, branded content is an important engagement tool. Done poorly, it looks clumsy and self-serving.

Here are 24 branded content thought-starters. Some are well beyond the "typical," and illustrate how persuasive - and flexible - this tool can be.

Guest blog postsA sponsored bloggerA sponsored speakerAdvertorials [...]

Social ROI: Connecting Community to Commitment

Do you have a creeping feeling that you will never get an adequate return on your Social Media investment?  If so, you're probably right. To improve Social ROI requires three key ingredients: the first reduces costs, and the second and third improve return. Improve program efficiency: Swap out experimentation and opportunism with goals, persona-based editorial calendars, monitoring, measurement, and time accountability. Strategy and structure help reduce the size of the investment.  Marketing automation: This is the family of initiatives that convert an unidentified community member i [...]


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