Author Archives: Kimberly MacArthur Graham

Marketing Terms Math: H2H = B2B + B2C

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As a technical writer, I believe that details and fine lines matter. Usually. But not always and rarely forever. People and technologies change, and sometimes even a sharp distinction quietly becomes irrelevant.  I’d argue that this is the case with the terms “B2B” (business-to-business) marketing and “B2C” (business-to-consumer) marketing. For a long time, agencies and [...]

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Facebook Campaign Goes Positively Viral, in a Negative Way

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  People are up in arms about Facebook’s revelation that in January of 2012, the social site behemoth manipulated individual news feeds to deliver either more positive or more negative posts. What they found is pretty interesting, if not surprising: the recipient’s emotional state was affected by the tone of the feed. If they were [...]

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Technology Makes the Marketing Go Round

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Who says that social media isn’t educational? Thanks to Twitter, Facebook, Pinterest, and their ilk, we’ve all learned important things really, really fast. For example, during the 2013 Super Bowl blackout, we learned that you can still dunk (Oreos) in the dark. Last week, when Uruguay’s Luis Suarez bit Italy’s Giorgio Chiellini at the end [...]

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The Devil in (Overlooking) the Details: How to Recover from Mistakes

Mistake Word Person Overcoming Error to Success

As a consultancy that budgets and bills by the hour, and whose work is invariably deadline-driven, we are often working inhumanly fast – on multiple projects. This does not support meticulous work and that is why we proof things multiple times. Ideally, the proofer has never seen / read the piece they’re reviewing, so we [...]

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Open Up to Other People’s Ideas: Why Consultants and Clients Need Each Other

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Every summer, when I’m opening all my house windows to Colorado’s sublime climate, I linger at one particular locale. It is a large, front facing window with an arch of leaded glass. It’s not the beauty that stops me. It’s the engineering. We live in an old home, and the old front parlor comes complete [...]

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