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Stephanie Tantum

bridging the gap between businesses and their communities

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March 2016

Inbound, Content, and Permission Marketing: Is there a difference?

What’s the difference between Inbound, Content, and Permission Marketing?

If you ask me, it’s a game of semantics. Not unlike all buzzworthy trends in marketing, the definitions of the two terms are endless and often intersect. Really, the only time the difference is even relevant is when you’re dealing with day-to-day operations in your own company for clarity’s sake.

The content vs. inbound debate is no different than any other:

  • What are the stages of a pipeline?
  • When is something a lead?
  • How do we define an opportunity?

The answer is only relevant within the context its being used: your organization, your social setting, your classroom. Continue reading “Inbound, Content, and Permission Marketing: Is there a difference?” →

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Why marketers need to embrace the inverted pyramid

Not sure what inverted pyramid is in reference to writing? Here’s a brief 101. It’s pretty simple.

Structure your writing so that the most important details are at the top, and least relevant are at the bottom. News writers around the world thrive on this structure of writing. You start with a compelling lede, transition to the most important facts, and work your way down to the nuances. Why? Because your readers are going to start at the top and more and more will drop off as you go on.

And here’s why it matters to marketers.

In a content-saturated world, it only makes sense that marketers need to follow the journalists’ cue. Content marketing (which absolutely is NOT new, but more on that later) has inundated the digital space. It’s harder and harder to get your audience to find you through the noise on the internet. And once they have found you, it’s darn near impossible to keep them to the end of a piece. Continue reading “Why marketers need to embrace the inverted pyramid” →

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What I had to learn “on the job”

I won’t lie. I dedicated my college career to philosophy. My communication degree came secondary, and only because my parents insisted I have a “real” major to fall back on. But that doesn’t mean I completely shirked my duties. I completed an internship. I ran the weekly student newspaper. I got involved.

Somehow, though, I found myself ill-equipped for life outside of college. When I graduated, I had no idea what opportunities my degree afforded me, let alone what I actually wanted to do with my life. As I’ve written before, I could read, write, speak, and think, but what in the would was I qualified to actually do? What did I have to offer at a company? Or anyone else for that matter. I felt a lot like this. Continue reading “What I had to learn “on the job”” →

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Philosophy made me a better marketer

Philosophy is a bunch of hogwash written by self-righteous, pie-in-the-sky, detracted from the real world, idealists. Or at least that’s what I’m used to hearing every day from politicians, hard science educators, and even my own parents. (Edit: my parents have come around…for the most part.)

As a newly accepted student to the University of Scranton, to which I begrudgingly agreed to go after my father made a deposit without talking to me, I received the craziest letter in the mail. Paraphrasing: You’ve been selected to enroll in the University of Scranton’s Special Jesuit Liberal Arts program, invite-only for the [insert some string of flattering adjectives here] students. (Note: When I was there, SJLA wasn’t called an “honors” program. In fact, at least one professor was actually disgusted by anyone who referred to it as such. Times have change.) While it sounded terribly boring, I signed up. I figured it couldn’t hurt my resume and I could always leave the program later if I hated it. Continue reading “Philosophy made me a better marketer” →

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