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Profile: Heath Shackleford
Articles by Heath Shackleford
Want to Succeed? Learn to Surf.
If I had to come up with one killer marketing skill you need in order to succeed in our rapidly-changing, technology-fueled, information-overloaded world, it would be the ability to surf.... read more
How a Tribe Can Help You Thrive
Successful brands that stand out don’t have customers. They have fans. Members. Ambassadors. Tribes. Creating a loyal group of supporters who actively engage with your organization, promote your company or... read more
Should You Fire Your Marketing Content?
Have you ever had a co-worker who made you internally ask the question, “What is it that you say you do here?” Someone who reminds you of Tom Smykowski from... read more
Showing Impact is Key Nonprofit Challenge
1We recently conducted an online poll with 100 nonprofits to better understand their current view of marketing and how the discipline can help address key challenges they are facing. Here’s... read more
Is Wellness Just a Game?
I was told a long time ago, “Don’t hate the player, hate the game.” Personally, I have nothing at all against the player. As for the game, I think hate... read more
Is Your Nonprofit Guilty of Myopic Marketing?
Because everyone is familiar with the “concept” of marketing, it’s easy to arrive at an incomplete or inaccurate view of what it is, how to use it, when to use... read more
5 Quick Questions for Your Content
Five years ago, we just thought we were overloaded by information. With the explosion of social networking, blogging, user generated media and sophisticated inbound marketing campaigns, the web is awash... read more
Technological Warfare: Why You Should Stop Stalking, Automating and Transacting Your Customers
I continue to be mystified by the popularity of some things. Cat videos on YouTube for instance. I’m also at a loss when trying to comprehend some of the trends... read more
Are Audiences Extinct? The Marketing Implications of Communities
I’ve read lots of commentary the last few years parsing out the differences between audiences and communities. It’s an important distinction for those of us in marketing, and we need... read more
You Talkin to Me? How to Ensure Brand Relevance with Today’s Consumer
During my time in Chicago, I took a lot of public transportation. For the most part, it was a very safe experience, but if you were at the wrong place... read more
What’s the Big Idea? Risk Taking, Creativity, Innovation and the Status Quo
Have you ever had a big idea? Like a really big idea? An idea so big it made you and the people around you extremely nervous? Now, the bigger question.... read more
Once Upon a Time: Crafting a Masterful Story
Before we talk about crafting a masterful story, I’d like to tell a quick one: Once there was a marketing expert who suggested to the head of sales, “Hey, we... read more
Making a Mess out of Measurement
2Measurement is such a tricky thing. Whether you’re trying to brew your morning coffee or analyze a full-scale marketing program, there are more ways to do it wrong than to... read more
Your Biggest Branding Challenge Is Unhappy Employees
You’re employees aren’t happy. This is your biggest branding challenge. For those of you who like the Cliff Notes version of things, or have trained yourself to digest news in... read more
Building a High-Performance Marketing Team
High-functioning teams. Everyone wants one. Few are committed to doing what it takes to form and feed them. At least that is what I’ve witnessed throughout my career. When you... read more
