You know what happens when most companies launch a new, branded mobile application or other content marketing program intended to effectively combine information and promotion?

Nothing.

You’ve heard the saying, “If a tree falls in the forest, and no one is around to hear it, does it make a sound?” The same logic works in these scenarios: “If you create ‘Youtility‘ and don’t tell anyone about it, did it ever exist?”

When you finish the app, or commence blogging, or begin answering questions, you have not reached the finish line; you have reached the starting line. Too many businesses break out the champagne just because something new was created. Continue Reading

Today’s consumers are staring at an invitation avalanche, with every company asking for “likes,” “follows,” clicks, and attention. This is on top of all the legacy advertising that envelops us like a straitjacket. There are only two ways for companies to break through in an environment that is unprecedented in its competitiveness and cacophony: Be “amazing” or be useful (which I prefer).

I call this useful alternative to traditional marketing “Youtility.” Not “utility,” because a utility is a faceless commodity. Youtility is marketing upside down. Instead of marketing that’s needed by companies, Youtility is marketing that’s wanted by customers. Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers.Continue Reading