Want people to do things for you? They need to trust you. Your audience is asking you a question: will you provide what I need when I need it under the terms we agreed upon? You may answer “yes.” But they need to believe you. That’s trust. You can’t “game” or “fake” trust. It has to be real. It’s foundational to every business Continue Reading...

“Authenticity” is the hottest buzzword in content marketing. But no one seems to know what it actually means. It’s not: A production value A type of content A pivot from brand-specific to personality-driven Here’s how to make sure you’re authentic. Many people think “authentic” content is a function of openness and access. Continue Reading...

It’s over. We won. 20 years ago, “content is king” was a radical idea. Now it’s banal. Web pages, forums, blogs, podcasts, videos … marketers all agree that content is the engine that drives interest, traffic and conversions. What they don’t agree on is which kinds of content you should produce. There are a lot of people saying “Oh, you Continue Reading...

Like a great meal, successful marketing starts with a good recipe. A recipe is just a ratio of ingredients. As cook and author Michael Ruhlman notes, “When you know a ratio, you have a hundred recipes at hand.” If you want well-balanced content marketing, you need the right content ratio for your business. Here at Rainmaker Digital Continue Reading...

People will talk about your business. In 2025, few businesses can sell without communicating with their audience. If you don’t tell your story, other people will do it for you through social media and online reviews. Own your digital presence and control the conversation around your brand. The best way to do that is with your Continue Reading...