Brian Honigman

More leaders are seeing the benefit of becoming LinkedIn influencers. CEOs of Novartis, Kickstarter, and Blavity share how they get the most out of the platform.

Whether you’re new to freelancing or looking to make it a long-term career, here are 10 useful tips from those who are doing it full-time.

Although the influencer community is still relatively small on LinkedIn, brands that partner with them say they make it easier to cut through the noise.

Some brands are building a following by hiring TikTok creators to take over their accounts.

Brands like Scrub Daddy are partnering with up-and-coming TikTok stars before they get big—and expensive. One big advantage of brands using the Creator Marketplace is that they can easily discover up-and-coming creators who are growing quickly on TikTok and are new to working with advertisers. It’s an arrangement that can be beneficial for both parties: An endorsement from an advertiser will likely help the creator attract other brand deals, and these early sponsorships are often much more… Show more

Brands like Scrub Daddy are partnering with up-and-coming TikTok stars before they get big—and expensive. One big advantage of brands using the Creator Marketplace is that they can easily discover up-and-coming creators who are growing quickly on TikTok and are new to working with advertisers. It’s an arrangement that can be beneficial for both parties: An endorsement from an advertiser will likely help the creator attract other brand deals, and these early sponsorships are often much more affordable. Show less

The combination of a quality product, a distinctive brand voice, real customer dialogue, and an integrated approach to social media is what led to lasting results. To achieve similar business outcomes with your social media marketing for the long-term, here’s how to be more strategic with each campaign.

Many organizations want to work with influencers to gain attention and drive results, but few have the budget to make it happen.

When working with a non-existent or limited budget, you need to identify what your company can uniquely offer to influencers instead of always paying for their support. The goal here isn’t to take advantage of influencers, as I’m a big proponent of reasonably paying them for the value they’re able to provide. Instead, my advice is to find a mix of approaches… Show more

Many organizations want to work with influencers to gain attention and drive results, but few have the budget to make it happen.

When working with a non-existent or limited budget, you need to identify what your company can uniquely offer to influencers instead of always paying for their support. The goal here isn’t to take advantage of influencers, as I’m a big proponent of reasonably paying them for the value they’re able to provide. Instead, my advice is to find a mix of approaches for incentivizing influencers so that these partnerships don’t require a budget, or are less costly. Show less

Mimicking a brand’s promotional efforts is more common today due to the ease of starting a company in the modern economy, considerably increasing the number of organization’s competing for a customer’s attention. The numerous marketing tools that make it easy to monitor the progress of others is another factor increasing the over-reliance on doing the same thing. Here are three ways to avoid following inline with industry norms by communicating distinctly with your customers.

Most organizations want to be known as a thought leader and create content to define themselves distinctly, yet they often add to the noise instead of building authority. Here are eight tips for translating your thought leadership principles into dynamic content that resonates with the right audience.

To succeed as a marketer today, your organization must prioritize the integration of both intuition and data, as relying on one without the other doesn’t provide the full story. Here are three ways to drive results as a marketer by combining intuition with data.

Allen Gannett is the founder and CEO of TrackMaven. He's recently published his first book, The Creative Curve: How to Develop the Right Idea, at the Right Time, which demystifies the concept of creativity into a predictable science that anyone can tap into to achieve their version of success. I spoke with Allen about why he thinks it's important for creatives to imitate the work of leaders in their field, what sources of data are the most important to validate a creative's ideas and what… Show more

Allen Gannett is the founder and CEO of TrackMaven. He's recently published his first book, The Creative Curve: How to Develop the Right Idea, at the Right Time, which demystifies the concept of creativity into a predictable science that anyone can tap into to achieve their version of success. I spoke with Allen about why he thinks it's important for creatives to imitate the work of leaders in their field, what sources of data are the most important to validate a creative's ideas and what impact being gay has had on his creativity. Show less

As your organization continues to scale your social media, keep these considerations in mind when choosing where your business should have an active account, allocating both your limited time and resources.

Having mentors throughout your career is necessary for getting the motivation and feedback needed to take your approach to the next level, even more so as an entrepreneur. A mentor can lead you through the dark times surrounding a failure and shed some light on how they dealt with similar challenges. Too often do people make the mistake of blindly choosing one person to be their mentor who is simply farther along in their career in the same industry...

Startups in general fail pretty miserably at one thing – marketing. Looking from the outside in, most successful startups really take off because of great technology, timing and/or word of mouth. They almost always succeed in spite of their marketing efforts. From over-the-top launch parties to the infamous 2000 Super Bowl, which featured...

I once had the unique displeasure of overseeing a focus group. The participants were supposed to be there at 8:30 a.m., but nine o’clock rolled around and not even half had arrived. By the time we got started we were an hour behind, which caused us to rush through the process.

Eliciting any meaningful response from the group was like pulling teeth. I got the sense that they were just saying what we wanted to hear. To make things even worse, the loudest and most assertive member of the… Show more

I once had the unique displeasure of overseeing a focus group. The participants were supposed to be there at 8:30 a.m., but nine o’clock rolled around and not even half had arrived. By the time we got started we were an hour behind, which caused us to rush through the process.

Eliciting any meaningful response from the group was like pulling teeth. I got the sense that they were just saying what we wanted to hear. To make things even worse, the loudest and most assertive member of the group wound up becoming the de facto leader,... Show less

Most people who are not in the marketing profession (and, frighteningly, some people within marketing) think that the job of the marketer starts after the product ships. They are under the impression that marketing is just all the ads, gimmicks, twists and messaging that get sprinkled on as extras. This couldn’t be less true. Marketing (contrary...

Advertising has changed a lot, but one thing has not changed. Advertising has always been about attention, and this remains an incredibly valuable commodity.

Ask any college student why they're in school and most will give you the same answer: to get a job.

This might seem obvious, but there's a catch. In most cases, college can be pretty dismal at preparing you for the working world, especially the business world. Many students with a passion for art history might forgo that major for what's seen as the more practical business major. The thing is, a business major might teach you some good fundamentals but will probably do very little to… Show more

Ask any college student why they're in school and most will give you the same answer: to get a job.

This might seem obvious, but there's a catch. In most cases, college can be pretty dismal at preparing you for the working world, especially the business world. Many students with a passion for art history might forgo that major for what's seen as the more practical business major. The thing is, a business major might teach you some good fundamentals but will probably do very little to qualify you for a job in business. Show less

When considering potential partnerships for your business, you might be missing a big opportunity for collaboration right in front of you – your audience. They may already know you. They may already know your business. They are probably itching to be heard if only you gave them the chance. If you think about it, they're the reason your business...

Establishing the value of your product with your audience from the beginning is essential for the growth of your business through word-of-mouth, because without this product and its value, your marketing efforts will be useless no matter how much traffic your tactics drive or how many customers hear about your offerings. Once you've established an incredible product that's of value to an audience, it's time to focus on a successful marketing strategy, creating quality content catered to the… Show more

Establishing the value of your product with your audience from the beginning is essential for the growth of your business through word-of-mouth, because without this product and its value, your marketing efforts will be useless no matter how much traffic your tactics drive or how many customers hear about your offerings. Once you've established an incredible product that's of value to an audience, it's time to focus on a successful marketing strategy, creating quality content catered to the specific interests of your audience. Show less