Marshal

I am an author and content marketing consultant from Pittsburgh.

Carper Communications

I help brands find a voice that resonates. Drawing upon my diverse professional background in journalism, publishing, and video games, I develop uniquely engaging campaigns for a variety of businesses and industries—from financial services professionals to best-selling health authors.

My experience spans:

I can help your business grow, using a strategy that outpaces and outshines the efforts of your competitors.

Blog, Marketing

Content Marketing Everything You Wish You Could Say

January 16, 2018 • By

Content marketing is an extension of your sales process.

Content marketing is a broad term that can describe everything from television shows to email campaigns. For someone working in this space—hello, that’s me!—this makes content marketing exciting and interesting. The variety makes each marketing mix unique and opens the door to a huge swath of creative potential.

For clients, the folks deciding whether or not use content marketing, that same broadness can be confusing and crippling. Many times, when there are so many things that you could do, the response can often be to do nothing. Analysis paralysis, feeling overwhelmed—however you describe it, more choice is not always a good thing.

Blog, Marketing

5 Reasons Why Your Blog is a Failure

October 24, 2017 • By

When I talk to business owners about content marketing, their initial reaction is often to say, “Oh, like blogging?” which is shortly followed by “We tried blogging. It was a waste of time.” They aren’t being mean. Running a blog is a time-consuming process, and for it to produce no measurable return is understandably frustrating. The reality of blogging—a small facet of what content marketing encompasses—is that the vast majority of business blogs are abject failures.

To blame for these failures is a range of common mistakes and misconceptions of what a blog should do or how it should add value to a business. Even if blogging is a clear opportunity for your business, executing a blogging strategy incorrectly will do nothing but drain budget.

Blog, Marketing, Podcast

Eric Perelman – Nartak Media Group

September 29, 2017 • By

In this episode, Marshal sits down to interview Eric Perelman, the owner of Nartak Media, a Pittsburgh-based advertising and media buying agency. Marshal and Eric talk about the role of traditional media in a digital world and Eric’s inside perspective on how businesses can better leverage advertising. To learn more about Eric and his work visit: http://www.nartakmediagroup.com/

Blog, Marketing

Content Marketing Case Study: Inverted Gear Tells a Personal Story about Cancer

September 11, 2017 • By

Despite its prevalence, the power and purpose of content marketing still perplex many business owners. They equate content marketing with blogging, and they just can’t see how blogging could help any business grow, let alone theirs.

Content marketing is far broader than blogging—though blogging is sometimes included—and the goal is to build and strengthen relationships between your brand and your target audience. The best way to do that will vary dramatically from brand to brand and audience to audience, but the core of content marketing comes down to leading and participating in conversations that are emotionally important to your audience.

Blog, Marketing

The Power of “Cost Per Acquisition”

August 16, 2017 • By

A range of metrics can impact your marketing strategy and how you run your business (and we have done a few blog posts on this topic), but few metrics are underestimated and underutilized as much as cost per acquisition.

Cost per acquisition (CPA) is how much your business spends, on average, to acquire a customer. When you define this metric, you can use it to optimize multiple facets of your business. If you run your business without knowing your CPA, you might be missing significant revenue and growth opportunities.

Before we get there, let’s talk about how to calculate CPA.

Blog, Podcast

The Full Customer Journey – Marketing with Marshal and Meesha

August 11, 2017 • By

Taking a brand new prospect from awareness all the way through loyal customer requires multiple touch points and the culmination of many different tactics. Too often, however, we see businesses fixate on just one point of their sales funnel, which means they miss out on opportunities to increase their ROI by ignoring other important parts of the customer journey.

In this episode, we reboot the podcast with some observations about our recent work and talk through the value of looking at the big picture of your business and challenging yourself—and your team—to lean into discomfort in order to uncover greater revenue opportunities.

About the Hosts:
Marshal Carper is a content marketer and founder of Carper Communications. Learn more about him and his work at carpercommunications.com.
Meesha Gerhart is a designer and founder of RedTree Web Design. Learn more about her and her work at redtreewebdesign.com.

Song rights:
“Final Battle of the Dark Wizards” Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 3.0
creativecommons.org/licenses/by/3.0/
2 Men Blues by Stefan Kartenberg (c) 2015 Licensed under a Creative Commons Attribution (3.0) license. dig.ccmixter.org/files/JeffSpeed68/51636 Ft: Admiral Bob

Photo by Yohanes Sanjaya, used under creative commons license. Photo adapted. Original photo available here: https://flic.kr/p/ndeGwj