Insights from Nebo

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December 10, 2014

Why The Academic Paper Isn't Producing Better Writers

For as long as I can remember, the structure of an English argument paper has been ingrained in my mind. You have your intro where your thesis resides, oftentimes in the last sentence. Then you have your body paragraphs, which contain your supporting evidence. Then there’s your conclusion, in which you restate your thesis and wrap up your piece.

Easy, right?

December 3, 2014

What's New in SEO

The hustle and bustle of gearing up for holiday season isn’t the only busy part of the transition from fall to winter. With multiple algorithm updates from Google and some major shake-ups from Bing, Apple and Firefox, it has been a busy couple of months in the SEO industry. Keeping up with search trends and algorithm changes is paramount, so we’re recapping some major updates and news so you can stay up to date!

November 26, 2014

The Power of the Potluck

This time of year is a beautiful reminder of the power of gathering around a table and unplugging from technology, even if only for a brief period.

Thanksgiving is centered on the idea of feasting and giving thanks for the bounty. Not all holidays are so centered on consumption (not to say we don’t indulge for other holidays), but Thanksgiving is the epitome of putting the stresses and distractions of daily life on hold to appreciate family and friends over some quality food.

This idea even holds true in an office setting.

November 20, 2014

Why Atlanta is Poised to Be the Next Great City & the Center of the Digital Age

Atlanta is poised to be the Florence of the Digital Age.

There’s a rumbling of chatter and growing excitement about Atlanta and its future. You hear it at every marketing event. Every digital conference. You hear it every time a local politician speaks. You see it on billboards and in blog posts written by community leaders.

And I suppose everybody wants their city to be the best. To believe their city is the best. But in Atlanta, that feeling doesn’t come from a place of default hometown pride. It doesn’t come from a place of hubris or lack of worldliness.

It comes from experiencing, first-hand, exactly what it is that makes Atlanta so special. A feeling you can only understand once you’ve lived here. Worked here. Grown your career here or started a family here.

November 13, 2014

A Human-Centered Approach to B2B

“Our revolutionary product will allow your company to cut costs by increasing efficiency and boosting ROI to entirely new levels!” – Sound familiar?

If you’re purchasing in the B2B sector, you probably hear this all the time. Companies are offering you an abundance of abstract benefits that sound great, but don’t actually speak to you. The worst part is that company X offers the same low prices and “innovative technology” company Y does, and you’re left trying to find a company that will actually solve your problems as a buyer.

The problem is that the core of B2B marketing consistently focuses on pushing product benefits instead of aligning with customers’ goals. This approach to marketing makes sense if you’re envisioning yourself selling a product to an entire company all at once. But the fact is, as a B2B marketer, you’re still selling to a person, and that person has needs and goals they’re trying to accomplish. Needs and goals that typical product benefits simply don’t address.