When brands make big changes, it is important to pick strategic messages to communicate them.

In January, J.C. Penney’s CEO Ron Johnson announced that the retailer would withdraw from non-stop low price promotions and instead switch to a “Fair and Square” everyday pricing strategy. Products will now only have one price-tag, prices will end in 0 instead of 99, and price categories will be separated into three standards: every day, monthly value (e.g. back to school sales), and clearance.

The new Ellen DeGeneres ads in support of the new JC Penney’s pricing strategy are engaging…

With all of the media messages bombarding customers daily, staying top-of-mind can feel like an impossible task.  But do some digging and you’ll quickly learn that engaging your customers starts with one little word: PAIN.

What is their pain or problem? Discovering your customers’ pain is key to helping them find a solution to their problem.

Most people scouring the Internet aren’t just killing time; they’re using various search engines to find answers for a problem or question.

With this in mind, consider these following tips for creating web marketing content that not only engages your customers, but also helps…