Content marketing is changing the way businesses engage with customers. Here are three ways your business can benefit from this useful tactic.

1. Be an Expert: Quality content delivered on a consistent basis positions your business as an authority and builds credibility with your audience.

2. Boosts SEO: In a highly searchable world, genuinely good content will not only bring back your audience but help with search engine rankings.

3. Content Creates Value: When your audience visits your website or social pages, they expect to glean insights from what you’re putting out there — and depend on you for valuable information.

– Natalie Ghidotti, The Arkansas 100

Returning to work after having a child can be a challenging transition. Regardless of which state or federal workplace laws apply, employers should consider these best practices for welcoming back new mothers:

– Talk to expecting employees about how much leave they will take and whether they may need flexible work hours when they return.

– Consider increasing a new mother’s workload gradually instead of expecting her to return to work at full capacity.

– When possible, avoid scheduling meetings beyond normal work hours, especially without notice.

– Allow breaks for mothers to pump breast milk in a comfortable, private space – not a bathroom.

– Lisa McGlynn, Fisher Phillips

Corporate social responsibility remains a priority for many businesses, and research has shown that employees want the corporate entities they work for to take a stand on societal issues.

Recent research from Povaddo suggests that 57% of surveyed employees feel corporate America needs to play a more active role in social issues. A majority (62%) would also be more likely to recommend the company as a place to work if its CEO makes a real effort to make a difference.

The other 43% feel that Corporate America needs to strictly confine its activities to being financially prosperous and providing employment.

– Chuck Norman, APR, The North Carolina 100

Nicole Harris is now a Biloxi-based digital producer, but she gained a ton of experience while being a member of Leadership Memphis’ FastTrack class in 2012. The FastTrack program engages emerging, high-potential leaders who are hungry to make a difference in the community.

“The FastTrack program at Leadership Memphis is the gateway to leadership in every possible way,” Harris said. “I walked away with a deeper appreciation for my community and a greater sense of purpose.”

Now is the chance to join a life-changing program, which runs September through December. Get more information and application instructions here.

– Leadership Memphis

Competition in business is inevitable, whether you are first to market with a new concept, product or service, or whether you are entering an existing playing field. What is optional, however, is your approach to it.

Competitive spirit, when harnessed properly, is a motivating force that can save us from complacency. But rather than direct it outwards, use it inwards to set clear objectives, targets and metrics. The best runners are not only trying to win the race, but also break their own record. Pushing yourself to peak performance is the best way to leave your competitors in the dust.

– Tara Rogers-Ellis, The Dubai 100

Are you a leader, or poised to be one? As such, you can create fear and confusion or inspire and motivate. To achieve the latter, lead by example, creating a vision and setting a clear path for achieving it. The most effective leaders are excellent communicators, not afraid to do the work required to achieve success. Other key qualities of leadership include:

• Courage

• Integrity

• Humility

• Focus

• Cooperation

And you will earn the respect of those you lead with authenticity, aligning what you say with truth and reality. Leadership is not always innate, but can be cultivated with practice and dedication.

– Lisa Cutter, The Colorado 100

Focusing on the company culture of your business has benefits both in and out of the office, if done correctly.

– Hiring: More than ever, people, especially millennials, are looking at company culture as a major influencer when applying for jobs.

– Show clients who you truly are: This is your opportunity to shine to potential clients. Through social media and branding, display your company culture as a representation of your values.

– Employee engagement: A strong company culture gets employees of various levels interacting with each other more. This leads to increased creativity, retention and all around happiness for the entire team.

– Natalie Ghidotti, The Arkansas 100

Small business marketing presents unique challenges. Budgets and resources are typically smaller but don’t have to be barriers for effective marketing. Here are some tactics to promote your name while growing your customer base:

Social Media: Vital in today’s digital world – it’s the best tool for communicating directly with customers, presenting your brand and reaching large audiences with boosted content.

Community Involvement: Engagement in local activities provide platforms for promoting your business, networking with fellow entrepreneurs and building customer connections.

Added Value: What can you give customers your competitors aren’t? Loyalty programs, personalization options, educational content? Go above and beyond.

– Natalie Ghidotti, The Arkansas 100

Convincing someone to see things your way is more complex than you might think. In fact, neuroscientists and social psychologists have long asserted that people alter facts to align with their preconceived beliefs.

According to George Lakoff, retired UC Berkeley professor of cognitive science and linguistics, if you want to create messages to persuade, you have to understand other worldviews, and facts and rational debate have less value than you’d think. We can use this when seeking to persuade.

Arguing from our worldview can cause others to dig in and defend their position. Seek understanding, then frame your argument accordingly.

– Lisa Cutter, The Colorado 100

When managing a crisis, the first thing you need is a solid writer. They must be able to impart empathy, honesty and relatability in a few paragraphs.

During a crisis, you’ll be deploying messages across multiple channels – CEO statements, social media posts and internal employee emails. Good writing is the crux of these. Here are three things your writer must know.

1. The real reason for the crisis. If your writer doesn’t have all the facts, the writing could gloss over, or completely ignore, crucial issues.

2. The ability to convey true empathy.

3. Brevity. There’s always lots to explain.

– Natalie Ghidotti, Ghidotti Communications

One of the best things you can do for your brand is to actively volunteer in your community. Regular community participation yields benefits in multiple ways by improving brand awareness, better engaging employees, showcasing corporate social responsibility, building beneficial partnerships and finding new business opportunities.

Whether it is volunteering at a homeless shelter or donating your business’ time and resources to the local food bank, you’re helping strengthen the community. Strong communities generate loyalty, and your business should be in that loyalty mix. Most importantly, you’ll know the joy of helping those in need, which is something everyone should experience.

– Natalie Ghidotti, Ghidotti Communications

According to the Bureau of Labor Statistics, nearly 25% of all employed Americans do some or all their work from home.

It has its bonuses: low overhead, no commute, flexible schedule and reduced daycare costs. However, at-home employees can get distracted by household tasks, procrastinate and lack creative collaborations.

Tips for at-home efficiency:

• Develop and follow a timed schedule

• Schedule household tasks on breaks

• Pack a lunch so you don’t overindulge

• Schedule conference calls regularly with co-workers/clients/vendors

• Create a real office space

Follow these directives and you’ll optimize your workload from the comfort of home.

– Margrette Mondillo, Goodwin Group PR

Trust in business can be difficult to come by, and per the 2017 Edelman Trust Barometer, the general population’s trust in business, government, NGOs and media has rapidly declined recently.

Trust in business dropped in 18 countries and credibility of leadership roles dropped to an all-time low of 37 percent.

To maintain trust with clients, businesses must keep consistent, reliable, open communications. By directly addressing issues you can instill trust and loyalty in your audience that you have their best interests at heart.

When it comes to public relations, upholding the principles of ethics is a key trust builder.

– Jane Dvorak, SLJ 100 Communications

Gone are the days of interns tirelessly running errands and making coffee (well sometimes) — interns are more valuable to a business than you think.

Increased work efficiency. They will be hard-pressed to say no, so present them with a challenging task. It will get completed and in a timely manner.

New insight. As college students or recent graduates, interns will bring fresh perspectives on your company’s established tactics.

Business advocates. Recent graduates are all about showing the world how cool their new internship is through social media, which makes them the most cost-efficient brand ambassadors for your business.

– Haley Haas, SPR Atlanta