Sue Borst | Sue Borst Marketing |San Antonio What I Learned Bringing a UK Electronic Security Product to the US Market People often assume that marketing products from the United Kingdom to the United States should be relatively straightforward. After all, both countries speak English. As a British marketer who began her career working for a UK electronics manufacturer before moving to the United States nearly 30 years ago, I can tell you that's far from the truth. One of my

Googling Sue Borst Marketing - when I should be looking at what the AI platforms say By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas At some point this month, you’ve Googled your own business. We all do it. But here’s the problem: your next client probably didn’t Google you. They asked ChatGPT. Or Gemini. Or Claude. And whatever the AI said — accurate or not — became their first impression of your business before you ever got a say. In an earlier post, I aske

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas June 2026 Let’s be honest! You’ve invested in your business brand. You have a logo. A website. Maybe a color palette you agonized over. And yet, when someone Googles you — the person behind the business — what do they find? A LinkedIn profile you haven’t touched since 2022? A headshot from a previous job? Nothing at all? Here’s the truth: Your personal brand isn’t separate from your business brand. It IS your

Your brand voice is the one thing AI can't replicate — and it's also the thing most businesses can't clearly define. Here's what brand voice actually means, why it matters more than ever, and how to make yours unmistakably yours.

Not long ago, a company's website was often the first place a potential customer learned about their business. Today? Not so much. Before someone contacts you, they may Google your company, check LinkedIn, read reviews, browse your social media, and increasingly, ask an AI tool like ChatGPT, Gemini, or Claude for information. In many cases, potential customers are forming an opinion about your business before they ever visit your website. Which raises an important question: I

AI creates content. People Create Connection Let's address the elephant in the room: I use AI. In fact, I've fully adopted AI into my workflow because it makes me more efficient, helps generate ideas, and speeds up parts of the content creation process. But here's what many people misunderstand. AI creates a first draft. The final draft is still human. Every blog, social media post, website page, article, or piece of content goes throu

(Even If You Already Did One Five Years Ago) Most marketing people don’t wake up one morning and dramatically announce: “Our messaging no longer reflects who we are.” It is usually far less dramatic. Your website slowly starts sounding outdated. Your LinkedIn posts sound different from your proposals. Your social media says one thing, your team says another, and somewhere along the way, your business quietly evolves, while your messaging stays stuck in 2019 quoting “we should

AI is changing marketing fast. Businesses can now generate blogs, emails, social posts, website copy, and entire campaigns in minutes. Content creation has never been faster or easier. But there’s a growing problem happening online right now. A lot of brands are starting to sound the same. The content is polished. The grammar is perfect. SEO boxes are checked. And yet somehow, none of it feels memorable. Because while AI can create content, it still can’t create a genuine bra

By Sue Borst | Sue Borst Marketing | San Antonio, TX If you’ve ever looked at your website, your LinkedIn page, your brochure, your elevator pitch… and thought: "Why does this all sound like five different companies?" You’re not alone. Most growing businesses don’t have a marketing problem. They have a messaging problem. And no—changing your logo, posting more on social media, or sprinkling in a few trendy buzzwords won’t fix it. Because if your brand message isn’t clear, yo

Marketing Lessons Behind One of the NBA’s Strongest Brands By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas May 2026 As someone who spends every day helping organizations clarify their messaging, strengthen their brand, and create content that actually connects, I notice when a brand becomes bigger than the product it sells. And here in San Antonio (where I have lived for the past 30 years), there may be no better example than the San Antonio Spurs. Five NBA c

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas May 2026 If you’re a business owner, marketing leader, or the person on your team who somehow became “the marketing department,” you’ve probably heard a few new acronyms flying around lately. SEO AIO GEO And if your first thought was “Great. Another acronym I’m supposed to understand.” Fair. But here’s the good news: These aren’t three separate marketing strategies. They are three parts of the same conversation

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas April 2026 Brand consistency is not about being rigid, repetitive, or dull. It’s about being recognizable, reliable, and remembered. These are three things your business absolutely cannot afford to skip. Think about the brands you love. You know their look. You recognize their tone. You feel their presence before you even read a word. That’s not luck. That’s consistency. And if your brand feels a little… all ove

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas February 2026 Let’s start here: If your marketing feels busy but your pipeline feels quiet, you likely have a Top of Funnel Marketing issue. Most organizations focus heavily on closing—proposals, sales calls, conversions. But they skip the part where strangers become familiar. That’s the top of the funnel. And without it, the rest of the marketing funnel struggles. What Is Top of Funnel Marketing? Top of Funnel

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas February 2026 In today’s digital marketing environment, clear brand messaging is essential for capturing attention and building trust. As online attention spans continue to shrink, organizations must communicate their value quickly, consistently, and with a defined brand voice. Without a strong content strategy and aligned messaging across digital and print platforms, even the most experienced companies risk bei

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas March 2026 If your brand could speak, what would it sound like? Clear or complicated? Approachable or formal? Confident or cautious? That answer is your brand voice. And whether you’ve intentionally defined it or not, your business already has one. The difference between brands that blend in and brands that stand out is simple: intention and consistency. In today’s crowded, scroll-heavy world, brand voice is no

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas February 2026 It’s Super Bowl Sunday 2026. Some people are here for the football. Some for the snacks.And marketers? We’re watching the commercials like it’s our job. (Because… it is.) The Super Bowl isn’t just a game. It’s the biggest live attention economy experiment of the year, a real-time test of branding, storytelling, and audience activation at the highest level. And here’s the good news: You don’t need a

I’ll be honest—I used to be confused by the term content pillars. It sounded strategic (and slightly intimidating), but no one explained it in a way that felt practical. I kept hearing things like “you need pillars” without a clear explanation of how that actually helped me show up, post consistently, or run my marketing business. Once I simplified it in my own head, everything clicked. So let’s start there. What Are Content Pillars? Content pillars are the main topics your b

Understanding Content Creation and Execution By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas January 2026 Content creation is the writing. Execution is making sure it actually gets done. You need both so your marketing doesn’t live in drafts, notes, or half-finished ideas. Content is created with intention and then consistently put into action across the channels that matter most. In today’s world, consistency builds trust. And consistency only happens when c

Yes. For years, digital marketing has focused on one primary objective: getting found. SEO was our ticket to digital visibility. Social media algorithms influenced what gained traction. Paid ads accelerated visibility. All important. All still relevant. But today, the landscape has shifted. We’re no longer marketing only to people. We are marketing to machines that influence people. And that’s where AI Optimization comes in. So, What Is AI Optimization? AI Optimization is the

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas November 2026 If you’ve ever poured your heart, soul into a LinkedIn post only to … get crickets … you’re not alone. One of the biggest misconceptions about social media, LinkedIn, in particular, is the belief that posting organically should instantly generate leads. Spoiler: It doesn’t.But here’s the part most people miss: Organic LinkedIn posting is still one of the most valuable (and low cost) marketing tools