Marketing BLOG

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 lo

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

How to set smarter goals, budgets, and marketing priorities before the new year hits. Let’s be honest, 2026 feels like “next year.” But we both know how this goes: one minute it’s Q4 planning season, the next you’re knee-deep in January wondering where the time (and the budget) went. So before you open a spreadsheet or start color-coding next year’s campaigns, let’s clear up three words that often get tangled together — Marketing, Brand, and Strategy. Quick Reality Check: Wha

Brand strategy and marketing strategy are different — but also deeply connected. Understanding the difference is the first step toward clarity, consistency, and results.

By Sue Borst | Founder, Sue Borst Marketing | San Antonio, Texas October 2025 Here’s the thing: most marketing doesn’t fail because it’s bad — it fails because it’s unclear. You can have the best visuals, a clever campaign, and still miss the mark if your audience doesn’t instantly understand who you are and why you matter. At Sue Borst Marketing, that’s where we start — with clarity. Because clear, consistent messaging isn’t just a nice-to-have. It’s what turns interest into

Building Brand Messaging That Inspires Action

n the ever-evolving landscape of digital marketing, it is crucial for businesses to have a strong and effective brand messaging strategy.