When creating content, it pays to think big. Publishing online gives us access to a readership that’s almost too large to imagine. Do it right and your words could be read by people in places you might never even have heard of. While a global readership might seem like something most of us dream of,... More »5 Tips for Content that Crosses Cultural and Linguistic Borders
According to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends annual report, the majority of companies say that they will increase their content marketing spending in the next 12 months. Additionally, only 44% of companies outsource their content creation, down from 58% in 2011. Companies are not only seeing the value of content marketing,... More »Insourcing Your Content Marketing: Should You Take on the Challenge?
I don’t spend a lot of time using Twitter, but when I do, I am searching for content that will either educate, entertain, or maybe even inspire me. My situation mimics that of most business decision makers – I have limited time to explore, and I want to be productive during that time. Low quality... More »Quality Over Quantity: Why Weak Content Is Killing Your Brand
Influence marketing is at a crossroads. As we know it today, influence marketing is primarily defined by social scoring platforms like Klout, Kred and PeerIndex. However, while these platforms are decent starting points for brands looking to identify influencers, they don’t really go deep enough into contextual and situational human relationships to offer a true... More »The Crossroads of Influence Marketing
“Think like your customer” “Put yourself in your customer’s shoes” and so on. These are some of the most repeated phrases of a business and like all other most cited words/phrases very few attention is paid to them. Every business owner/marketer agrees that you need to get an idea of your customer’s choices, his needs... More »What are Buyer Personas and Why Are They Important for Your Business?
I average about three speeches a week revolving around the topic of content marketing. At every one of those events I ask, “How many of you have a documented content marketing strategy?” That answer has never been more than 20 percent, and usually just a few hands are raised. Think about that for a minute.... More »The 3 Building Blocks to Content Marketing Strategy
A big part of content marketing is coming up with great content on a regular basis. In fact this remains one of the biggest obstacles faced by content marketing professionals — producing enough content [source]. This problem isn’t just faced by content managers and marketers, even individual bloggers who want to make money off their... More »How to Use the Concept of Agile Development in Content Marketing
There’s a phrase in sales that refers to opportunities that fortuitously seem to land in your lap as “a bluebird.” Bluebirds got their name as they appear to “come out of the sky,” a stroke of luck that leads to a sale from out of nowhere. On the surface, bluebirds would seem to be a... More »Why Bluebirds Are for Lazy Marketers
For some of us, “All I Ever Really Needed to Know I Learned in Kindergarten” still rings true. Play nice, share with others, don’t interrupt, work hard; the list goes on. For me, a lot of the advice I call upon in my adult life revolves around what my parents taught me. I use their... More »Lessons From Mom: They Work in PR Careers Too
The key to Inbound success when you’re selling a product that’s a considered purchase – essentially, any product that’s purchased over a long lead time – is not just related to the process of nurturing, but to what you offer these prospects through your nurturing campaign. Here are some examples of the types of products... More »Inbound Marketing for Considered Purchase Products
There are many factors that influence a customer’s experience when they interact with a contact center agent, and most of them fall directly under the agent’s control. An agent’s attitude, knowledge of the product or service, their conveyed understanding of the customer’s issue, and their ability to respond to and resolve the customers’ inquiries during... More »How Agent Performance Influences the Customer Experience
So you have an idea for a social media campaign, and you’re thinking of all the millions of people you’re going to attract using Twitter, a blog or Facebook – it’s so exciting! But hold on one second, you have to ask yourself the easy questions first to be guarantee long-term success. Product vs. store... More »Product vs. Store Brands: Marketing for your Online Presence
Sunday brings yet another annual dilemma of modern life: do I buy flowers or do I not buy flowers? If you’re a flower-buyer, then good for you. You’re set. But, if you plan on keeping your distance from the florist this allergy season, then you might have noticed some of the Mother’s Day marketing floating... More »4 Great Mother’s Day Advertising Campaigns
Every marketing professional knows that there isn’t one magic ingredient that creates effective marketing: different industries find success with different methods and tools, and there are an infinite number of opinions on what gets great results. But one thing most of us can agree on is the value of content marketing, which has continued to... More »3 Tips for Better Content Marketing and Lead Nurturing
Abercrombie CEO's Mark Jeffries' recent claims that his brand is not made for "fat people" was a bold and controversial move, but offensive as his comments were, is he being savvy about target marketing? More »Abercrombie & Fitch: Bad Business or Smart Targeting?
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