It has never been easier to educate and market with content, but with this ease comes a major challenge. We are told content is king; we are told to create content … that we should be writing, doing videos, podcasting, etc. I agree these are some of the most effective ways to capture the attention... More »The Case for Pure Evergreen Content
Grow A Business
Many content marketing strategists who generally know how to create great content and tell stories, but don’t really self-describe as “numbers people.” Only 27% of B2B marketers say they are effectively tracking content utilization metrics. We know you’re not a statistician, but don’t let analytics become the monster under your bed. This post will cover... More »Content Analytics for Dummies: The Metrics That Matter
As freelancers, we spend a lot of time thinking about ourselves. We think about our immediate and lifelong goals, how we’d like to earn our money, how we’d like to get paid for said money, and what type of clients we’d prefer. It’s all about us. We especially put a lot of thought into that... More »The 5 Things Clients Want Most in a Freelancer
Do you spend much time creating headlines? I know you pour your heart and soul into creating the content, but what about the headline? Do you just slap a few keywords into the headline without thinking about it? According to the virality geniuses at Upworthy, you need to put a lot of effort into your... More »Do NSFW Headlines Work Better?
A service level agreement (SLA) outlines the commitment a company’s sales and marketing teams make to each other for the overall good of the business. Create an SLA by asking questions of both teams such as “How many qualified leads does the sales team need to make its quota?” and “What follow-up procedures result in... More »Smarketing: What is a Service Level Agreement?
Most of the attention given to content marketing in the B2B space has focused on its role in lead generation and lead nurturing. In reality, companies are using content marketing to support several objectives. The table below shows how B2B and B2C marketers ranked their objectives for content marketing in the latest content marketing survey... More »Why Your Content Marketing Plan Must Focus On More Than Lead Generation
I was recently interviewed by an international business rag on content marketing. They asked me things like what is it, why anyone should care, how to do it well, etc. We all know content marketing is nothing new. And sometimes this is one way it is dismissed – as just another marketing “buzzword.” But one... More »What Is Content Marketing? It’s Starts With Culture!
You know, there’s a reason Facebook is so addictive. At many times, Facebook seems to know what we’re interested in better than we do. It’s not just happenstance. Far from it. Facebook is easily the master of personalized content curation, a practice Beth Kanter defines as, “The process of sorting through the vast amounts of... More »How to Curate Content That Actually Matters
We all know the old marketing gimmick of getting the person’s first and last name and using it in the subject line of an email. The idea was that when a person saw an email from a strange address, perhaps an unknown brand’s, the person would be more likely to click on the email if... More »Proactive Marketing Ideas: Interest Customization is Key
The telecom industry is embarking upon a price war as noted in a recent Barron’s article, Verizon Offers Best Value to Investors Amid Telecom Price Wars. Typically price wars begin because the companies in an industry are experiencing slowing revenue growth. The question is ‘Why are those growth rates slowing?’ The presumption is that the... More »Price Wars: Market Saturation or Innovation Implosion?
You can’t spell the word prank without PR. Some of the most high-profile hijinks in recent history involved a mix of paid, owned, and earned media. But before blindly executing an April Fool’s joke, you should ask yourself if misleading key constituencies could do more harm than good. Major news outlets have warned press release... More »You Can’t Spell Prank Without PR
Don’t tear your hair out when a bad review comes in – Use it to your advantage. Click here to view the infographic Firstly, the numbers 79% = The proportion of consumers who trust online reviews as much as a personal recommendation. 47% = The proportion of UK consumers who have written an online review. 90% =... More »How Negative Reviews Can Turn Into Repeat Business
The future, as it turns out, is automated. Self-parking cars, TV programmes that recommend themselves and even fridges that tell you when you’re running out of milk. Automated technologies are revolutionising our personal and professional lives. Sales and marketing are being completely reshaped by powerful automated solutions. Automated platforms are no longer exclusively available for... More »Automation Doesn’t Mean You Are Not Involved
Having moved from one of the world’s largest retail marketing companies to my current CMO role at a smaller financial firm—that has the opportunity to be an industry game-changer—is incredibly exciting and a big responsibility. Our firm is a “challenger” brand—we defy conventional wisdom about our industry and are creating a whole new category for... More »How to Create a Roadmap for High-Impact Marketing
First off, a brand is not a logo. A brand is about the emotional reaction that your product and/or service causes. For example, how do you feel when you think: Apple, Range Rover or Canada Goose? What you thought and felt is the brand – good or bad! More importantly, ask yourself how do you... More »How You Tell Your Customers (On a Daily Basis) That Your Brand Sucks
- How These 10 Marketing Campaigns Became Viral Hits Entrepreneur