Category: Content Marketing

July 18, 2019

We’ve all seen umpteen studies proving (correlating) that the more content you publish on your blog, the more visits and leads you get. Marketers take this finding at face value and race to publish more (and more visible) content, with […]

July 15, 2019

In theory, any piece of content can work as sales enablement. If a top-funnel blog post can assist some prospect, then a seller should pass it along. However, when it’s time to make a sale, certain content types hold more […]

July 15, 2019

I recently wrote about the many natures of marketing, including brand awareness and short-term sales activation (or lead gen, as we B2B marketers call it) and the role of content within an overall marketing strategy. The latest seminal research from […]

July 8, 2019

Millennials are forcing marketers to rethink the way they promote products and services. Content marketing speaks to them the best. An overwhelming 84% of the group born between 1980 and 2000 distrust traditional advertising, according to a study by the […]

July 3, 2019

Many marketing leaders didn’t start their career on the creative side. Or even in marketing, at all. So they don’t understand what copywriting really is. They think it is merely wordcraft — alliteration, phrasing, verbiage, terminology. And they readily outsource […]

July 1, 2019

B2B sites have the opportunity to engage buyers for the long-haul that many of their customer journeys require, but few rise to the challenge, finds Forrester. The research firm writes of its latest report on Friday: “Forrester’s latest evaluation of […]

June 28, 2019

“How do I optmize our content for voice search?” is a question we are beginning to receive more and more from our clients. Why optimize content for voice search? Last week, I explained why now is the time for voice-activated […]

June 26, 2019

If you’re asking your prospects to make a buying decision that involves a significant budget or any other form of risk, it’s wise to create a low-risk way for your prospects to get to know you. Increasing comfort decreases perceived […]

June 25, 2019

Paul Harvey will go down in history as a radio icon. His decades-long program, a mixture of reminiscence and witticism, fostered unprecedented bipartisan listenership. When Harvey spoke, people heard his warmth and sincerity. And when he seamlessly folded advertising messages […]

June 24, 2019

The truth is there are no secrets to creating a content marketing strategy. Instead, we simply use our proven, 7-step framework as a guide, plus add plenty of meaningful time and effort (usually about 60 days or so for us). […]