Let’s Talk Late Stage Content: Risk v Trust
Whether buying a toothbrush or a life insurance plan, every purchase has an element of risk to it. No one wants to buy the wrong thing, pay more for the exact same product, or purchase something that...
View ArticleHow to Find Content for Your Company Blog
While you won’t need to worry about robots – like this hamburger-flipping model – taking over your job anytime soon, there is one bot you should spend significant time thinking about: the search bot....
View ArticleBrand Archetype Seminar Hits the Mark
Some of you might be here because want to have a distinctive brand. You want to understand how to position your brand against competitors who you might perceive are smarter or sexier than you are. Or...
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When Content Marketing is NOT the Answer
Of the many reasons marketers choose to embrace content marketing – lead generation, improved SEO, building credibility, and lead nurturing among them – one reason that should never make the list is...
View ArticleStarbucks Sells Brand Purpose (and Product) with Content
Content marketing is sometimes viewed as laying a trail of breadcrumbs for your target buyer. In the beginning, you’re helping potential buyers identify the full scope of their need by educating them...
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How to Distribute Your Content
Recently, I had the opportunity to meet with a client to discuss their content marketing strategy. As the conversation moved from discussing goals, strategy and audience, we started talking about the...
View ArticleContent Marketing Goals for Marketers in 2015
Content marketing grew by leaps and bounds in 2014, with over 93% of B2B marketers using content marketing, and it’s poised to grow again as a powerful marketing tactic in 2015. Many companies are...
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Content Marketing is Critical Post-Sale
These days, you’d be hard-pressed to find someone who wouldn’t recognize that content marketing is a valued tool in the sales process. Content marketing is well known for shortening the sales cycle,...
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Making The Decision About Native Advertising
Since the early days of digital content production, publishers have been challenged with balancing profitability and user experience. Traditional ads and sponsorships, including full-page ads and IAB...
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Giving New Framework to Old Metrics
Anyone who is in charge of content should be obsessed with metrics. The problem is, the industry as a whole can’t decide which metrics matter. There is a hazy sense of certain metrics being more...
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