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How to Make your Content Sticky
Make it very useful, then make it portable and spreadable. Package it in as many ways as you can think of, build it out, extend it with participation, give it away for free, give it away for leads, give it away to sell it. These and many other ideas can help you raise your online…
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Content Strategy: Secret to Writing for Buyers Consideration Phase
Online, you can learn a lot about your customers by observing and understanding their digital behavior. That's why your online presence needs to be integrated — PR programs, marketing campaigns, social networks participation need to be one connected execution that speaks with your brand's voice. From a content standpoint, it also needs to integrate three…
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Marketing as Profit Center
It's not just digital PR that needs a tune up in measurement, marketing does, too. Especially at budget time. Northwestern University professor (emeritus-in-service) of integrated marketing Don E. Schultz just shared some very interesting points about ROI in his monthly column for Marketing News. Having worked in the manufacturing industry for many years wearing the…
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When You Only Have a Hammer
You know how the saying goes… everything you see looks like a nail. Well, better than getting into a conversation about holes, right? Yesterday's hammers where more around outbound marketing. Today, because of the Web, we say it's about inbound marketing. LinkedIn, blogs, Twitter, now Facebook — technology hammers. When you're extremely passionate about one…
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What and Why?
Wednesdays I usually run conversations with idea people, folks from the agency side of business, or members of the community from the About You page. I've invited individuals for each of these categories to teach us about themselves, and while we wait for the results of that conversation I can publish, I thought a great…
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Doc Searls, The Cluetrain Manifesto, 10 Years Later
This is the mother of all conversations, to borrow from a title to a post Doc Searls wrote, which I link to down below. He's among my personal heroes for thinking about the buyer's side – and doing something about it. Something hopefully radical and, if you're paying attention, really important. He writes about independence,…
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Best of 2009, the Year of Execution
Strap yourself in, this is going to be quite a ride! As it is tradition — and super requested by many — this is my annual recap of the most dialed in conversations of the year. As we progress through them, you will see how they're all somehow connected to the same thread. Did we…
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Marketing in 2010 (free eBook)
When we talk about brand awareness, consciously or not, we correlate "brand" with one specific phase in the marketing funnel. Many have defined brand as a set of expectations and experiences. These in turn generate stories we identify with as we develop our relationship with the brand and the company and people who represent it…
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Your Service is Content
The best way to tell customers about your service is by showing them. Service is content marketing, the most powerful kind of content that people will gladly share with each other when it's about them and their stuff. Think for example about the fascination we have with knowing where our books or other items we…