Focus on the customer.
Obvious in theory, but not always common practice. Browse through a handful of random corporate websites and you’ll see recurring themes like “why we’re the best” and “what makes us different.” Even when the customer is mentioned, it’s often in a way that’s little more than puffery: “we’re customer-focused” or “we’re dedicated to helping our customers achieve (insert vague outcome).” Continue reading “Copywriting Troubleshooter: Are You Focusing On Your Audience…Or Your Company?”
Do you have more than one person writing copy for your website, social media channels, and content marketing? While a mix of unique styles can help make your content more interesting, minor differences in tone, usage, punctuation, and formatting can add up over time and create distracting inconsistencies.
A simple writing style guide can solve this problem, giving freelancers and internal contributors creative flexibility while helping you maintain a coherent voice throughout your content.
Here are a few style guidelines to help get you started. Continue reading “Why You May Need A Content Marketing Style Guide”
Which of these marketing tools is most effective?
1. Google Adwords PPC
3. Direct mail
The truth is that the value of any marketing tactic can only be measured by comparing it to other marketing tactics. PPC, blogging, direct mail, or any other marketing tool is neither a good or bad use of your resources. It’s only better or worse than your other options.
Before making any decision about where to focus your limited marketing dollars, you first need to answer 3 critical questions. Continue reading “3 Questions You Must Answer Before Investing In Any Marketing Tactic”
The fatal flaw of most B2B marketing strategies is the incorrect assumption that all business purchasing decisions are made purely by logic.
No emotions allowed.
So, based on this erroneous point of view, B2B marketers cut out anything resembling a personality or purpose from their websites, white papers and webinars. In its place, they dump data, facts and graphs. The company with the most facts wins, goes their thinking. Continue reading “Boring Is Not A Strategy”
Nothing will kill good content ideas quicker than putting them through the meat grinder of office politics. Content creation by committee guarantees that your ebooks, webinars and blog posts will be ground into bland, vanilla paste. Here’s why… Continue reading “Rule By Committee”
Your free content isn’t actually free at all. It costs your audience something much more valuable than a little money. Continue reading “Why Your Free Content Still Costs Too Much”
Measuring the ROI of content marketing can be tricky. While companies white-knuckle the roller coaster ride from outbound to inbound marketing, many rightly ask for data to back up the hype. “Where are the best practices?” they ask. “Where is the research…the numbers that prove all this actually works?”
Meanwhile, new media pundits struggle to answer these questions. The tools are still so new that established best practices (the past) give way to seat-of-your-pants innovation (the future).
Exciting? Yes, but difficult to measure and prove in a spreadsheet. Continue reading “How Relentless Pursuit Of Content Marketing ROI Guarantees Mediocre Content”
Trying to sound really smart is really, really dumb.
You see it every day. Puffed up blog posts, white papers, webinars and website copy full of important sounding jargon. So serious, so authoritative. The less of it you understand, the more important it must be. Continue reading “Yes, Even CEOs Speak Human”
If your lead generation offer is only about your firm being “best-in-class” and “results-focused,” you’re probably going to lose out to competitors creating content that people actually care about. Their own dramas, problems, challenges and selfish interests. Them, not you. Continue reading “Great Lead Generation Offers Are About Their Problem, Not Your Commitment To Excellence”