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How Relentless Pursuit Of Content Marketing ROI Guarantees Mediocre Content

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”

Great Lead Generation Offers Are About Their Problem, Not Your Commitment To Excellence

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”