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”
“Excrement! That’s what I think of Mr. J. Evans Pritchard! We’re not laying pipe! We’re talking about poetry. How can you describe poetry like American Bandstand? “I like Byron, I give him a 42 but I can’t dance to it!” Continue reading “Engaging Content Is More Poetry Than Personas”
You’re at a party. An attractive, well dressed woman (or man) walks up to you from across the room. Continue reading “Marketing Speak Vs Human Speak”
The problems you solve are important. They cost organizations money, time and maybe even jobs. Fixing them means putting all of your resources and experience to work. The results, if done correctly, will matter to a lot of people.
Want a fun little project? Look at your company website. List every single picture, graphic, logo, idea, sentence and thought on it. Go do it right now…I’ll be here when you get back. Continue reading “Who Cares?”
The only words you should use in your marketing, home page, or mission statement are ones that clearly and honestly communicate the value you bring to the table. Continue reading “The BS Test”