Chronicling the Content Marketing Revolution
Thirteen years ago, Joan Damico was working for a technology company when she noticed a gaping hole. As a Marcom Manager, she struggled to find good writers capable of blending technology concepts with business benefits. Those writing about tech had no sense for marcom and vice versa. “It was hard to find that mix.” But Joan, [...]
In the last year or so, I’ve noticed a brilliant shift in the world of online marketing. As you know, many of the companies that are growing at a fast clip are using content marketing. They’re communicating with their customers. They’re giving away information for free. But even more than that, the really successful online [...]
You’ve been staring at that blank screen for 30 minutes. You try one sentence here, one sentence there. To get the creative juices flowing, you attempt free association. 5 minutes later, you end up with “What Kind of Dog is YOUR Software Solution?” Everyone loves dogs, right? You think of the hours you’re about to [...]
When it comes to content production at enterprise organizations, there’s a serious problem with supply and demand. In fact, SiriusDecisions reports that 60-70% of content produced by B2B marketing teams goes unused, stuck forever in digital purgatory, where no one will ever access it. Why? Because communication between business units and departments is down, organizations [...]
When marketers start thinking about using content to optimize their sales funnel, typically, they think about optimization before the sale is made. A prospect turns into a lead, and a lead turns into a sale, and the job is done. But the most successful marketers begin by optimizing the bottom of the funnel first, not [...]
“I’m too busy.” “I’m travelling.” “It’s end of quarter.” “I never got your email.” How many excuses like these have you seen when you’re asking your customers for a testimonial? How many letters, emails, calls, texts, tweets etc… do you normally have to send before you hear back from your customers? It’s been proven that [...]
We talk a lot about content problems—how to identify them, solve them, and make everything a whole lot better. But sometimes it’s important to take a step back and ask where that content problem came from in the first place. Why did we find ourselves in that particular pickle? When I ask this question on [...]
If you work in a large organization, chances are you’ve run into some content challenges that feel pretty darn overwhelming. After all, auditing 10,000 pages, running multiple blogs and social media accounts, and wrangling dozens of writers, editors, contributors, and stakeholders is no walk in the park. Content is hard in small organizations too, but [...]
A car without gas is a useless hunk of metal. Likewise, a marketing platform – whether it’s a blog, marketing automation software, or a Facebook page – won’t drive your brand anywhere without killer content. With that in mind, we caught up with Joe Chernov of Kinvey, Mike Volpe of HubSpot, and David Balter of BzzAgent [...]
According to Copyblogger, a call to action is “the most effective tactic to convert random traffic into loyal readers and paying customers.” That’s a pretty impressive definition–and one that should pique (thank you for the grammar correction, Brian Clark) the interest of any content marketing practitioner. Driving traffic, generating leads, and increasing revenue are the very [...]
