13 results
  • Are Buyer Personas A Waste Of Time?
    In this era of preference marketing, buyers are in control. When online information became ubiquitous, the customer suddenly didn't have to simply accept what marketing delivered; she now had choices. ...
  • When Your Content Marketing Fails
    Just about everyone has embraced content marketing. And some people are even succeeding with it. However, a shockingly high percentage of B2B content marketers report that it really isn't going ...
  • Corporate Storytelling: Coming To Your Emotional Rescue
    Truth: Logic rarely spurs action. And yet, more and more, we (marketers) are focused on metrics. We rack our brains trying to figure out how to move prospective customers logically ...
  • When Your Content Marketing Fails
    Just about everyone has embraced content marketing. And some people are even succeeding with it. However, a shockingly high percentage of B2B content marketers report that it really isn't going ...
  • Corporate Storytelling: Coming To Your Emotional Rescue
    Truth: Logic rarely spurs action. And yet, more and more, we (marketers) are focused on metrics. We rack our brains trying to figure out how to move prospective customers logically ...
  • Is Your Content Trustworthy?
    You've certainly heard that content marketing is the coolest thing ever and that you have to jump on this bandwagon. But, wait. Stop. Why should you expend all this time ...
  • Does Your Audience Hate Your Content?
    According to the Content Marketing Institute, 93% of B2B marketers are engaged in content marketing, while 90% of B2C marketers say they have embraced content marketing. I'm not seeing it. ...
  • Is Your Content Thrilling?
    Every day, at least 1.5 million blog posts are published. So what makes you think anyone is going to read yours? The consumers of content have plenty of options to ...
  • How To Make Sure Your Content Has An Authentic External Voice
    I had a meeting last week with an organization I'm just getting to know. The conversation was peppered with acronyms as they described their organizational structure. It was a sea ...
  • The Trouble With Freelancers
    The act of content creation is still one that plagues marketers. According to the 2013 Content Marketing Institute/Marketing Profs survey, 69% of marketers say they don't have enough time to ...
  • Are Buyer Personas A Waste Of Time?
    In 2014, you'd better understand your audience before you start marketing. In this era of preference marketing, buyers are in control. When online information became ubiquitous, the customer suddenly didn't ...
  • Content Marketing: What NOT To Do
    According to the Content Marketing Institute, 93% of B2B marketers are deploying content marketing as a strategy. Quite clearly, not all of those firms are doing it well; there's a ...
  • Quality Vs. Quantity: Quality Wins
    As you consider your organization's content strategy, perhaps the biggest inflection point is quantity versus quality. How much versus how good? It can be very difficult to do both, particularly ...