By Marcia Riefer Johnston published October 19, 2017

Why Savvy Marketers Close the Pre- and Post-Sale Content Gap

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Do your company’s pre- and post-sales content teams coordinate their efforts, reaping all the benefits that can come of doing so? Or do the teams work on their own without much communication, maybe without even knowing each other’s names?

I’d guess that you’re nodding at the second question. It’s rare that I hear of these teams working together. When I do, as happened at the Intelligent Content Conference, my technical writer’s heart goes pitter-pat.

At ICC, Andrea Ames gave a talk ­– Closing the Gap Without Falling Into It – on IBM’s efforts to close the gap. In her case, the gap takes the form of marketing on one side and tech communication on the other. In other companies, the sides (aka silos) go by different names.

Whatever names your company uses, the idea is generally the same: Presales teams sell. Post-sales teams explain. Rarely the twain shall meet.

It doesn’t have to be that way.

This post sums up Andrea’s main points, including her insights and images.

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By Linda Formichelli published October 18, 2017

Email Lists: When Smaller Is Actually Better

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Have you been attracted to headlines like these?

  • 50 Tips to Help You Get 50,000 Email Subscribers for Your List
  • 20 Ridiculously Easy Ways to Get More Email Subscribers
  • How to Build an Email Marketing List as Quickly as Possible
  • 10 Irresistible Incentives That Will Grow Your Email List—Fast

Of course you have, and I understand why: For us content marketers, eyeballs are everything. The more people we have reading, listening to, and watching our content, the better.

But what if the best way to grow a loyal audience for your content is to let your subscribers go, or even to shove them out the door? I learned the hard way that bigger isn’t always better when it comes to email lists. Now, I want to share how to pare your list to make it more effective for your business – and your target audience.

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By Diane Domeyer published October 17, 2017

How to Speed Up the Process to Find and Hire Top Content Marketing Talent

By Daniel Hochuli published October 16, 2017

The Smart (and Not-So-Smart) Ways to Use Vanity Metrics

By Carlijn Postma published October 15, 2017

How to Take an Audience-First Approach to Your Content

By Joe Pulizzi published October 14, 2017

This Week in Content Marketing: Is Google’s Subscription Gift to Publishers a Trojan Horse?

By Ann Gynn published October 13, 2017

Experts Talk Content Workflow Challenges, Bottlenecks, and Solutions

By Marcia Riefer Johnston published October 12, 2017

What to Consider When It’s Time for New Marketing Technology

By Andy Betts published October 11, 2017

The Future of Content and SEO: 5 Trends Every Marketer Needs to Know

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