Stories By Marcia Riefer Johnston
How to Use How-To Content to Create and Retain Loyal Customers
Too many marketers fail to create content for the bottom of the funnel. But content for people who are on the verge of buying, who have just bought, and who are between purchases is essential. Learn how outdoor retailer REI does it.
8 Rules for the Startup Marketer (or Anyone Who Wants to Think Like One)
If you work in a big, established company, a presentation on being a marketer on a small team may not seem to apply to you. But the wisdom extends to anyone who wants better flexibility and performance.
Why Savvy Marketers Close the Pre- and Post-Sale Content Gap
Do your presales and post-sales content teams coordinate efforts for maximum benefit? Or are you like most brands? Presales teams sell. Post-sales teams explain. Rarely the twain shall meet. It doesn’t have to be that way.
What to Consider When It’s Time for New Marketing Technology
Considering a new marketing technology? Your first step has nothing to do with technology. Assess your processes and address any issues. Then research the tech options, seeking the simplest solution, and ask questions.
How to Make Your Content More Relevant in Search: 3 Lessons From Big Data
What’s the next best thing to having Google sit down next to you, gaze over its glasses at your screen, and tell you how to improve the visibility of your web pages? Listening to Searchmetrics founder Marcus Tober.
A Step-by-Step Process for Scoring Your Content
Think of a piece of content your team published recently. On a scale of 0 to 100, how would you rate it? And how would your rating help your company? Consider the method that Red Hat devised for scoring content performance.
How to Implement a Content Marketing Platform in a Global B2B Organization
Over 18 months, Rachel Schickowski and Stan Miller implemented a content marketing platform – a hub for all the marketing content of Rockwell Automation – for a team of 600 marketers around the world. Now, they share how they did it.
Designing for Better Analytics: 5 Decisions Web Designers Fail to Make
The bad news: If you fail to make an analytics-friendly website design, you won’t get the best analytics insight. The good news: It’s easy to make analytics-friendly design decisions. Here are five tips on how to do it.
Ex-SNL Writer Reveals How to Spend 5 Minutes a Day to Improve Storytelling
Take chinchillas and marshmallows. Pick circuses and bacon. Or start from the beginning of the fun – and useful – word-play game from the former executive producer of The Colbert Report and now a corporate social media manager.
How to Tear Down Silos to Create a Culture of Content
Marcus Sheridan saved his pool company by using content as a sales tool. What would it take to make content the star of your brand’s sales? Knock down silos to create a culture of content. Marcus shares how to do that.
How and Why (or Why Not) to Build a Chatbot
Are you ready for the visitors of tomorrow? Will your customers be able to get superior answers to their questions with your content? If you’re not using – or at least investigating – chatbots, your enterprise may not be ready.
Convert Your Most Vital (and Most Ignored) Audience Into Brand Ambassadors
Do you ignore your organization’s most important audience? Chances are, you put all your brand-building energy into external messages. But if company employees aren’t part of your content marketing strategy, you miss an opportunity.