The lifespan of a mayfly is anywhere from 30 minutes to 24 hours. Most online content suffers a similar fate. But, content marketing online, when done properly, will have a lasting impact.  It will continue to reap dividends for your organization far into the future.Continue reading

One of the most powerful forms of content marketing is the ebook. Never before has a medium allowed an idea (or a product) to spread instantly to millions of consumers the way that the Web does. Ebooks are true examples of content marketing at work, and they hold the potential to influence many thousands...

Creating good content is hard work. Don’t make it harder than it needs to be. With a bit of effort, you will likely find that plenty of valuable content already exists within your own organization–you just need to train your eyes to see it.  Continue reading

There’s plenty of discussion about the lack of alignment between sales and marketing. But less is said about the smaller misalignments that threaten to derail content-development projects – or at the very least, greatly minimize the ultimate impact of content assets such as white papers and eBooks....

What’s the first step to becoming a content marketer? You need to think like one. Sounds basic, but it’s not as easy as it sounds. Content marketing can’t thrive in some environments While having a content marketing mindset may sound simple in theory, I regularly meet sophisticated...

Remember when Hamlet said, “The play’s the thing…?” He had just come to the realization that he could use his ingenious content (his play) to gauge the reaction of his audience (King Claudius) in order to determine if the king was guilty of murder. For the most part you’re not likely using your content...

Wanted to pass on an outstanding eBook from Jonathan Kranz on the what, how and why for developing an eBook.  First off, this is a great example of how to do an eBook: inviting design, easy-to-follow organization, great examples, and a readable, natural voice. Second, if you are considering an...