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

In last week’s post, I walked you through how to map your content to your buyer personas and sales funnel. By having this information, you can start to see where your gaps in content are. So, what’s next? You need to fill in the gaps and put a plan in place to measure what is and isn’t...

If you’re a B2B marketer you’ve inevitably heard sales say things like this: “Yeah, we’re getting leads from all that content you guys in marketing are writing – but they’re all tire kickers.” Or (my favorite): “We don’t need more leads. . . we need better leads.”  What now? You want to be...

You want to get your content marketing initiative off to a great start. No, a fantastic start! A ground-breaking, revolutionary, epic launch. Something that will bring in the leads like the Pied Piper and bring on the tears of your competitors like the end of Beaches (or maybe that’s just me…) Hold up!...

This Ogilvy post reminded me that content without true innovation doesn’t do much for your business. A few months ago at the Online Marketing Summit national conference (where, by the way, I’ll be doing content marketing workshops in 22 cities), one marketer stood up and said: How do I differentiate...

I’ve been all over the world over the past year talking with marketers about their content projects.  In most companies, there is a focus on big content. What’s big content you say? Big content means large content projects such as custom magazines, lengthy newsletters, virtual events, large...

What is engagement?  What does it really mean in marketing? How should we measure it? What tactics can we employ to help enhance it? Those are exactly the questions Keith Wiegold and I try to tackle in our latest white paper – Engagement: Understanding It, Achieving It, Measuring It. In this white...

Just returned back from Online Marketing Summit 2010 where the statement “brands as publishers” almost seemed overused. Although we’ve been talking about that on this blog for three years now and in more detail in Get Content Get Customers, this is the first time I’ve heard this...

Big thanks to Mike O’Grady at Stella Pop for putting out the latest edition of eVidmagazine featuring yours truly.   Although Mike was originally thinking a two or three minute video interview, he decided that the video worked best as a 10 minute segment.  Hey, he’s the expert,...

Gary Vaynerchuck, author of the new book Crush it! and the popular Wine Library TV (where he gets over 100,000 viewers a day), was kind enough to put this video together on content marketing for the Junta42 audience. Thanks Gary! A quick overview: Most important message to his followers: Patience. It...

Let's face it.  Content strategy is not easy.  Actually, it's pretty difficult. Those that regularly read this blog know I've been covering it more recently: Content Strategy Comes Before Social Media 20 Questions to Ask Before Launching a Content Marketing Project The B.E.S.T....

Somewhat interesting Bloomberg video from Ad legend Jerry Della Femina on the future of advertising and ad agencies. The key points: The advertising industry is not run by creative anymore, but the bean counters. The “good-old days” for advertising is over – where they used to make...