Branded Words: How Do You Talk to Customers “After the Sale”?
August 31, 2010
Kevin Lund and Eileen Sutton
When someone decides to become a customer, it’s your handshake moment to welcome them aboard. They’re filling out your online forms. Getting your emails. Reading your welcome packet. Who are you? What’s your tone? How do you talk to them in this moment? Does your brand voice sound like a real person...
The Anatomy of a Great Web Persona
August 30, 2010
Brian Massey
Melanie is your market research with an attitude, your analytics in a skirt. Bill is the voice that rings through the headsets of your customer support people, unwavering in his desire to get what he wants. Amy is that segment of your house list who got distracted before she finished ordering online.
None...
How to Outsource Audience-Focused Story Ideas
August 27, 2010
Britta Alexander
No one knows your audience better than you. You also know how time-consuming it is to build an editorial calendar, brainstorm a story idea list, attach the right sources to that list and write assignment letters. If you haven’t outsourced that job yet, it’s probably because you think it can only be done...
Assembling a Project “Dream Team” for Content Marketing
August 26, 2010
Angela Vannucci
The Miami Heat has Wade, Bosh and James. What super-star line-up can your clients expect on their content marketing project team? Bringing together talent that meets the objectives of the project is key to long-term success. Having the wrong players in the wrong positions can put your organization on...
Make Your Content Do Double Duty When Writing to Multiple Audiences
August 25, 2010
Dianna Huff
As a B2B marketer or content creator, your job is to create pieces of original content that address the needs/concerns/challenges of your audience. As you know, however, the B2B sales cycle, which can be quite complex, often includes more than one “audience” type as buying decisions are made by teams...
Content Marketing is like Social Work 101 [guest post]
August 24, 2010
Joe Pulizzi
The following is a guest post from Pam Kozelka, Junta42’s Director of Operations.
My background is in social work. I know that makes absolutely no sense, but as I got older and had kids I realized it wasn’t for me anymore (at least full time). So now I dig content marketing and social media.
I...
3 Critical Questions to Answer Before Building a Corporate Content Marketing Practice
August 24, 2010
Nate Riggs
Content marketing is hot! Companies everywhere are exploring how they can adopt content marketing strategies into their marketing mix. And that makes sense. What better way to reach the massive amounts of potential customers who spend time online?
For middle managers leading the charge towards content...
Content Marketing Group Therapy: What Suggestions Do You Have for This eNewsletter?
August 23, 2010
Michele Linn
Several weeks ago, Joe and I received an email from Graham Kilshaw from Interference Technology. He believes in the power of content marketing and had recently launched an eNewsletter (titled the EMC Business Bulletin) to educate his prospects. The problem was that he wasn’t getting the results he expected.
As...
SEO Copywriter: 10 Ways to Find One
August 20, 2010
Heather Lloyd-Martin
So, you’ve decided that an SEO content overhaul is in order – and you need to find a copywriting expert who is half technical geek, half persuasive genius. The person you outsource your SEO copywriting services to represents your brand – so you deserve (and need) to be highly picky.
If...
How One Company Organizes its Corporate Blog – And Gets Every Employee Involved
August 19, 2010
Amanda Maksymiw
In my last CMI post, I shared some details on my firm’s content marketing strategy. In this post, I’d like to share some lessons we have learned in terms of getting our blog, one of the core components of our strategy, off of the ground.
Every employee at OpenView Venture Partners is committed to writing...
Checklist: The 4 Key Qualities of Effective Content
August 18, 2010
John Bottom
Over the last few years there have been some excellent examples of content marketing that have helped brands position themselves as experts in their field, and they have enjoyed direct business benefits as a result. Yet there are also accounts of campaigns that have swallowed up budget without producing...
What Content Marketers Can Learn from an Australian Non-Profit
August 17, 2010
Sarah Mitchell
One of the hallmarks of a good content marketing campaign is that it’s designed to pull the customer in. Developing content that will engage your prospective customers isn’t always easy. Getting your audience to take action on your behalf is even harder – a seemingly impossible task. The aged care industry...
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