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Higher Purpose Content Marketing in 6 Steps

Below is the presentation I gave at the Web Content 2010 conference, the leading US conference covering the art and discipline of content strategy. First, how do we develop a higher purpose for our company? Our brand purpose should: be elegantly simple be crystal clear be innately inspirational have...

How to Think Like a Content Marketer

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...

6 Ideas B2B Content Marketers Can Take from Professional Journalists

Like it or not, the ranks of traditional print journalists are shrinking at an astounding rate. The Pew-funded State of the News Media report for 2010 reveals that “roughly a third of the newsroom jobs in American newspapers in 2001 are now gone.” That’s a staggering figure. For business journalists,...

How to Use Mapping to Develop and Measure Content

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...

Engage and Inspire Employees First, Customers Second

The recent Business Marketing Association conference in Chicago was focused on engagement.  The leading marketers from around the world came together to talk about it…and how engagement is the key to success for your brand and your customers. The overwhelming takeaway was this…while customer...

5 Content Marketing Secrets We Can Learn From Thomas Edison

You probably think of Thomas Edison as a great innovator, but did you know he was also a brilliant marketer? He foresaw the creation and evolution of markets, and he worked passionately to bring his beliefs to life. While Edison didn’t use content marketing as we know it today to spread his ideas, there...

12 Tips for Formatting Better Blog Posts

How is writing for your business blog different from any other business marketing content? In general, the goal of a business blog is to provide relevant, useful information to your targeted audience. By doing so, you create a community of loyal readers and engage their interest in your business. A few...

A Quick and Dirty Way to Segment your B2B Content Marketing

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...

Think Like Your Customers Think

There’s a very important line at the beginning of the movie The Godfather II. Just after Michael Corleone, The Godfather (played by Al Pacino) gets shot at, he sits down his brother Tom Hagan and talks about an important lesson from his father. One thing I learned from my father is to try to think...

How to Start Your Content Strategy: The Discovery Phase

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!...

How One Small Habit for Content Marketers Can Make a Big Difference

We’ve all heard the expression, “don’t sweat the small stuff”, right? It’s strategic advice reminding us not to get diverted by inconsequential activity. The great thing about content marketing is, sometimes, the small things can produce big results. A large part of marketing includes reading and keeping...

How to Use Your Content to Find New Business Opportunities

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...