A few weeks ago, I introduced you to Graham Kilshaw from Interference Technology. If you recall, Graham had recently launched an eNewsletter targeted at advertisers and prospects of his publication. He was having some success but he was certain he … Continue reading
The Anatomy of a Great Web Persona
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 … Continue reading
Content Marketing Group Therapy: What Suggestions Do You Have for This eNewsletter?
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 … Continue reading
How to Identify Where Your Audience is Participating Online
In my first post at Content Marketing Institute, I spent a couple minutes introducing you to two tools that are designed to help you better understand your web-browsing audience. Today, I’ll help you identify where they are hanging out online.
How to Begin Mobile Content Publishing: Survey Audience Needs
For his skill in anticipating and fulfilling consumer appetite, Henry Ford was the Steve Jobs of the early 20th century. Savvy and a bit cocky, Ford famously patted himself on the back: “If I had asked people what they wanted, … Continue reading
How to Create an Email Newsletter From Your Blog
If you believe that your prospects don’t want to receive email from you, then you are missing a huge opportunity. HubSpot looked at data from 605 business blogs and found that they got 12 times more email subscribers than RSS … Continue reading
How to Develop Content Based on A Need Stage
There has been lots of good discussion about the role of content and the “sales funnel.” For instance, Robert Rose had a two-part series on segmenting based on personas and lead stage. There are also good arguments to flip or even … Continue reading
5 Essential Elements to a Great Newsletter
Editor’s note: For more newsletter insights and advice, check out our updated post, 15 Goals, Tips, Examples, and Lessons for E-Newsletter Perfection. How many newsletters arrive in your inbox every week? How many more land in your mailbox? How many … Continue reading
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 … Continue reading
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 … Continue reading
