Great content marketing starts with one thing: understanding your audience, whether it’s a prospect or customer. Sounds simple in theory, but it can be difficult to collect the important info. Last week, I shared some ideas on how to research … Continue reading
A Content Marketing Lesson From the Study of Spaghetti Sauce
Sometime in the 1970s, Howard Moskowitz was commissioned to experiment and find THE perfect level of sweetness for Diet Pepsi. That is, what would the perfect Diet Pepsi taste be that appealed to the largest audience? When the data came … Continue reading
7 Ways to Research Your Buyer for Content Marketing
With just a couple Google searches, you quickly realize that while everyone is telling you to research your buyers, no one is telling you exactly how to do it. Some of your initial questions may include: What should I look … Continue reading
Is Your Content Ready for the CFO?
According to a new Accenture study, more chief financial officers (CFOs) are expanding their role beyond finance in the wake of the recession. These new responsibilities mean CFOs are much more involved in the buying decision process, which is critically … Continue reading
4 Lessons Learned from a 6-Week Email Marketing Case Study
Email marketing. Some folks will tell you it’s dead. Others steer clear of it because they fear that it’s annoying to potential customers.
How B2B Marketers Can Raise the Effectiveness of Their Content
The Content Marketing Institute just released the B2B Content Marketing 2010: Computing Software Industry Report, representing the experiences of 121 computing/software firms, mainly in the small- and mid-size business category. Continue reading
Using eNewsletters in Your Content Marketing? Ideas for the New Year
Continuing our series on content marketing examples, we head next to eNewsletters. They are a staple for many marketers. According to the B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report, 61% of B2B marketers use eNewsletters as a tactic. … Continue reading
A Checklist: 7 Keys to eNewsletter Success
Over the past several months, we’ve followed the journey of Graham Kilshaw at Interference Technology as he worked to improve his eNewsletter, EMC Business Bulletin with the help of the CMI community (thanks, everyone!) Based on his experiences, Graham developed … Continue reading
Lessons Learned from an eNewsletter Experiment
It’s been a little while since we checked in with Graham Kilshaw over at Interference Technology. If you remember, he was working on an email newsletter called the EMC Business Bulletin, and was asking the CMI community for their feedback. … Continue reading
7 Ways to Get More Value From Your eNewsletter
Email marketing is one of the most popular and effective ways for businesses to share their content and connect with customers. Besides being relatively easy, eNewsletters provide good analytics along with a low-cost way to help you manage customer engagement. … Continue reading
