For the self-producer, here are some things to consider when selecting equipment: A video camera. This is pretty obvious, of course, but which one? There are thousands from which to choose that will be perfectly adequate for the DIY producer. … Continue reading
Diagnosis: Reimagining the Tried-and-True White Paper
Interactive white papers and video white papers are helping revive the reputation of the B2B marketing workhorse. Some say the value of the B2B white paper is slowly eroding under the weight of its success. White papers were once the simple, … Continue reading
Do-It-Yourself Video?
A video producer explores the limits of DIY and the absolute importance of b-roll. I never argue that all video must be professionally made. In many cases, creating your own video is in fact the best approach. But all of … Continue reading
Tech Tools that Social Influencers Use
Tools social influencers use to launch words off the page and into social streams. Optimized Copy InboundWriter.com Natural language programming, or NLP technology, is the behind-the-scenes science that evaluates your content’s context. Inbound Writer’s interactive editor lets you experiment with … Continue reading
Content Ops – It’s Time To Get Personal with B2B Buyers
A column about dynamic design and content optimization. According to our research at IDG Connect, B2B buyers complain the relevance of marketing content—defined by how well it supports their purchase decision-making process—has declined by 31% over the past five years. … Continue reading
6 Ways To Move Beyond Best Practices
In Best Practices, Mediocre Results , Robert Rose claims marketers who focus on measuring up to others are less willing to take risks and less likely to stand out. Here, he offers tips about how to move beyond best practices—and … Continue reading
Conversions: Look Beyond Myths of Content Marketing Measurement
Too much talk about Facebook ‘likes’ and Twitter ‘followers’ is dumming down your analytics. If you were asked for the most important metric you track related to your online marketing efforts, what would you say? What is the very first … Continue reading
Best Practices…Mediocre Results
Why a hyper focus on measurement and incremental gains makes marketers average. Let’s talk about how a myopic focus on measurement can suck all the innovation and success out of our strategy. Here is an experiment: Walk around your office … Continue reading
Tech Tools
SOCIAL INFLUENCERS SHARE THE TOOLS THAT HELP THEM KEEP THEIR EDGE Faster, Leaner Productivity. SCHEDULING Rachel Foster Fresh Perspective Copywriting @CopywriterTO I use TimeTrade to schedule appointments. The software lets you place a link on your website or in an … Continue reading
Do You Need a Social Media Policy?
A social media policy is now a requirement of the Federal Trade Commission, flowing from its Guidlines on Endorsements and Testimonials. We asked the Word of Mouth Marketing Association to share the essentials. WOMMA: Essential Elements of a Social Media … Continue reading
