As much as its advocates hate to admit it, sometimes content marketing fails – or more accurately, sometimes people fail at content marketing. Consistency is key, because without consistency, you can’t gain momentum, and without momentum, content marketing success is … Continue reading
How to Get Your Hispanic Content Strategy on Target
As part of your content strategy, are you targeting the US Hispanic market? If so, you no doubt know that this is an increasingly complex market – yet one that is growing. The so-called “US Hispanic Market” is currently measured … Continue reading
Are you Brand Building Out of Order? A Cautionary Tale
As a content marketer, you want to dive in and start work immediately. You know it’s best to lock in a brand position but you wonder: is this so important? Consider: would you build a skyscraper with no blueprint or … Continue reading
How To Reformat, Repurpose and Resurrect the Existing Content In Your Organization
Creating good content is hard work. Don’t make it harder than it needs to be. With a bit of effort, you will likely find that plenty of valuable content already exists within your own organization–you just need to train your … Continue reading
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 … 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
3 Steps to Becoming the Industry Expert (Content Strategy, Water Cooler and a Book)
This Ogilvy post reminded me that content without true innovation doesn’t do much for your business. A few months ago at the Online Marketing Summit national conference (where, by the way, I’ll be doing content marketing workshops in 22 cities), … Continue reading
Why Small Content Wins Almost Every Time
I’ve been all over the world over the past year talking with marketers about their content projects. In most companies, there is a focus on big content. What’s big content you say? Big content means large content projects such as … Continue reading
Engagement: Understanding It, Achieving It, Measuring It – A Complimentary White Paper
What is engagement? What does it really mean in marketing? How should we measure it? What tactics can we employ to help enhance it? Those are exactly the questions Keith Wiegold and I try to tackle in our latest white … Continue reading
