Opinion Perspective Unspun Fact

+ New Thinking in Content Marketing for a New Year
Friday, January 15th, 2016

My monthly piece for Biznology is live on that site. This month, we take a look not at New Year’s resolutions or new things to think about, but new ways to look at the underlying truths of content marketing – all marketing, really. That means paying attention to things like knowing your customer, working closely with […]

+ How to Make Your Content Marketing Matter More
Tuesday, January 12th, 2016

We read way too much about how marketing is disconnected from the front-line, boots-on-the-ground world of sales. Sadly, much of that is true in many organizations. Even worse, there are many other missed opportunities for content marketers – and traditional marketers – to make themselves and their work more relevant. Here are a few. Help Your […]

+ No Business is Too Boring for Content Marketing
Tuesday, December 15th, 2015

Sure, the marketers working in travel, wine, jewelry and fast cars have an easier time coming up with “sexy” topics to write about. Their business are, by and large, pretty “sexy.” But that doesn’t mean content marketing won’t work for you – even if you’re in the most mundane of businesses. Let’s take plumbing, for example. You […]

+ Content Marketing: Content Strategy Beyond Sales Support and Marketing
Friday, December 11th, 2015

My monthly column for Biznology is available. This month we look at uses for content marketing / content strategy beyond the top line of marketing, lead generation, and sales. Cutting costs, improving customer experience, and contributing to product innovation are all ways that content marketing can contribute to the bottom line without focusing on the […]

+ Crafting Content That Works
Friday, November 13th, 2015

There’s a growing chorus against content marketing, and with good reason. For too many marketers, content marketing doesn’t work. Too often that failure is caused by one thing: an emphasis on quantity over quality. My monthly post at Biznology.com is available. In it, I discuss how to avoid common issues that drag content marketing’s effectiveness […]

+ Knowing the Difference Between Dumb and Distracted
Tuesday, October 27th, 2015

A colleague brought Donald Carson’s LinkedIn profile to our attention a week or so ago. It’s absolutely  great, great stuff to consider when you’re thinking through how your website should be organized and what it should say. In case you can’t read this on a small screen, his profile starts out this way: My superpower […]

+ Big Content, Little Content: Content Marketing Efficiency and Effectiveness
Tuesday, October 13th, 2015

LinkedIn calls it the Big Rock approach. Content Marketing Institute talks about a solar system of content. The idea isn’t new, but it is powerful. And no matter what you call it, building a content strategy around major pieces of content that spin off smaller pieces of content is a great idea. Before we get […]

+ Is a Commercial Theme and DIY Website Right for You?
Friday, October 9th, 2015

My most recent piece for Small Business Trends is live on that site. It’s a must-read for small businesses who aren’t sure whether a commercial theme makes sense for them. They can be, and the two-figure price tag sounds a lot better than the five-figure tag that can accompany custom work, but there are pitfalls to […]

+ If They Don’t Get it, They Don’t Matter*
Tuesday, September 29th, 2015

Yesterday, I read one of Seth Godin’s quick blog posts. The 2% who misunderstand you His point is a great concept for content marketers to keep in mind. If you’re trying to reach a particular slice of the market – your target market – that means there’s a slice of the market you don’t care about. […]

+ Content Marketing: Past, Present, and Future
Friday, September 18th, 2015

My latest piece for Biznology.com is live on that site as of this morning. In it, I look at the current state of content marketing, why yesterday wasn’t the golden age of content marketing, and what you can do to make your content marketing more effective tomorrow. (And beyond.) You’ll find the full article here.

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