Opinion Perspective Unspun Fact

+ Don’t Call Them, They’ll Call You – Personalizing Your Content Marketing
Tuesday, July 19th, 2016

My latest piece for Biznology is live on that site and it’s a good one. (If I do say so myself.) I dive into an overview of content personalization to increase conversions in your content marketing and digital marketing more broadly. (And the concepts apply to traditional marketing, as well.) If you’re a small business […]

+ Tailoring Content To Audience Segments
Thursday, June 30th, 2016

Part of successful content marketing is tailoring your message to each of your important audience segments. We came across a great example of this in talking to colleague J.C. Milam recently. He’s a part of the Vine to Glass team and we were looking at some of his sales materials recently. I noticed on the […]

+ Engaging Your Audience in Content Marketing
Tuesday, June 7th, 2016

This Luxury Daily story re-iterates the point I made recently on the Biznology blog in my article entitled, The Real Value of Engaging Your Audience in Content Marketing. “Whether consumers are trading in visits to the department store beauty counter for consulting friends or researching and purchasing a car without talking to a dealer, ecommerce […]

+ Content Marketing to Create Your Company’s Bio
Tuesday, May 17th, 2016

Over the last year or so, Michael Margolis’ article on the power of the bio – and the waning usefulness of a resumé – has gotten a lot of attention. And for good reason: he’s absolutely right that most people in most industries are better evaluated by the full body of their activity than by whatever highlights […]

+ Just Say No: A Key to Content Marketing Success
Thursday, May 12th, 2016

If the headline had you checking the byline to see if this post was written by Nancy Reagan, you’re showing your age. (Others, check here.) We’re not talking about saying no to drugs. We’re talking about the shocking number of ways that just saying no can help your content marketing succeed. Here are a few […]

+ Using Content Marketing to Strengthen Relationships
Friday, May 6th, 2016

You might think that having and keeping long-standing relationships is the key to business success, but it’s not. In fact, just keeping those relationships can give you a false sense of security. Instead, your goal should be to strengthen relationships rather than lengthen them. Because if a relationship isn’t growing, it’s quite likely going to […]

+ For Digital Marketing, SEO – and Traffic – Are Just the Start
Tuesday, April 12th, 2016

You know those people you see checking out a restaurant’s menu in the window before they go inside? They’re like the website visitors who find you through the search engines. They’re interested, but they’re not customers yet. And that’s why SEO can only be the starting point for your digital marketing. Have a look at […]

+ Using Email Effectively in Your Content Marketing
Tuesday, March 15th, 2016

My latest piece for Biznology is up on that site. This time around, I dive into why email is still an excellent choice for your content marketing toolkit, the kinds of marketing it excels at, and how to use it effectively. (No surprise: it’s all about relevance …) Check out the full article here and more […]

+ Do You Really Need a New Website?
Tuesday, February 23rd, 2016

If you’re about to embark on a new website build because someone has decided your current site “looks dated” or because “it’s three years old and three years is an eternity in web time,” you might consider hitting the pause button. Even if your website is dated – or it’s lacking in some other way […]

+ Generating Great Content Marketing Ideas
Friday, February 19th, 2016

At a loss for what to write/shoot/design next? Inspiration is at your fingertips … My latest piece for Biznology is live. This month we focus on the resources you have – yes, even you, Ms. “My industry is sooo boring” – at your fingertips for creating great content. You can read the full article on […]

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