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Archive for February, 2017

Defining Success for Your Content Marketing Website

What do you expect your website to do in order to drive business and profitability? Clearly, it has to appeal to visitors, encourage enagagement, and move them along the path from site visitor to email subscriber (perhaps) to prospect to lead to client. Oh, and at the outset, your website will be operating blind –…MORE >

Content & Message

Keeping Your Email Subscribers Means Keeping Them Interested

To keep your email marketing productive, you have to keep your email subscribers engaged. Here are a number of ways to keep their interest high. Make Your Lead Magnet is Relevant Sure, you can build up a list pretty quickly if you give away, say, a brand new Tesla, but a good number of your new…MORE >

Content & Message

How to Write Great Content Marketing Copy

Whether you’re hiring a copywriter or writing copy in-house, your approach to the copywriting process will have nearly as big an impact on your success as the words you ultimately put on the page or screen. For starters, your approach to copywriting has to be broader than writing engaging prose. As obvious as it sounds,…MORE >

Content & Message

Growing Your Email Marketing List: Better Built Than Bought

It’s tempting to turbocharge your email marketing efforts by buying lists to quickly extend your reach, but for most businesses this is a misguided approach. My latest column for Biznology has been published. In it, I lay out the problems you’ll face in buying names, the regulatory issues you’ll run into, and outline ways to…MORE >

Content & Message

How to Write Copy for Marketing Success

Whether you’re hiring a copywriter or writing copy in-house, your approach and philosophy will have nearly as big an impact on your success as the words you ultimately put on the page or screen. Most importantly, your approach to copywriting has to be broader than writing engaging prose. As obvious as it sounds, your copy…MORE >

Content & Message

Effective Content Marketing Across Channels

In baseball, there’s an old-timey expression – “hit ‘em where they ain’t” – which serves as advice to a player about to step up to bat. The goal is to hit the ball where the defensive players aren’t. This is about the worst advice in the world for content marketers, unless we turn it on its head….MORE >

Content & Message Metrics & Analytics Strategy, Research & Planning

Your Prospects Just Don’t Care

Your prospects don’t care about you. They don’t even care about what you do. They care about what you can do for them. I am fond of saying this to, well, anyone who will listen. (I believe it’s the phrase on which my now-16-year-old daughter perfected her eye roll.) It’s because of this that you…MORE >

Content & Message

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