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Archive for August, 2017

More Effective Content Marketing Doesn’t Have to Mean Being a Better Writer

If you can’t string two sentences together, you’re going to have trouble as a marketer, period. Content marketing will be even more challenging. That said, you don’t need to be Shakespeare to create truly effective content marketing. Here are some factors beside the “quality” of your writing that will impact your content marketing’s effectiveness. Links…MORE >

Content & Message Visual Design & User Experience

An Outside Perspective: Better Planning and Problem-Solving in your Digital Marketing

Perspective is everything, and the ability to see issues from varied perspectives is a skill not to be underestimated. Put another way, never ask a barber if you need a haircut. Setting aside the economic motivation a barber might have for always saying you need a haircut, a barber, even if honest, is more likely…MORE >

Strategy, Research & Planning

Get to Know Your Clients – Through Your Website

Your website shouldn’t be a one-way conversation, with you pontificating and everyone (anyone?) listening. It should be a conversation. And part of that two-way conversation should be you seeking out ways to interact with your customers, even if you’re in a business where your end consumer isn’t your customer.   I discuss this in my…MORE >

Content & Message

Using Content to Nurture Leads

Target Marketing recently published my “Marketing Schul” piece about using content to nurture leads. As I say in the opening, “The difference between just publishing a blog and content marketing is less about what you create than it is about how you use what you create.” The article also touches on integrating your content marketing…MORE >

Content & Message

Creating Content That Encourages Action, Part II

Last week we walked through general ideas behind creating content that encourages action, since the goal of content marketing should always be to move prospects through their buying process toward a purchase decision. Encouraging prospects to take steps along that journey requires content that provides useful information as they evaluate their options – and provides evidence…MORE >

Content & Message Strategy, Research & Planning

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