Content & Message
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Crafting Content That Works
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…MORE >
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Knowing the Difference Between Dumb and Distracted
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…MORE >
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Big Content, Little Content: Content Marketing Efficiency and Effectiveness
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…MORE >
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If They Don’t Get it, They Don’t Matter*
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….MORE >
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Content Marketing: Past, Present, and Future
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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Three Secrets to Memorable Content
Sure, we’d all like our content to go viral, but that’s not realistic and quite honestly, it’s not even necessarily effective marketing. (Though it certainly can be – see Blendtec and Dollar Shave Club, among others.) A better goal – and one that’s more achievable – is to create content that is memorable. For content to be…MORE >
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Why Your Website Matters – and How to Make it Matter More
Earlier this week, I presented a webinar with the great team for Biznology.com (where I’m a regular contributor) on making your website more productive as a marketing tool in this age of social media, mobile technology, and other, sexy digital marketing tools. The webinar was well attended and well received. If you missed it, you’re…MORE >
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Why Your Website Matters, and How to Make it Matter More
Join me and the folks at Biznology for a free 30-minute webinar where we’ll explore why, in the age of social media, mobile advertising, and other hot technologies, your website is still an important part of your marketing. Why Your Website Matters and How to Make It Matter More: A Content Marketer’s Guide to Building…MORE >
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Twitter vs. TV Advertising
TV advertising works. You may not like it, and as a digital marketer, you may bristle at the idea that it’s effective. But it’s hard to imagine marketers spending some $76B a year on something that’s completely ineffective. (Which doesn’t mean they’re not slow in adapting to digital’s strengths …) The folks at Twitter probably…MORE >
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Content Marketing Against Instead of For
My latest piece on the Biznology blog is up. This time around I’ve focused on the anti-matter of content marketing: marketing that takes a stand against something rather than for something. Seems an odd idea at first glance: isn’t it always better to be positive? And yet, a quick scan of the headlines shows you that people…MORE >