Engaging Your Audience in Content Marketing

by Andrew Schulkind

My new piece for Biznology is now live on that site. It’s about the importance not just of publishing content but of engaging your audience with the content you publish. Why is this important? As I say in the article,

… engaging your audience is critical to you marketing success. It’s not just a matter of engaging prospects so they become customers. It’s about engaging customers so they become fans and promoters – and help you win more customers.

Nobody trusts advertising anymore, even if we are swayed by it without fully realizing its effect. High-quality content is trusted, but not as much as recommendations from friends, family, and colleagues. Which is why you want others talking about you more than you’re talking about yourself.

Nothing new to that idea. Content marketing is just a newer twist on press coverage and PR. Or “earned media” as it’s frequently referred to now.

You can read my Biznology post on that site here.

--- Strategy, Research & Planning ---

Marketers Ruin Everything

Remember when email was cool? Before everyone had an email address. Before everyone had even heard of email. The really, really cool kids had “@well.com” email addresses. (That’s WELL as in “Whole Earth ‘Lectronic Link.”) The rest of us had addresses like 92304.1263@compuserve.com. Then there was the huge influx of @aol.com addresses and email wasn’t…MORE >
--- Content & Message ---

Is Podcasting Right for Your Content Marketing?

If you’re considering adding a podcast to your content marketing mix, you’re going to like this article. I recently posted an item on LinkedIn about deciding whether a podcast or a blog might be right for your content marketing efforts. Long-time friend and colleague E. B. Moss commented on that post and this conversation grew…MORE >
--- Visual Design & User Experience ---

Improving Website Conversions – Building Better Mail Forms

We all know that the more fields you include in a form on your website, the fewer responses you’ll get. But that doesn’t mean you can’t ask for any information. That’s not much of a form, after all. Here are three approaches to consider. Single-Form Fields Yup, you can go the minimalist route and ask…MORE >

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