Neglecting customers could cost you

Congratulations! You made the sale. That hard-earned client you’ve been wooing for years finally said yes. What’s your next move? You work on closing the next prospect on your list – and then the one after that and the one after that. Sound good? Here’s the problem: You’re working so hard to attract new business […]

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The biggest website mistake you don’t know you’re making (and the steps to fix it)

Your company’s new website launched three months ago and the CEO is ecstatic. Your clients love it, too. It’s mobile-friendly, segmented for specific audiences and features rich content that converts. There’s just one problem. You didn’t set conversion goals. Without conversion goals, you won’t know how people are interacting with your site and what actions […]

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Fool me once – shame I won’t be visiting your website again

April Fools’ Day is this weekend, perhaps the only date on the calendar when benign cruelty is celebrated, apart from Black Friday. One of the most effective April Fools’ jokes my daughters played on me when they were much younger preyed on my pre-first-cup-of-coffee, semiconscious vulnerability. I stumbled into the kitchen, making a beeline to […]

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5 Questions Every B2B Marketer Must Answer

For a long time, B2B marketers were completely focused on inbound marketing. They invested all of their marketing dollars into developing engaging content that clearly illustrated what their firms offered. They waited for potential clients to discover their content and hire them. Reality check: “Build it and they will come” doesn’t work in today’s digital […]

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What’s the optimal length for online content?

Ever wonder if your blog post is too short or your article too long? I’ve been wrestling with the issue lately, so I set out to find answers. As it turns out, the answers aren’t black and white, but savvy marketers can weigh the considerations below to help identify the optimal length for their own […]

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LinkedIn: Your B2B marketing bestie

When was the last time you gave your company’s LinkedIn page some love? If your page contains a logo, a basic company description and little else, you’re missing an excellent opportunity to: Build relationships Establish thought leadership Generate leads Conduct market research Improve brand visibility Develop authority LinkedIn has evolved into a thriving network of […]

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‘Accessible expertise’: Balancing ‘readability’ and complexity in marketing content

In George Orwell’s “1984,” the Party had several ways of ensuring conformity, limiting independent thinking and banishing impermissible thoughts and actions. These included the “memory hole” down which unacceptable images and stories were sent for permanent deletion from human consciousness to the fact that Big Brother was, of course, watching you. But the central initiative […]

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Tips for efficient, effective content feedback

writing feedback

Last year, we posted about giving good design feedback. Several of the tips – like being direct and providing examples – also apply when you’re sharing feedback about content. Here are a few more ideas that will help writers ensure the final product hits the mark. In my experience, these techniques are highly effective and […]

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