They’re Coming to Take Me Away, Ha-Haaa!

Evil robots are going to steal our marketing jobs soon. No, wait … Our jobs are safe because robots can’t do everything. Which is true? It’s unclear. Whether the next 10 years will look like “The Terminator,” “2001: A Space Odyssey” or a less-terrifying “Choose Your Own Adventure” is anyone’s guess. Some marketers (who may […]

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This is why your company should be blogging

If you thought corporate blogs had their moment, you might be surprised to learn that what’s old is new again. Blogging is not only alive and well – it’s thriving. For the third consecutive year, Fortune 500 companies reported increased use of blogs to reach current and prospective customers, according to a September 2018 study […]

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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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‘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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A case for the ‘who,’ what’ and ‘how’

marketing communications

“Start with why.” Simon Sinek’s simple yet profound message yielded one of the most watched TED Talks in history, a New York Times Best Seller and a fresh take on communications that reshaped the way organizations present themselves to customers. There is no denying the introspection and timelessness of quotes such as, “People don’t buy […]

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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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