Winning marketing strategies that become losers

Tried-and-true content marketing tactics are all over the internet. “Top 10 best practices …”, “Amazing tips and tricks from the pros …”, “Winning marketing strategies …” Generally, the advice works. Things go wonky, however, when common sense leaves the building. Let’s break down six of these techniques: Tactic #1: Build an insanely great website You […]

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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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‘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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6 benefits of an editorial calendar

editorial calendar

If your content marketing resolutions include “improved consistency” and “better organization,” a well-crafted editorial calendar might be just the tool you need. While each editorial calendar is unique, experts recommend including several of the key features listed below to reap maximum benefit. Let’s explore primary components of an effective editorial calendar and discuss how each […]

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