To set the standard in content marketing at your business, it’s important to make sure writers are aligned. Their copy should follow agreed-upon rules. For example: Is it “don’t” or “do not”; “can’t” or “cannot”? Can a subhead be a question? Is the hyphen necessary in “non-essential”? What’s the plural
Interviewing subject experts for top content marketing isn’t scary – if you’re prepared. If you don’t set yourself up for success, well … No one wants to see that happen. That’s why you need to lay the groundwork before you contact anyone. Interviewing: Why would I do that for content
Why are customer case studies so important? Customer case studies prove your company delivers results. You can tell prospects that your company “meets and exceeds expectations. Doing that, however, isn’t as credible as real customers sharing real successes. Unfortunately, case studies often promote what businesses do. Instead, they should focus
I’m working with one of our on-demand creative teams. We’re imagining a new brand for a software client. This is from-the-ground-up work. And it keeps our content, branding and digital marketing agency minds happy. Plus, let’s not forget a big splash of SEO thinking. Every brand needs to plan for
A winning digital marketing strategy should include landing pages. Why? They’re vital for converting prospects into customers. What happens after one of your prospects clicks on that link in your e-mail or Google Ad? Where do they end up when they scan the QR code on your trade show booth?
One of my primary justifications for going to law school back in the day was that I was told there would be no math. I can’t do math. Get me much beyond 2 + 2 = 5 and the smoke starts rising from the circuits in my flummoxed brain. I
Solving Off-Duty Grammar Riddles One of my marketing friends called me the other night with another grammar conundrum. It wouldn’t be the first time. I think he’s got me on speed dial. Other friends call to share entertaining news and highlights from their lives, but this one relies on me
Does writing web copy sometimes remind you of those “choose your own adventure” books from your childhood? In these books, you could turn to page “x” if you wanted the protagonist to go down the staircase into the dark and foreboding basement. Alternatively, you could turn to page “y” if
When a client gives you the green light to create content, it can be tempting to jump in and start writing instantly. To shield yourself from stress and scope creep, nail down answers to four key questions. These questions are critical. You don’t want to start drafting if you don’t have
Business owners, executives and marketing directors know that quality writing helps drive marketing efforts. Many of them don’t know, however, that marketing writing comes in two forms: copywriting and content marketing. These writing forms are not the same. They cross paths frequently, but the goals for each are different. Before
“B2B Content Hubs: The Complete Guide to Driving Revenue” is packed with smart strategies – and it comes with three bonus tools to power your next steps.