September 9, 2014
It’s one of the hardest parts for any content marketing team. At one time or another, the question will be asked “What the hell do we talk about this week?”.
Uncovering what your potential customers want and need is the foundation of a solid content marketing framework. The goal is to find topics that help prospects perform their jobs better and present that content in a compelling and creative manner.
June 4, 2014
A question that comes up at nearly every content marketing meeting is “How will we come up with new content?”. For marketers new to creating constant, relevant content this can look like a long desert road.
The good news is there is a simple way to hyper-focus on a topic and cover all its facets. I call this process a topic sprint.
Topic sprints sprung from a design process called, appropriately, a logo sprint. Like topic sprints, logo sprints explore every angle of an idea. Both are meant to produce a lot of ideas in short, focused bursts.
May 14, 2014
Before Pandas and Penguins ruled the earth, an SEO copywriter could get away with stuffing keywords, being irrelevant to the user and writing short, choppy posts.
Marketers would pay writers for 300 word posts with 14 instances of a key phrase and then distribute said posts around the web to grow the link profile.
In the modern search engine era, these tactics have been overruled by relevancy; relevancy to the intended reader first and the robots second.
April 1, 2014
Understanding that content is the nucleus of everything will help prioritize it’s development. All too often content is seen as an afterthought or simple task, even in the era of content marketing.
And if content is the nucleus of everything we do, then it’s sub-atomic makeup are the elements that make up a content strategy.
March 9, 2014
Buyers of marketing automation systems look for 3 key features according to a recent report by Software Advice. Those features are Lead Nurturing, Reporting & Analytics and Lead Scoring.
While these great, buzzword-y features grab a lion share of votes, they don’t mean much without the most unsexy and overlooked marketing automation feature of them all.
February 26, 2014
For marketers, there really isn’t a more important exercise than creating buyer personas. Buyer personas help create marketing campaigns that are more targeted and relevant for potential customers. A good collection of buyer personas can keep campaigns focused and help produce better lead-generating content. In short, buyer personas are awesome.
February 26, 2013
Breaking Bad. Weeds. Boardwalk Empire. If we’ve learned anything from our favorite prime time cable shows, it’s that you can have the best smack on the block, but it’s worthless without a foolproof distribution system. Walt, Nancy, and Nucky demonstrate time and again that access to the best product is only part of the equation. […]
February 5, 2013
Keep your customers, surprised, delighting and paying. SaaS gives you a unique advantage in reaching out and impacting your customers.
January 24, 2013
Wistia, a video hosting service for business, has just launched their Wistia Learning site. It’s a great example of knowing their target buyer and creating the content that speaks to that audience. Their topics and use of the medium they host is a great example of content marketing.