Most content marketing begins its life in written form, whether that is its final form or not. If your job is to write blog posts or ebooks, your work appears...
Most content marketing begins its life in written form, whether that is its final form or not. If your job is to write blog posts or ebooks, your work appears as a collection of words. Even if you are creating visual content or videos, this content begins with words. But how do you bring those words to life and present them to an audience? The days are gone of standing at a podium and reading a speech. Some speakers still do this, but if you would really like to bring your...
Most content marketing begins its life in written form, whether that is its final form or not. If your job is to write blog posts or ebooks, your work appears as a collection of words. Even if you are...
Erik Qualman is a bestselling author, the founder of the Socialnomics movement, and a professor at Harvard and MIT. Erik started talking about social media...
Erik Qualman is a bestselling author, the founder of the Socialnomics movement, and a professor at Harvard and MIT. Erik started talking about social media while everyone else was talking about SEO. He consistently received questions like, “Why are you focusing on teenager stuff?” Nobody understood why it was so important for business. Now he gets questions about how to improve social media for business and what's the secret sauce to grow your Twitter followers. Erik is...
Erik Qualman is a bestselling author, the founder of the Socialnomics movement, and a professor at Harvard and MIT. Erik started talking about social media while everyone else was talking about SEO....
In the B2B marketing world, the buying cycle is long. Unlike in B2C marketing, your future customer doesn't simply walk up to your vending machine, make a...
In the B2B marketing world, the buying cycle is long. Unlike in B2C marketing, your future customer doesn't simply walk up to your vending machine, make a purchase, and become a closed sale. There's a long cycle that has a lot of money and resources at stake, so you need to nurture your prospects all the way through the process. It's about driving them through to the sale by creating great content at each stage of their journey. Navigating the Sales Funnel 1. Top of the...
In the B2B marketing world, the buying cycle is long. Unlike in B2C marketing, your future customer doesn't simply walk up to your vending machine, make a purchase, and become a closed sale. There's a...
Tom Webster is the VP of Strategy and Marketing at Edison Research. The company provides custom marketing research to clients, but is best known for providing...
Tom Webster is the VP of Strategy and Marketing at Edison Research. The company provides custom marketing research to clients, but is best known for providing US election exit poll data to major news outlets. This is a prime example where data becomes content, as the news organizations use the Edison data to tell their stories. Data has flooded the content marketing world with the ease of online surveys and the ubiquity of infographics. Good content marketers will analyze the...
Tom Webster is the VP of Strategy and Marketing at Edison Research. The company provides custom marketing research to clients, but is best known for providing US election exit poll data to major...
Is your content failing you? Are you finding your click through rates are low, your leads are declining, your pipeline is looking way too thin, or perhaps, too...
Is your content failing you? Are you finding your click through rates are low, your leads are declining, your pipeline is looking way too thin, or perhaps, too flabby? It may be time for a quick content tune up, before beach season really starts. Here are a few questions to ask yourself to assess whether or not your content needs a tune-up: 1. Are you offering content that talks with, not at, your prospects? Just pushing content at your audience is hard work—but just because...
Is your content failing you? Are you finding your click through rates are low, your leads are declining, your pipeline is looking way too thin, or perhaps, too flabby? It may be time for a...
The time has come. The time to remind the leaders of marketing departments across the land that they are also consumers, too and as such they need to care about...
The time has come. The time to remind the leaders of marketing departments across the land that they are also consumers, too and as such they need to care about consumers and the business they bring to the bottom line; and that they need to care about things that go way beyond a marketing plan. In other words they need to remember they are people, too, just like the person on the other end of that cash register, email, Facebook post, advertisement and on and on and on. How...
The time has come. The time to remind the leaders of marketing departments across the land that they are also consumers, too and as such they need to care about consumers and the business they bring...
As consumers, we are always more likely to recommend a product or service when we have bought into it. For example, if I have had a great journey with Aer...
As consumers, we are always more likely to recommend a product or service when we have bought into it. For example, if I have had a great journey with Aer Lingus, then I’m likely to advocate it to my friends. From a marketer’s perspective, advocacy is sharing a positive experience of an organisation. This can be both informally, and formally through content marketing activities such as case studies, references, community participation, speaking engagements, and peer...
As consumers, we are always more likely to recommend a product or service when we have bought into it. For example, if I have had a great journey with Aer Lingus, then I’m likely to advocate it to...
You may think you know what it’s like to be in charge of content for a large enterprise, but Carlos Abler will prove you wrong every time. He’s the content czar...
You may think you know what it’s like to be in charge of content for a large enterprise, but Carlos Abler will prove you wrong every time. He’s the content czar for 3M, a company that makes way more than Post-It Notes. His path to content marketing came through theatrical experiences, creating websites and the Smithsonian. And now he is using content to drive culture, but he is also driving content marketing adoption by changing the culture. One of his major initiatives...
You may think you know what it’s like to be in charge of content for a large enterprise, but Carlos Abler will prove you wrong every time. He’s the content czar for 3M, a company that makes way...
Corporate blogging poses a wide spectrum of challenges to address, from editorial priorities all the way to business objectives, and supporting the audiences in...
Corporate blogging poses a wide spectrum of challenges to address, from editorial priorities all the way to business objectives, and supporting the audiences in between. As a former corporate blog editor, my personal priority was to ensure that the content supported our audience’s education and professional development, and offered information that would empower them to do their jobs better. I’m of the belief that a corporate blog shouldn’t be all that corporate, meaning its...
Corporate blogging poses a wide spectrum of challenges to address, from editorial priorities all the way to business objectives, and supporting the audiences in between. As a former corporate...
