In his groundbreaking book The Long Tail, author Chris Anderson took a long-held marketing concept and stood it on its head. He argued that online sales of...
In his groundbreaking book The Long Tail, author Chris Anderson took a long-held marketing concept and stood it on its head. He argued that online sales of low-demand, niche products can be greater than sales of popular, high-demand products, and that having a “long tail” of online inventory can lead to enormous profits. Sounds great, right? The challenge, though, is crafting a search engine strategy with well-chosen keywords that allows customers to find these products...
In his groundbreaking book The Long Tail, author Chris Anderson took a long-held marketing concept and stood it on its head. He argued that online sales of low-demand, niche products can be greater...
When is segmentation a smart approach for marketers? When is it not the best way to go? Like Hamlet debating his fate, marketing chiefs have to decide whether...
When is segmentation a smart approach for marketers? When is it not the best way to go? Like Hamlet debating his fate, marketing chiefs have to decide whether to segment or not to segment. There are pros and cons to segmentation: PROS • Helps focus your marketing efforts • Lets you set more specific and measurable goals • Creates different, more suitable content for each segment • Crafts more specific calls to action for each segment • Can move prospects through the sales...
When is segmentation a smart approach for marketers? When is it not the best way to go? Like Hamlet debating his fate, marketing chiefs have to decide whether to segment or not to segment. There are...
Gathering stories and content from your customers, clients and potentially prospects is an incredibly powerful content marketing strategy. By leveraging...
Gathering stories and content from your customers, clients and potentially prospects is an incredibly powerful content marketing strategy. By leveraging stories your customers are telling, you can create a similar sell piece of content that may resonate with hundreds or thousands of other people depending on the channel. Chances are, if one person has an experience or a story to tell, many others have questions around that experience or might be interested in learning more....
Gathering stories and content from your customers, clients and potentially prospects is an incredibly powerful content marketing strategy. By leveraging stories your customers are telling, you can...
People love to talk. They love to talk about their kids, their alma mater, their favorite sports teams, the last episode from Suits or their last meal. Does...
People love to talk. They love to talk about their kids, their alma mater, their favorite sports teams, the last episode from Suits or their last meal. Does that sound familiar? People talk about themselves about 40% of the time and this study shows that there is actually a chemical reaction that takes place in our brain when we talk about ourselves that makes us feel better.To summarize, people love to talk about things that they like, use or care about the most, it's just...
People love to talk. They love to talk about their kids, their alma mater, their favorite sports teams, the last episode from Suits or their last meal. Does that sound familiar? People talk about...
I will admit I’ve been around the block a few times. But even for someone like me, it’s hard to imagine a time before the Internet. I mean, who remembers using...
I will admit I’ve been around the block a few times. But even for someone like me, it’s hard to imagine a time before the Internet. I mean, who remembers using physical dictionaries and style guides to check copy? Or going to actual libraries to conduct research versus just typing a few words into Google? In fact, I would bet a paycheck that the day will come when college graduates are more likely to think Dewey Decimal is a character on a TV sitcom than a system for...
I will admit I’ve been around the block a few times. But even for someone like me, it’s hard to imagine a time before the Internet. I mean, who remembers using physical dictionaries and style guides...
Excuse the bad movie pun but I couldn't resist. In a world obsessed with images and video I'm afraid we often forget the power of words. I recently read a...
Excuse the bad movie pun but I couldn't resist. In a world obsessed with images and video I'm afraid we often forget the power of words. I recently read a fiction book, The Swan Thieves, that made me desperate to visit an art museum. The main characters are accomplished painters. The descriptions in the story of their passion and drive are intoxicating. Not long before starting The Swan Thieves I read a story that made me hug my boys fiercely and another made me laugh so...
Excuse the bad movie pun but I couldn't resist. In a world obsessed with images and video I'm afraid we often forget the power of words. I recently read a fiction book, The Swan Thieves, that made me...
Creating a buyer persona is a key stage in developing your content marketing strategy. If you ask the right questions and have the right answers, a good persona...
Creating a buyer persona is a key stage in developing your content marketing strategy. If you ask the right questions and have the right answers, a good persona will allow multiple content creators to develop the right kind of content without sacrificing a unified, targeted and data-driven brand voice. That being said, your B2C and B2B personae will have some similarities, but also some stark differences. Ultimately, the differences come down to relationship and authority. ...
Creating a buyer persona is a key stage in developing your content marketing strategy. If you ask the right questions and have the right answers, a good persona will allow multiple content creators to...
There are three steps to building a persona. Too bad most people stop at the first one. Over the years I’ve seen marketing professionals in...
There are three steps to building a persona. Too bad most people stop at the first one. Over the years I’ve seen marketing professionals in organizations of all sizes adopt the use of buyer personas. It’s a testament to the hard work of marketing evangelists who taught our profession to use personas. The unintended consequence of mass adoption is that many marketers think they are building a persona when in fact they are building a superficial caricature of...
There are three steps to building a persona. Too bad most people stop at the first one. Over the years I’ve seen marketing professionals in organizations of all sizes adopt the use of buyer...
“Bring in an intern and let them run it.” Remember that? It wasn’t long ago. The perception then was that the development of social media and content marketing...
“Bring in an intern and let them run it.” Remember that? It wasn’t long ago. The perception then was that the development of social media and content marketing just wasn’t that important. How times have changed. More than ever, the need is not only for someone seasoned and in tune with an organization’s products, mission and culture, but who is also connected to the best practices of social media space. That person is a content chief. For larger organizations, it may be full...
“Bring in an intern and let them run it.” Remember that? It wasn’t long ago. The perception then was that the development of social media and content marketing just wasn’t that important. How times...
