Yes, most marketers have "discovered" content marketing. The theory is that if you put more content out there, prospects (clients, job candidates, members, etc) will find it, self-identify, and then beat a path to your doorstep. The benefits of investing in content are legion: an easier education and sales process, better quality leads, [More]
Do your readers read beyond the first sentence or two? And do they care enough about your ideas to actually act on them? Writing is a critical engagement skill, so a small investment in time can make your words make a bigger impact. Here are 14 great reads that can increase your effectiveness - and [More]
In his 2003 Australian best-seller Death Sentence: The Decay of Public Language, author Don Watson rails against lifeless, plastic corporate-speak. He complains that too often, organizations hide behind their words, instead of connecting with their audiences with an authentic voice. While he was writing about traditional communications, his point is [More]
Have you ever been gulled into reading an article, blog post, or viewing a video because of the headline? Not the descriptive type of headline (such as Clickbait Headlines Lose Trust), but the kind that reels you in, like a helpless fish on a line. If you're not sure you've [More]
Have you ever considered why some emails resonate, and others seem just a bit off? While the general topic of copywriting has been handled here quite well, too often emails - especially ones that form part of a marketing automation sequence - fail because of one thing: voice. Consider these [More]
When you write, does everything that you put down on paper - or come out of your mouth - deliver exceptional value? Or is there a certain amount of low-value filler that invades your communications? There are three strategies that can significantly upgrade your value in the eyes of your [More]
What makes a web site great? What might come to mind is great design, easy-to-find information, and intuitive functionality. These may have made the top of the list in 2003 (or even 2013) , but are, at best, merely sufficient today.Many professional marketers now understand where the web fits into [More]
Here's a question you don't get asked every day: how much do you really know about writing? And more particularly, the craft of copywriting? Unless you do this for a living or had extensive training , the answer is likely not very much. Yet no matter your particular role or responsibilities, copywriting is an [More]
Marketing and sales are at the core of almost every organization. Whether it is writing a proposal for a prospect, encouraging a person to join your organization, or selling an internal team on a concept, the act of gaining alignment and commitment is critical. More evidence of the importance of [More]
How is your content planning for the year coming along? Or, perhaps the plan is in place, but you are now looking at a blank page, with an old-fashioned case of writer's block. Fear not, as we have collected the top ten posts on content creation and inbound marketing. Blog [More]
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