One of the more popular thought leadership "strategies" is to create relevant, provoking, leading-edge content. Not only does this provide evidence of the thought leader's special knowledge, but it also helps attract new followers, through sharing (social and real-world), and through discovery (Google, conference speeches, and publicity.) The most successful [More]
What is the one lesson that appears in every newspaper article, every magazine article, and for that matter, every bestselling book? Journalists and editors realize that they have to work exceptionally hard to get people to actually read what they write. And unless you actually do so, their work has [More]
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 you generate content (or training materials) for staff, prospects, clients, and other third parties? If so, you probably know that doing it right is not easy- and often is hit or miss. In a previous post, we explored the business rationale and the alternatives for monetizing this knowledge via eLearning; in this post, [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]
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]
While the internet has changed the world of publishing fundamentally, the world of writing has been fundamentally shifted as well. Consider who is actually doing the writing: Professional writers are educated in the craft of investigation and written expression, and spend an entire career learning how to convey complex concepts [More]
Have you ever put in a proposal, or answered an enquiry about your products or services, and then waited patiently for their answer about the next step? While images of pulling petals off a daisy might come to mind ("He loves me, he loves me not") the words that ultimate [More]
Consider this scenario: you get a phone call from a key client or a distraught family member: "didn't you get my email?" They are clearly upset that you "ignored" them: they see evidence that they are not your priority. You are not unresponsive. You don't care. Or maybe, your spam [More]
What is the difference between a successful marketing campaign and an unsuccessful one? Yes, ROI is certainly the standard answer, but it is also completely insufficient. A single marketing campaign is not very different than a car going uphill, battling gravity, with a driver giving a single pump of the [More]
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