Category Archives: content marketing

Are “Made Up” Buyer Personas Costing You? (and What To Do About It)

Tell  the truth — how good are your buyer insights? “Made up” buyer personas can be very alluring … and dead wrong. Before you base your content strategy on educated guesses (as I once did!), consider the alternatives … Maybe … Continue reading

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6 Ways to Create Compelling Content for Boring Brands

From manufacturing to IT, some industries lack the style and excitement associated with many of the world’s leading brands. But the truth is, there’s no such thing as an unimportant topic within any niche. After all, in the event of … Continue reading

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Content Creation Strategies: Be Fearless! Share Your Secret Sauce

Share your ‘special sauce’. Keep your focus on your buyer. And put your company in a better position to win the next complex B2B sale. Continue reading

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Living Proof: How Content Marketing Works for B2C/Ecommerce

What are the odds that I would wake up on Day 1 of the #cmworld content marketing conference, and see proof of content marketing in my email? Sometimes, you just have to believe in fate. Here’s the email I woke … Continue reading

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Read It! The Little Black Dress of Content Strategy Books

It was pure chance that I came across the book Content Strategy for the Web. Surfing, procrastinating, and suddenly … there it was, beckoning. This little black dress of content marketing books is 187 pages of smoking hot strategy, with … Continue reading

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8 Essential Strategies to Create Content That Converts

When it comes to “feeding the content beast”, it can be a challenge to create fresh content that breaks through the clutter. But in my last post, I showed how it’s still possible to move the needle, when your fresh … Continue reading

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Content Marketing Case Study: How a Motorcycle Blog Spiked Sales

Have you ever published a blog post you thought would catch fire, only to hear crickets? That happens all too frequently. So when a blog post that I wrote for a client went “viral”, I decided to analyze why it … Continue reading

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7 Easy-to-Fix Content Marketing Mistakes Your Company Is Probably Making

One of the biggest benefits of content marketing is the exposure your company gets from being a source of valuable information. The art of content marketing, however, is in deciding what content to create, who to write it for, and … Continue reading

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Why I Wrote A Social Media “Dear John” Letter To My Insurance Agency

Call me crazy, but I just broke up with my insurance agency over irreconcilable social media differences. Truth is, I had been lusting in my heart after another insurance agency for awhile … since Hurricane Sandy, in fact.  But last … Continue reading

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Law Firm Use of Blogs and Social Media (Reseach/Trends)

Law firms have been slow to adopt blogs and social media, despite good evidience of its effectiveness! In-house counsel increasingly use social media to award business, and non-participation is a competitive disadvantage. What are you waiting for? Continue reading

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