Anne Janzer

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An Insider’s Guide to the Membership Economy (Book Review)

Question of the day: Are memberships one variation of the Subscription Economy (as suggested in John Warrillow’s The Automatic Customer, which I reviewed here)? Or are we really experiencing the growth of a Membership Economy, for which subscriptions are merely…

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Why Customer Success is Marketing’s New Best Friend (or Should Be)

Marketing and Customer Success are like two people in a canoe. Ideally, you’re both trying to get to the same place (a successful business with happy customers). The trip is much easier when you work together well. And in choppy…

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Marketing for the Perpetual Sale

What do socks, industrial chemicals, and Emmy-award winning television programming have in common? They’re all available by subscription. Foot Cardigan (among several subscription sock contenders), Dow Chemical, and Netflix are all rocking the subscription model. Subscriptions are working their way…

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Marketing and the Subscription Customer

Subscriptions aren’t just for magazines anymore. Technology companies, retail businesses, industrial services and suppliers, and countless other companies rely on subscriptions to sell goods and services to customers. Think about it: Amazon AWS is a technology subscription, while Amazon Prime…

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9 Marketing Books That Would Make Great Gifts

Books make great gifts. They’re easy to wrap. You don’t have to worry about peanut allergies or gluten intolerance. And the best of them can have a long-lasting impact – the gift that does, in fact, keep on giving.  …

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Minimum Viable Messaging for Startups

Few things make a content developer (aka writer) happier than a complete product messaging roadmap. For details, see What the Writer Wants from a Product Messaging Document. We know that content development and review cycles will be smooth sailing if there’s a…

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Content Marketing: Past, present and future

Want an illustration of how far content marketing has come as a practice? I was at a wedding a few weeks back, speaking with someone who does video for brands. Just to try it out, I described myself as a…

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Measuring content marketing effectiveness

How do you measure the performance of your content marketing?  LinkedIn recently introduced a Content Marketing Score to track and benchmark the performance of content on the LinkedIn network. This effort highlights a larger issue – it’s tough to track the effectiveness of…

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Content recycling do’s and don’ts

  by  chrissatchwell  The biggest challenge that many content marketers face is creating enough content to reach prospects and customers at the right places and times.  Re-purposing or recycling content is a critical strategy. When you recycle content, you can amplify your…

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Content marketing, technology and sustainability

After spending many years writing about the role of technology in business, I’m expanding my horizons to explore technology’s role in sustainable development. I’ll keep writing here about content marketing and technology, but I’m also starting a parallel blog on…

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