Anne Janzer

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Stop Stealing My Attention!

If you believe that attention is valuable currency in today’s world, then advertisements that force themselves on our attention are like people stealing money from our pockets.    by  dullhunk    Interrupt-driven advertising or marketing is becoming less effective as we find…

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Content Marketing vs. Marketing with Content

Content has always been a part of marketing. B2B technology marketing in particular relies heavily on content like white papers, demonstrations and case studies to explain the technology. This fact leaves some marketers wondering about the distinction between marketing with content and…

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Improve Your Customer Focus with 4 Simple Questions

The better you know your customers, the easier it is to create the content that they find valuable and engaging. The recent B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study by MarketingProfs and the Content Marketing Institute asked B2B marketers…

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Freelance horror stories: Undead projects

Here’s the latest installment in my “freelance horror stories” – “undead” projects. If you’re a freelancer, you know that these are frighteningly real.  And if you hire freelancers, this may help you understand that fleeting look of fear when you…

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Survey says: Don’t trash those white papers yet

I love it when research comes out to back up my positions. A couple weeks back I posted a blog called Old Marketing Channels Never Die – the premise being that with all of the buzz about social networks, videos,…

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Old marketing channels never die …

photo © 2008 Pamla J. Eisenberg | more info (via: Wylio) According to various reports, everything you’re doing in marketing is out of date.  Email marketing? Dead.  Blogging? On its way out. Public relations? Why bother.  Print advertising?  Whew, that’s…

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Content templates pit consistency against creativity

Is it a good idea to create content templates for marketing collateral? Or do they stifle creativity and create boring papers and web pages? I’m not talking about Word templates or formatting templates. I’m referring to writer’s guidelines that indicate…

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Content marketing: What’s your subtext?

In theater, subtext is the message that the actor is delivering beyond or behind the explicit dialog. It’s an important core of so-called method acting. What does subtext have to do with content marketing? Everything. One of the core tenets…

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