Focusing your content marketing efforts on lead generation and ignoring lead nurturing is like playing golf when the only thing you know how to do is to drive off the tee. You might reach a good spot on the fairway, but without knowing how to pitch or chip, hit fairway woods or putt, you’re going […]
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 of content marketing is to generously give content of value to the reader – by […]
Is your business website a long-winded bore?
Who would you rather sit next to at a long dinner – someone who talks nonstop about their own business, or someone who asks you questions and finds points of common interest to discuss? Unless the guests are exceptionally interesting people (perhaps at an Oscars after-party or President Obama’s Silicon Valley dinner party with tech […]
Thought leadership is overrated
photo © 2007 Brian Hillegas | more info (via: Wylio) “We want this to be a ‘thought leadership’ blog.” Have you heard that before? “Thought leadership” can be a convenient reason for undertaking all kinds of marketing initiatives without clearly defined goals or objectives: Twitter, business blogging, PR initiatives, you name it. What the heck […]
Content marketing strategy: the time is now
photo © 2010 Sean MacEntee | more info (via: Wylio) In honor of the RSA conference this week, I’ve been surveying the websites of many of the exhibitors. I imagine that this group is fairly representative of B2B technology companies as a whole, even given their security slant. I’ve found a real mix between those […]
How to ask a writer for a white paper
I love it when a client asks me to write a white paper. But I am even happier when we both understand exactly what kind of white paper they want. There are as many different types of white papers as there are buyers and products. I wrote about this a while ago: When is a […]
