If you’re in marketing, you’ve probably been influenced by David Meerman Scott’s New Rules of Marketing and PR. Originally published in 2006 (and updated several times since), it’s had a lasting impact on the practice of marketing. Now he’s got a new book out, The New Rules of Sales and Service. Again, it’s a marketing […]
content marketing
Another Book Review of Everybody Writes
You don’t have to be a reluctant writer to get value from Ann Handley’s latest book, Everybody Writes. With content marketing gaining ground, more people are now on the hook for creating content through blog posts, articles and other written pieces. The book is useful for anyone who finds themselves writing for work, and particularly on behalf […]
Create a quick corporate style guide
If multiple people create content for your business, you need a corporate style guide. Otherwise, you risk having a corporate identity with personality disorder. Keep a consistent voice across your content If you don’t already have a style guide, don’t fear. It doesn’t have to be a huge project. Here’s a case where the perfect […]
Finding your corporate style
If you’re ramping up your content marketing, you need a distinct and consistent corporate style. You want to create a corporate personality that is consistent across all of your communications, starting with your website. My last post talked about identifying your corporate tone and style. But what if you’re just getting started or trying to […]
A must-read for marketers: To Sell is Human
Do you feel uncomfortable when someone ‘confuses’ marketing with sales? Reading Daniel Pink’s new book To Sell is Human might change your mind. According to Pink, teachers, physicians, entrepreneurs and others are all in the business of selling. My only worry is that our conditioned aversion to the idea of sales will prevent more people […]
Messaging part 2: The messaging review
In my last post (There’s always time for messaging) I talked about a few strategies for selling the ‘messaging’ part of a content marketing project. It’s important to nail down key messaging before writing website content, white papers or other content. How do you conduct a review of the messaging, particularly if it’s something that […]
