Archive for September 2014

90 Second Content Marketing Lesson - Website Content

September 25, 2014 @ 6:18 pm

Even in the age of social networking, your web site is where you want your prospects to go. There are lots of strategies about search engine optimization, keyword bidding, and such. But those efforts go to waste if your audience doesn’t do what you want them to do on your site once you get them there.

 

This happens quite a lot. Mainly because most B2B web sites are designed without an actionable objective in mind. I recommend establishing a purpose a little stronger than “visitors will learn more about our company.”

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90 Second Content Marketing Lesson - Publishing Consistency

September 25, 2014 @ 6:12 pm

I talk to a lot of business owners and marketing people who aren’t convinced that publishing informational content on a regular basis really pays off. If they don’t see an immediate and measurable connection between a single article or event in their sales results, they are ready to abandon their efforts.

 

Content marketing benefits come from consistency and they take a while to develop. This is quite a bit different from measuring the ROI from a marketing campaign that has short-term objectives.

 

But I can tell you it does work. I'm a good example.

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90 Second Content Marketing Lesson - Content Paralysis 2

September 25, 2014 @ 6:04 pm

How to revive a once-active content marketing effort.

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90 Second Content Marketing Lesson - Content Paralysis

September 24, 2014 @ 6:09 pm

Writers block happens to all of us sometimes. But that’s a temporary condition that can be easily remedied with a number of different actions designed to get your brain engaged again.

 

What I’m talking about here is more of a chronic disability.

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90 Second Content Marketing Lesson - Segmentation Drips

September 24, 2014 @ 5:49 pm

Segmentation is the science of splitting your contact list into groups that share a common interest. The finer you segment your list, the more relevant you can make your messages.Sequences of short email messages are a great way to take advantage of the targeted communication opportunity that segmentation provides.

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90 Second Content Marketing Lesson - Information vs Marketing 3

September 24, 2014 @ 5:41 pm

In your own publications you are free of the self-promoting restrictions you’ll find in trade publications, guest blogging, or conference presentations. But you don’t want to produce only thinly-disguised ads. If you are clever, you can weave promotion right into the body of your newsletter.

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90 Second Content Marketing Lesson - Information vs Marketing 2

September 23, 2014 @ 9:52 pm

Articles in trade magazines, conference presentations, and informational webinar sessions often have some restrictions so you need to be careful about the marketing content. If you have your marketing people produce the content make sure they understand the limitations.

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90 Second Content Marketing Lesson - Information vs Marketing

September 23, 2014 @ 9:32 pm

Marketing vs information can sometimes be a battle, especially when working with traditional agencies and seasoned marketing professionals. Many just don’t see the value in producing something that does not include a blatant sales pitch.

 

But if you want to foster trust and elevate your reputation as an industry expert, you’ve got to take a step back from touting the features and benefits of your own products all the time.

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90 Second Content Marketing Lesson - Consistency

September 23, 2014 @ 9:17 pm

Quality and relevance in your customer communications is crucial. But equally important is consistency. You never know when the magic time arrives when a customer is thinking about a solution you can provide. Inconsistent publishing is turns strategy into randomness.

 

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90 Second Content Marketing Lesson - Newsletter Subscription Strategies

September 22, 2014 @ 6:32 pm

Make it easy for your potential newsletter readers to subscribe. Put your subscription form on your website home page and on other pages too. I put a link to my subscription form on every page because I never know where website visitors will be spending their time.

 

I even added a link to my newsletter subscription form to my Outlook email signature. People with whom I correspond may not always make it to my website...

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