Episodes
Sunday Oct 26, 2014
90 Second Content Marketing Lesson - Blah, Blah, Blah
Sunday Oct 26, 2014
Sunday Oct 26, 2014
There is an abundance of writers who seem compelled to spew out a never-ending stream of buzzwords and corporate-speak. Those kinds of statements really do no communicating at all.
There is a very small window
of opportunity when we have the attention of a reader, viewer, or listener. Why use up that valuable time on phrases like "comprehensive
solutions" or "superior customer service"?
This lesson is about what you say in
your content and how you say it.
Sunday Oct 26, 2014
Sunday Oct 26, 2014
If you're a full time salesperson sales calls might occupy the majority of your time. But if you have other responsibilities in your company, finding time to make all those calls can be difficult. Believe me, I know! It's something I struggle with (and feel guilty about) every day.
This is why I like monthly email messages that deliver relevant informational content.
Sunday Oct 26, 2014
90 Second Content Marketing Lesson - Content That Buyers Seek
Sunday Oct 26, 2014
Sunday Oct 26, 2014
Today's lesson
is about the kinds of content that business-to-business buyers say they find
most useful when they are making purchase decisions.
Business buyers list the most useful content listed as product demos and overviews – no surprise there. Obviously everyone has that information on their web sites.
Next in line? White papers & e-books. Followed by case studies, webinars, videos, and blog postings.
Thursday Oct 09, 2014
90 Second Content Marketing Lesson - The 63 Percent
Thursday Oct 09, 2014
Thursday Oct 09, 2014
Over 40% of business-to-business buyers say
they wait until after they've done their own independent research before they
ever talk to a sales representative. Another 23% delay interaction until after
they have a short list of possible vendors.
You may never even be aware of 63% of potential customers who are interested in your product! Whatever your sales strategy is, it will never even kick in for this group. You won't be able to add an opportunity to your CRM system.
Thursday Oct 09, 2014
90 Second Content Marketing Lesson - Newsletter Length
Thursday Oct 09, 2014
Thursday Oct 09, 2014
I’m a big fan of brevity. It wasn’t always this way, but it’s a lesson I’ve learned.
Too much content can put your newsletter into the “I don’t have time to read all this now, I’ll get to it later” category – virtually ensuring that most of your subscribers won’t ever consume your content.
Included in this lesson: my recommendations for article lengths.
Thursday Oct 09, 2014
90 Second Content Marketing Lesson - HTML vs PDF
Thursday Oct 09, 2014
Thursday Oct 09, 2014
PDF is great for controlling the format of the output. And it is definitely the way to go to deliver documents that are meant to be printed. HTML documents, on the other hand, can appear differently in multiple browsers.
But
for newsletters, I still prefer HTML. Find out why in this lesson.