I work harder promoting my online content than I do writing the posts themselves. And so does everyone else, including mainstream media. If you build it, they won’t come unless you…
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Personalized content for more effective content marketing
Don’t call them, they’ll call you. In today’s B2B world, your prospects don’t want to hear from you until much later in the buying process, so attracting, engaging and nurturing…
Read MoreThe EU brand, Brexit, and millennials – a lost opportunity for all
In many ways, the EU (European Union) was the ideal brand, because its core promise to all Europeans involved sharing and connecting across all borders. But the tumultuous impact of…
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Kindness opens many doors online
There are a lot of assholes online, though very few of them are dyed-in-the-wool. They’re simply exceptionally guarded, armored against all the other assholes online. It’s a vicious cycle. We’ve all…
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What’s new in content marketing?
Content marketing is the technique of generating and distributing valuable and relevant content in order to attract, educate, and obtain a target audience with the goal of driving profits via customer…
Read MoreWhy big data and content marketing go together
Most of you are aware that James Mathewson and I have a new book out, Outside-In Marketing, which helps content marketers to use big data to improve their results. James…
Read MoreYour big marketing budget is not as big an advantage anymore
It used to be that marketing was about money. Marketing was usually a nicer word for advertising, which needed money–lots of it. In the two decades since the web was birthed, money…
Read MoreHow to implement a Video 1st content marketing strategy that drives action
Because of the importance consumers and business decision makers are putting on content, many marketers and business owners are challenged with how to create the ongoing flow of quality business…
Read MoreThe challenge of authenticity
How to write content that is both outside-In and authentic to your brand In my last post I promised several follow-up posts delving deeper into the three insights. I still want…
Read MoreWhy the airlines must improve their brand image
The negative perceptions of the major U.S. airline brands (e.g. American, United, Delta, US Airways) reached a new high recently with publicity on the interminable security lines at most airports….
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