Several years ago marketing guru David Meerman Scott conceived of a ranking he called the “Gobbledygook Index.” It was a collection of the most-used but least meaningful buzzwords that populated press releases and…
Read MoreContent Marketing
Tips for your professional B2B corporate video production project
Want to get visitors to your website to stay longer? Want to convert more of those visitors into leads and customers? Then you should highly consider investing in digital business…
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Reproduce all your own stuff on your professional page
It’s time to call all of your content home. Like you, I have writing on the web going all the way back to 1993, most all of it either no…
Read MoreThe “Name Game” challenge: creating that ideal brand name
Branding is more than finding a new name or image. It is about developing a compelling promise and making the right impression, one that will resonate and stand out. It…
Read MoreCrafting content that works
There’s a growing chorus against content marketing, and with good reason. For too many marketers, content marketing doesn’t work. Too often that failure is caused by one thing: an emphasis…
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Your website is wearing mom jeans and shoulder pads
Pearson Education reached out to me to read and make make notes on Mike Moran’s and James Mathewson’s upcoming book, Outside-In Marketing. I go through it, paragraph by paragraph, and write notes on…
Read MoreAutomotive: an industry ready for advocacy and experience innovation
Recently, my study and practice of Content Marketing has caused me to reexamine my years in automobile retail marketing and OEM branding offline. While I maintain some contact with the…
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Make the most of your content mastermind session
Nobody wants to waste time in multiple brainstorming meetings to come up with just a few watered-down ideas. Planned carefully, your next mastermind session can produce several pieces of content….
Read MoreIs your content marketing using your personas and buyer’s journeys?
I don’t generally see content being designed for personas and buyer’s journeys. I am not sure why, but I have suggested one change for clients that has helped. Create a…
Read MoreStop over-complicating your customer information
I’ve spent a lot of time recently working with smart marketers that are unfortunately making marketing a lot more complicated than it needs to be. I’ve seen incredibly difficult “best…
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