Persuading your web users to convert is always job one for a digital marketer, and there are plenty of weapons that digital marketers have at their disposal. Better targeting, A/B…
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Planning is critical to website success. So is a clear picture of your goals
Later this week, I’ll be presenting at Wordcamp in New York on the documents and processes that can help ensure your web development project runs smoothly and produces your desired…
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Crafting content for the buying cycle
All content is not created equal. Which is good, because not all prospects are interested in the same things. That’s why it’s critical to create content that appeal to the…
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On the limits of personalization
Before I start my post, I’d also like to invite you to the next Biznology webinar on May 1 where Mike Moran is going to interview me about keyword knowledge…
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Digital maturity — ideal state
When a company invites me to evaluate the state of their digital maturity, the first question they always ask is, “What’s the ideal state?” The fact is, a complete digital…
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Warning: You’re ignoring your company’s best salesperson — and it just might be killing your business
Here’s a scenario for you: imagine you have an amazing salesperson who develops a deep connection with customers, beginning with their very first interaction. Even better, these prospects share their…
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Tactical video for technology sales and marketing
Tech companies don’t need a “video strategy.” They need tactical videos that support their sales and marketing content strategy. Tactical videos have specific objectives: establish a value proposition in the…
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What does SEO success look like?
Those of you who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know that we take a dim view of site redesigns. Sure, there…
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On the limited value of branded content
Those who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know we approach the problem of content marketing head on. Here is my definition…
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3 innovative ways to structure video content to support sales engagement
1. Add video to non-video assets There’s no getting around the fact that that text is cheap and efficient. That’s why most online “content” is text. To scope out a…
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