I know it’s human nature to look for the “easy wins,” or the “low-hanging fruit,” or <fill in your own cliche here>. It’s not just marketers and it’s not new….
Read MoreDigital marketing
Why you are ignoring your ugly site search
That headline isn’t fair to everyone, because some marketers are really working to make site search better. But I am pointing my finger at the rest of you. Here are…
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Why B2B marketers should care about B2C marketing
I know that many people specialize in either B2B or B2C marketing, but I have done both in my career, with more emphasis on B2B. I am glad that I…
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How do you segment your market?
Clients ask us all the time to help them with the right characteristics for personas–which are essentially market segments. We use what we call the A2G framework to help you…
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What is user intent?
I get this question a lot. Every time I answer it, I glean new insights about how to use it in content strategy. After answering it about a hundred times,…
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Using video for “buyer enablement”
Gartner, the leading supplier of categories to the Information Technology Industry, has come out with a new one: Buyer Enablement Tools. “Today’s buying journey isn’t just hard — it has…
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3 Signs it’s time to ditch a digital marketing campaign
Marketers across industries don’t like to admit defeat. However, not every marketing plan provides results, and sometimes, the best course of action is to scratch a campaign completely and move…
Read MoreImprove your content for website search
Most of my clients want their website search to work–they really do. But they aren’t sure how to get all the folks who create the content all over their organization…
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10 tips for creating effective business reports
An efficient business report is crucial for any successful project. You may work hard and have awesome achievements. However, if you want the results of your work to be appreciated…
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4 Ways to reduce small business debt
Are you in the process of paying down debt on your small business? Maybe you’ve had to turn to your charge cards or maybe you had to take out a…
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