A keyword ontology is a knowledge graph describing relationships between the keywords your target audiences frequently use in search queries and the products and services you sell. It can include…
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How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process
Everyone is aware that B2B buying is complex. It involves multiple parties over long decision-making cycles. In a large enterprise, this can take months, if not years, and involve dozens…
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7 ways to annoy webinar video watchers
I’ve sat in on many webinars and on-demand demos. They are valuable as background information for the B2B marketing videos we create, because a webinar is an opportunity to hear real…
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3 blockers of outside-in marketing
In the last three years, I have spoken with hundreds of digital marketers about their challenges. These conversations usually follow a conference talk or internal course I’ve delivered, in which…
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The rise of “morality-via-branding” to add empathy and connect emotionally
If you are like me, you are probably sick of all the acrimony, blatant lies, nasty accusations, partisan rancor, and exaggerated rhetoric in politics today. Have we all lost our…
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How to build a killer content team
Do you want to crank up your content success to a Spinal Tap 11? A 2016 Curata study found that 75% of companies are increasing their investment in content marketing,…
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Five levers of relevance for digital authors
In my last article, Stop doing short-term campaigns, I said that cognitive effort was the “lever of relevance.” Several people have asked me what this means. Because it is fundamental…
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Knowledge management in the age of social media
Ever since the days of MySpace, it became pretty clear that social media platforms have a bright future ahead. This became further clear when networking platform Facebook was launched and…
Read MoreBest practices for social media shilling
A venerable tradition in public relations is the grass-roots campaign. Get a solid issue behind you and get out the vote! Get people to chime in their support and try…
Read MoreDon’t be afraid of fake reviews
Last week, I talked about how you really do know what to say in social media. I got lots of nice feedback on that post, but I know that some…
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