Great email marketing isn’t about that one (mythical) killer message. It’s about an on-going program that connects you to your target audience in relevant ways as they make their way…
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Target audience
Your content marketing must sell solutions, not stuff
I’ve written in the past about the importance of selling solutions rather than stuff, but it’s an idea worth diving into from another angle. Said in another way, to be…
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Customer experience enemy #1: the org chart
It’s always possible to have a bad digital customer experience if you lack the skills or investment to create one. But it’s equally possible to create bad experiences even if…
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The Wikipedia test for content marketing
Copywriters sometimes assume that customers already understand the product – but usually, they don’t. Good content marketing educates the customer. To see the difference between “marketing fluff” and clear expository…
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How promotional products fit in with the modern consumer
Advertisers have a challenging job of increasing recall and improving resonance with consumers. That is where promotional products, branded gifts, and giveaways shine. Perhaps that is why promotional products have…
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The emerging challenges for managing brand risk
Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations, and various socio-economic trends have made the topic of “brand risk” a top…
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How to optimize your LinkedIn profile
One of the questions I get asked the most on Quora relates to optimizing your LinkedIn profile. If you’re building a personal brand or want to become known as a…
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2 applications of marketing AI
The major hole in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing is the lack of information on marketing artificial intelligence (AI). We talk about how…
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How to turn your business blog into a publisher
Regardless of the products or services you sell, your goal likely boils down to one objective: solving customers’ problems. Since this single goal unites nearly all businesses, many companies have…
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Should businesses use LinkedIn groups or Slack for prospecting? Part 1
If you’ve checked out your LinkedIn groups lately, you may notice that LinkedIn groups are not what they used to be. As much as I had hoped that LinkedIn’s changes to groups would…
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