I’ve been talking about how content drives action and serves as the backbone of marketing for more than 15 years now. I've seen hundreds of companies implement these stratgeies and they work.
There’s no doubt that when a buyer is investigating companies, their products and services, as well as people to do business with, it's content that generates interest.Read More
Stories are universal. No culture has survived without them. They are widely recognized as an essential part of human cognitive development.Read More
As a young marketer, I was always taught: “Write about the benefits of your product, not the features.”
This dusty old marketing approach is wrong.Read More
For the New Year, I’m starting a series of blog posts I’m calling Back to the Basics.
The first in the series is this post on the importance of buyer personas in any sales and marketing strategy.Read More
2016 is here.
Is it your time for a new beginning? Are you ready for a fresh start?Read More
Some of your most important assets for securing interest in the media as well as educating your buyers are the experts who work at your organization. As a part of a virtual newsroom or other appropriate place on your site and blog, highlighting your employees is a great way to generate attention.
When reporters are looking to quote someone in a story, having a name, photo, bio, and examples of content makes it much more likely they will want to conduct an interview. This is especially true when you are newsjacking.Read More
Understanding buyers is essential to great marketing. When you are properly aligned, you have confidence in your marketing strategies and your tactics are more effective.
A customer journey map details a representative customer’s experience and includes company interactions from initial contact, through the process of engagement and into a long-term relationship. It can include virtual as well as human interactions.Read More
Most marketers make stuff up. They sit in nice comfortable offices and imagine what interests buyers and then create “copy” and “campaigns” typically with the help of equally clueless agencies.
But as I’ve said hundreds of times on this blog and in my books and live presentations, the more you know about buyers, the better aligned your marketing and sales becomes. The strategy of buyer persona research combined with journey mapping is an incredibly powerful way to rise above the competition.Read More