content marketing

Content Marketing: You’ve Got It Backwards—Pay Attention To Me!

03.11.2014 marketing

Del, my cat, is nibbling at my fingers, patting me with his paw, and trying to draw my attention away from the keyboard and direct it towards him, where it belongs. At times like this he makes it very hard to write. Think of Del as one of your prospects. He visits your site. He […]

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Content Marketing: Short Is Best Except When Long Form Is Better

03.10.2014 marketing

There’s a general admonition for content marketers that some take as the gospel truth, the law: readers like short, simple articles. It’s probably true. Except when readers are prospects, people who want to buy something big and complex and expensive. Or something inexpensive, but important to them. Then they want more information, in-depth, detailed, long […]

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Content Marketing: Read And Edit And Revise A Minimum of Four Times

02.13.2014 blogging

If you’re managing business marketing there’s a very high likelihood that you are not approaching your Content Marketing professionally.  If so, you have no excuse. “Just get something out there” is a plan for failure. It doesn’t have to be expensive, time consuming, or difficult. You just need a process. Here’s what I recommend: The […]

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Content Marketing: Running Out Of Things To Talk About

02.12.2014 blogging

A lot of businesses are given bad advice about Content Marketing. “Stay laser-focused.” “Keep on topic.” And then, very quickly, these businesses run out of things to write about. It gets boring fast. And readers stay away in droves. Running out of things to say is a very real danger for single-topic marketing efforts of […]

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Content Marketing: Publish Long-Form Content, But Don’t Expect People To Read It

01.23.2014 blogging

I’m going to let you in on a little marketing secret: you need long form content. You need in-depth articles, white papers, and even books and guides. But you don’t need them for the reasons you might think. Prospective customers love these in-depth and LONG materials. They typically don’t read them, but they love them. […]

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