If You Want Great Leads, Plan to Offer More Relevant Content

February 17, 2011

A recent sur­vey of B2B CMOs by Mar­ket­ing­Sh­erpa reports that 76% of CMOs say gen­er­at­ing high-quality leads is their most press­ing chal­lenge. A related issue is the increas­ing num­ber of peo­ple and buyer roles involved in com­plex pur­chase deci­sions. This has impor­tant impli­ca­tions for con­tent mar­keters. Here are some of the key find­ings, show­ing the […]

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Why Won’t Your Experts Blog or Tweet?

February 10, 2011

Today while read­ing yet another social media guru exhort­ing enter­prises to get their best peo­ple involved in social media con­ver­sa­tions, I won­dered about the dis­con­nect. Is this just the lat­est exam­ple of “the cor­po­rate free lunch syn­drome?” Clearly, these star employ­ees are resist­ing the pres­sures to start blog­ging or tweet­ing on a reg­u­lar basis. Why […]

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Does Your Brand Delight or Frustrate Your Customers?

February 8, 2011

I love brands that place an endur­ing value on cus­tomer delight, espe­cially when they aim to do so across all touch points, and invest accord­ingly. The con­trast between brands that aim for cus­tomer delight ver­sus those that are, at best, trans­ac­tional can be really stark. Two con­trast­ing cus­tomer care expe­ri­ences illus­trate my point (B2C exam­ples). Here’s how a busi­ness strate­gist assesses these dif­fer­ing approaches.

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CCO Magazine: Good Enough?

January 31, 2011

A review of the pre­mière issue of Chief Con­tent Offi­cer mag­a­zine. Although promis­ing, this reviewer explains why she is dis­ap­pointed in the con­tent and on-screen pro­duc­tion qual­ity of this first issue. Also includes an in-depth dis­cus­sion of con­tent strat­egy, and what it should be.

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What Does Content Marketing Mean for Designers?

January 21, 2011

How many cre­ative teams or mar­ket­ing depart­ments are ready to exe­cute con­tent strate­gies that nim­bly sup­port mul­ti­ple devices, with dif­fer­ing view­ing or play­back capabilities?

How many have the right con­tent cre­ation and pro­duc­tion strate­gies, able to pro­duce, man­age and deploy assets opti­mized for the point of use?

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Gearing Up Organizations for Content Marketing

January 10, 2011

Con­tent strat­egy and con­tent mar­ket­ing chal­lenges have sparked some great online con­ver­sa­tions. Although the emer­gence of dig­i­tal media has put “con­tent” in the crosshairs, it’s the pro­lif­er­a­tion and diver­sity of new dig­i­tal devices that are forc­ing mar­keters to rethink how to com­mu­ni­cate with cus­tomers, part­ners and influ­encers with the best mix of dig­i­tal chan­nels, media […]

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A New Tool for Demanding Content Mavens?

January 6, 2011

When you’re com­pet­ing for atten­tion, pro­duc­tion qual­ity mat­ters; it can help your con­tent stand out in an over-crowded media envi­ron­ment. Of course, you can’t for­get the basics: your story must be inter­est­ing and well crafted; your mes­sage should have intrin­sic appeal for its intended audi­ence. With­out that, why “put lip­stick on a pig?” Although the notion […]

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Not Your Mother’s Cookbook, A Social Enterprise

December 20, 2010

Although per­haps an unortho­dox choice, my vote for a cre­ative use of social media was the devel­op­ment of The Essen­tial New York Times Cook­book, by Amanda Hesser (and count­less oth­ers). The story of its mak­ing is almost as inter­est­ing as the end prod­uct, which you’ll learn in the book’s front mat­ter. “A 150-Year Flip­book of […]

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The Gritty Challenges of Consulting

December 17, 2010

Con­sult­ing: Glamor or Hard Work? Peo­ple say that con­sul­tants are blessed: able to work just 8 or 9 months a year, with lots of time off for exotic vaca­tions or leisure pur­suits. Highly paid, lots of bling… Glam­orous projects, their choice of clients. All the work they want. I won­der where that myth orig­i­nates. For most consultants, […]

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What’s the Big Deal about Content Marketing?

December 7, 2010

Lately most of the newslet­ters deliv­ered to my in-box at work seem to be breath­lessly tout­ing some aspect of con­tent mar­ket­ing or an upcom­ing con­fer­ence on the sub­ject. Because the senders tend to be tech­nol­ogy providers, mar­com agen­cies or oth­ers with vested inter­ests, I take their pro­nounce­ments and spe­cial offers with a large grain of […]

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