Category: Content marketing


Content Marketing: Long Term Results

I just finished reading David Meerman Scott’s book Cashing In with Content: How Innovative Marketers use Digital Information to turn Browsers into Buyers. The book profiles 20 different organizations that use content-rich websites to achieve their goals. Scott then extracts…

Read More

Stop selling me! Driving prospects away by selling too hard

photo © 2007 CJ Sorg | more info (via: Wylio) I went to into the bank yesterday to cash in one of those annoying debit cards that Verizon gives you in place of a rebate.  While the very competent teller…

Read More

The Cooks Source Debacle and Content Marketing

When I wrote the blog entry on thinking like a media company, let me clarify:  I wasn’t thinking about Cooks Source magazine. In case you missed the story last week, apparently the magazine’s editor printed an article from the web…

Read More

Are you thinking like a media company yet?

It’s ironic that as traditional media companies are floundering to rethink business models in the digital world,  technology companies have to start thinking and behaving more like, well, traditional media companies. Tom Foremski, veteran journalist in the technology and media…

Read More

Content marketing and the inevitable sales objections

Into every sales cycle a little rain must fall – prospects get cold feet, someone raises an objection, the IT group puts up a roadblock. In her excellent book eMarketing Strategies for the Complex Sale, Ardath Albee calls these “step…

Read More

Tips for recycling webinar content

In the last blog posting, I sang the praises of recycling the content in your webinars into white papers, eBooks or other printed content. The process is not quite as straightforward as posting the transcript online. Some webinars are easier…

Read More

5 reasons to recycle your webinar content

Webinars can be a great way to reach prospects, nurture leads, and get some ‘thought leadership’ credit in your industry.  But don’t stop once you’ve put the recorded webinar up on your website. Take the extra step to use the…

Read More

Content Marketing: Who’s Talking to Your Prospects?

I attended a virtual Digital Marketing World conference sponsored by MarketingProfs this week. Wandering the virtual exhibit hall, I was struck by the variety and depth of content available from the vendors. The exhibit hall was as full of rich,…

Read More

Endings: Part of the customer lifecycle

Do you have an end-of-life plan? Not for your healthcare (although that’s a very good idea). Not even for your product – for your customer relationships? As we focus on lead nurturing, like parents we have to remember the other…

Read More

Marketing is a discipline…

I’ve seen discussions about whether Marketing is an Art or a Science of something of both. To be successful, I believe it is wisest to approach marketing as a discipline – with disciplined and continued effort. As a consultant/freelance writer,…

Read More