Archives


Curating research as a content strategy

My last blog on research as a content strategy talked about the many content marketing benefits of creating original research. But what if you don’t have the time or resources to create or commission original research? Research may still have…

Read More

Research as a content strategy

If you’re pursuing a ‘thought leadership’ strategy and want to make some noise, consider adding original research to your content marketing strategy. Got data? The key is coming up with good original research. Look through your own data sources. You…

Read More

Social media in marketing: A work in progress

Are we getting any smarter about using social media in marketing?  Not according to Duke’s most recent CMO survey. The Duke CMO Survey Twice a year, Duke University’s Fuqua School of Business conducts a survey of Chief Marketing Officers. What…

Read More

A must-read for marketers: To Sell is Human

Do you feel uncomfortable when someone ‘confuses’ marketing with sales? Reading Daniel Pink’s new book To Sell is Human might change your mind. According to Pink, teachers, physicians, entrepreneurs and others are all in the business of selling. My only…

Read More

Are rogue emails sabotaging your marketing?

I was on the receiving end of a rogue email drip campaign recently.  The first email (which I ignored) offered a product demo.  Then came the second and third – and that’s when I was sure these were rogue emails….

Read More

Anyone can do marketing, right?

Today’s topic is almost the opposite of the last one (How do I get developers to blog). It’s what to do with the engineer (or other technical expert) who thinks that because marketing is a ‘soft’ skill that they can…

Read More

How do I get the developers to blog?

Today’s topic is one that plagues B2B technology marketers everywhere – how to get meaningful content out of engineers/developers/subject matter experts. More specifically, how do you get these content experts to contribute to a corporate blog?   by  digitalrob70  The blog content…

Read More

Market to your customers: a WordPress example

Here’s a timely example of good content marketing from WordPress, the service that hosts this blog. They sent me a link to a personalized annual report for my blog. Why is this content marketing? Because it’s useful and personalized information…

Read More

Are you gating your marketing content?

When is it appropriate to put marketing content behind a registration form?  The short answer is “Almost never!” Gating your marketing content with a registration form to tends to turn people away – and undermines the benefits of content marketing….

Read More

Content marketing: Watch your assumptions

Although I pride myself on being knowledgeable about technology, sometimes the greatest value I give my clients is to point out what I don’t know. For example: I don’t know why I should care about the features they are so…

Read More