Anne Janzer
Author, Writer, Content Marketing Consultant
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Content Marketing: Not Just for Lead Generation
Marketing organizations often focus all of their time and budgets on generating new leads. But by wearing “lead generation” blinders, you lose sight of the bigger picture. Getting customers is important, but keeping them is essential to long-term business success….
Read MoreImprove Your Customer Focus with 4 Simple Questions
The better you know your customers, the easier it is to create the content that they find valuable and engaging. The recent B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study by MarketingProfs and the Content Marketing Institute asked B2B marketers…
Read MoreMinimum Viable Messaging for Startups
Few things make a content developer (aka writer) happier than a complete product messaging roadmap. For details, see What the Writer Wants from a Product Messaging Document. We know that content development and review cycles will be smooth sailing if there’s a…
Read MoreIs your business website a lekker?
No, that’s not a typo – “lekking” is at term in animal behavior that means self-aggrandizing behavior (usually for the purpose of attracting mates). I didn’t know that term before encountering it in Adam Grant’s brilliant book Give and Take:…
Read MoreMeasuring content marketing effectiveness
How do you measure the performance of your content marketing? LinkedIn recently introduced a Content Marketing Score to track and benchmark the performance of content on the LinkedIn network. This effort highlights a larger issue – it’s tough to track the effectiveness of…
Read MoreEmpowerment marketing: The next big thing (I hope!)
Looking for the next big thing in marketing? I’d suggest reading Jonah Sach’s Winning the Story Wars. Marketers have been hearing for some time the importance of telling a story. This book considers the broader perspective of how you choose…
Read MoreFinding your corporate style
If you’re ramping up your content marketing, you need a distinct and consistent corporate style. You want to create a corporate personality that is consistent across all of your communications, starting with your website. My last post talked about identifying…
Read MoreContent marketing and the new marketing reality
Is content marketing an over-used term? Probably. Is it over-hyped? Maybe. But make no mistake, it is the new reality for marketing organizations – ignore it at your peril. [Google Trends shows recent uptick in search activity for Content Marketing]…
Read MoreThoughts on Thanksgiving and content marketing
Everyone gives lip service to gratitude when Thanksgiving rolls around. But how often have you heard a ‘thank you’ from a business that seems to take your business for granted even as it thanks you? Real gratitude extends beyond words….
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Anne Janzer 