Anne Janzer
Author, Writer, Content Marketing Consultant
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Improve 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 MoreCurating 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 MoreThe curse of the familiar
Sometimes the greatest value I can offer a client is a fresh, outside perspective. For example, I worked with a client recently that was making a major proposal to a customer. As I talked with them, several things became clear:…
Read MoreWho are you calling a user?
It feels like time for a language crusade – so here’s my latest rant: the word ‘user’ when applied to people in technology marketing and writing. When you’re writing about technology from an IT perspective, you need some way to…
Read MoreLead nurturing and your content marketing strategy
Focusing your content marketing efforts on lead generation and ignoring lead nurturing is like playing golf when the only thing you know how to do is to drive off the tee. You might reach a good spot on the fairway,…
Read MoreContent 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,…
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Anne Janzer 