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Survey says: Don’t trash those white papers yet

I love it when research comes out to back up my positions. A couple weeks back I posted a blog called Old Marketing Channels Never Die – the premise being that with all of the buzz about social networks, videos,…

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Content templates pit consistency against creativity

Is it a good idea to create content templates for marketing collateral? Or do they stifle creativity and create boring papers and web pages? I’m not talking about Word templates or formatting templates. I’m referring to writer’s guidelines that indicate…

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Content marketing: What’s your subtext?

In theater, subtext is the message that the actor is delivering beyond or behind the explicit dialog. It’s an important core of so-called method acting. What does subtext have to do with content marketing? Everything. One of the core tenets…

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How to ask a writer for a white paper

I love it when a client asks me to write a white paper. But I am even happier when we both understand exactly what kind of white paper they want. There are as many different types of white papers as…

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What smart content marketers do at conferences

Despite early reports of its demise, the old fashioned, face-to-face conference or trade show is not dead. Next week the security industry congregates at the RSA Conference in San Francisco. The following week, the healthcare IT industry gathers in Orlando…

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Groundhog Day and content marketing: don’t get stuck

photo © 2008 Urville Djasim | more info (via: Wylio) I really like the movie Groundhog Day, where Bill Murray’s self-centered weatherman gets stuck on Groundhog Day, seemingly forever doomed to repeat the same gloomy winter day. If you haven’t…

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It’s 2011: Your content just got a year older

Guess what? We just flipped from 2010 to 2011, and all of your great marketing content now looks one year older to users scanning the publication dates. It’s not like marketing content has a ‘sell by’ date like a carton…

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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…

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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…

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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…

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