If your content isn’t gaining traction, you might want to make sure you’re writing content for the right audience. I’ve found that B2B companies — and consultants, in particular — have a tendency to target their content toward businesses that are like them rather than businesses that will buy from them. Similarly, some B2B businesses […]
Archives for April 2016
When you need a writer who’s a subject matter expert – and when you don’t.
I almost pulled my graying hair out today over an email…yet another “writer wanted” pitch that totally missed the point. The sender was looking for someone who’s an “absolute expert” in guitars to write content for their client, a guitar manufacturer. And what made me crazy is the realization that almost everyone has accepted as […]
Sure, a full content strategy is ideal. But I live in the real world.
I may be a cradle Catholic, but I’m a heretic when it comes to content marketing. Who came up with all of these rules, anyway? And who’s wandering around slapping wrists with rulers for breaking them? (In my head, they’re all wearing nun habits.) There are, of course, “best practices.” But they are exactly that […]
Don’t worry…publishing content does NOT mean giving away your secrets.
When you live and breathe content marketing every day, clients’ concerns can sometimes take you by surprise. One question I didn’t anticipate but that I’ve heard more than once from clients who sell a service rather than a physical product is, “Isn’t publishing content giving the very thing I sell away for free?” That’s an […]
If You’re Not Posting Content In LinkedIn Groups, You’re Missing Out
There are lots of posts out there talking about how businesses that ignore content marketing are doomed to history’s dust-heap of failed endeavors. That may or may not be true (although the data suggest it probably is), but what a lot of those posts ignore is that just having content isn’t enough. First, it has […]
You’ve Finally Got Your First Piece of Awesome Content. Now…What Should You Do with It?
Most of us tend to think that our own little world is the center of the universe, and that certainly applies to content marketing. If you believe the hype, that’s all anybody thinks about. But the truth is that, while most large corporations have thoroughly embraced content marketing, a lot of smaller businesses — the […]
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