When it comes to content marketing, one size rarely fits all. In
the same way you create different products and services for
different customer segments, you should also consider refining
marketing messages to reach those segments. Audience segmentation
is the process of dividing your target audience into smaller, more
focused subgroups. These...
If content marketing is a marathon—something that takes training
and practice and focus to get right—persona development is the
starting point. As fictional characters representing major customer
groups for your content strategy, personas detail the needs and
preferences, characteristics and general behaviors of the largest
segments of individuals...
Every day I run into marketers just trying to get a handle on this
'Content Marketing' thing. What's overwheliming to most of
them is the intimidation that comes with Generating Content on a
scale that is required to be successful. Fear not,
below I'm going to give you 10 Content Marketing Ideas that you can
easily execute in a couple of...
Facebook, Twitter, Instagram, Bit.ly, YouTube, blogs—these may
still seem like a foreign land to marketers of a certain age, but
it’s where your younger customers live. To maximize your business’
social media presence, keep these best practices in mind. 1.
Keep it real. The single most important practice to maintain is
honesty. Consumers today...
This is a question I get a lot. Sometimes folks ask because
they want to do the bare minimum (I'm imagining the scene from
Office Space), and other times people are genuinely interested in
writing the optimum number of blog posts for successful results.
Whatever your reason for asking the question, I'm going to
share some data below that should...
What is Squeeze Page Content? Come again? Someone asked me this
question yesterday and I had no idea what they were talking about.
I had to do a quick search to discover that squeeze page content is
just another term for, what I call, a Landing Page. A squeeze
page is simply a single web page that has one purpose - capturing
If the question in the title above is one that consistently keeps
coming up in meetings or marketing strategy sessions -- you're
doing it right! Content marketing is certainly not new but
the term itself has become synonomous with blogging, creating
whitepapers, social media promotion, content distribution etc.
Everyone seems to inherently know...
“No thanks, I’ve got enough marketing content to help me close my
next deal.”Said no salesperson, ever. Content creation is hard,
especially in the B2B world. Between fueling outbound marketing
programs and keeping engaged with prospects on social channels,
there never seems to be enough content to go around. What’s more,
B2B marketers not only...
Asking customers to share their story can produce a variety of
results - including none at all. So what makes one campaign
more successful than the next? The answer obviously depends
on your business, but below are some tips to help you start
improving your story-capturing efforts. I've started by
noting some key differences between B2B and B2C...