Content Marketing and Thought Leadership
One of the most important – and one of the newest – elements of a modern marketing strategy is Content Marketing. The idea is that if your “content” is everywhere, then would-be clients would be...
View ArticleMarketing Insight: White Papers and Inbound Marketing
Nowadays, a white paper can be just about anything. In the olden days of the 1980s, it typically meant a definitive exploration of a specific topic, often 20 pages or more. The author (and their...
View ArticleInsight: Marketing Beyond Commitment with the Relationship Chain
The Relationship Curve is one of the most important Marketing 2.0 concepts around. It states that as relationships improve over time, the target person (prospective client, prospective member,...
View ArticleAvoiding Social Incrementalism: Six Social Media Insights
If you are ahead of the curve in your social media and web strategy, you know there is no magic bullet: your days are spent making minor changes to improve SEO, more minor changes to improve on-page...
View ArticleViewpoint: Competing with Free
Are you involved in your professional association? Or do you run one – either as a director, staff, or volunteer? If so, you’re probably concerned with one aspect of Social Media: How do you compete...
View ArticleCutting Through the Digital Clutter
How much spam do you get in your email box each day? Probably too much. How many Social Media “updates” do you read each day? Probably too many. And how relevant are they? Not. In the past, the...
View Article20 Year Internet Anniversary
What were you doing on the Internet 20 years ago, circa 1993/1994? At that time, there were only between 200 and 2000 websites, depending on how you counted. Most people had no idea what the web was...
View ArticleDoes it (Google) Translate?
If you are reading this, the chances are very high that you understand English. But what if you didn’t? What if your target audience didn’t? Or what if your target audience did understand, but felt...
View ArticleThree Social Strategies
Most organizations invest in their social footprint. They start with a strategy, then execute it, monitor it, and if they are good, they feed these results back into the strategy. A feedback loop is...
View ArticleHow to charge for content – or not
You may have considered how content can be used to attract new members, new clients, or new partners. But for all of the talk about Inbound Marketing, you are stopped by two simple questions: If the...
View Article15 factors for creating great videos (Part 1)
When it comes to video, it is better to be late to the game, than be an earlier adopter. The reason why? We are no longer in the age of expensive experimentation: you can learn from the experience of...
View Article15 factors for creating great videos (Part 2)
Last week’s Tipsheet focused on the top eight factors in creating a great video. This week’s Tipsheet takes it home, with practical advice gleaned from hosting 180 hours of Professionally Speaking TV,...
View ArticleConsuming Content and Scanning Video
How fast can you “consume” content? Or better yet, how quickly can you scan it? Likely pretty quickly, if you are reading. Since most people consume by scanning – not reading – experienced bloggers...
View ArticleTop 10 Content Marketing Posts
How is your content planning for the year coming along? Or, perhaps the plan is in place, but you are now looking at a blank page, with an old-fashioned case of writer’s block. Fear not, as we have...
View ArticleUnpacking Relationship Marketing
Have you ever felt that each year, there is yet another set of marketing buzzwords that you need to learn? Service marketing, value marketing, values-based marketing, content marketing, Social Media...
View ArticleBuilding a collaborative culture: seven internal social media tactics
With so much focus on public social media sites (Facebook, LinkedIn, Twitter, etc), many are now questioning how these same social media concepts might be used within the organization. The fact is that...
View ArticleTen webinar utilization strategies
Many marketers use webinars as an important strategy, but given the large investment developing the content, finding (and registering) attendees, and the logistics of production, how can you maximize...
View ArticleIs Content Dead? (Yes… and No)
Many marketers have recently “discovered” content marketing. The theory is that if you put more content out there, prospects (clients, job candidates, members, etc) will find it, self-identify, and...
View ArticleAvoiding tech project failures (2)
Have you ever had a problem – or a disastrous – project in your organization? When this happens, it is often “clear” that the problem is with the consultants hired to help, and sadly, this is often...
View ArticleEight email marketing letters
Do you use email every day for marketing and outreach? Not every email is the same – there are a number of different types, each with a different goal. How many have you used? Great marketers know...
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