Microsoft Office file properties are juicy bits of metadata. Content marketing managers do well to poke around in these file properties. The coolest thing about listening to records was the music. The second-coolest thing was the liner notes. Who wrote this tune? Who played bass? When did they record it? How long is it? Where [...]
Of all the pages on your organization’s site, About Us is probably the windiest. If you really want visitors to know something about you, be smarter than that. Do you ever look at the About Us pages of other organizations? Have you ever seen a good one? What if you put some real thought into [...]
Don’t you get tired of fretting about content marketing? Don’t you envy businesses that can somehow do without it? I’ve spent a decade or more in content marketing, helping clients refine and tell their story with case studies, white papers, newsletter articles and Web content. I’ve been helping them demonstrate that they understand their customers’ [...]
Your readers need to see themselves in the marketing content you publish. Otherwise, you’re a marketing manager just writing to hear yourself shout. You know those year-end letters you receive around the holidays from your friends and family members? The ones filled with all the valuable content and important details that pop into your Uncle [...]
Make your marketing content so valuable and so good that readers can’t tell how you make money. Here are three examples of a new kind of valuable content. What if you removed every trace of self-serving-ness from your marketing content? What if you filled your blog, white papers, newsletters and technical articles with content that [...]
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