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Marketing managers looking for a new content vehicle should create an eBook, halfway between the brochure and the white paper. Here are 3 tips on creating an eBook. Have you created eBooks as part of your content marketing mix? It’s a relatively new category, still evolving. eBooks are the spoonful of sugar that makes the [...]
Content marketing is an exercise in keeping plates spinning. Not only do you need to keep your readers’ attention, but you also need to feed their appetite for content. Josh Shipp, the motivational speaker behind HeyJosh.com, freely describes his rough upbringing as a foster child. Realizing that he was adept at grabbing his classmates’ attention [...]
Don’t you wish you could be inside your reader’s head as he reads your content? What text could you throw away? What text could you monetize? Active listening is difficult. In fact, it’s exhausting, especially if you’re new to it. Do you know people who practice active listening? You’d know if you did. They begin [...]
Ready for a white paper makeover? Pump some story into your white papers, turn them into e-books and separate them on your Website. Complete this sentence: When I hear “white paper,” I think: “Oh, boy, I get to read another one!” Wall of text with no pictures. Crew cut, short-sleeved shirt, black tie, 1950s. Skim, [...]
Content marketing doesn’t happen automatically; marketing managers almost always need to jump through hoops to make the effort worthwhile. A recent Hubspot article called “5 Common Content Marketing Challenges” mentioned lack of time, lack of experience, lack of readership, lack of results and lack of organizational support as primary reasons for not being able to [...]
