Marketing communication managers don’t need to call everything a white paper. In fact, they often do better to give that designation a rest. From MarketingProfs comes this post about the YouTube Creator Playbook for planning, posting and maintaining video on the site. Have a look at it to see what they mean by “playbook.” It’s [...]
Marketing managers use case studies to explain how their products are used. What kind of ideas do your case studies plant in your prospect’s mind? How does your organization use case studies? Do you realize how potent a tool they can be in your Content Buffet? [Quick factoid in case you want to be convinced: [...]
You can’t fault an exec for wanting to get involved in creating your marketing content. But you should handle it delicately. “So I have good news and bad news,” the director of marketing started off. Just when I thought we were out of the tunnel on this campaign… “The good news is that we’ve shown [...]
Marketing managers don’t always have the time, writing skills or resources for great content. Don’t wait for the ideal; get something decent out there. “But I’m not much of a writer,” you moan. “How am I supposed to get a content marketing campaign going without spending a jillion dollars on great content?” That’s true. Great [...]
Embedding a “Retweet This” inside a PDF is a neat hack. Recent Twitter changes have affected it, though. If your Old Twitter retweet links aren’t working, here’s a solution. It’s rare that I post on the mechanics of content marketing, but I think this entry is overdue. Last year in Social Media Guide and Social [...]
Whom are you addressing in your tweets? Can they tell you’re tweeting to them? Try addressing your audience in your tweets and micro-posts. When people look at a column of your tweets, can they tell who the intended audience is? When they land on your Facebook page, can they scan your posts and figure out [...]
Confused about how frequently/infrequently to post your content in social media? You’re not alone. The data bear it out. Marketing managers tread the razor’s edge between sending followers too much content and sending them too little. Here’s research from Exact Target and CoTweet: The most frequently cited (44%) reason Facebook users give for “unliking” a [...]
Good content should leave your readers wanting more. Really wanting more. What’s the best hook there is? Here’s a new challenge for your marketing communications writer: Come up with a teaser as good as “Did I ever tell you about the time we…” The ultimate hook… Last week I sent e-mail to an old friend, [...]
How are you using statistics in your content? Sparingly, I hope. Your readers can remember only so many numbers at a time. Make sure they stick. Industry colleague Renato Beninatto was improvising the answer to a question posed to him at a live presentation when he uttered the most memorable factoid I’ve ever heard: Keep [...]
Separating a case study project into the outline and the body can help you manage the risk that your customer may not approve it. How many times have you wanted to write up a textbook-perfect case study in your organization? Doesn’t it seem like just the kind of piece to populate your content marketing campaign, [...]
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