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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 [...]
Blog-posting for somebody else can play a role in your marketing communications effort. Here are three ways to make it work. In “Ghost Blogging As If It Were Alec Baldwin,” I mentioned that ghost blogging, or posting to a blog in the place of people who are unable to do it themselves, has proponents and [...]
A: When you’re clever enough to get leverage from the content in other formats and forums. I was pleased to see that client Xiam Technologies was making excellent (re-)use of their white paper, “Make It Easy on Me – 3 Ways Operators Can Use Personalization To Give Customers What They Want On The Mobile Internet,” [...]
Most of your followers in social media are external, but don’t forget to build a following among your writers as well. As a marketing manager, your social media efforts are mostly outward-facing: start conversations with prospects, curry favor with journalists, keep existing customers engaged and inform investors. Have you tried using social media for internal [...]
Half the art to getting found on the Web involves putting out great content. Your marketing communications writer needs to know this and produce accordingly. A post at Problogger this week extols the virtues of linking to other content on the Web: Linking reinforces the relationships – both human and digital – that make the [...]
Re-purposing content is part of the art of marketing. Have your marketing communications writer convert big-bite content into multiple smaller pieces and put them into different channels. “We have a white paper, but it’s too long for this day and age.” Of course, the engineer or executive who wrote the paper doesn’t think that, but [...]
When you hire a marketing communications writer, do you ever ask for a little commitment along with the content? Sure, this is all work for hire, and a freelance writer won’t have the dedication to your company that a full-time employee will, but what’s wrong with asking for a little commitment? The Marketing Writer’s Commitment [...]
“We want to position ourselves as a thought leader,” your boss decides. “We need a white paper that will help set us apart from our competitors so that prospects and existing customers will really want to work with us.” It starts with The Event. Maybe you’ve undergone an internal transformation, and you now have a [...]
Do you ever feel this way? Have you ever hired a writer who felt this way? Worse yet, did somebody else in the writing process make this complaint? Sometimes it’s not just you and the writer and the subject matter expert working on your content. Sometimes an outside force like a PR agency or another [...]
What are the five most annoying things your writer can do to you? Here’s a shortlist, happily unencumbered by research but underpinned by years of dealing with writers. Go dark. How about those writers who “run silent, run deep,” don’t return your calls or e-mail, and pop back onto radar when you least expect it? [...]
