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 [...]
Excuses, reasons, challenges, obstacles…call them what you will, they’re mosquitoes at your Content Buffet that hamper marketing efforts. Marketing managers: If you’re trying to understand content marketing, you need to follow these three sources: Marketing Charts – thought-provoking data and useful factoids served up daily Content Marketing Institute – most of what you need to [...]
Marketing managers don’t get paid to save money; they get paid to spend it well. In the push to get your content out there, make sure readers can be happy with it. Pamela Wilson published a report called “8 Incredibly Simple Ways to Get More People to Read Your Content.” It’s not about how to [...]
Marketing managers battle a dozen dragons a week. Content often falls to the bottom of that list of dragons. “I’m glad you followed up,” said the VP of marketing, once I’d reached him by phone. “Thanks for keeping me on my toes about our technical content. We’ve decided that we need to spend some more [...]
More on writing an eBook, a relatively painless content vehicle that lies somewhere between a presentation and a white paper. Resuming from last week’s post on creating an eBook, I had chosen Microsoft PowerPoint as an adequate application with which to build an adequate eBook. Start with a template… The usual design guidelines apply to [...]
An eBook is a relatively painless vehicle for content, especially when an article would be too short for the topic and a white paper would be too long. A few months ago I decided I needed to write an eBook. The term “eBook” (or “e-book”) applies to two very different items: an electronic version of [...]
Jimi Hendrix died 40 years ago last week at the age of 27. Do you even want to imagine a 67-year-old Hendrix, if he’d survived this long? Three weeks ago, when I checked Electric Ladyland out of the public library, it was lost on me that this month was the anniversary of Hendrix’ death. The [...]
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 [...]
Bloggers often learn from and post about mistakes. When it’s our customers who are making the mistakes, should we post on them? In the 1968 comedy The Odd Couple, Jack Lemmon plays Felix Ungar. At a dinner party, he mentions that he writes for TV news broadcasts. Doe-eyed neighbor Cecily Pigeon replies, “That sounds like [...]
Ghost blogging backs up a recognized person with professional writing experience. Marketing communications writers may also need to tune the person’s voice. Is it blogging? “By the way,” the vice president of product development told me. “I want the posts to have a certain personality. They should sound as if Alec Baldwin wrote them.” Alec [...]
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