Once you commit yourself and your organization to content marketing, it’s easy to get stuck in a rut. Suddenly “content” means articles. Or maybe white papers or webinars. And the focus becomes building an efficient, repeatable process for cranking out a steady flow of that particular asset type. It’s important to avoid this trap, and [...]
Archive for April, 2011
Content as an Experience
Posted in Content, Customer Service/Experience, Marketing, tagged Content, content marketing, customer experience, customers, Marketing, trendcentral on 04.19.2011 | Leave a Comment »
Dare to be Different
Posted in Brand, Content, Customer Service/Experience, Marketing, tagged content marketing, customer experience, David Meerman Scott, Marketing, website on 04.13.2011 | Leave a Comment »
Are you daring to be different with your web presence? Not different in the sense of getting in visitors’ way with a goofy flashy intro. Or different like one of those precious minimalist sites where the home page is a field of white or beige, with a tiny phrase or object in the middle, supposedly intriguing visitors to click through [...]
The Big Lie of Lead Generation
Posted in Content, Marketing, tagged content marketing, customers, landing pages, lead generation on 04.08.2011 | 12 Comments »
What would it mean to your lead-generation strategy if you knew that more than two-thirds of the people downloading your white papers and ebooks were lying on those carefully crafted landing pages? How would conversations about lead generation between your Sales and Marketing teams be different if you knew that, more often than not, you don’t have a prospect’s correct phone [...]
