For most companies, adopting the mindset of content marketing is going to require some level of a cultural shift within the organization. That can be a daunting task, especially for larger organizations with hundreds or even thousands of employees. For organizations where policies and procedures that...

What is the biggest problem you face in your content marketing strategy? In the B2B Content Marketing: 2010 Benchmarks, Budgets and Trends study published last week, 66% of respondents identified a challenge with the production of the content. Split between three areas, content marketers admitted to...

I caught Paul Gillin’s column in B2B magazine yesterday on how curation is the new creation. This quote hit home: “…humans face a problem our species has never confronted before: We have too much information. Our challenge has shifted from finding what we need to filtering out what...

If there is one thing I hear time and time again, it’s that content marketing takes a substantial amount of time to do well. I agree wholeheartedly, but there are some things you can do to reduce the time you spend – while delivering better content to your audience.Continue reading

If you think a FAQ page is where readers find handy information about their needs or a place where customers go to look for answers to frequently asked questions, think again. In an informal survey  I conducted,  occasional to frequent Internet users generally agreed that FAQ pages were of little use...

We content marketers take a lot of pride in writing material that engages, inspires and motivates our customers. We talk about having a crystal clear focus on key messages that are relevant to our audience. We spout platitudes about “adding value” with “thought leadership.” Our Holy Grail is the perfect...

My college roommate used to hold up his giant screwdriver and say – “this is the only tool I’ll ever need.” And, he’d hammer nails with it, open boxes with it, open beer bottles with it (yes, college was like that for me). It was everything he needed. Sadly, the same can’t be said for different web content...

Did you know… 9 of 10 B2B marketers leverage content marketing as part of their marketing programs? 51% of B2B marketers are increasing their spending in content marketing over the next 12 months? Over a quarter of the total marketing and communications budget now goes toward content marketing? Junta42...

Download this free research from Junta42 and MarketingProfs to learn about the benchmarks, trends and budgets in B2B marketing in 2010.

You might be thinking, “Privacy policy? Who cares about that? It’s just something we had to put up because our lawyer said so.” You can leave it at that, or you can remake your privacy policy into a marketing advantage with a few tweaks. Continue reading

Must “content” come in written, video or podcast form? Consider the following . . . I’m a raving fan of the Brains on Fire movement. I was thrilled to be invited to participate in their Fire Sessions this year and, along with the other participants, was excited to find a copy of their...

Face it, marketing managers: Whether the economy is humming or tanking, you’re going to spend about the same amount of effort to find and qualify professional writing talent. In a brisk economy (remember those?), you’ll spend most of your time beating the bushes to identify a few qualified...