Author archive

9/5/13   (Comments: 2)
The most basic approach to persona-driven B2B marketing is to understand your audience and target your content to the exact person/role who’ll write the check for what you’re selling. Simple enough, but as your offering and audience grow in scale and complexity, so does the task of getting the right information to your diverse audience. When that happens, the options look like this: Basic:... Read more
8/12/13   (Comments: 0)
The central tenet of content marketing is pretty well established by now: Stop yelling at me! People don’t want to be pitched—they want to be engaged, entertained. When they seek information, it’s increasingly self-directed and social. As a result, good marketing is becoming more conversational. To be a good conversationalist, you need to focus on your audience. So, conversation step one: To... Read more
1/27/12   (Comments: 0)
One of the last social media stories of 2011 told of a company suing the guy who used to run its Twitter presence because he took the account's followers with him when he left the job. The questions that raised... Read more
3/7/12   (Comments: 0)
My colleague Linda Leung recently posted about the idea that “personalized magazines” could become a way to deliver content to your target audience. She mentions Flipboard as an example of compelling mag-format design, and she’s right—Flipboard is simple and elegant, and the format alone motivates me to spend more time... Read more
3/7/12   (Comments: 0)
An interesting look at Facebook fan engagement ran on Business2Community.com recently. A writer took a look at the highly successful fan pages of... Read more
11/21/11   (Comments: 0)
With research from IBM indicating that mobile retail spending should double this holiday season, it's beginning to look a lot like critical mass. A recent post on eMarketer reports that mobile... Read more
2/6/12   (Comments: 1)
The infographic used to be a supplement to the story—a bar graph in an especially dry Economist article, a pie chart in a corporate white paper. Somewhere in the last couple of years, the once-humble infographic... Read more
9/1/11   (Comments: 0)
Amazon nearly lost an already completed sale by following it up with a free gift. How do you turn "free bonus" into "cancel"? Really bad messaging. I ordered an inexpensive DVD from Amazon recently and received an apparent confirmation email, which told me "The following item was ordered" … "Video on... Read more
8/12/11   (Comments: 2)
Businesses trying to reach a younger/edgier/contemporary audience often use a little shock value—we've been talking around the office... Read more

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