Strategy & Development

4/18/14   (Comments: 0)
The marketing mantra "content is king" should be updated to "customer knowledge is king." Customer-obsessed marketing—the notion of knowing your customers and serving them with contextual content—is the key to engaging and motivating your audiences throughout the customer lifecycle. That was a major theme of the recent Forrester Forum for Marketing Leaders, "... Read more
3/28/14   (Comments: 0)
I spend a lot of time working with people who want to up their blogging game. These senior leaders and executives recognize the power of blogging to get their message in front of their audience, and they want to make sure they’re communicating clearly and effectively. When we start working together I’ll often hear some variation of, “I want to be seen as a thought leader.” Great—that’s a good... Read more
3/20/14   (Comments: 0)
If you’re like me, you usually delete promotional emails without reading beyond the subject line. The exception to that are emails promoting webinars. If I receive an email for a webinar related to a current challenge I’m facing, I’ll register on the spot. Webinars continue to play an important role in content marketing strategies. Sixty-two percent of marketers polled for a joint Content... Read more
4/10/14   (Comments: 0)
Content creators often don’t start thinking about social engagement until after an article is published. Then, they tweet or post on Facebook and hope they engage with an audience. But true engagement begins with how the content is packaged. From the headline and tease to the call to action (CTA) and comments—and then social channels—the tried and true way to spark a conversation is by taking a... Read more
2/11/14   (Comments: 1)
The use of hashtags has evolved past adding a simple “#” before keywords in your social media message. Event marketers are now taking the time to plan a hashtag strategy before an event, resulting in a much stronger and effective social media campaign. Social media hashtags are used to optimize content and increase engagement across social media channels. When used correctly, a good hashtag can... Read more
2/7/14   (Comments: 1)
If social media is part of your content marketing strategy, great job! But if you aren’t integrating your social media with the rest of your content, it could be doing more to engage your audience and extend your company’s reach. Integrating social media with your content means weaving the two together, such as adding a link from an ongoing community discussion to a blog post or e-newsletter... Read more
2/3/14   (Comments: 0)
There's a common saying about referees in sports: You don't notice the good ones. The only time you usually pay attention to them is when they're screwing up. Referees, like doctors or yes, content marketers, should all follow the same basic principle: Do no harm. The About Us section of many B2B websites often disregards this maxim. Like a whistle-happy ... Read more
11/21/13   (Comments: 1)
Many of our best modern innovations are the result of creative collaboration (the Internet being a great example). Ideas tend to generate more ideas, and the theory goes that more minds contributing to solving a specific problem will produce a better solution. But creative collaboration has its dark side, too. Personality conflicts can get in the way. Limited resources can constrain originality... Read more
11/7/13   (Comments: 0)
Rating: Video has taken center stage on the Internet—and content marketing. From 2011-2012, B2B marketers increased their spending on video by 70%, which is more than any other content type and almost twice the next content type (research reports... Read more
10/25/13   (Comments: 0)
The newest manifestation of Google’s mission to provide answers to any question anytime, anywhere an Internet connection exists has arrived on the fluttering wings of Hummingbird. Like its fuzzy predecessors Panda and Penguin, the cute... Read more

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RT @jaybaer The Hidden Value of Influencers in B2B Content Marketing @toprankblog http://t.co/rIBJ8pHMQv #thoughtleadership
2 days 2 hours ago
#Socialmedia has its place, but, if it’s content engagement you’re after, you don’t even need to leave your site. http://t.co/JHTj4LZw9n
2 days 5 hours ago
Great list! @SilkCharm 7 Levels of social media and online community engagement http://t.co/1mHvaZi1zy
2 days 8 hours ago
The Science of Emotion in Marketing: How Our Brains Decide What to Share and Whom to Trust #engagement http://t.co/GAdZ5nEuhK
3 days 8 hours ago