To everything there is a season, and a time to every purpose under the heaven: A time to be born, and a time to die; a time to plant, a time to reap that which is planted …” For years we’ve pampered our Asian pear trees. This year the big payoff came: a bumper crop …
Continue reading “7 Ideas Content Marketers Can Harvest in Autumn”
Build your company story by answering customers’ questions When you lack a company story, everything about marketing grows a lot harder. Without a company story, it’s harder to get customers on your website. The #1 reason people leave B2B websites is the lack of a message, research shows. Without a good story, it’s harder to get …
Continue reading “Customer questions create raw material for your company story”
It’s hard for content marketing to hold audiences’ attention. Estimates say 90% of the content that people consume is soon forgotten. The real question is: “Do your customers remember the right 10%?” asks Dr. Carmen Simon, a neuroscientist and author of the book Impossible to Ignore. “It is important and satisfying to control what people …
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Start content marketing where you are. Here’s how in 10 easy steps. To start up content marketing, first adopt the right mindset: See the world through the eyes of buyers. Resolve to become the best teacher your customers can find on the Internet. How? Take these 10 steps: 1. Collect insights on buyer personas. Interview …
Telling your company story well can unlock tremendous value. By reframing its story, one public company unlocked $2.9 billion in shareholder value. The tool they used: a 1-PageTM Message Map to help them tell their story better. This story comes from my former employer, Ameritech. In the 1990s, it made a series of investments in European telecom companies. In …
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One thing companies need but don’t always have is a single source of truth. Marketing becomes far more effective when there’s one main story about your company that rings true for all audiences – customers, employees, investors, influencers, and even regulators. Without such a message, your company’s communications become unfocused. They may begin to sound like …
Continue reading “One Company. Many Stakeholders. How Many Messages?”