Now, here’s a new video of “Speeding the Journey from Content to Cash,” my talk on B2B demand generation at Content Marketing World. The buyers’ journey is risky, like crossing a river on stepping stones. Your content marketing success depends on: Understanding the buyer’s journey Seeing through customers’ eyes Clearing the buyers’ path Applying the right …
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Here are 9 ideas you can use to strengthen your content marketing foundations. As you address each, all of your content marketing will grow stronger. ☐ You know your content up and down. You’ve done an intensive content and communications audit within the past 3 to 6 months. So you know the content, media and …
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As you drive, risks arise in your blind spots: • That car that you didn’t see just behind you in the right lane. • That bicycle lying on the sidewalk. • That pedestrian who stepped into traffic from behind a tractor-trailer. While most marketers are doing more and more content marketing, many are blissfully unaware of …
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Content marketing doesn’t start with your products. It starts with your customers. That’s a lesson I learned from boxes of baking soda. More about that in a minute. Do you understand what your customers are trying to do, exactly? Understanding what customers really need can make your content marketing great. That’s why you need the customer insights you …
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How can you get the most from your established content marketing program? Like gardening, content marketing is demanding. It requires that you invest attention, time, and work to get the most out of your content. Here are 7 lessons content marketers can learn from gardeners in summer: 1. Water. Is some content wilting on the …
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Have you used mobile money − Apple Pay, Facebook Messenger or Google Wallet? I love the convenience of Apple Pay: now it’s easy to pay with an iPhone. Mobile money may be a shiny new object in the USA, but Kenyans started using it way back in 2007. In fact, Kenya leads the world in mobile …
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