Where does the content marketing job begin and end? Content marketing: 6 Tips for content marketers on social selling Business-to-business (B2B) buyers have upended the sales process. They spend 2/3rds of the buying journey sifting through content and social media, only 1/3rd talking to sales. Successful content marketing begins by learning from sales and buyers. Develop …
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My new article “Strategic content marketing educates customers and opens their wallets” appears on the Global Telecoms Business website. Here’s an excerpt on changes in the BtoB buying process from that article. The buying process is now two-thirds online, one-third sales. About 67% of the buying process takes place digitally, says Sirius Decisions. Rather than spend time with …
It seems like a shiny new toy. But content marketing has been in practice for centuries. Content Marketing Old Idea or New? – Helping people before you sell Benjamin Franklin published Poor Richard’s Almanack in 1739 to promote his printing business. Among the content nuggets he created: “A friend in need is a friend indeed!” The idea behind content …
Most communications and marketing consists of statements. So how can content marketers add questions to improve buyers’ understanding of content? Open-ended, thought-provoking questions make a buyer wonder. As copywriters know, great questions intrigue buyers, trigger their imaginations and pull them towards your viewpoint. Helping customers imagine a different future – rather than the status quo …
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Communicating With Technology Plus Humanity – Magic and Surprises In 2024 we celebrate the 10th anniversary of the Crystal Clear Communications blog. To celebrate our anniversary with you, here is the first blog we ever posted, back in 2014. In boldface, we add new observations from 10 years later. It’s fascinating: how humans use new …
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Spring is here! And gardening offers 9 lessons to help your content marketing flourish. Learn how to cultivate content. 9 Ways To Cultivate Content For Bigger Yields in Content Marketing The view from the curb. When someone looks at a house, the landscape creates the first impression. Does your content marketing look great from the …
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