Do you know what buyers feel, think and do as they decide on your product or a competitor’s? Buyer persona research gives you a backstage pass To marketers and salespeople, most of the buyer’s journey is invisible, unseen. Let’s face it: most of the drama of a buyer’s journey takes place out of sight, […]
Free Guide: Fast-Forward Your Content Marketing
Take 7 strategic steps to put your content in the fast lane! In dozens of workshops over the past year, marketers have asked me hundreds of questions about content marketing. In the process, they’ve taught me a lot about the current state of content marketing. Here’s an analysis of what marketers most want […]
Do we marketers create too much work for ourselves?
Absolutely, yes. We have the power to do less work and make marketing more effective. Simplify your content to save time and money. Less does more. When you act strategically, less does more. Focus on what’s critical. Simplify your content. Streamline content marketing by taking 7 strategic steps. These are 7 steps I teach in […]
In 2016, You’ll Need 5 Antidotes to Content Overload
Maybe you’ve seen this moment coming for years. Slowly, it’s dawning on marketers that our audience’s appetite can’t begin to match the amount of content that we can produce. Hello, 2016! Welcome to the Era of Content Overload. That means, in the year ahead, way too many marketers will produce more and more irrelevant content, inundating their audiences. […]
How to Make Your Content Marketing Simply Irresistible
What’s the content you just can’t resist? Each of us has a soft spot – “how to” stories, “why” stories, or stories about a hero overcoming the forces of evil against all odds. What’s irresistible differs for you and me − and for each of your buyer personas. The better you understand your customers, the […]