To help SMEs understand content marketing, start with one idea. There are only 2 kinds of pages on the Internet, as Andy Crestodina observes – selling and information pages. That’s a crucial distinction. Content marketing is all about creating great information pages that lead gracefully to selling pages. Help SMEs understand content marketing, so they …
To get better at content marketing, you’ll need to learn from others. To do so, look for the right boss, the right blogs, the right books and the right tribe. Find new ideas, then do your own experiments! Find the right boss In a time when there are more job openings than people to fill them, …
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The best way to better engage readers is gradually. Let readers set the pace. Don’t dump too much information (TMI) on them all at once. 1. Offer a content snack, then scale up To better engage readers, start them out with a taste – a content snack. Then let them gradually build up to a …
Can’t outspend competitors? Outsmart them Out of necessity, I learned to effectively get eyeballs on content with tiny budgets. How? At Tellabs, we were up against competitors like Cisco, a company 40 times bigger. We couldn’t outspend them, so we had to outsmart them. That takes a David vs. Goliath approach to content marketing. To get …
How to create content that effectively works across various audiences? “What we need is a machine that will let us see the other guy’s point of view.” That answer comes from sci-fi author Arthur C. Clarke. Because there’s no artificial intelligence empathy machine yet, marketers take 3 approaches to ensure that the they create content that effectively …
To make your content great, teach before you sell. That insightful advice comes from Marcus Sheridan’s book, They Ask You Answer. To make sure you teach buyers about the right topics, capture customer questions verbatim. What should content marketing teach customers, exactly? To find out which topics to include in your content marketing, capture customer questions …
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