The roots of content marketing go back to Ben Franklin, and they spring from the oral tradition of storytelling. Who’s the hero in your brand story? Your product, your brand, or your customer? The storytelling tradition began 70,000 years ago, says Jonah Sachs, author of Winning the Story Wars. And it can inform your content marketing …
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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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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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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Strategic content marketing takes 3 steps: surround the customer with content be thought-provoking turn content into conversions. This 3-step approach enabled Tellabs’ content marketers to maximize its content, keep customers informed and drive sales. Here’s how Tellabs drove new customers and millions of dollars into its sales pipeline with strategic content marketing. Here’s my 2-minute video on content …
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