To win at content marketing, always be teaching (ABT) In Glengarry Glen Ross, a sales manager Blake (Alec Baldwin) teaches the lesson: ABC, always be closing. But the hard sell techniques that Blake taught work with fewer and fewer customers. What’s changed? Customers, not sales, are now in charge of the buyer’s journey. That’s why …
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How to sell the value of content marketing to Sales? A marketer asked in a recent workshop: “How do you sell the value of content marketing to Sales? When they don’t see a direct correlation to a sale?” Here are 10 proven ways that content marketing can help generate sales and revenues. Each will help …
Let’s not spread ourselves too thin as we do content marketing. Instead, we can figure out how to do fewer things and achieve better results. Here’s how. Marketers are learning: less work can lead to better results. The quality of content matters far more than the quantity. Above all, when we learn which information buyers are seeking, we can create the best content …
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 to learn …
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A brilliantly simple approach to content marketing Marcus Sheridan’s new book, They Ask You Answer, answers the crucial questions about marketing with a simple, straightforward business philosophy. I highly recommend this book to people in small and midsize businesses who want to beat competitors with content. “Become the most trusted voice in your industry,” Sheridan writes. “Listen, …