How to set up content marketing analytics: 4 guidelines Designate one owner of content marketing analytics. Grant that manager a broad license to collect a variety of metrics from around the company. Make analytics relevant and meaningful for marketing and your executives. Measure frequently, but not too frequently. Hypothesize, experiment and test prolifically. 1. Designate […]
“How do you convince upper management to create the smaller bits of content to get people to the larger white papers?” – Q&A
A free taste of great content makes audiences hunger for more That’s why marketers need to create short-form content. When you need to gain license to create short-form content, here are 3 good reasons for management to grant you that license. 1. People prefer short content at first There’s plenty of proof that you […]
“How do you efficiently take one piece of content and quickly adapt it across internal/external channels?” – Top 100 Question
The question boils down to: how to quickly adapt content? Marketers constantly face the need to quickly adapt content across communications channels, audiences and media to get the word out fast. Here are 4 tricks I learned over 30 years. We used these approaches to create content to announce mergers and acquisitions (M&A), thought-leadership articles, […]
Top 10 Blogs of 2017
Here are the top 10 blogs from 2017, chosen by thousands of readers like you. They’re chock-full of ideas to make your marketing more successful next year. Thanks for reading, thanks for asking questions, and have a great 2018! 1. How to Keep Content Marketing on Message – Always How can you keep your message consistent […]
Break through: keep your message short and sweet
To overcome people’s short attention spans, make your marketing message short and sweet. Make your message quick A study shows that people’s initial attention span is as short as 8.25 seconds. That compares to a goldfish’s attention span of 9 seconds! Short marketing messages get to the gist fast – in 7 seconds, 23 […]