Every marketer can learn a lot from Content Inc., Joe Pulizzi’s new book on content marketing. The book advances one Big Idea: Most start-ups fail because old business models simply don’t work anymore. The new business model in Content Inc. is to build your audience first and define your products and services second. As founder …
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There’s encouraging news in the latest B2B content marketing study from the Content Marketing Institute and Marketing Profs. More B2B marketers are using content marketing than ever before – 88%, up from 86% a year ago. Three out of four B2B marketers are producing more content. Most will spend more next year than in 2015: 51% …
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Admit it: sometimes you’re tempted to skip a key step in your content marketing. It’s easy to understand why. Content marketing is hard, hard work that encompasses many demanding and varied tasks, leading to a proliferation of urgent deadlines. That’s why takes a talented, smoothly functioning team to get your content marketing done well. Unfortunately, …
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Do 7 simple things the right way. That’s the key to successful content marketing. Your ultimate success boils down to doing these 7 things well: 1. Know your customers. Spend time face to face with your customers. Enough time that you know what it’s like to walk in their shoes. Especially when your customers are …
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Now, here’s a new video of “Speeding the Journey from Content to Cash,” my talk on B2B demand generation at Content Marketing World. The buyers’ journey is risky, like crossing a river on stepping stones. Your content marketing success depends on: Understanding the buyer’s journey Seeing through customers’ eyes Clearing the buyers’ path Applying the right …
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Here are 9 ideas you can use to strengthen your content marketing foundations. As you address each, all of your content marketing will grow stronger. ☐ You know your content up and down. You’ve done an intensive content and communications audit within the past 3 to 6 months. So you know the content, media and …
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