An Update To Content Marketing Best Practices

By on June 8th, 2020
content marketing rules

The more things change, the more they stay the same. Nowhere is that truer than in content marketing. Content marketing best practices might change with the winds of technology. But, their basic principles stay the same. I've been covering Content Marketing Best Practices for more than 10 years! And one thing has remained constant in all those years, content marketing is still hot, growing, and working for the brands that…

The Strategic Guide to B2B Demand Generation

By on June 3rd, 2020

Demand generation is a complex tool many marketers use to drive growth. And now, many businesses are looking to double their efforts and build their pipeline in light of the economic picture. This dynamism is the root of demand gen’s power, as well as the seeds of its downfall. When marketers don’t get the whole puzzle to fit together, the result is a jumbled mess of marketing tactics rather than…

The 2 Rules of Sponsored Content You’re Not Allowed to Forget

By on June 3rd, 2020
rules of sponsored content

Sponsored content, sometimes described as “native advertising,” is a controversial topic in the world of content marketing. Last week I covered the content quantity vs. content quality debate. So here I wanted to cover an area where I see a lot of brands getting into some trouble. The reasons for this controversy are clear: Sponsored content is often advertising masquerading as pure editorial content, which can be easily misconstrued by…

How to Turn Employee Expertise into a Web Traffic Magnet

By on June 2nd, 2020
raw employee talent content marketing

Have you ever been spellbound by watching a talk or reading a book by someone who is so passionate about their topic, it’s contagious? Want your business content to be just as compelling? The answer is staring you in the face. Harness employee expertise and passion by activating your employees to create content and you’ll see amazing results. There are so many benefits to employee-generated content that it’s almost unbelievable…

Storytelling Delivers Marketing ROI. Want Proof?

By on June 1st, 2020
Storytelling ROI

Putting the customer at the center of everything your business does and cultivating an empathetic work culture are two powerful ways empathy can be used to drive business success. But, if we dig a little deeper into why empathy is so important, we can uncover one of the most effective tools in the world for connecting with people and driving results – storytelling. Storytelling is the art of drawing out…

How to Convert Your Website Visitors to Engaged Leads

By on June 1st, 2020
lead generation website conversion

Guest Post by Lead Generation Specialist Lauren  Johnson Content marketing drives free traffic to this website everyday. Michael Brenner posts new blog articles consistently 2-3 times per week and generates a couple thousand visitors every day - nearly a million page views every year. But what happens once Marketing Insider Group gets that traffic? How does Michael convert them from a website visitor to an engaged lead? The answer: Lead…

Content Quality Vs. Content Quantity – The Great Content Debate

By on May 27th, 2020
content quality vs quantity debate

Content quality vs. content quantity. How much content is enough? How good does it need to be? I wrote a version of this post 7 years ago. Then, I was the closing keynote for a content marketing event recently where I realized the debate still rages. So here is an update! Every business struggles with the question of content quality vs. quantity. Marketers have always struggled with. I have seen…

8 Steps to a Digital Marketing Strategy that Drives Sales

By on May 27th, 2020
digital marketing strategy tips

The digital revolution has leveled the playing field when it comes to winning at marketing. It’s no longer necessary to have a huge marketing budget and to work with a pricey agency to increase your sales. With the right digital marketing strategy and understanding of all the latest digital marketing tips and tricks, you can reach your audience, drive traffic to your site, and optimize conversions, no matter how limited…

The Evolution of Empathy: Learnings from Our Ancestors’ Decision to Work Together

By on May 27th, 2020

I’ve discussed quite a bit in this blog, and in the book Mean People Suck, about where empathy comes from. Are we born with it? Is it learned? It’s certainly an acquired skill, but there’s plenty of proof that empathy has been part of the human condition for some time. The evolution of empathy can be traced back to long before homo sapiens walked the Earth. Empathy enabled us to…

Top Benefits & Uses of AI in Digital Marketing

By on May 26th, 2020

Artificial intelligence, or AI, is already transforming the face of marketing as we know it. AI technology can help to optimize and speed up many different marketing tasks, improving customer experiences and driving conversions. If you’re involved in enterprise marketing, there’s a good chance you’re already using some type of AI-powered solution in your martech stack. But many marketers still do not understand the benefits of AI and machine learning…

Opinionated Content Marketing: Why Should You Do It?

By on May 26th, 2020
opinionated content marketing

What do you feel strongly about? In today’s "cancel culture," many businesses and other organizations are thinking it might be best to avoid opinionated content marketing. They believe that taking a stand that might offend some people will drive potential customers away. The hide in their vanilla content cave, their figurative tail tucked between their legs. Take fear out of the equation. What is the number one goal of content…

Stop the Sales Drop: Marketing Shifts for Stronger Growth

By on May 26th, 2020
stop the sales drop summit

The late Jack Welch used to say: If the rate of change on the outside is greater and faster than the inside, then the end is near. Yet, many companies are waiting for “business” to resume as normal vs. shifting to thrive in the new environment. Could this be why I’m hearing about 50-80%+ sales and revenue drops? C-19 is stopping virtually everything in its tracks to create what Roger…

How to Convey Your Brand Personality Through Social Media

By on May 25th, 2020
brand personality social media

You know your brand. You’re a marketer or business owner, after all. But, conveying your brand’s personality to your audience on social media isn’t always easy. Of course, when it comes to branding, your logo, color palette, fonts, and tagline are important, but the voice of your brand is what will truly influence your audience and readers. Now especially, it’s crucial to adjust your messaging and the marketing tactics you…

What the Changing Fortune 500 Tells Us About Empathy

By on May 25th, 2020

Everyone’s familiar with the Fortune 500 and the clout and prestige it brings. Fortune Magazine first started the list way back in 1955, naming the companies with the highest revenue in the U.S. Much has changed since the first list, and it’s important to look at the companies growing and shrinking, which is covered in an article by Tyler Durden in Zero Hedge. The article provided me with some key insights…

Your Director of Marketing is Miserable [Unless They Focus on Customers]

By on May 21st, 2020
unhappy director of marketing

How many people do you know who truly love their jobs and are happy at work? How many times have you complained about your boss, a coworker, or a difficult customer? One survey found that the Director of Marketing or Sales is one of the unhappiest jobs you can have. You might think the key to being happy is to leaving your current manager or even to change your job.…

How to Track Your Success in Reaching Content Marketing Goals

By on May 21st, 2020
content marketing goals

Before you get knee-deep into planning your digital marketing strategy, it’s important to think about what exactly your content marketing goals are. You can get into this in as much detail as you wish, but for most businesses, it all boils down to four main business goals: Reach Engagement Conversion Retention When you’re planning out your content marketing, it’s a good idea to keep these major goals in mind. Also,…

Only Meaningful Brands Resonate with Consumers Today!

By on May 20th, 2020
meaningful brands

When I wrote Mean People Suck, I wanted to get across the point that empathy is more powerful than most of us realize. I wanted people to see it as more than a tool to use or a great asset to have. Empathy can change the way we relate to others, giving us more understanding. It can also invite others to want to engage with us. This is critical in…

What Do Employees Really Value? (It’s Not About Salary)

By on May 20th, 2020

What you pay your employees certainly matters. They aren’t volunteers, after all, and they depend on their paychecks for survival. But when it comes to gauging exactly what they value the most, salary is far from the only contributor. So, what do employees really value? That’s a question I asked myself a lot while writing Mean People Suck. The answer to the question is not straightforward as humans are complex…

How to Use EGC to Harness Search Intent and Draw Customers to Your Site

By on May 19th, 2020
employee generated content egc

One upon a time, user-generated content was the favorite buzzword in content marketing. Now, Employee Generated Content, or EGC, is hot again! Why? Because it’s super cost-effective to produce, it benefits employees, customers, and the business as a whole, and it can skyrocket sales and conversions like nothing else. Your employees know your company better than anyone else, and they probably know your customers pretty well too. This means they’re…

5 Brand Storytelling Lessons From Game of Thrones

By on May 19th, 2020

If you're not a fan of HBO's The Game of Thrones, I'm not sure we can be friends. OK, maybe you're not into sci-fi, or origin stories, but like it or not, we can all learn Brand Storytelling lessons from the Game of Thrones series. Not only is it just great programming. It's also an amazing opportunity to learn about the art of storytelling and apply that to your brand's desire…