Content is the new marketing. It’s generally the initial way prospective customers learn about the products and services they seek to buy–and it’s generally found on their own.
It’s now common marketing knowledge that buyers reach decisions through internet research before they talk to a single salesperson, and the seller with the most relevant and innovative insights may get a buyer’s first contact.
Marketing [...Continue Reading] “What buyers want to know and how to tell them”
CMI recently released its study on Enterprise Content Marketing , and we find it insightful and useful.
The fact that content marketing is here to stay is not news in particular to anyone. With enterprise content growing at an amazing 200% annually (p. 4), it is more important than ever to stop and evaluate how effective content marketing is, why we are doing it, [...Continue Reading] “The State of Enterprise Content Marketing: Fast-Paced Change Raises Big Questions”
Canright worked with BMA Chicago to develop a campaign describing the elements and process of the new integrated marketing for B2B marketers. The result is this infographic on the elements of the new integrated marketing, along with a members-only ebook.
Today, the Canright content marketing inbox teems with emails on . . . email. Social media continues to rise on the agenda of all marketers, but email remains the marketing workhorse.
I know it's true because I found three great articles on content marketing in my in-box this morning, reminding me of several more I had marked in the dreaded "to read" bookmark.
You get ideas through friends on social media and then go to Google to validate.
Not social only. Not paid search only. It all needs to work together.
My partner, Collin, and I were working on content promoting an event the other day, and were looking at ways to describe today's business environment. He first mentioned "challenging"—which we hear a lot these days—but then he went on to write, "where change is continual and 'normal' is out of date."
Often, when working with clients on creating presentations, I find that they want to include too much information—all in an effort to make it great. This is what I call the "kitchen-sink approach," and it's driven by the fear of leaving out something essential. However, a truly great presentation has only a few key ideas that are illustrated with compelling images and minimal text.
The Three Biggest Hurdles for Chicago’s Entrepreneurs
Challenge 1: Getting known
Challenge 2: Capital to grow
Challenge 3: Finding and keeping Chicago talent
(Delicious tags: chicagoinnovationeconomy)
Marketing as Stortelling
A story of the Trapp family lodge (Sound of Music) and its use of social media, with an emphasis on the story writing process.
(Delicious tags: marketingsocialmedia) [...Continue Reading] “Noteworthy Marketing Links for 03-24-11”
One of our clients has its consultants working on copy for a website we are in the midst of redesigning. The redesign will promote a new service focus for the firm and sharpen both its image and value proposition.
As with many business-to-business and professional services websites, the existing copy explains the firm’s capabilities. The head of business development asked me to provide writing [...Continue Reading] “Buyer-Focused Writing Guidelines”