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Content That Keeps Giving:

Content That Keeps Giving:

Achieving full value from your cornerstone content In my recent blog post, I talked about how today’s content marketer’s need to create attention-grabbing, high-quality content, while operating with less time and fewer resources. In my experience, the best way to address these competing challenges is to create a few high-quality “cornerstone” pieces that are properly…
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The Danger of Marketing Automation

The Danger of Marketing Automation

Marketing automation is a double-edged sword. On the one hand, marketing automation can be a life-saver for busy marketers. The power to schedule blogs, social media posts and other material helps you get ahead of the curve and avoid the last-minute scramble that often leads to sub-par content. I’ve used a number of great marketing…
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Deeper segmentation key to Thought leadership success

Deeper segmentation key to Thought leadership success

Content marketing is by no means a new concept. B2B businesses and professional service firms have been publishing content for years. Today, a stunning 90% of B2B organizations use content marketing to build their brands, promote their business, and cement their credibility. However, as more businesses are adopting content marketing, it has become increasingly difficult…
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Where are the weak links in your content marketing?

Where are the weak links in your content marketing?

Great content marketing relies on two things: quality and consistency. You can’t have one without the other. Too often I see marketers focusing their efforts on a couple of strong pieces of content per year, then letting the rest fall by the wayside. When filler and fluff dominate the calendar, great content gets lost in…
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Building an Effective Content Marketing Mission Statement

Building an Effective Content Marketing Mission Statement

Content marketing success comes down to one thing: consistently developing amazing content. Easy to say, harder to achieve. While a content marketing strategy is a necessary component of creating effective content, high-level strategies don’t always help when it comes to making in-the-moment marketing decisions. Worse, over time most marketers stray from their original strategy. The…
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Five Elements of a Strong Buyer Persona

Five Elements of a Strong Buyer Persona

Despite the continued rise in content marketing, it’s surprising to discover how many B2B marketers don’t use buyer personas to guide their activities. This is a missed opportunity! Understanding your prospective customers’ wants, needs and goals is critical to creating an effective content marketing strategy. This knowledge should form the strong foundation on which all…
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The B2B buyer—look beyond the person who signs the cheques

The B2B buyer—look beyond the person who signs the cheques

Most B2B-focused companies have embraced content marketing as a way to guide buyers through their purchasing journey. It’s easy to see why—content marketing generates impressive results. But, when it comes to correctly identifying the audience for content marketing pieces, many marketers make a critical error. The basic idea behind content marketing is to provide a…
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Don’t forget psychographics

Don’t forget psychographics

When marketers talk about understanding the target audience, most think about demographics. Yet in today’s competitive world, marketers require a much deeper, richer understanding of their target audience in order to reach and influence these individuals. Enter psychographics. While demographics explain who your buyer is, psychographics explain why they buy. Demographics focus on dry facts…
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Lowering risk is key to B2B branding

Lowering risk is key to B2B branding

I’ve read my share of books on branding—and, when it comes to B2B branding, most miss the mark. There are some great books out there that offer good general rules on building a brand. Elements like maintaining brand focus, remaining consistent and driving differentiation all matter, regardless of context. But when it comes to great…
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A five-step plan to create stellar thought leadership

A five-step plan to create stellar thought leadership

With the rise of content marketing, thought leadership has become increasingly popular, especially in technology and consulting. Thought leadership pieces provide a great way to demonstrate your knowledge while providing added value to clients and customers. But, despite the benefits that great thought leadership can provide, many go about creating thought leadership pieces all wrong….
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