If your marketing doesn’t bring new people to your business or keep existing customers coming back, you’re failing. As much as I write about (and believe) that marketing needs to be helpful; that’s not the objective. The objective is to move a person - and we should never lose sight that we’re talking about people…
I hate to make mistakes. Even more than that, I hate to be wrong. I’ll sometimes freeze at making a decision because I don’t want to make the wrong one. I bet many of you reading this get stuck the same way (if not, please share how you decide to . . . decide). As…
Use the right keywords and Google will direct people to your business. Use the wrong ones and you are basically invisible.
Photo by Kristina Flour on Unsplash Because I don’t have a background in marketing and I just learned to write on the go, I feel like I need to backfill my knowledge from time to time. I always thought marketing was pretty much PR and throwing in an annoying jingle to invade my brain. Over the last decade,…
You can’t just hand us the keys to your marketing efforts and expect success. We need you. Of course, we need to talk about goals, sales hand offs, high-level strategy, and more; but I want to talk today about content. We need access to the industry expertise and customer knowledge you and your co-workers have…
Would you go into a store with busted windows and a doorknob that needed to be jiggled to open? When your website offers no clear path for visitors, THAT’S THE EXACT IMPRESSION YOU GIVE ABOUT YOUR BUSINESS! And with nearly every business transaction in the U.S. today starting out as an online search and visit…
True confession – I used to think marketing was a load of BS. Yep, before I got into content and inbound marketing, I was an editor. Marketing to me was an endless barrage of crappy email pitches and product press releases. My job as an editor was to separate the wheat from the chaff to…
The journey of what seems like 1,000 steps to acquiring a customer starts with your ability to help them solve a problem. You need to insert yourself into your customer’s story as the sidekick, not the hero. Your customer is the hero/heroine. They’re Frodo Baggins; you’re Samwise Gamgee.* Or, since it’s awards season, you want…
Caffeine IS required to be a good ghost in the blog, though my preferred delivery vehicle is tea. Photo by Toa Heftiba on Unsplash Real. Honest. Authentic. These are all words content marketing aspires to be. When you’re the ghost in the blog, it’s easy to feel like you’re faking it. I’ve been ghost blogging for five-ish years…
Without the right foundation, it all comes tumbling down. Photo by Rodolfo Quirós from Pexels What works when it comes to content marketing? Like many things in life, leaning into the basics is a great first step. Just remember that you need to have a content marketing strategy in place first. Take this blog for example. I started…
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