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Content Marketing Lessons From The History of Journalism

The Evolution of

Journalism can help tech-focused B2B content marketers educate and reach their audience. Let’s start with some recent history.

While content marketers have long recognized that the marriage of commerce and content is essential, it’s taken the past 20 years for institutional publishers to grasp the concept. These decades have completely eroded the position of institutional publishers as the gatekeepers of what is and is not news. Local newspapers have died off, while stalwarts like The New York Times and The Washington Post have had to incorporate new voices they once viewed as threats (such as prominent bloggers) to stay relevant. This has led to far less objective journalism in favor of more pieces that have a decided slant. In many ways, the acknowledgement of bias and commercial relevance is more honest— something content marketers have long known.

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How to Overcome SEO Fatigue

Bring up the need to perform Engine Optimization () with executives at many businesses and you’re likely to hear a sigh. It’s a sigh born of exhaustion – exhaustion with the entire SEO process and a feeling that they’ve been there, done that, and are uncertain if they have anything to show for it. After that sigh, you’ll often here a familiar question: “If SEO is so essential, why haven’t we gotten any results when we’ve done it in the past?”

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How To Be Brilliant and Beautiful: Visual Design for B2B Tech

With a slew of statics and recent articles championing the business value of visual content, it’s hard to deny the importance of visual design to any content marketing program. But all visual content is not equal, and inadequate design can hurt more than it helps. Before you begin fueling your B2B 2015 content marketing engine with design-driven marketing collateral, take a moment to go back to the basics of good design.

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Survivor’s Guide to Tech Startup Marketing Stage 3 and 4: Scaling Effectively and Marketing as a Central Nervous System

Stage 2 of tech startup marketing blog was the do-it-yourself phase. In stage 3, startups find that they need some very specific help to scale their marketing: someone who deeply understands their product and can help them define its personality. Stage 3 as outlined here is informed by a role Mark Lorion, CMO of Apperian, calls the marketing architect, as well as Catherine Juon’s book, Internet Marketing Start to Finish. In the final stage, marketing becomes part of your organization’s central nervous system. Read more

Lessons from a Giant-Killer Content Marketing Program

One way for a small company to get noticed is to pick a fight with a well-known firm using the principles of content marketing. What I think of as a giant killer. This blog will show how the little guy, J Carlo Cannel pulled of huge coup by writing a letter to Jim Cramer (big financial influencer) and then getting it covered in the New York Times.

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