Category Archives for Articles

Does Your Content Make the Cut, or Is It Just Filler?

In late 2012, the Content Marketing Institute reported the findings of a survey of marketers. In it, they report that B2B marketers indicated that, in the forthcoming year, producing enough content would be their biggest challenge, as opposed to producing content that sufficiently engages prospects (the top challenge from the prior year). These results begged […]

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Don’t Create Engaging Content…Discover It.

Previously, we discussed the multiple ways in which content can be re-purposed, or repackaged. After all, content—or more specifically—engaging information that educates and delivers value to the reader—can be delivered through many channels. That’s all great if you have a storehouse of intellectual capital all ready to go. But what can you do if you […]

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Ten Ways to Repurpose Original Content

Good, original content is like a soybean. There is virtually nothing that can not be done with it. If yours is a relationship-driven business (especially in the B2B space), then it is likely to your advantage that your communication media focus on serving your prospects through meaningful content, rather than just trying to sell to […]

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What’s Your MacGuffin?

Everybody wants something. The next time you walk out of a movie, finish a great novel, or shut off the TV after your favorite show, ask yourself: What drove the hero to action? What drove the villain? There is a good chance that both sides wanted something. And the desire for the coveted prize is […]

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Why Video Will Never Catch On

One of the things I enjoyed most about my earliest work as a creative director years ago (first as an associate, then a senior), was my immediate exposure and hands on experience in multiple forms of media. While my education and experience was a strong combination of graphic and written communication, video was one medium […]

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“Tell Me a Story…”

Note: This article originally appeared on Market Leadership Journal on February 11, 2014. A while back I spoke to a group of individuals seeking their next job about a strategy known as “The Wedge,” which I have shared a bit about on Market Leadership Journal, the Content Marketing Institute blog and elsewhere. It’s a targeted, […]

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How Great Content Can Get Your Foot in the Door

How Great Content Can Get Your Foot in the Door

Note: this article originally appeared on Content Marketing Institute on April 25, 2011. The concept of content marketing is nothing new, but the forms of delivery have changed. While marketers tout the use of digital distribution because it is cost-effective, marketers can also benefit from personalized, in-person delivery. Let’s step back and forget about content […]

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“We Have a Website and Everything.”

Not long ago I was having a conversation with Jan and Steve, a married couple who were starting a subscription-based consulting service. This service (and for the sake of confidentiality I am not going to elaborate) was addressing a highly compelling need in the marketplace. Their professional backgrounds compliment each other and together they have […]

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Greater than a King

Greater than a King

Back in the days before broadband internet (when we were all on dial-up), I was the creative director for Goettler Associates, a capital campaign consulting firm that continues to thrive today. Before I had started my job there, the firm knew the importance of content marketing, by publishing The Goettler Series, a line of printed […]

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A Bigger Slice, or a Bigger Pie?

A Bigger Slice…or a Bigger Pie?

One of the biggest challenges we all face in marketing and sales is capturing market share. In this case, especially in highly competitive industries, we often see the existing market as set and limited. Thus, we often struggle to go after a bigger slice of an existing pie. In limited markets often flooded with competition, […]

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