Category Archives for Articles

Listening: Three Steps to Your Most Important Skill

Listening is the most important skill you can ever develop. Listening is key to mutual understanding, which forms the basis for successful relationships. When sincere understanding and caring are present in any relationship, it transcends that relationship above the daily transactions which may occur. Disagreements and other issues which may end a less stable relationship […]

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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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“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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Are You Part of the Landscape?

Becoming part of the landscape is more than about just being visible. It is about being visible in the right context. It’s not enough just to be seen…you need to be seen in the right places (i.e. the car James Bond drives or the cereal young Clark Kent eats).

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