When I was a marketing manager at large corporations, we would typically kick off our year-long campaigns with a multi-day meeting with our agency du jour. One of the first deliverables they would bring back was a “message map.” This consisted of our agreed upon value proposition, reasons to believe (RTB) said value proposition, in-depth … Continue reading Message Map: What Is It and Should You Do It?
Buzzword alert! Lead nurturing ranks high with account-based marketing (ABM) as a clever name for something very straightforward. (For top 2016 buzzwords, read this very entertaining article! See #8… Pancakes. Mmm.) ABM is doing social good in getting marketing people to seek out kindred spirits on the sales team (see ABM-expert Keefers’ description of how … Continue reading Lead Nurturing: What Is It and Should You Do It?
What is sponsored content? Contently defines it as “brand-sponsored articles and videos that appear on the sites and social platforms of publishers and influencers.” Although brands can benefit from sponsored content placement, it can look like editorial content and mislead the reader. It has sparked a debate in the industry. The Debate About Sponsored Content I … Continue reading Sponsored Content: What Is It and Should You Do It?
I’m frequently the dissenter in my crowd when people are talking about work because I LOVE my job. As a marketing consultant for EM Marketing, I really look forward to the tasks I do each day. I am proud of the work that I do. I get to use my skills and help companies do … Continue reading Marketing Consulting: Should You Do It?
Can it be? Are we really at the end of my five-part series on Content Strategy? Sigh. If we must end, at least we get to end with my favorite part — putting together the content calendar! It is so satisfying to go from the theoretical, “We could do many things!” (or its corollary, “Oh my … Continue reading Content Calendar: Rubber, Meet Road!
If you’ve been following my series on the Five Steps of Content Strategy, you know that you start with a vision and goals, then look at the potential audience you’re talking to (persona development). Last time, we spoke of the buyer’s journey (spoiler alert: it’s not dead). Now that we’ve set the stage, let’s get on … Continue reading Mapping Your Content Possibilities
A few years back, I got my first introduction to the concept of personas. I walked into my workplace’s common area and found myriad 8×10 feet posters of very attractive people with names and bullet points on them. Naturally, we were curious. (In an eye-rolling sort of way — these were obviously big buck items and we … Continue reading Personas: What Are They and Should You Use Them?
I first encountered SMART goals when taking Hubspot’s Inbound Certification Course. As marketers, we all have goals, and the way we set them up can help alleviate a lot of stress and set ourselves up for success! Goal setting is probably one of the hardest things marketers have to do. Let’s face it, odds are … Continue reading SMART Goals: What Are They and Why Use Them?
Let’s go ahead and answer the second question first, “Should I be doing SEO?” This is the question I get as I typically am doing inbound and or content marketing as part of a company’s larger campaign strategy. The answer is: If you have a website, yes. You should and must. (Related and very relevant question: … Continue reading SEO: What Is It and Should You Do It?
As I wandered the aisles of MarTech 2016, I was besieged by vendors selling Account-Based Marketing (henceforward to be referred to as “ABM”) solutions. My favorite was Leadspace, which had a cool ABM Workbook. The invite to their booth included the promise, “We won’t even pitch you.” I thought it said “pinch” which I thought … Continue reading Account-Based Marketing: What Is It And Why Should You Do It?