How-to guides, worksheets, and strategies and tactics to help you map out your marketing. Plus the odd philosophical musing on the digital world.

At a loss for what to write/shoot/design next? Inspiration is at your fingertips … My latest piece for Biznology is live. This month we focus on the resources you have – yes, even you, Ms. “My industry is sooo boring” – at your fingertips for creating great content. You can read the full article on…MORE >

Writing better content for your content marketing efforts isn’t about any single piece of content. Success is about putting together a body of content that works as valuable information for your audience and effective marketing for your firm. Here are a few concepts to keep in mind as you create your content. Be Specific –…MORE >

My monthly piece for Biznology is live on that site. This month, we take a look not at New Year’s resolutions or new things to think about, but new ways to look at the underlying truths of content marketing – all marketing, really. That means paying attention to things like knowing your customer, working closely with…MORE >

We read way too much about how marketing is disconnected from the front-line, boots-on-the-ground world of sales. Sadly, much of that is true in many organizations. Even worse, there are many other missed opportunities for content marketers – and traditional marketers – to make themselves and their work more relevant. Here are a few. Help Your…MORE >

Sure, the marketers working in travel, wine, jewelry and fast cars have an easier time coming up with “sexy” topics to write about. Their business are, by and large, pretty “sexy.” But that doesn’t mean content marketing won’t work for you – even if you’re in the most mundane of businesses. Let’s take plumbing, for example. You…MORE >

My monthly column for Biznology is available. This month we look at uses for content marketing / content strategy beyond the top line of marketing, lead generation, and sales. Cutting costs, improving customer experience, and contributing to product innovation are all ways that content marketing can contribute to the bottom line without focusing on the…MORE >

There’s a growing chorus against content marketing, and with good reason. For too many marketers, content marketing doesn’t work. Too often that failure is caused by one thing: an emphasis on quantity over quality. My monthly post at Biznology.com is available. In it, I discuss how to avoid common issues that drag content marketing’s effectiveness…MORE >

A colleague brought Donald Carson’s LinkedIn profile to our attention a week or so ago. It’s absolutely  great, great stuff to consider when you’re thinking through how your website should be organized and what it should say. In case you can’t read this on a small screen, his profile starts out this way: My superpower…MORE >

LinkedIn calls it the Big Rock approach. Content Marketing Institute talks about a solar system of content. The idea isn’t new, but it is powerful. And no matter what you call it, building a content strategy around major pieces of content that spin off smaller pieces of content is a great idea. Before we get…MORE >