Articles

How to Succeed in Content Marketing (Without Really Trying)  August 2011
A few simple steps about how to create content to build a strong relationship with the audience.

Creating Compelling Thought Leadership  June 2011
Five considerations to help understand if a particular thought or piece of content is truly market leading. 

What's the Problem?  June 2011
Three things not to do when addressing the known or suspected problems of customers and stakeholders. 

Content and Credibility: Nine Considerations  May 2011
Hints on why brand matters when creating content, how it helps differentiate competitors, and which approaches makes the strongest connections. 

Marketing Mindset  March 2011
How successful and market leading content marketing requires taking some risks, and how to retain a little bit of control. 

Setting Goals for Content  February 2011
How to create overall goals for a content marketing program, as well as for six individual types of content—articles, blogs, case studies, e-newsletters, podcasts, and white papers. 

Implementing Your Content Marketing Program (Part 2): Integrating Plans  January 2011
How to integrate a content marketing strategy with existing marketing plans, PR plans, and the editorial calendar.

Implementing Your Content Marketing Program (Part 1): Making the Business Case  January 2011
How to create a business case to help management understand the benefits of implementing a content marketing program. 

Repackaging Content  December 2010
The pros and cons of using existing information to create new marketing content. 

Top 16 Idea Generators  November 2010
Finding ideas to help fill your editorial calendar.

Storytelling 101  November 2010
Four tips to using storytelling tactics when writing marketing content.

Leading the Conversation  October 2010
Ideas about how to create true thought leadership. 

What Content Makes Sense for Your Audience?  September 2010
Five content types—articles, case studies, events, newsletters, white papers—and reasons to consider using them with customers and prospects.

Do You Know Your Audience?  September 2010
How to understand what customers and prospects need. 

Build Awareness with Content Marketing  August 2010
Discussion of what information is useful during certain phases of the sales cycle. 

Why Customers Care About Content Marketing  July 2010
Reading customers by understanding their business goals, identifying problems, and offering solutions. 

Leading the Market: Five Steps to Move You Out in Front  June 2010
How understanding customers and prospects helps in becoming a market leader. 

How to Market with Content  May 2010
Overview of content marketing and importance of sharing information with customers and prospects.