April 20th, 2015
Content isn’t King, it’s the Kingdom
Taking inventory of the content we’ve produced over the past 10+ years, I realized I’ve written 1.4 million words myself on this blog as well as a book and numerous articles for industry publications.
Looking to the future of our own content marketing strategy and the need for more visually creative, data-informed and cross platform content that’s highly specialized for our audience, it’s clear that simply creating “more” content isn’t the answer. Continue Reading »
March 31st, 2015
If you put an ad in the paper and didn’t get any phone calls from it, would you consider that a success?
Of course you wouldn’t. Continue Reading »
March 3rd, 2015
Content is the reason search began in the first place.
In the days before Google, directories, lists and forums were the way to discover new content on the fast-growing world wide web.
During those early days, the web was as much about the experience of discovery, aka “surfing”, as it was about finding specific answers. Continue Reading »
February 3rd, 2015
Some B2B marketers know exactly what accounts are in their target market. What a luxury! These marketers can eliminate the old “spray and pray,” and focus all their attention and investment in a finite universe of prospects and current customers. It’s almost like mass customized selling, with maximum coverage and minimal waste. Best of all, a number of new tools and tactics are now available to do the marketing job efficiently. Continue Reading »
January 6th, 2015
If there is one thing that is dramatically clear from this week’s Consumer Electronics Show in Las Vegas, it is that the future is definitely not about mobile. Or smart televisions. Or super slim digital cameras.
Instead of these mainstream consumer gadgets, the products getting attention this week are wildly diverse … from wifi enabled “smart kettles” to “selfie hair brushes” tomood tracking wrist straps. Amidst the silliness of sometimes overly quirky products, though, is a quantifiable consumer electronics trend that is poised to eclipse the “Internet of things” and offer a huge opportunity to marketers paying attention. Continue Reading »
December 2nd, 2014
Are you asking the exact wrong question?
Recently I was speaking at an event, and somebody asked me afterwards, “Well, tell me, Jay, what companies like ours are using these same marketing tactics? Show me evidence that other companies like ours are doing this.” Continue Reading »
November 4th, 2014
Integrated Marketing often means a combination of marketing tactics as part of a specific campaign tied together with a common goal and audience. As consumers become more diverse and sophisticated in how they discover, consume and interact with digital content, it only follows that marketers correspond their efforts to provide a common (yet relevant to the channel) experience for customers.
Continue Reading »