Have you ever had to navigate around rocks blocking your way? Most content marketers do at some point. I recently worked with a senior director of marketing at a large
Last week I participated in a Zoom call with a client who was getting a demonstration of a new digital asset management system. The sales engineer deftly clicked through the
How do you measure content marketing? Despite all the digital ink spilled on the topic, conversations about measurement rarely happen in marketing departments today. Let me explain. Tons of words
“If it’s good enough for you, it’s good enough for me.” That’s a statement heard by no marketer ever. Yet endless discussions about what quality means happen
How many visitors to your content will be enough to provide return on investment for your marketing goals? You’re probably asking, “Which goals?” “Who is visiting?” “Which content – the
Have you seen the trailer for the new Dune movie? It opens like trailers for most blockbuster films. Our hero, played by Timothée Chalamet, is clearly in for an adventure
One of the most interesting challenges in content marketing is that, unlike campaigns, platforms that attract audiences must be built over time. The potential for failure is there. But, because
What is the new normal? What’s the next normal? What even is normal? Every marketing team I speak to these days is doing one of three things. They’re
Is your product sexy? Don’t worry – I’m not going in any NSFW direction. I’m asking whether people buy your product because they want it or because they
Marketers like to throw around this quote from business guru Peter Drucker: “The business enterprise has two – and only two – basic functions: marketing and innovation.” But the first part of
It’s a weird time to be thinking about your long-term purpose. But it might be the best time. Most of us want our work to connect to some larger,
Do you want the good news first or the bad? Research shows that most people – about 88% of us – prefer to get the bad news first. So, here it is:
