November 11, 2014
Anyone who started their career in a newsroom and then switched to marketing knows that the methods and values in most newsrooms are challenging to fit into a corporate environment. In a newsroom, when you write something that gets powerful people mad, you know you’re doing your job well. In marketing, not so much. So why are more and more companies interested in brand journalism?
Topics: Content Campaigns, Content Marketing, Content Creation, Content Strategy
June 6, 2014
Recently, one of our editors bought a new piece of guitar equipment. Since he bought it used, he wanted to make sure he got a good price so he did some online research. Though the Amazon.com reviews were positive, it was the manual that reviewers couldn’t stop gushing about. Yes, the manual—the documents that are usually explained with basic, yet confusing, pictures or are written in something only vaguely resembling English.
Topics: Buyer Personas, Content Marketing, Website Content, Content Creation, Content Strategy
Broadly speaking, there are two types of marketers—those who have a lot of content and those who don’t. They both share the same problem: Whatever content they do have, they’re not sure what to do with it.
Enter the customer journey. Buyers tend to go through four distinct phases before deciding to purchase or repurchase a product or service. If you know what your customer is looking for, you can use content more strategically. A white paper might not be right for a returning customer but a webinar on upgraded product features could be.
Topics: Content Marketing, Demand Generation, Content Strategy