What is Content Marketing?

Even though we’ve been writing about content marketing for over a decade, I think it’s important that we answer basic questions for both students of marketing as well as validate the information provided to experienced marketers. Content marketing is an interesting term. While it’s gained momentum of recent, I can’t remember a time when marketing didn’t have content associated with it. But there’s more to a content marketing strategy than just starting a blog, so

6 Advantages of Twitter for Promoting Your Brand

There are a lot of social media and technology pundits out there talking about the demise of Twitter. I’ll be honest that, despite the business rumblings, I still find incredible value in the platform. If someone from Twitter is reading this, here’s what I would do immediately to improve business results: Make users pay for automated tweets. Oh – I can hear the screams now, but if it were affordable, I’d pay to promote my

5 Data Disconnects and Bad Marketing Assumptions

We recently ran a user experience test of our site, and the results were split. The audience loved our content but were irritated by our advertising – especially where it was sliding in or popping up. While the testing validated the layout of our site, ease of navigation, and quality of our content – it also pointed to something that annoyed our overall audience. This disconnect is something that virtually every marketer has to balance,

12 Steps to Building Demand for Your New Agency

Last week was an amazing week at Social Media Marketing World where I spoke on the topic of Influencer Marketing. While the audience was mostly corporations looking for advice on how to implement at successful strategy, I returned home and had a good question from one of the attendees curious about how I built enough influence and demand to start my own agency. I want to know how I can go about getting clients (that

Optimizing the Path of Converting a Lead to a Customer

There’s no shortage of companies that need assistance with customer conversion. We’re all extremely busy and we’ve always been great at developing great products and services, but often fall short on providing a smooth path for a lead to be come a customer. Marketing technology provides the tools to bridge that gap and nurture those leads efficiently. In this infographic from ReachLocal, you’ll take a journey with a sales lead, all the way from its

Content Marketing: The Game

Content Marketing is not rocket science, but it does require some research, skill and strategy to maximize the benefits. At its base, we ensure our clients are writing relevant, recent and frequent content about topics of interest. We ensure that we have the basics of a path to engagement – content leads to a call to action which leads to a conversion. And we ensure that the client isn’t just writing blog posts – they’re

Creating An Inbound Website For 2014

Every week on the Edge of the Web Radio podcast, Erin and I stress that the mistake that most companies have is that they believe their site is an online brochure rather than a living, breathing salesperson. When your site is producing great content that’s recent, frequent and relevant… you build momentum and help people to believe in you and your products or services. It’s also important to note that I don’t believe inbound is