Untangling content and product marketing

As the discipline of content marketing matures I’ve had an increasing number of questions about it’s relationship to product marketing. The question arises in many forms. Do product and content marketers do the same job? Should every product marketer be a content marketer? Does product marketing need to exist any more? Do great product marketers need

What are your holiday gifting plans?

Congratulations! You made it past Thanksgiving. Now it’s time to start thinking about your holiday gifting program. The holidays are the perfect time to show your community how much you appreciate their support. In this video I share three approaches.  Free ways to send greetings, charitable donations and personalized gifts. Remember, it’s not about how

Bring Order to Chaos with Content SLAs

Long ago in a dark windowless office, I sat frustrated reviewing my team’s content deliverables. We were responsible for a new market segment within a mature software business.  The content review processes we were expected to follow were built to support a 20 year old, billion dollar business. Nothing about that suited our needs. We had an aggressive content schedule,

Four Really Bad Excuses For Not Attending B2B Marketing Forum

Have you registered for Marketing Profs 2015 B2B Marketing Forum yet? What are you waiting for? Excuse #1  I just attended another conference  I get it. FutureM, Content Marketing World, INBOUND, Dreamforce and many other conferences all happened within the last couple of months. You might be feeling a little conferenced out. But here’s the

CM World Here I Come

The countdown is real. Yes, there are a ton of sessions I can’t wait to attend. Yes, there are amazing guest speakers who I’m sure will make me laugh. Yes, there will be a ton of fun swag that will delight my boys upon my homecoming. But those are just bonuses. The real reason I’m

Conduct Insightful Persona Interviews

  Truly effective marketing begins with a deep understanding of our buyers yet gaining this insight is not easy.  It takes dedication, specialized skills and a lot of patience. But I promise it’s worth the effort! When well executed personas can help you accelerate demand, increase conversion rates, secure loyalty and improve your relationship with sales. Unfortunately,

Case Study: Increase Blog Views by 38.5% in Just 90 Days

  When my client, Percussion Software, wanted to increase readership around their thought leadership platform – content marketing.  We was thrilled when we decided to launch a video blog series. When they asked me to host the interview series I was hesitant.  I was passionate about the topic,  could imagine a list of fantastic guests, but