If you’re thinking publishing and content strategy have something in common, you’re right. It’s not just because content marketing grew out of the practice of custom publishing, where a brand …
How do you get a creative content strategy?
Creating fictional marketing personas and writing interesting blog posts can be a daunting task. Especially for business owners who don’t consider themselves ‘creative’. But the good news is that creating …
What are the benefits of content strategy?
Planning and implementing a content strategy is the best way to ensure that your business can be competitive and successful for the attention of customers. However, many businesses are unfamiliar …
The cash value of content marketing assets
What assets does your business have? Your staff, obviously. Your equipment, and possibly your premises. You don’t generally think of your marketing as an asset. It’s more of a cost. …
How to create value from content marketing
A review of Killing Marketing: How innovative businesses are turning marketing cost into profit By Joe Pulizzi and Robert Rose Around 15 years ago, there were companies going around …
The night content marketing changed the world
In the afterword to the book Experiences, Robert Rose and Carla Johnson wrote about creating content experiences that have the potential to change the world. It reads a bit like …
Measuring content marketing effectiveness
The only measurement of the effectiveness of your marketing is sales, right? Well, no, actually. Counting sales doesn’t measure the effectiveness of your marketing, just the results of it. Measuring …
What does content strategy look like?
I’ve been trying the draw a picture of content strategy, and it’s difficult. When most of us read the word ‘strategy’ we think of moving chess pieces around a board. …
One good reason to do podcasting
Every year there’s a ‘next big thing’ in content marketing. It’s generally a medium that promises greater cut-through or engagement that the others. This year, for example, it’s video. Last …
What you need to get started in content marketing
It’s all a bit overwhelming, trying to get started in content marketing. All these companies and marketing experts are telling you that content marketing is the thing you have to …