Tag Archives: content marketing
Organize Complex Content With Mind Maps
Posted on 14. Nov, 2011 by twanless.
Do you cringe at the thought of creating complex content for posting in e-books, white papers, case studies, articles, or analytical reports ? It’s no wonder: These tasks are very large organizational projects made even more difficult when the content involves scientific, technical, or business writing. Not only do you have to create a cogent [...]
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Cheat Sheets Charge Up Your B2B Content
Posted on 25. Oct, 2011 by twanless.
Cheat sheets can help B2B marketers break through the content clutter that’s increasingly being sent to prospects. They’re informative, yet still different in that they’re easy to digest and use over and over again. It’s hardly a secret that content marketing has become THE new marketing — a way for B2B marketers to avoid [...]
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6 Content Marketing Tricks For Frazzled SMBs
Posted on 03. Aug, 2011 by twanless.
Small businesses often feel like the wallflower at the dance when it comes to content marketing. Financial pressures, lack of staff, and a shortage of knowledge mean that content usually takes a back seat to other, more traditional, marketing methods. Even though content is taking over the marketing world — because it works [...]
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Bookstrapping Thought Leadership
Posted on 28. Jul, 2011 by twanless.
There is no better thought leadership content than a book. While the traditional book as we think about is the ultimate thought leadership vehicle, it doesn’t particularly have to be as traditional as paper. Today it’s often much better to produce an e-book, which is less expensive, more immediate and has almost the [...]
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Tame The Informational Content Monster: Hire A Journalist.
Posted on 30. Jun, 2011 by twanless.
Most businesses today constantly receive and send content. And most of them think it’s all about the presentation,as if it’s just another sales process. But content is the marshalling of information to persuade and/or train. The best people at that are journalists. Over at the Poynter Institute, blogger Jill Geisner, in her post, Ten Reasons [...]
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Nurture The Complex Sale With Deep Content
Posted on 26. Apr, 2011 by twanless.
If a world-class physics research center can get its complex content in the media, most B2B marketers can get noticed as well. Here are three ways to do it. A recent article about the European CERN physics research center that actually made it into a newspaper tells you all you need to know about how [...]
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Layer To Sell Complex Ideas
Posted on 01. Apr, 2011 by Tony Wanless.
This post was previously published in a Financial Post column Minding Your Business, Dec. 27, 2010. Author Tony Wanless writes a monthly column for the newspaper. Entrepreneurs who make the transition from corporate worker to independent business operator invariably face one major hurdle that hobbles their business in the early years. They don’t know how to [...]
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Are You Persuasive?
Posted on 28. Mar, 2011 by Tony Wanless.
When all is said and done, content marketing is about persuasion. You’ve written your content, and your words sparkle on the page. You’ve SEO’d it to the max, and ensured that every one of the keywords that showed up in your analytics has been artfully included. You’ve trimmed and tightened, and included some hot visuals [...]
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How To Get More Views Of Specialty Content
Posted on 21. Mar, 2011 by Tony Wanless.
If you’re a company that markets very specific B2B solutions, don’t fall for the usual SEO advice to cast a wide keyword net. Statistics show that you should do the opposite and zero in on very specific keyword chains. You’re a specialty company that’s trying to use content marketing to market your niche business-to-business or [...]
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Generate Quality Content With Expert Commentary
Posted on 14. Mar, 2011 by Tony Wanless.
A great way to generate quality and reusable content is to become an expert for the media. Most content used in B2B marketing is of the run of the mill variety –blogs, tweets, etc. This is not to say that they’re bad. But they’re rarely very deep and so only get you a brief glance [...]
