Well, not quite. But my good friend (and sometimes boss) Larry Marion, CEO of Triangle Publishing Services, does the next best thing with these gloves-off scoring of actual IT white paper by brand-name vendors. You’ve all probably heard the best practices for white papers – skip the hard sell, prove your claims, make the text [...]
Chapter Three: Upon trying to create my first email campaign (one of my regular editorial calendar newsletters to tell my PR friends of upcoming assignments) I ran into a snag: LoopFuse lacks the type of drag and drop email design tool I had become used to in Constant Contact. While it supposedly has tools for [...]
My recent blog on when to gate content (which requires a prospect to provide their contact info) vs. providing it for “free” on landing pages stirred a lot of back and forth in content marketing circles. Some said IT and other B2B buyers don’t want to encourage follow-up calls from clueless salespeople, while others said [...]
Chapter Two: After finding what looks like a good marketing automation tool and developing the personas (fictional representatives of each of my target prospects) I spent last week in a dive into the deep end of the pool: Creating a strategy to define what content I need for each of my target audiences. I expected [...]
Back when I was a kid, a consumer electronics giant named Zenith had a tag line “The quality goes in before the name goes on.” The message was, of course, that quality was designed in from the ground up, not an after-thought. I got to thinking about that during, of all things, a conversation a [...]
Offer 1: Commoditize This! Why good writing 
isn't dead and when you should pay for it as part of your content marketing strategy.
isn't dead and when you should pay for it as part of your content marketing strategy.
Offer 2: Got a content marketing challenge or question? Drop a line or call me at (781) 599-3262 for a complimentary brainstorm.