I had the privilege of leading the Professional Services Forum at Content Marketing World in which Michelle Ngome, Diversity Marketing Consultant at Line25 Marketing and founder of the African-American Marketing Association, was a participant. This is what she had to say about the experience: I attended Content Marketing World and I sat in the professional…
I recently had the opportunity to review and rank a stack of 24 content pieces with one purpose in mind: to identify the distinctions between great, good, and not-so-good content. In other words, what makes the difference between content that soars versus content that sucks? I had expected to see a gradient of many shades;…
Thanks to Tim Brown of the Hook Agency, you can enjoy an “expert roundup” of “Ideas and Strategies for Marketing Financial Services” for a price that doesn’t bite: free! I must confess two things: 1) I’m one of the featured experts and 2) of the advice offered, I appreciate Tim’s the most; he believes we…
“It’s the transformation of marketing into a function that creates valuable experiences and content that is the new muscle for most organizations…” Joe Pulizzi and Robert Rose, Killing Marketing, p. 133 “Content marketing” is no longer a new idea. Yet there’s still a great deal of confusion of what “content” is or is not. Here’s…
“This is the marketing of the future. It is achieving a long-term return on the one asset that will save our business: an audience.” This quote is the money-shot of Joe Pulizzi’s and Robert Rose’s Killing Marketing. If you don’t believe that audience is the fundamental asset – not employees, not products, not expertise, not…
“Over and over, each marketing campaign on its own – at best – broke even. And at worst, lost money. But the pure and simple fact was: the company grew by 650 percent. How could this be?” In Chapter 2, “Return on Audience,” in Killing Marketing, Joe Pulizzi and Robert Rose reflect on a seemingly…
“You don’t have time for strategy?” On page 32 of Killing Marketing, Joe Pulizzi and Robert Rose share an anecdote that probably resonates with many marketers. In an interview for a digital marketing position, an applicant explains how he would spend the first few weeks on the job: “He proceeded to outline how he might…
“High-quality, original content creation is difficult.” Joe Pulizzi and Robert Rose, Killing Marketing, p. 26 Who can argue with that? It’s a simple, straightforward statement that few would (or could) quibble with. But the source makes it interesting: two authors and experts who have probably done more to promote and popularize “content marketing” than anyone…
At Content Marketing World 2017, I had the pleasure of meeting attorney Ruth Carter, an authority on the intersection of business, social media, and intellectual property law who presented, “Keeping It Legal – Strategies for Content Creation and Management (A Legal Compliance Plan for Content Marketing).” In a side conversation, Ruth completely upended what I…
