Tackling the Tough Marketing Challenge, Part III: The Complex Service
Complex services make for complicated marketing. But you can eventually land the big jobs by offering something small first. Here’s how.
Tackling the Tough Marketing Challenge, Part II: The Parity Product
When your product is the same old, same old, how do you say something new? Here’s how to associated your parity product with meaningful distinction.
Tackling the Tough Marketing Challenge, Part I: The “Boring” Product
There are no boring products, just bored marketers. Here’s how to make yourself interested so that you can make your marketing interesting.
Content marketing is hard — thank goodness
Creating exceptional content isn’t easy–but by not being easy, it gives you the edge over the competition.
What vinyl should mean to content marketers
Don’t put your fingers on the vinyl grooves! But you should get in the groove of offering hands-on, tangible experiences to your prospects.
One of Ann Handley’s top tips for creating a writing culture? Training!
Want to create a culture of writing? Ann Handley says you should invest in writing training.
Content teams interview with Ted Karczewski
When you manage an online magazine as ambitious as the Content Standard, you understand the importance of telling a good story. Ted Karczewski shares his own content story with us.
Content teams interview with Amanda Maksymiw
See how Amanda Maksymiw uses content to extend her company’s value to a brand new market segment.
Content teams interview with Ryan Petersen of CDW
You used to focus on products, now you’re concentrating on services. How do you use content to make the transition? Ryan Petersen tells the CDW story.
Content teams: How Schlumberger digs for quality content
Content marketing isn’t just for high-tech or hip companies. Homer Starkey talks about how Schlumberger prospects for oil/gas technology customers through grounded content.