Marketing Craftmanship

SEPTEMBER 26, 2023

And based on the way content has been created and applied by most firms over the past decade, the availability of Artificial Intelligence will not make people more effective content marketers. Here’s why: Most firms still don’t understand that marketing content is NOT about sales.

Marketing AI 147

Marketing AI Paid Search Agency Copywriting Thought Leadership 147

Marketing Craftmanship

OCTOBER 25, 2023

Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts, case studies, white papers, podcasts, archived webinars, and event calendars.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Marketing Craftmanship

MAY 13, 2020

Many have blogs featuring content that most visitors neither read nor comment on. As social distancing drives even greater reliance on information that’s gained through online search, marketers will likely need to establish a much higher bar for themselves in terms of the ROI for the content they produce. Industry Events.

Blast Campaigns 130

Blast Campaigns Webinar Metrics Lead Ranking Lead Scoring 130

Marketing Craftmanship

APRIL 8, 2011

The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

JUNE 11, 2015

White Paper…check. Blog…check. Both Do-It-Yourself marketers and professional marketers alike rationalize their activity on a tactical basis (number of white paper downloads, website traffic, “Likes” and “Re-Tweets,” etc.), LinkedIn and Twitter Accounts…check / check. Client Newsletter…check. Trade Show…check.

Planning 100

Planning Trade Show Paper Marketing & Strategy 100

Marketing Craftmanship

AUGUST 19, 2011

Most brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities. These functions might include: “News”; “In the News”; “Upcoming Events”; “Thought Leadership”; “Case Studies”; “White Papers”; “Webinars”, etc.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

FEBRUARY 6, 2016

My adult conversation with them goes like this: None of the “games” in the marketing toolkit – publicity, advertising, social media, videos, conferences, newsletters, blogging, direct mail, etc. White papers and editorial content are poorly disguised sales pitches, and offer no helpful information or insights.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100