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. Brochureware simply sits online, like a printed brochure sits on a coffee table. This company doesn’t really care what clients and prospects think of them.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

AUGUST 14, 2015

Take advantage of Search Engine Optimization (SEO) tactics. Not require a user name and password to gain access to white papers or other content that showcases your firm’s intellectual capital. will be ready to make decisions, your firm must create an internal discipline and content to remind them of: Your existence.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

MARCH 16, 2013

But if you are unable or unwilling to generate meaningful content on a consistent basis (at least twice a month), or to merchandise your blog content properly (which means taking specific steps to promote the content with target audiences), then do not start a blog.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. LinkedIn, Twitter and Facebook must be updated regularly to stay relevant. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions. THE PAYOFF.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100

Marketing Craftmanship

MARCH 16, 2012

Other than a pile of press clippings or some online content for their website’s “In the News” section, business owners are hard-pressed to draw a connection between their publicity campaign and tangible business results, such as lead generation or increased revenue.

Merchandising 100

Merchandising PR Lead Scoring Lead Ranking 100

Marketing Craftmanship

FEBRUARY 16, 2013

The key is to showcase the media exposure in a relevant context (you may need to create this), to make the media placement secondary to the underlying content (such as the reasons why your CEO was profiled in Inc.) Rank graphics over content, in terms of impact – Most people are surface readers.

Merchandising 100

Merchandising Lead Scoring Lead Ranking Public Relations 100