For example, consider a sales-driven company ready to introduce a new line of products into a new market segment. Having a better sense of where a person is coming from, and having some idea of the method behind his apparent madness makes for constructive dialog. This is a guest post by Brad Shorr. Internal struggles between sales and marketing are commonplace in organizations of all sizes. Having worked on both sides, I’ve come to appreciate how difficult it can be to remedy the situation, and also how rewarding it is to get both departments singing the same tune. Work On It. MORE >>

If you are struggling with creating your own WordPress website, for example, and there comes a content piece that addresses your current issue (“How to get your WordPress site up and running in 5 easy steps” kind of content, for example) you will drop what you are doing and check it out. If you had gotten content related to your issue but that doesn’t solve it (“Why use WordPress for your website” for example), it won’t get shared, commented, and more importantly, acted on. This is the third post in a series of “ Principles of Great Content Marketing ”. The problem? MORE >>

We, marketers, are concerned with the buyer ( we want to influence the purchase ) while other departments like Development and Product Management will want to focus on the person actually using the product (a User Persona). So, from a Buyer Persona standpoint, is only natural that Sales, who is most in touch with the person actually making the buying decision will be front and center in the creation of the profile and it will be a great exercise to align sales and marketing. Infrastructure. Process Planning. Program Execution. Measurement. Map your content. MORE >>

first heard a term I think will become norm at the last Power of eMarketing Conference in San Francisco, during a panel discussion in which Chris Baggott , Compendium’s CEO, talked about the “ Content Coordinator “ The Content Coordinator The Content Coordinator is basically the person on your marketing team responsible for coordinating content creation and distribution. This could be a good stepping stone for a promising young Marketing Coordinator, for example. What used to be clear roles (i.e. Does it sound familiar? And scary? United States License. MORE >>

Or, the person just doesn’t know what exactly to write about and decides to mask the lack of subject matter knowledge. Here’s a quick example (actual text from a company’s website, I did not create it): Original : ABC Company’s  training services are created with the primary objective of making our customers successful in using our products. A recent post by David Meerman Scott touched on a big pet peeve of mine… creating content that is easy to understand. Or a combination of both. Oh, boy. Big mistake. Clear and Direct Content Wins All the time. MORE >>