by Rob Bois | Tweet this In a prior job, I was responsible for both product marketing and content marketing. How do product marketers stay relevant? Sometimes content marketing feels like it’s about everything but the problem your product solves. Traditional positioning documents do a great job of translating product features into high-level messaging. But most of these positioning templates were created long before content marketing. Talk the Topic, Not the Product. But let’s be real. have four keys I follow. Build a Message Board. MORE >>

We have all this news and positive coverage, but what do we do to make sure we maximize it? Make them feel special (VIP at events, access to company execs, behind-the-scenes look at new projects/products, etc.). Maximizing positive coverage: Share internally. Have you ever had a conversation similar to the following with your team at work: We have so many great stories to tell, but where do we start? We know we need to build strong relationships with media and bloggers in our industry, but how do we do that? Determine where they are active online. Invite to lunch or coffee. MORE >>

We have started to plan for 2013 as well and as we are taking a look at what we can do to improve our performance for our clients and what we have done this past year, we are focusing on our product (our team of Inside Sales representatives) and the accountability that we all have to the business. As we all know, our product is what are clients come to us for, therefore, it makes sense to focus our efforts on ensuring we are always refining our product into the most superior one available on the market. This is a fairly simple concept. MORE >>

Shortcuts impair the ability of the SEO professional or partnership to fully understand what or why results in SEO (negative or positive) happen. SEO tools help make the job of the search marketing professional more effective, either in analysis, productivity, or management (one, both, or all three). Productivity & Management: Basecamp , Dropbox , Google Docs , Microsoft Excel, (and exploring Confluence ). Tools make our job of analyzing trends, obtaining data, and aggregating information for productive. Learn from them. Buying links purely for keyword rankings. MORE >>

If you sell a web app or a software product that has web elements, it’s time to consider how your product can help market itself. More and more we’re seeing marketing  built into products, allowing the code to do some of the advertising work for you. Social sharing is the most obvious and easiest form of marketing that a product can enable but it is also critically important because when fans and followers see a personal recommendation of your product or service from someone they trust, that carries real weight. Here are five methods to consider. MORE >>