Did you know that by 2020, customer experience will overtake price and product as the key brand differentiator, and Bain & Company says it’s 6 to 7 times more costly to acquire a new customer than it is to retain one? So, if it’s really 6 to 7 times costlier to acquire a new customer [...]
To many people, Labor Day signifies the end of summer. To me, the changing season, such as the weather cooling down or leaves changing color, football and baseball playoffs signify the end of summer. Baseball playoffs start on September 30th this year. In baseball, the "utility" player, by definition, is one who can play many [...]
There are many opinions about content gating these days. There have been LinkedIn Group discussions about it as well as blog posts debating or trying to visualize it. I recently asked marketers on a LinkedIn Group discussion about content gating. I posed three questions - (1) Are you gating content? (2) What content types do you [...]
I love the excerpted video (below) of Kevin Spacey's keynote at the 2013 Edinburgh International Television Festival. In it, he discusses the House of Cards genesis as well as how powerful content is. There are some important takeaways. First, Spacey notes that "the audience wants the control" to view the content they want when they [...]
There's a lot of content out there. In fact, the amount of online content seems to double every couple of years. With the plethora of content already available, more businesses continue to jump on the content marketing bandwagon. For some clarity on the situation, check out these stats. According to a joint 2014 B2B study [...]
By Nicole Yuen We seem to go through peaks and valleys with information overload in our society. And the one who picks the short straw is the content consumer. They end up having to sift through a lot of bad content to get to the good stuff. And, combined with the fact that an average [...]
I've been reading a lot of articles and posts lately that content marketing's role is to generate sales. That is one of the myths of content marketing - if we create it, we'll get sales. If you make generating sales the goal of your content, your content will appear trite and your voice comes off [...]
I recently asked a marketing director about customer testimonials on his company website. He openly said, "The testimonials aren't real, I made them up. Everybody else does it, so why can't we?" My second thought, after "Two wrongs don't make a right," was "Aren't you in the business of building trust? What does that say [...]
I read a blog post today by someone stating that going viral was their goal and is the goal of many others. Is going viral really your goal? A lot of entertainment content creators ask me how they can go viral. Their expectation is that they want to publish content today so they can go viral [...]
Will Content Marketing earn you business?To this, I say it depends. To this, I say it depends. Let me give you some background to frame this post. I participate in a variety of Twitter chats. Not only do I enjoy the engagement, but I can learn and disseminate information, and give my creativity a workout. [...]