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 [...]
In a previous post entitled Are You Over-Gating Your Content, we wrote that marketers need to be careful with over-gating content. Gating content is perfectly appropriate within reason. However, you need to have an objective for doing so. Otherwise, you could end up fueling the fire by defeating your purpose and driving potential leads away. [...]
Gating your content means that for someone to receive your content, they have to give you their email address and other particulars to obtain the content. But, is over-gating your content a good tactic? If you gate everything and someone registers, do you immediately conclude that individual is a hot lead? Perhaps they are. Perhaps [...]
I was on Linked In recently reading and responding to an inquiry a nonprofit manager was asking in one of the groups I belong to on how to get the word out about their nonprofit. As you would guess, many gave a laundry list of "do this, do that" answers. While there were some great [...]
Digiday had a great post about how brands define engagement. Is the definition they provide in theory or practical? And, what if you don't have a top brand? Does the definition change? So, what say you?
If Joan Crawford was alive today, her "no more wire hangers!" might be transformed to "no more online submission forms!" Online submission forms serve their purpose...sometimes. The goal typically is to generate leads. However, a company should strongly consider the implications of having that form. Is it overkill? Is it not enough? This is something [...]
A few years ago, I wrote an article about Win-Loss Analysis for Product Managers. This is an update of that article. Marketers need to show their internal and external customers the value they bring to the table. Internal customers you say? The first group is Sales. Marketing can go a long way to close the [...]