On an excellent, fun, energetic discussion panel I participated in at the Vocus Demand Success 2014 conference, there was one point I made that, to me, represents my most important idea in content marketing, the idea that I would like to see every content marketer embrace: Content marketing cannot fix a bad product or service.…
Marketers make a big deal out of the supposed difference between B2B marketing and B2C marketing. B2B is more complex, some say. B2C is easier, others say. B2B requires more software. The perception that B2B marketing is different than B2C marketing has, in turn, created entire sub-industries of software and services that are needless, expensive…
If there’s one set of controls that has confused more marketers in Google Analytics than any other, it’s the controls that report on dimensions and metrics. What do they mean? What do they do? Why can’t you get reporting on the things you want to get reporting on, like what Twitter users do on your…
The Freaks Shall Inherit the Earth is the latest book by my friend Chris Brogan. It’s a seemingly lightweight book that has been compared to other books about building business communities and working the way you want to work, from Robert Kiyosaki’s Rich Dad Poor Dad to Seth Godin’s Tribes. While there are strong surface…
Willingly or not, you are likely familiar with the Disney song Let It Go, from the movie Frozen. This version of the song floated through my social media feeds a little while back, but really resonated with me because it showcases a couple of important things. First, it’s a beautiful demonstration that in the care…
I listened with interest to the most recent episode of Mark Schaefer and Tom Webster’s Marketing Companion Podcast (an excellent addition to your lineup if you listen to marketing podcasts) in a discussion about authorship and who we write for. A commercial, corporate blog doubtlessly has done its homework and designed personas for who the…
Does competitive analysis matter? One of the questions I get most often is how a company is doing versus its competitors. People want every manner of competitive analysis, from social media to SEO to insider business information. The question I have in return is, does any of that actually matter? The short answer is yes,…
