Marketing Technology Archives - Christopher S. Penn Marketing Blog

You Ask, I Answer: What Makes Engaging Content?

by Christopher S Penn | May 24, 2019 | Content, Content Marketing, Marketing, Marketing Technology, Strategy

Lisa asks, “Think about brands you (as a consumer) trust and engage with most often online. Why does their content prompt you to engage?” We’ve all read many answers to this question over the years, and in the end, a consistent answer does exist. For...

You Ask, I Answer: Biggest Time Wasters in Content Marketing?

by Christopher S Penn | May 23, 2019 | Content, Content Marketing, Marketing, Marketing Technology, Strategy

Lisa asks, “What are the biggest time wasters that plague content marketing programs?” Before we can answer this question, we have to define what a time waster is. Is it something that won’t work, won’t generate results? Is it something for...

You Ask, I Answer: Biggest Email Marketing Mistakes?

by Christopher S Penn | May 22, 2019 | Email Marketing, Marketing, Marketing automation, Marketing Technology, Strategy

Lisa asks, “What are the biggest mistakes you’re seeing in email marketing?” The top mistakes fit nicely into Bob Stone’s direct response framework from 1968: list, offer, creative. List: Do you have the right list? How much effort do you put into...

You Ask, I Answer: Tools Missing From Content Marketers Tech Stacks?

by Christopher S Penn | May 20, 2019 | Content, Content Marketing, Machine Learning, Marketing, Marketing Technology

Lisa asks, “What tools do you think are missing from most content marketers tech stack?” Without a doubt, the ability to know what content is resonating, either by individual channel or by owned media content. This is a giant blind spot I experienced for...

Best Practices for Public Speaking Pages

by Christopher S Penn | May 16, 2019 | Business, Marketing, Marketing Technology, Speaking

The topic of public speaking pages and speaking kits has come up repeatedly in recent times. What makes for a great public speaking page? What are the general best practices for a public speaking page? The Goal of a Public Speaking Page What is the business goal of...

How to Calculate Marketing ROI

by Christopher S Penn | May 14, 2019 | Advertising, analytics, Attribution, Data, Data Science, Marketing, Marketing Technology, Metrics, Money, White Belt

Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether...