Marketing 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: Content Marketing Home Runs?

by Christopher S Penn | May 21, 2019 | Content, Content Marketing, Marketing, Strategy

Lisa asks, “What does a home run look like in your content marketing?” This is an interesting question because of the analogy. What happens more – home runs or runs batted in (RBI)? The answer is the RBI, by a factor of 2-3x. It’s great when...

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...

How to Evaluate a Big Idea in Marketing and Business

by Christopher S Penn | May 17, 2019 | Advertising, Awakening, Marketing, Strategy

We love Big Ideas. We court them, we share them, we follow them. We pay hundreds or thousands of dollars to conferences so that speakers can share their Big Ideas with us. Yet, at the end of the day – or the end of the quarter, or the end of the year –...