April 15, 2012
Putting a cheesy marketing metaphor to work for your firm.
I was meeting with a prospective client last week, trying to convince the principals that they could cut out a good chunk of their advertising budget and improve marketing results by just implementing an ongoing content marketing campaign. The group was having difficulty understanding why an established firm needed to keep pushing their message to prospective clients, so I pulled out a cheesy old example that I saw in some marketing class years ago. Read the rest of this entry »
February 2, 2012
Is your content the cream of the crop, or crap?
I’ve seen a lot of online discussion recently about the quality of the content that we’re including in our websites, blogs, and other communications. Is it educational? Does it speak to the right audience? Does it speak English?
When a friend asked me last week to comment on his new website copy, I pulled out a list of criteria that I’ve been using for a few years and got to work. After ripping apart his website (sorry), I realized that this list was a good tool for anyone to use when evaluating pretty much any content. Read the rest of this entry »
December 9, 2011
Yes, and here are three reasons to keep up that critical communication.
Must be the weather change, but I’ve been asked this question several times over the last week, which is enough to interrupt the calendar for a special blog of my own. The rationale for not starting or not maintaining a blog is fairly straightforward:
- Takes too much time
- Already too much online clutter
- No one reads them
Other than the first item (see idea below), I couldn’t agree more — when you think about this from the perspective of the general internet population. But that’s the wrong logic. Read the rest of this entry »