Marketing Tips

Account-Based Marketing: What Content Marketers Need to Know

To market its webinar, InsightSquared went the extra mile. It bought 248 copies of the presenter’s book. The author autographed the books with an invitation to attend the webinar. Each one included a bookmark with a URL to register. Then, the company targeted everybody who visited its website with the same domain as an invitee.…

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3 Proven ways to quickly attract more clients

Your service is better than most of the other providers in your niche. And it’s far, far better than many. This begs the question: Why don’t more clients hire you? The challenge is that offering a great service, by itself, isn’t enough. (I explain why here). And telling people you offer a great service in…

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Are Your Buyer Personas Ready to Take on the World?

Customers’ concerns vary, sometimes dramatically, across regions and cultures. Because these variations present business opportunities, you might expect global companies’ buyer personas to reflect those variations. In fact, many organizations miss this opportunity, applying one set of personas everywhere. Even organizations that have regional or cultural personas may lack the insights they need to succeed…

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A powerful email marketing lesson from Google

When Google wrote to me recently, they chose to use traditional mail. Paper, an envelope and a postage stamp. It got my attention. I opened it, read it and acted on it. More importantly, here’s why Google contacted me via traditional mail and what you and your business can learn from it. The problem with…

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6 Quick-and-Dirty Ways to Beat Writer’s Block

A severe case of writer’s block could lead you to rethink how often you publish. But here’s the thing: Publishing regularly gives you a chance to be an authority in your field by consistently providing value to your audience. It gives you a chance to engage them in the comments, social media, and email. Most…

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5 Important Visual Lessons From Designers for Content Marketers

I don’t want to write another article explaining the importance of visual content in your content marketing. And Joe Pulizzi already included the topic in his article about the biggest content marketing trends in 2017 so we don’t need to outline it anymore. But a lot of marketers still don’t understand visual content. Visual content…

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How to Use Earned Media to Boost Your SEO

If you haven’t been responsible for media relations, earned media may seem most scary or out of reach, but it really isn’t. Earned media is one of the most cost-effective ways to raise brand awareness and — if it’s done well — increase sales. Today, though, given that word of mouth is more effective than…

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Give your best advice away for free. Here’s why

What I’m about to share with you may sound a little counter intuitive. It isn’t. In fact, it could help you achieve breakthrough marketing results. Allow me to explain. I come across the following problem a lot. Mainly from service providers, who are struggling to attract new clients with their content marketing. Their primary concern…

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5 Reasons SEO Should Take a Back Seat With Website Content

It makes sense at times to produce content without worrying too much about the SEO aspects. (Please know it isn’t easy for me, an SEO professional, to write that.) Some SEO purists suggest that website content be optimized at all times. It’s inevitable that someone – or a team – will follow an internal process…

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