Category: Content Marketing Column

Be careful what content you cut from your site

I recently worked with a client to relaunch their website, and as part of the process, the client chose to cull much of its content in an effort to have a leaner site. Having a lot of content on your...

/ July 9, 2018

SMX Advanced 2018 Session Recap: Storytelling with Social Ads that Sell

SMX Advanced attendees were treated to a rock-star lineup of paid social media marketers. Our presenters spoke to the crowd about how we should be using social media to engage users, move them down the funnel and give them the...

/ June 19, 2018

3 tips for overcoming content production obstacles

We all know content marketing is important to our businesses. We know we need to blog. We’ve heard video is “the next big thing.” We know we need to be emailing our lists, sharing on social media, commenting and responding...

/ June 7, 2018

7 ways protections for online content are being eroded

Section 230 of the Communications Decency Act (CDA) is critical to the foundation of online commerce as it’s exercised today. That’s why the recent debate about tweaking it to tackle online sex trafficking pitted some of the biggest online players...

/ April 24, 2018

Content nurturing for ABM: Moving from theory to practice

Here is a scene that’s all too familiar: Your Sales and Marketing organization has bought into an  Account-Based Marketing (ABM) approach — adopted the mindset, organized, suited up on the tools set. You’ve embraced the principles of content nurturing in...

/ April 17, 2018

Creating the best lead-gen website, step by step

Before I graduated from the Art Center College of Design, Lynda Weinman was my teacher for web design. Yes, THAT Lynda — who created Lynda.com and sold it for $1.5 billion to LinkedIn (just to give you some perspective on where...

/ March 9, 2018

Everything a CMO needs to know about video marketing in 2018

When’s the last time you were choked up by an AdWords sentence? In 2018, text is easy to skim right over, thanks to the many platforms that bombard us every day with the written word. Video marketing is one of...

/ February 8, 2018

Introducing the ‘content conversation’: The new twist in content marketing using live video

It’s no secret that the way brands are trying to deliver messages to consumers has dramatically changed over the past decade. Years ago, I delivered a session to a standing-room-only crowd at SXSW discussing the rise of “un-advertising,” where I...

/ January 29, 2018

The 2018 content focus challenge

It’s that time of year again — the holidays are over, we’re into a new year, and most of us are either back at work or heading there very soon. As we move into 2018, many marketers will be reviewing...

/ January 5, 2018