Category Archives: Marketing and promotion
Tailor Your White Paper to Your Audience
March 8, 2010
Abridged with the author’s permission from a post on the Savvy B2B Marketing blog.
When I ask clients about the audience for a white paper, I sometimes hear: “the technical and business decision makers” (i.e., we’re trying to reach everyone with this one piece) or “the CIO” and that’s where it ends. But your ability to [...]
Posted in Marketing and promotion Leave a comment
Custom Content Is Taking Over
March 5, 2010
Reprinted with the author’s permission from Think Tank.
2009 was not a banner year for the media industry, but there were a few bright spots. Social media was a major story and became a key player almost overnight. There is not a marketer alive who is not thinking about social media in some manner for their [...]
Posted in Marketing and promotion Leave a comment
This post originally appeared on the Junta42 blog. Reprinted with the author’s permission.
Flo Rida (aka Tramar Dillard), the popular rapper from, of all places, Florida, understands the importance of spreading content. Marketers can learn a lot from Flo Rida when it comes to content marketing.
During his breakout year in 2008, he launched onto the scene [...]
Posted in Marketing and promotion Leave a comment
Maintain Your Marketing Content
March 1, 2010
Reprinted with the author’s permission from her blog, Marketing Interactions.
Don’t you just hate it when you get an email offering what looks like a juicy white paper only to discover after filling out the dang registration form that it’s several years old? Do you feel duped? I do.
It used to be that information was scarce, [...]
Posted in Marketing and promotion Leave a comment
Cultivate Customer Relationships with a Steady Stream of Information
February 24, 2010
Abridged from a post on The Tendo View with the author’s permission.
Relationship marketing done well should build brand affinity. The goal is to facilitate both word-of-mouth evangelism and a propensity for repurchase. Take the Smart car, for example.
Just minutes after the U.S. launch of the Smart car was announced on automotive blogs, my wife and [...]
Posted in Marketing and promotion Leave a comment
Recycle Your Newsletter
February 22, 2010
When you publish a monthly print or electronic newsletter that targets an important audience segment, you probably invest heavily in generating the content that will make this newsletter relevant and valuable to its readers. You can dramatically increase the impact of your content marketing by thoughtfully reusing the information and resources you develop. Without significant [...]
Posted in Marketing and promotion Leave a comment
How to Appeal to an International Audience
February 19, 2010
Abridged with the author’s permission from a post on the MarketingExperiments blog.
How well do you know your audience? For Americans at least, sometimes I worry we have a view of the world similar to Saul Steinberg’s famous cover for The New Yorker. But let’s not forget that this is the World Wide Web. Your customers [...]
Posted in Marketing and promotion Leave a comment
Whom Do You Trust?
February 17, 2010
Think about the rise of social networks and social-network marketing. An underlying assumption is that people trust their friends, and so will trust the recommendations their friends make. Every company needs a presence on Facebook and followers on Twitter.
Now, there may be many other good reasons to maintain a company identity on Facebook, Twitter, et. [...]
Posted in Marketing and promotion Leave a comment
Get Your Audience Involved
February 9, 2010
This post originally appeared on Damn! I Wish I’d Thought of That! Reprinted with the author’s permission.
After every Broadway performance of Hair the audience is invited on stage to dance the last song. The dance is filmed and posted online the same night. Audience member can tag themselves and share the video on Facebook.
Folks, this [...]
Posted in Marketing and promotion Leave a comment
PR Tips for Smaller Businesses