14 ways to discover buyer and customer questions Here’s one reason that content marketing works: Customers search the Internet for good answers to their questions. That's why customer questions are so valuable. Knowing their exact questions enables ...
14 ways to discover buyer and customer questions Here’s one reason that content marketing works: Customers search the Internet for good answers to their questions. That’s why customer questions are so valuable. Knowing their exact questions enables you to create content that buyers seek out. To create educational content, first gather verbatim questions from […]
What Marcus Sheridan taught at Content Marketing World How can marketers overcome the fundamental content marketing dilemma? That is: • Sales thinks that content is marketing’s job. • But marketing is not the subject-matter expert. That’s the big question Marcus Sheridan posed at Content Marketing World. Sheridan is the author of They Ask You […]
Your assignment: get a project through your company’s approval process. It usually feels like an uphill battle to win approval for a marketing project. As one marketer told me, “I’m supposed to be director of marketing. But most days, my job feels like director of getting approvals that are almost impossible to get.” Over […]
How do you come up with your company’s message? Do you create it yourself in marketing or communications? Or involve a group of leaders from your company to co-create the message? Here are 4 reasons why it’s better to co-create the company message in a group. First, a group can recall more anecdotes and […]
Short attention spans call for a quick breakthrough message People’s initial attention spans are as short as 8.25 seconds, shorter than a goldfish! So, you only have seconds to break through audience inattention and deliver a relevant message. Yet most companies don’t have a breakthrough message. When you have a 7-second message on your Message […]