The web has forever changed people’s buying habits. Instead of needing to rely on sales people to send them information,...
Marketing is hard. But what about marketing something that has no physical presence? Or marketing something that is constantly changing?...
This is a popular piece of advice when it comes to blogging, content, and inbound marketing — and we knew this going in — but it’s way different when you actually feel it first hand, and worth mentioning again since we live in a world of marketing hacks and tricks.
A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.
While some people cringe at the thought of this, others have a variety of tools and strategies in place for achieving success. There is no denying the fact that keyword research is part of an advanced SEO strategy. Even so, that doesn’t mean the process has to be long, drawn out or costly.
If you don’t promote, you’re going to end up wasting a lot of the hard work that goes into the content of your awesome web site. On top of that, people won’t be able to take action on the advice provided in your blog posts!
Millions of blogs are ready to accept a helpful and in-depth guest article. No matter how knowledgeable a blogger you are, readers may not take you seriously if you go about it all by yourself.
At a board meeting last week, one of the VPs of Marketing I’m lucky to work with presented a brilliantly simple way of explaining the evolution of a startup’s marketing tactics. I’ve drawn a diagram of the idea above, which borrows heavily from McKinsey’s 3 horizons.
As your startup scales, customer segmentation can become an important tool for the entire company, just like it was for Best Buy. Personas anchor product design and development, marketing and sales, and even customer success to tangible user archetypes. Personas define the company’s strategy of which customers to pursue and which not to.
If I were asked to create a content marketing strategy for a person or a business from scratch, I would craft a strategy with three dimensions: customer segments, customer lifecycle stage and content type.
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