There's no doubt about it. Computing ROI for a content marketing program is tricky. There are measurements and metrics to gauge audience consumption, but expressing the impact of those actions in dollars is practically impossible. This episo

90 Second Content Marketing Lesson: Growing Your Email List with Lead Magnets

Jun 19th, 2017 5m 44s

Email is one of the most cost-effective methods for marketing a business. For those with small budgets, email is the only viable direct channel between the company and their prospective customers. In this podcast we'll talk about how to grow yo

90 Second Content Marketing Lesson: So, Should You Write Like You Speak?

May 16th, 2017 3m 31s

You don't have to be an English expert to write effective business communications, but don't let lazy speaking habits make an unfavorable impression on your audience. Grammar-checking software will help clean up those passages that seem OK in c

90 Second Content Marketing Lesson: Content Marketing Effectiveness Proof

Apr 14th, 2017 4m 5s

This lesson describes two recent real-life examples where content marketing produced results for our clients - in entirely different ways.

The Secret to Building Brand Awareness

Mar 6th, 2017 5m 54s

This six-minute podcast is about how to use a frequently unexploited resource you've already got to stay top of mind with your customers and prospects - with very little investment. We did it with almost no money and so can you!

90 Second Content Marketing Lesson: Email List Deadwood

Jun 28th, 2016 3m 11s

Sorry to break this to you, but there's probably a good portion of your email list that has lost interest. Neglecting to look at metrics and weed out the disengaged might make you feel good about the size of the list, but there are some long-t

90 Second Content Marketing Lesson: Lighten Your Workload and Repurpose

Jan 30th, 2016 2m 58s

Previously used PowerPointdecks, magazine articles, newsletters, videos, cheat sheets, tutorials, orcustomer case studies are probably sitting around your business gathering dust. So many companies spend time and money to create a piece of co

90 Second Content Marketing Lesson: Turning Random Content Into a Plan

Dec 30th, 2015 2m 36s

Random publishing is not thebest use of informational content. Unfortunately, organizations often publishprofusely in short bursts of activity followed by longperiods of darkness where nothing new is generated. This approach impedes continui

90 Second Content Marketing Lesson: Sales Funnel (Retention)

Dec 1st, 2015 3m 14s

Once a prospect buys,you want to keep them engaged with your company and be good references. Eventually renewing or upgrading is going to become a goal. This means you'll continue to stay in touch and delivering quality content.This lesson i

90 Second Content Marketing Lesson: Sales Funnel (Purchase)

Aug 18th, 2015 3m 2s

Purchase – the bottom of the sales funnel. This is when buyers are almostready to buy. You know who they are because you've used gated content and browser cookies in the top and middle funnel stages. The level and frequency of interaction tel

90 Second Content Marketing Lesson: Sales Funnel (Research)

Jul 2nd, 2015 2m 55s

Prospective customers ready to do researchand evaluation have an identified need or a problem to solve. If the Awarenesseffort has done its job, the prospect will remember your company might have anappropriate solution. Now they want to fig

90 Second Content Marketing Lesson: Sales Funnel (Awareness)

Jun 1st, 2015 2m 30s

I use a simple sales funnel for my business. There are only 4 levels: Awareness, Research, Purchase, and Retention. In this lesson I'll tell you how the Awareness level is used and give you some ideas about the type of content you might use the

90 Second Content Marketing Lesson - Illustrations Part 2

Apr 30th, 2015 2m 17s

The last lesson talked about why publishers should useillustrations in blog postings and newsletter articles. This lesson explains how to use common resources and tools, like Powerpoint, to get the illustrations ready to publish.

90 Second Content Marketing Lesson - Illustrations Part 1

Mar 31st, 2015 1m 55s

Illustrations in blog posts, newsletters, and social networks serve a number ofpurposes:They attract attentionThey quickly communicate the topicThey make the post more sharableThis lesson tells why I use illustrations so much and where I

90 Second Content Marketing Lesson - Lead Scoring Part 4

Mar 1st, 2015 2m 53s

We haven’t really talked about what to dowith lead scores after you’ve gone to the trouble to set up the mechanism tocompile them. That’s what this lesson is about. The whole idea ofscoring leads is to be able to tell when a prospect has l

90 Second Content Marketing Lesson - Lead Scoring Part 3

Jan 31st, 2015 4m 13s

This lesson continues with the topic of lead scoring. Included is a list of lead actions one might want to track and suggested point values for them.

90 Second Content Marketing Lesson - Lead Scoring Part 2

Dec 30th, 2014 2m 42s

Lead scores can have a couple of different components. This lesson discussesdemographic components of a lead score. The following lesson will cover how contact activity contributes to a lead score.

90 Second Content Marketing Lesson - Lead Scoring Part 1

Dec 2nd, 2014 2m 13s

This lesson is the introduction to lead scoring - the practice that allows you to put all the demographic and tracking data you're accumulating about customers to work. Lead scores separate the fully engaged prospects from the mildly interes

90 Second Content Marketing Lesson - List Envy

Nov 5th, 2014 2m 19s

We’ve all probably read stories aboutcompanies with huge mailing lists and had pangs of inadequacy. Of all the things we can measure, particularly in the email communicationsworld, list size seems to be the statistic with the greatest emotio

90 Second Content Marketing Lesson - Later Stage Content

Oct 27th, 2014 2m 25s

Once you’ve done a great job atconsistently reinforcing the value of your company and its products, then youneed to start creating some content that will give your engaged prospects somereasons to buy.This is the time to point out the

90 Second Content Marketing Lesson - Todays B2B Buyer Part 2

Oct 27th, 2014

Companies can benefit from concentratingon ways they can connect prospects to the relevant content directly rather thanrelying on search in a highly competitive marketplace.There are lots of ways to do this.

90 Second Content Marketing Lesson - Today’s B2B Buyer Part 1

Oct 26th, 2014

Anyonewho has been selling to businesses for more than 10 years or so knows the waycustomers find, select, and purchase products and services has shifteddramatically away from a time when salespeople directed a lot of the education,and ROI

90 Second Content Marketing Lesson - Choosing Topics to Improve Search Results

Oct 26th, 2014

Always think about your customers. Whatproblems do they have? What challenges are they facing? What are they likely toenter in a search engine when they are looking for information? List some ofthe questions they may be asking.Then take t

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