by Robert McGuire | Sep 9, 2015
One basic tension in digital marketing today is between the potential of automation and the resistance buyers have to being approached in an automatic way. The more it is possible to commoditize the delivery of marketing messages, the more marketers struggle with how...
by Robert McGuire | Sep 8, 2015
Writing teachers know there is a little bit of counter-intuitive magic to how good writing works. It’s kind of like that advice about swimming across a riptide instead of against it. This magic has to do with how broad or narrow a writer should go in trying to...
by Joseph Rauch | Aug 31, 2015
Setting up a measurement plan for your content marketing effort project can be difficult, frustrating and time consuming. To make things simple, we laid out some fundamental content marketing metrics along with tools and basic steps you can take regardless of which...
by Joseph Rauch | Aug 27, 2015
Many illustrations of the “sales funnel” have the sale as the final conversion point. You send a prospect a proposal, they accept and send you a payment and . . . congratulations! You moved the customer through the funnel! But what’s on the other side of the funnel’s...
by Guest Author | Aug 14, 2015
Your customers are characters in the story of your business, and buyer personas are the cheat sheets you need to remember their values and the content they are interested in. A buyer persona is a single character profile that represents a segment of customers you are...
by Robert McGuire | Aug 12, 2015
One trend I’ve been watching is the growing digital marketing strategy gap as companies move past an early phase of content creation by any means necessary and start thinking more about how the content plan supports overall business goals. It’s not so easy...
by Robert McGuire | Jul 31, 2015
Welcome to Content Pulse, my occasional roundup of news on the digital and content landscape for marketing professionals. In this edition . . . . It’s pretty clear that the available talent in digital marketing isn’t keeping up with the demand. The tech is...
by Robert McGuire | Jun 16, 2015
Ever since universities have opened up to the middle class, they have debated what the curricula should emphasize. Should it be foundational skills with an abstract value or career readiness courses with a quantifiable ROI? Most faculty are committed to the former...
by Robert McGuire | Jun 16, 2015
Coding bootcamps have proven their value to the students, operators, and employers. Despite their steep cost, generally about $1,000 per week in tuition, schools can’t find enough instructors and expand quickly enough to meet demand. Those students are drawn by...
by Robert McGuire | Jun 16, 2015
Business skills training is perhaps the second most active category in online learning, with new entrepreneurs entering the space frequently alongside popular MOOCs in business and entrepreneurship. Could these new online ed resources possibly get a slice of the giant...
