by Robert McGuire | Jan 24, 2017
B2B content marketing has a big quality problem. A large share of what B2B blogs are publishing is shallow, barely scratching the surface on its topic. Content managers are paying writers for blog posts that ultimately reveal less than what their target readers...
by Robert McGuire | Dec 16, 2016
Here is my definition of content marketing: A plan to grow and engage your customer base that is built around discovering what you can do for someone else, developing and delivering related content, and then measuring the results. I like to think of content marketing...
by Robert McGuire | Sep 21, 2015
Working to help grow edtech companies through content marketing, I’m convinced that traditional universities are leaving their best tool in the toolbox by not using this powerful engagement strategy. As a result higher ed marketing is missing an opportunity to...
by Robert McGuire | Sep 15, 2015
Remember “bait-and-switch” marketing? That’s when the company baits you with a particular deal, hooks you and reels you in all the way up to the point of sale, only to reveal that the deal isn’t actually available. Do companies still do that? “The last unit was just...
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...
