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 Guest Author | Jan 10, 2017
Sometimes when interviewing experts to gain insights for your content marketing materials, it’s best to do something that, frankly, you might find a little off-putting. Marketing writers . . . you have to stop being so friendly sometimes and start asking obnoxious...
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 Guest Author | Dec 6, 2016
Even Ever wonder how all those industry experts and business leaders find time to produce thought leadership content? When they’re so committed to running successful businesses, how do they manage to compose provocative and engaging articles that build their personal...
by Shari Shallard | Sep 21, 2016
“Creative brief” is a term associated with graphic designers and ad agencies. Google is packed with articles about (and templates for) ad-focused briefs. Demand for substantive, effective content marketing is prompting a new look at this simple-yet-essential document....
by Guest Author | May 9, 2016
Four years ago, the professional services industry comprised 7.8 million employees, 760,000 firms and gross annual revenues of $1.5 trillion, according to a report by the U.S. Department of Commerce. Last year, as noted in a recent CDI Corporation article about 2016...
by Guest Author | May 4, 2016
You never hear marketers say, “You know what? There isn’t enough quality content marketing out there. We’re really selling ourselves short.” The truth is that we are selling ourselves short, but not by failing to produce enough material. The place where content...
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...
