Ok, before all you inbound marketing folks freak out, let me clarify, I love buyer personas. They can be hugely helpful! Personas are great… until they aren’t. When they aren’t, there’s a good chance they’re going to torpedo all of … Read More
Content Marketing
5 strategies for writing effective blog titles
Ah, the clickbait title. An audience… favourite? I have a love/hate relationship with clickbait headlines. On one hand, they promise explicit value. They’re clickbait for a reason. We want to click through because if they deliver what they promise, you’ll … Read More
Telling stories for social change
This week we talked to Dinah Davis about how she uses content to create awareness around some of the challenges that are faced by women in STEM fields. Kendra: Thanks so much for taking the time to chat with me … Read More
3 sales assets that marketing should create
B2B is notorious for having a complex sales process. There’s big money on the table and usually more than one person involved in the buying decision. Even with great sales assets, it can take months, or even years, for a … Read More
A case for writing below a grade 8 reading level
The other day, I wrote a post with some advice for new writers. Something I highlighted in that blog was the need to adapt your writing for your audience, especially while working in content marketing. It’s easy to come out … Read More
6 pieces of advice for new writers
Dear recent graduate, You’re probably already annoyed at people welcoming you to the “real world”. After all, aren’t all of our worlds real? Perception is reality and all that. I won’t patronize you by suggesting that your new reality will … Read More
How to leverage your network
This week we talked to Jennifer Beale about leveraging your network, giving first, and how often you should connect with your referral partners! Kendra: As a professional networker, you must have your elevator pitch down! Can we hear it? Jennifer: … Read More
The shish-kabob theory
Terry O’Reilly has an awesome radio show, “Under the Influence”, where he explores trends in modern marketing. Recently, he introduced his shish-kabob theory: A company has a multitude of communication points – it could be a website, a Facebook page, … Read More
International content marketing
Today we talked to Smita Challu about how to enter new markets, balancing global thoughts and local presentation in content marketing, and the fate of product differentiation. Kendra: Smita; thanks for taking the time to chat with me today! I’ve gotten to know … Read More
How to market a startup
In our interview with Eric Rafat, founder of Keyobi, we talk lean marketing, committing to inbound, and tennis. Kendra: Eric, thanks for taking the time to chat about marketing startups! Before we dive in, can you tell us a little … Read More