A “how-to” for developing remarkable content

5 reasons Good beats Perfect (almost) every time
The perfect is the enemy of the good. This wonderfully compact nugget of wisdom – commonly attributed to Voltaire, the French Enlightenment figure – is a fixture in the vernacular of modern business. My undergraduate French degree doesn’t qualify me to challenge Voltaire’s intellect. But hey, Voltaire hasn’t done a lick of work in over [Read more...]
The 3 Keys to Marketing Happiness
Here’s the deal: marketing is hard. If you think marketing is easy, you’re probably not a marketer. Or a human. Yes, you’re probably some kind of replicant who (that?) has been lucky enough to have the Google algorithm programmed into memory. Or you are, in fact, the Google algorithm, crawling this page right now. [In which [Read more...]
New white paper on Medical Device demand generation
Most of my readers may not work in the medical device field, but there are some nuggets in the piece that can be applied “horizontally.”
Are you a rainmaker or a meteorologist?
A CFO with whom I once worked shared with me the qualities he believed essential in a VP of Sales. As he worked up the list from bottom to top, I was certain that some variation of “consistently achieving revenue and gross margin quota” was going to occupy the #1 slot. But instead, he treated me to [Read more...]
Smart social media – 5 ways KLM gets it right
A friend in Amsterdam shared this video on Facebook today, and I was inspired to spin it here on the TLOTL blog. It struck me as a potential “beginning of the end” in the tedious debate of the question: is social media dead? I refuse to waste pixels issuing birth or death notices for social media (or [Read more...]

ClickPredictions 2010 eBook released!

marketing automation, Thought Leadership, Uncategorized

Jan 202010

The folks over at ClickDocuments have released a great eBook containing predictions and marketing tips from marketers in the content, B2B, email, and social media categories. Ambal Balakrishnan has put together this crowd-sourced eBook with contributions from thought leaders such as Doug Kessler, Jon Miller, Craig Rosenberg, Steven Woods, Ardath Albee, and 34 others.

Aside from being a valuable collection of marketing prognostications, tips, and resources, the eBook is itself an innovative content delivery vehicle. Take note of the retweet feature on each page which helps contributors maximize their “return on contribution.” Also, all of the links in the eBook open the target page with a StumbleUpon-style toolbar which gives readers the opportunity to learn more about the eBook sponsor, Marketo. I’m impressed with how the eBook was packaged and executed; balancing the needs of the audience, the contributors, and the sponsor.

Have a look at the eBook and please make ample use of that retweet feature!

Get the ClickPredictions eBook!

A “how-to” for developing remarkable content

Uncategorized

Oct 062009

Chris Jablonski, who works with me in Tippit Consulting, has scored his second guest post in less than a month on Craig Rosenberg’s famous Funnelholic blog.

That’s Jablonski 2, Scearce 0 for anyone (other than me) who might be keeping score. ;)

I can get over it though, because Chris writes great stuff. And the topic is important.

Remarkable content is key to successful marketing. It’s easy to gloss over it in the highly mechanized world of Marketing 2.0, where metrics seem to matter more than anything else. But the same rules apply now as did 5, 10, or 15 years ago. Any direct marketing guru will tell you that the three legs of the DM stool are:

1. List / audience
2. Offer
3. CREATIVE

In my opinion, List and Offer have become easier to optimize because metrics quickly allow us to see what works and what doesn’t. Content (creative) effectiveness can also be measured but not quite as easily or quickly. And the bigger issue is that content is often more difficult to swap in and out of a campaign than its siblings, List and Offer.

So Content matters! And Chris has written a nice checklist to help make your content remarkable on the first volley.

Take a look at Chris’ checklist and his guest post on Funnelholic.

Here’s the question to you: has he missed anything? What else makes content remarkable?

http://ping.fm/um9Z4