Hiring a content agency doesn’t mean you’re outsourcing all the responsibility of creating content. You still need an in-house web content manager to own the process, manage the relationship with your agency, and coordinate with other marketing and sales efforts within your organization. There are many articles out there on what a content manager job…
Once you’ve decided to invest in content marketing — whether through in-house hires or outsourcing — the next, most obvious question is: what are we going to talk about? I’ll be honest with you. I don’t struggle with this particular issue. In fact, for me it’s the opposite. There are literally 1,000,000 things I want…
The main goal of a sales conversation is to solve prospect problems, and help them decide which solution is right for them. When they hear that, many salespeople intuitively go straight to “and the solution is our product.” But there are often times when your product is not the solution: The price point isn’t right,…
Your marketing content is a powerful lead gen tool. But that’s not all it’s good for. It’s also a great tool for salespeople to engage both prospects and customers in conversations, nurturing them wherever they are in the buyer’s journey: Engage a cold prospect. We’ve all had a prospect go cold. Rather than reach out…
Every company wants to mention product in their content. But that doesn’t necessarily mean you should. Not everything you publish should end with “Want to to learn more about [topic]? Contact us for a demo.” Not everyone who reads your content is ready to hear about your product at that very moment. For instance, if…
When people think of content marketing, the first thing that comes to mind is usually top-of-funnel, awareness-level content. This content draws people in at the beginning of their buyer’s journey, allowing you to nurture them all the way along their journey to becoming a customer. But at some point, you’re going to need to generate…
Brand matters. But unless you’re Disney, Apple, Amazon, Microsoft, Nike, McDonald’s, etc., it matters a lot less than you’d think. Especially in the early days of your business, you don’t really have a brand. You have many components that can lead to the eventual creation of a brand — values, expertise, visual identity. But the…
Most companies are engaging in some kind of content marketing. However, according to most marketers, there’s a significant gap between how they are currently performing and how they want to perform. Consider the following stats from OptinMonster: 65 percent find it a challenge to produce engaging content 60 percent say they can’t product content…
There’s a simple trick to maximize your content marketing return on investment. It will shorten your sales cycle, bring in an audience that’s ready to make a purchase, and empower greater marketing and sales alignment. That trick is: Start from the bottom and work your way up. By that I mean, start by creating bottom-of-funnel…
Creating great content isn’t about waiting for a stroke of genius or waiting for the muse to strike. Creating great content is about developing a specific, repeatable process for generating consistent results — and then following that process even if you don’t feel like it. As a content agency, we have to deliver high quality…
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