Educational Content Is the New Referral

In order to thrive in today’s digitally driven business environment, service based business owners and professionals need to think and act more like media companies. I suppose to some degree this has always been true, but it is painfully so now that prospects have access to mounds of content and information. So, in order to Read more about Educational Content Is the New Referral[…]

4 Best Ways to Generate Leads Through Content Marketing

Content is the foundation of your lead generation and lead nurturing efforts. Businesses of all sizes have come to rely on some form of intentional content to engage prospects and customers in today’s buyer landscape, but to do so, your content must be created with some very specific objectives in mind. Lead generation over the years, like most every Read more about 4 Best Ways to Generate Leads Through Content Marketing[…]

How to Create Content for Every Stage of the Customer Lifecycle

Everyone’s talking about content as a foundational element of marketing these days. Like it or not, to successfully market your business, you’ve got to get into the content creation game, but only from a standpoint that it builds your business—get more leads and sales. Most content marketing research suggests that the adoption rate among marketers – both B2B Read more about How to Create Content for Every Stage of the Customer Lifecycle[…]

Publishing is the New Prospecting

Effective prospecting now requires that publishing content is part of the strategy conversation in almost every business. The need to publish in marketing and selling activities has grown as today is more about being found—earning attention—and less about going out and hunting. Prospecting has changed because buying has changed When it comes to drumming up new business, the big Read more about Publishing is the New Prospecting[…]

Not Creating Educational Content Is Not An Option

In order for your business (especially for B2B organizations) to be successful in today’s marketing environment, you’ll need two things: a compelling product or service and a differentiated buying experience you own. Many businesses are under the mistaken notion that if they just create a great product or service that is sufficient. It’s not. Now, don’t Read more about Not Creating Educational Content Is Not An Option[…]

The Secret to Connecting with Information-Empowered Buyers

Today’s B2B and B2C buyers are invisible until they’re ready to purchase. With access to information on every topic imaginable in the palm of their hands (or behind the click of a mouse), they don’t call up a company and ask for a brochure or wait for a salesperson to come calling. These savvy buyers do their Read more about The Secret to Connecting with Information-Empowered Buyers[…]

The New Rules of Content, Marketing and Service

The new rules of effective marketing now requires that content is part of the strategy conversation in almost every business. The word content itself has a lot of hoopla around it today, making it difficult for many small businesses and organizations to think and approach it with the clarity needed and discover the role it Read more about The New Rules of Content, Marketing and Service[…]

Selling to VIP the Very Invisible Prospect

I recently was contacted by an international prospect that found my business through content online via the search engines. During our conversation this international business owner said, “she read my articles, downloaded my ebook, my approach really reasoned with her, and she knew that I could help her organization and would like to explore ways Read more about Selling to VIP the Very Invisible Prospect[…]

The Difference Between Content Marketing and Content Selling (and Why It Matters)

Both the marketing and sales world has changed over the past decade with the introduction of content and information sharing technologies. In order to learn more about this change and what marketing and sales people can do, I have created this post to talk about how tried and true content marketing tactics translate into the Read more about The Difference Between Content Marketing and Content Selling (and Why It Matters)[…]

4 Types of Content That Every Business Must Create

Selling and marketing with educational content (via a blog, webinar, seminar, newsletter, magazine, workshop, report, eBook, tip sheet etc.) is not about convincing someone to buy something that they don’t want or need. Rather, it’s about overcoming objections to buying from you. Effective marketing now requires that educational content is part of the strategy conversation Read more about 4 Types of Content That Every Business Must Create[…]