I’ve just finished Part 2: What To Do When Your White Paper Is Too Short of my 3-part article on The Ideal Length of the White Paper: Solving the Long and Short of It. The article explores what makes white papers too short and how to fix them. Included are discussions on aligning your white […]
The basic principles of market research are not all that difficult. You ask what your market wants and then you give it to them. Like many things in life, the rub occurs somewhere between the theory and the practice. You’d think it would be pretty easy to ask a market what they want and take […]
There’s a way in which all good communication is content marketing. Let me explain. I was in Vancouver this week and decided to attend a local networking breakfast event. During the meeting, the organizers raised a concern. They had been getting complaints about the reminder emails they sent out to members about the weekly event […]
Using ebooks in content marketing can be challenging. Since an ebook is a pretty big investment in time and resources, it’s a really good idea to have a strong strategy in place before you start. That’s why I put together my new ebook: Using Ebooks in Content Marketing. I interview various organizations who’ve released successful ebooks […]
This article can be downloaded as a pdf under “Free”. Case studies are very versatile – they can be used in just about any marketing, sales or public relations communication. But many companies are not using them to their best advantage. Here are some ideas to make full use of your company’s case studies. Develop […]