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The Problem with Content Marketing

The Problem with Content Marketing

Content marketing was never really a thing. It was just a new name for something that has been around for a long time, namely long-form copy. Content marketing just uncovered new ways to leverage big chunks of copy. The idea itself is great. Here’s the problem: despite what anyone says, great informative content requires expertise and a fresh take on an industry situation or problem. That, again, is great. But creating that copy requires access to expertise. This means t

10 Tips for Excellent Written Communications

10 Tips for Excellent Written Communications

If you’re like most busy executives, you’ve got a stack of reading material in your office and more online that you plan to get to someday. If you look at what’s actually in that stack, it’s a collection of material that you thought was important enough to save, but too lengthy to read on the spot. The goal for B2B writing is to make it on-the-spot reading wherever possible—you want to avoid the stack. You do that by creating a visual impression that the material is well orga

The 4 Benefits of Well-Branded B2B Organizations

The 4 Benefits of Well-Branded B2B Organizations

From the buyer's perspective, the brand is an insurance policy. A brand on a consumer product tells the buyer exactly what to expect – every time. But in B2B sales, buyers often don't know what they need, what’s available, or how it works. A reputable B2B brand, from the buyer's perspective, insures the buyer against risk before and after buying. From the B2B seller’s perspective, the basic purpose of a brand is to educate the potential buyer and reduce the impact of price

Marketing Advice for Small Tech Companies: What is the difference between a risk and a chance?

Marketing Advice for Small Tech Companies: What is the difference between a risk and a chance?

Marketing Advice for Small Tech Companies: What is the difference between a risk and a chance? Determining what is an acceptable risk versus a speculative chance is a challenge. Over time, this becomes intuitive for most tech company execs. In the meantime, following are a few questions to mull over: 1. What aren’t my competitors doing this already? 2. Am I justifiably ahead of the curve or is there a flaw in the idea? 3. Am I evaluating the right numbers? 4. Am I in lov

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What’s the best way to rank in organic search for high ticket items?

What’s the best way to rank in organic search for high ticket items?

Which Chicago area companies offer the best online visibility services?

Which Chicago area companies offer the best online visibility services?

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