Everyone knows what professional quality (and low quality) content looks like when they see it, but it’s a lot harder to create it. Good marketing writers have their own lists of quality priorities that go something like this: 1. Accuracy 2, Spelling, grammar and syntax 3. Brand messaging/alignment 4. Engagement My own #4 is readability. Readability refers to how easy it is for the average person to read the content. This is not the same as reader engagement—which is more li

Mention "metrics" to some (even experienced) marketers and the response will be cool at best. There are a lot of reasons that marketers shy away from metrics, here are three: They only run metrics when asked (quarterly or even yearly). In fact, management generally only asks for metrics when they sense that things are not going well. If that's the case, then the marketer should be scared. By the time the metrics are run it will almost certainly be too late to do anything

Not all channel partners are created equal. It’s best to focus on those partners where your sales are historically strong. Then work on fostering market development fund (MDF) relationships with 2-3. The goal is to submit MDF requests to the same partners every quarter. This simplifies things for a process that can be mind-numbingly complex. Create a separate spreadsheet for each partner that includes fields such as project #, approve date, start date, end date, total ask, p