About Monica Bussolati

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So far Monica Bussolati has created 88 blog entries.

Love This Simple Template For A Buyer Persona

That is a real headline that I recently came across and I gulped in air so loudly that a colleague asked if I was OK. (I am, thank you.)

Look, it has to be said: there is no simple template for a buyer persona.
Buyer personas are way too important to take it lightly.
They are your set […]

Categories: content marketing, roi|Tags: |0 Comments

Great Content Versus Great Content Marketing Results

It all comes down to this. There’s great content, then there’s great results from your content marketing. The former doesn’t always lead to the latter

It reminds me of the late-night-standin’-around-a-dirty-kitchen-at-a-dinner-party musings of an undiscovered great American novel, lost to us all in a drawer somewhere. My contribution to the absurd premise is that it can’t […]

Why Redesign Your Magazine and How Much Should it Cost?

We always start the discussion with a new client by asking about your goals for this redesign and why its a priority now? And more often than not, there are no goals that are measurable.

Results of freshening up or contemporizing a look/feel are ultimately evaluated by the publication team, and because we have an enjoyable and […]

Categories: Publication design|Tags: , |0 Comments

How Can Content Marketing Help Acquire and Retain Members?

Organizations that have members find themselves in an endless, and, at times, costly pursuit of new members. Or renewing existing members. It’s the rollercoaster ride that never stops and rarely even slows down.

But one unique factor these days is that while the ride is staying the same, it keeps entering new territory; environments reshaped by […]

Answer These Questions About Your Buyers Or Your Content Will Be A Miss

It’s gonna be hard for you to give me what I want. For one simple reason: you haven’t asked me (your audience) what I want.

If you don’t know what I want or need, and it has changed from just six months ago, you’re not going to deliver content that is going to engage me.

Sure, you can […]

Death by (No) ROI

Two associations in two weeks. Both not measuring the ROI of their content marketing. This kills me, and it should be killing them, but it isn’t. No shame, no culpability in sharing that their web content generates no leads, their editorial content can’t be connected to any specific business goals.

Why would any business invest resources […]

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Recent Google Keyword Shocker Means Buyer Personas Better Be Spot On

Many of us in content or inbound marketing are likely still reeling over the latest Google announcement. You know the one I am talking about; the one where they are going to start encrypting all keyword searches, even for those when the searcher was not signed in to Google.

Now that my stomach is back in […]

Before Planning a New Website, Read This

Unless your website is working 24-7 to grow your business, it is not performing. Just a couple of years ago a site that was part information and part brochureware was acceptable and useful. And it used to be a valid goal to watch for an increase in the number of unique visitors. But that’s not […]

Are Associations Hesitating?

Robert Rich (@rrich) tweeted. Jamie Notter wrote a blog post and I keep thinking about their words.

I suppose it is sticking with me because my firm’s work in content/inbound marketing has me concerned with just how very desirable association audiences are to for-profit companies. ‘So targeted, so narrowly-focused,’ drools the marketer in me.

Being that desirable […]

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