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 […]

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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 […]

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 […]

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 […]

How Many Leads Should Your Association Content Deliver?

Associations are producing content, tons of it. Kudos, well done! The sheer volume is enviable by anyone in marketing, and it is not only quantity, it is quality. You have set the bar for tapping SMEs for continual delivery of great content.

So, are you wondering how many leads your content efforts – articles, blog posts, […]

Test: Do You Really Have a Content Strategy

Last year we conducted an Association Content Marketing Readiness Survey. The bad news was that only one in four associations reported having a content strategy. The really bad news is that after speaking with a couple of the respondents who said they have an organization-wide content strategy, we discovered that most were confusing a strategy […]

What is Essential Today In A Website? 9 Answers.

After all of the time and money you will invest, what you should get from a new site is this: a high-performing website. What exactly does that mean? What are the criteria that you will use to sit back after launch and say ‘ahhh, we done good!’?

This is what companies typically report that they are […]