Data Storytelling: Turning Crickets into Conversation

Posted by Bill Conn on Tue, Sep 27, 2016 @ 08:59 AM

Do you ever get the feeling that your marketing content is falling on deaf ears?

You finely tune the strategy, digging in to understand what’s going on in your market and the pain points driving your customers. You come up with a killer idea for a campaign. It’s all hands on deck during the creation phase for your agency, writers and designers – taking up days and sometimes weeks of their time. You’ve got the brick and feathers ready to go. Launch day comes, you hit the “send” button and wait for the overwhelming engagement that’ll keep your team hoppin’ for the next few weeks.

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Your Story is Your Strategy

Posted by John Miller on Mon, Sep 26, 2016 @ 08:50 AM

What’s your story?

It’s shocking how many organizations struggle to answer that question. 

Sure, they may be making money today and appear to be doing well, but their success has limits. They might understand where they’ve come from, but they aren’t sure how they got where they are and they sure don’t know where they’re going. The limiting factor is that they don’t have a compelling story. When a company has a story, it gives it purpose. As wildly successful venture capitalist Ben Horowitz wrote in his book The Hard Thing About the Hard Things (great book; read it), the company story is the company strategy for successful organizations.

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Marketing Week in Review: How Much Time Do You Spend Watching Facebook Videos?

Posted by Kaitlin Loyal on Fri, Sep 23, 2016 @ 11:00 AM

Welcome to another edition of your Marketing Week in Review, a rundown of some important news in the world of social media, content marketing and PR. This week we’ve got some bad news for Facebook video and some good news for content marketers and PR professionals.

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Fueling Thought Leadership with Bylined Articles

Posted by Kaitlin Loyal on Thu, Sep 22, 2016 @ 11:00 AM

At Scribewise, one of our mantras is “without content, you don’t exist.” Which is to say, if I can’t find mention of you somewhere on the internet, you’re not a legitimate company. Think about the last time someone told you about a new company they were joining or a new client prospect. The first thing you probably did was Google them. 

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The Brick and Feathers Strategy for LinkedIn

Posted by Bill Conn on Tue, Sep 20, 2016 @ 09:16 AM

LinkedIn is no longer just about jobs…it’s about content marketing.

According to LinkedIn, 9 billion content impression are delivered in the LinkedIn feed every week. What’s just as a remarkable about that gigantic number is that it’s also 15x greater than the number of job postings show in the feed over the same period. Clearly, there has been a shift in the way that people use LinkedIn, and what they use it for.

This shift makes sense given how we actually support our purchasing decisions. In Google’s report Zero Moment of Truth – which describes how the Internet has changed the way we buy – they report that the average buyer engages with 10 pieces of content before they make a purchase.

Sure, some of us are looking for jobs on LinkedIn, but most of us are looking for information.

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The 5 Professionals You Need On Your Content Marketing Dream Team

Posted by John Miller on Mon, Sep 19, 2016 @ 08:59 AM

When marketing chiefs decide to pursue content marketing, they often have to redefine the roles of their marketing team. Too often, the people working in a traditional marketing department are not the right people to carry out a content marketing initiative. 

This does not mean that you have to fire everyone and start over. What you do have to do is create a team that has the ability to think differently than the way they used to. The group must be willing to change the old muscle memory of selling first, and instead reorient the organization to be relentless advocates for the audience.

To succeed, you need some different skills on the team.

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Marketing Week in Review: Better Set Up Those Google AMPs ASAP

Posted by Kaitlin Loyal on Fri, Sep 16, 2016 @ 10:30 AM

Welcome to the Marketing Week in Review, our roundup of this week’s important marketing, content and PR articles. This week we’ve got news from Google about their mobile pages, a story about a large SEO company’s round of layoffs and more! Read on…

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4 Content Formats Your Audience Loves…and the One Everybody Hates!

Posted by Bill Conn on Mon, Sep 12, 2016 @ 09:10 AM

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Marketing Week in Review: Combatting Press Release Roulette

Posted by Kaitlin Loyal on Fri, Sep 09, 2016 @ 10:30 AM

Welcome to another edition of the Marketing Week in Review, our take on the most important marketing, content and PR reads from the last seven days. This week we're sharing how to actually get a journalist's attention, an important checklist for content marketing, and using customer service to help fuel the buyer's journey. 

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Never Ever Fall in Love With Your Content

Posted by John Miller on Tue, Sep 06, 2016 @ 01:10 PM

I’ve written a lot so far in my life. And I’m going to write a lot more. Some of it I love. Some of it is meh. Some of it (hopefully only some) is god awful.

But does it matter how I feel about it?

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Marketing Week in Review: You Had One Job, Facebook

Posted by Kaitlin Loyal on Fri, Sep 02, 2016 @ 11:00 AM

Welcome to another edition of the Marketing Week in Review, where we pick some of the best articles from the past week on marketing, content and PR. This week, we’ve got some great lessons on the do’s and don’ts of content strategy, SEO, creative agencies and Facebook’s algorithm. Enjoy these reads on your long holiday weekend.

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Content Marketing And Billable Hours: A Bad Idea

Posted by John Miller on Tue, Aug 30, 2016 @ 10:00 AM

Historically, you’ve probably paid any marketing agency you’ve hired based upon the number of hours they bill. It’s the way agencies have traditionally worked, and it’s the way lawyers, accountants, consultants, plumbers and other professionals also work. Everybody understands this relationship, so it can make it easy to buy services. 

Except there’s a problem – it’s not the right incentive for delivering marketing that breaks through and has an impact. Particularly when it comes to content marketing, we believe billing by the hour creates a philosophical divide between what the brand wants and what the agency wants.

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