With all things content marketing, there is no one way to do the job. Instead of getting frustrated by constantly trying to figure out what works and what doesn’t, it’s more productive to turn to proven tactics.
I know now that’s the beauty of the INBOUND conference, which I attended last week—having all these experts come together to share ideas, best practices, and what worked for them and ultimately helped them succeed.
One of the things I love most about my work at White Space—and the jobs I’ve held in the past—is the opportunity to constantly learn. Next week, I’m fortunate to be able to take that learning potential to the next level, when I’ll join more than 20,000 other professionals at the INBOUND 2018 conference in Boston.
Here are a few of the sessions I’m excited to check out.
You’re likely familiar with FOMO (Fear Of Missing Out), which is not only a widespread cultural phenomenon but also a useful marketing approach. Convincing leads/customers there’s something to be lost if they don’t jump on board (or stay on board) is a tactic as old as time but one that has butted heads with a few digital barriers as of late.
The concept of blogging has had a relatively short history when compared to other forms of content, but its rapid growth is impressive nonetheless. What started as a lone college student’s “personal homepage” in 1994 has become a standard content vehicle, with the total number of blogs in existence estimated to surpass 440 million worldwide.
Navigating the sales funnel can seem more like a roller coaster than a smooth top-to-bottom transition if you don’t have a solid content strategy in place. Last week’s blog on this topic discussed why top of funnel content is no place for a “Buy NOW!” message. Instead, the initial stage (TOFU) should be focused on building awareness about your company and educating targets.
As you move down the funnel towards the middle (MOFU), you may become anxious to dig into active selling tactics.
Not so fast.
You can’t boil the ocean.
We say this a lot in marketing. With only so much time, energy, and resources, you’re lucky to boil even a bucketful at a time. This is particularly true when it comes to attracting a base of customers for your product. Short of running a Superbowl commercial—which you probably can’t afford—you’re not going to reach everyone. Better to aim smaller and smarter.
That’s where buyer personas come in.
Does your website earn its keep? Is it working for you, in terms of attracting new customers and growing sales?
When it comes to planning a business website upgrade, it can be overwhelming. How to distinguish which traits are nice to have, and which are essential?
There are many options, when upgrading from a "first generation" website that just sits there, to creating a truly effective sales tool.
Read on to learn what the best lead generation websites have in common, and how your website can start to earn it's keep.
Two quotes caught my eye recently. They were riffs on the classic Golden Rule.
Let’s deconstruct this inbound-y, folksy wisdom, and see how it applies to growing your business.
This quote reminded me of a few great marketing quotes from the Mad Men era. They were saying the same thing almost 50 years ago.
If you've ever stood in a supermarket aisle and stared at your options in any category - unscented, natural, with baking powder, for sports, for women, green - you know you're not alone as you look toward the heavens and pray: "Make this simpler, please!"
It's a key truth that we marketers often forget: Consumers are praying for simplicity; decision-making regarding products and services is often so complex it can actually get in the way of life!
Companies that simplify the decision process for their prospects have a real opportunity to impact sales.
Am I exaggerating? Let's see what the numbers say.
My beloved New York Times left me bereft recently. I peeled away all the sections, looking for the meaty magazine and there it was, bigger and juicier than usual!
