Test New Strategies in a “Marketing Lab” Environment
A ‘lab environment’ is a low-risk, low-expectation means of trying new strategies. The goal is to learn valuable lessons and tinker with new ideas.
Archive | Marketing Strategies Articles
Start a Technology Review Committee
A Technology Review Committee led by employees who understand the company’s mission and strategy is an effective way to vet new technologies and recommend how a company should incorporate them.
Positioning and Strategy in Content Marketing
The thing about strategy and positioning, especially in content marketing, is this: Nothing you offer is inherently good or bad. What you offer—products and services—is only good or bad in relation to other products and competitors. You might have an awesome newsletter, but your competitor’s might be even more awesome.
Local Businesses Need Content Marketing
If your business depends mostly on local customers, then you might not think the internet is that important to your marketing. Many owners of restaurants, bars, hair salons, car dealerships, auto mechanics, real estate agencies and so on think that the internet is only for big companies that reach national audiences. Or they think that new business comes from word-of-mouth and foot traffic. That’s simply not true.
Put a Stake through Vampire Marketing Strategies
A vampire marketing strategy is when traditional marketing and PR professionals find a credible, reputable publication with an engaged readership and suck the life out of it by negatively influencing or altering the editorial content.
Sales Conversion with AdWords and Content Marketing: A Quick Guide for Small Business Owners
This is quick checklist for small business owners who think content marketing might be for them. It’s a step-by-step set of instructions for combining Google Adwords and content marketing. This type of campaign is for small business owners who are just getting interested in SEO and content marketing.
Expensive but Not Volatile: Invest in Content Marketing
When creating a content strategy, one decision marketers make is whether to build a model around proprietary content or aggregated content. Each model has advantages and disadvantages. The model built on aggregated content is typically less expensive but also easily imitated.
Content Marketing: From Buzzword to Strategy
The choice for good marketers is never about implementing a “content marketing” strategy vs. a “traditional marketing” strategy. It’s always about the objectives. What are your marketing objectives? How can content marketing and/or traditional marketing help you reach these goals, given X amount of resources (time, financial and human)?
How to Make a Content Marketing Strategy
The first step to mapping a content marketing strategy is taking stock of your resources. You simply can’t have a content strategy without committing time, money and people. I argue that you do this before you do anything else, even brainstorming. Know what resources you have and then determine what’s feasible.
