Why Content Marketing Fails in Information Technology (and how to fix it)
As the world moves toward an increasingly digital existence, the IT industry has been growing more than ever. With that growth comes a need for IT companies to stand out from the pack and establish themselves as leaders in their field. Content marketing — which is a form of self-promotion that uses web content such as blog posts, emails, white papers to help companies b...
August 3, 2017 READ MORE
As a marketing specialist, you recognize that SMEs (subject matter experts) are critical to effective content marketing. They’re authorities on your company’s products and services. Without them, your company couldn’t run—and it would be nearly impossible to create detailed content that showcases your company’s expertise. But if you’ve ever had to collaborate ...
March 8, 2017 READ MORE
Gordon Graham “That Whitepaper Guy”
The whitepaper is arguably the keystone of a great content marketing campaign. A single, comprehensive whitepaper on an enduring industry topic can last years – creeping up month after month in search results, circulated and posted by peers and potential clients, attracting hundreds or thousands of mentions on social sites. The whitepaper can also be incredibly versatil...
February 8, 2017 READ MORE
Thought Leadership: How To Do It You’ve made a decision to take your business game to the next level. You know a thought leadership campaign will get you there. So, how do you do it? How to Develop a Thought Leadership Campaign If it’s a sales pitch, it’s not thought leadership. “True thought leadership starts with empathy,” said Brian Solis, a principal analy...
June 16, 2016 READ MORE
Six Tips for Repurposing Your Copy
By Tom Schek Creating a steady stream of informative, engaging materials to fuel a content marketing program takes a great deal of time and effort. However, you can get more out of that resource investment by repurposing content. Some observers might consider that “cheating,” and if you simply swap out a few words or rewrite a few sentences and call the p...
September 25, 2015 READ MORE