Ask any growth-minded entrepreneur, and he will tell you that people are the
lifeblood of his business. Dig a little deeper, and that same entrepreneur
will tell you that hiring, retaining, and motivating great people is one of
the most difficult — and at the same time, most rewarding — facets of
growing a business.
So why is it, then, that all the buzz surrounding content marketing seems to
focus on business-to-business lead generation and customer acquisition
programs but doesn’t ever seem to extend to using that same content
marketing know-how to recruit the best candidates?
In marketing, we talk a lot about the B2B buying funnel and stages like
awareness and interest, consideration and intent, and evaluation and
purchase. If done correctly, a smart marketer will match the appropriate
content with the right stage of the buying cycle and the right target.
How abo... (more)
“Can’t we just plan as we go?”
“Why do we need a plan? I can give you some ideas right now.”
“Is a plan really going to help?”
No. Whatever. Yes. In that order.
I hear a lot of objections to doing content marketing planning the right way,
and these represent a few of the most common.
The fear of planning, or what I call planophobia, is fairly common. It’s
closely linked with commitmentphobia, or the fear of losing options.
For a moment, though, forget about why certain people or organizations are
scared of making concrete plans, and let’s focus on what’s likely to
happen in the a... (more)
Show, don’t tell. Educate, don’t sell. Write for your audience, not for
your ego. And by all means, don’t talk about yourself too much.
Today, I get to break the rules. After all, it’s Right Source Marketing’s
I asked for a laser tag party. Rejected by Yvonne – too much hand-eye
coordination, not enough beer. I inquired if we could head to Vegas to
“make it rain.” Too expensive, according to Michael. Finally, I came to
my senses, and asked if we could head down to spring training to take in
Derek Jeter’s last appearance in Tampa. But Will said we had too much work... (more)
Web 2.0 Journal
Whenever a conversation starts around the topic of social media, inevitably I
find a number of people that immediately question the value and want to see
some ROI numbers before getting involved. We’ve talked about both sides of
this discussion before in many posts, most notably Businesses: Stay Away From
Social Media If You Meet The Following Criteria and Social Media: Justify
Your Love With the Right ROI Approach.
Just today I came across this research in B to B magazine, which seems to
once again prove some value to social media activity, particular as it
About six months ago, I was invited to meet with a top 10 Washington D.C. law
firm to discuss helping the firm address its social media and search engine
marketing strategy. I was very excited about the meeting. In my mind, since
this law firm was comprised of sophisticated, well-educated and talented
people, we’d likely be able to uncover some unique marketing opportunities.
We talked search engine marketing. The firm had never addressed it formally.
We talked social media. This area had not been addressed either. We talked
website. Built 5 years ago, and the four folks in this ... (more)