Heidi Cohen Interviews Rebecca Lieb
Q: What’s your best piece of advice for readers looking to improve their marketing?
Strategy before tactics. There’s been a very understandable pattern of behavior since digital marketing began to jump in with both feet, giving little thought to business goals or how to sustain and nurture initiatives.
In the late ‘90s the CEO’s teenage nephew built the website (he was qualified because he knew HTML). Email, search, social media: all are tactics marketers initially embraced tactically before they applied strategy.
We’re now seeing the same happen to content marketing; marketers commit to marketing before they really look at the whys and hows of the discipline.
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Why Interconnected Content Is The On Ramp to Your Content Marketing Offering
While we create one content effort at a time, no piece of content is an island.
We develop related content to extend its reach and effectiveness to get beyond one and done content. As Michael Brenner says, “Behind every piece of unused content is an executive who wanted it.” Continue reading →
Posted on June 17, 2017 by Heidi Cohen in Career |
Heidi Cohen Interviews Daniel McGinn
New book: Psyched Up: How the Science of Mental Preparation Can Help You Succeed
Q: What’s your best piece of advice for readers looking to improve their marketing?
More than most professions, marketing requires people to perform in high-stakes settings, such as pitch meetings or crucial sales calls.
In my book, I argue that people should learn to prepare for these meetings the same way athletes prepare for competition—by having a process of mental preparation that puts them in the right mindset to perform.
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2017 Small Business Social Media Research
Want your small business social media to stand out and yield measurable results?
You still can although it may take longer to achieve your objectives.
The reality is social media still works for small businesses if you consistently publish, curate and engage with your followers on topics core to your offering. Continue reading →
Maximize Gated Content Results: What You Need To Know
How does the form guarding your precious gated content look to your visitors?
Does your gated content whisper velvet rope entry for special guests or does it scream go away unless you’re willing to hand over your data?
Tourists line up and pay to enter Livraria Lello in Porto, Portugal to soak up the wood carved interior that inspired J.K. Rowling. To feel the Harry Potter magic, they don’t think twice about the exchange. Continue reading →
How To Create Content To Attract Readers, Shares & Search
Does your content suffer from a lack of love?
Feel like you’re on a never-ending treadmill where your content fails to gain traction such as backlinks, influencer love and social shares?
Don’t worry—you’re not alone. Continue reading →
Posted on May 27, 2017 by Heidi Cohen in Branding |
Heidi Cohen Interviews Seth Price & Barry Feldman
New book: The Road to Recognition
How Top Brands Create Engaging Experiences on Social Media
Q: What’s your best piece of advice for readers looking to improve their marketing?
Everyone has an incredibly unique value that makes them stand out in the world, that’s your personal brand. With just a small amount of consistency and focus, your personal brand can tell the world about your passions, expertise, humanity and the value you can provide.
Building a brand that accelerates your career is what we call your Road to Recognition. The most valuable thing you can learn from this book is that you are in the driver’s seat of the brand called you and that brand is crucial to your success in the age of digital media.
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What 2017 State of Inbound Marketing Means For Your Business
Want your business to standout amidst a broader array of customer options online and offline?
Then focus your 2017 marketing on building customer relationships by providing concierge-like service to meet your audience needs over time. Continue reading →
Tags: Demand Gen Report, Digital Marketing, Drift, Forrester Research, Gartner, Gini Dietrich, Hubspot, Inbound Marketing, Influencer Marketing, PESO model, Rand Fishkin
Posted on May 19, 2017 by Heidi Cohen in Branding |
Use Your Location To Improve Your Brand And Business
Ever thought about how your physical location reflects on your brand and your business?
Or did you rent the first available place you could afford without thinking about the marketing implications?
Be honest. Continue reading →
5 Column Types Every Content Marketer And Blogger Needs
Is recurring content part of your editorial content mix?
Grounded in journalism, a recurring content column is a consistent serving of content published on a regular schedule.
It’s cyclical content your readers actively seek. Continue reading →
Tags: Ann Shayne, ClickZ, Copyblogger, Gini Dietrich, Jay Baer, Joe Pulizzi, Kay Gardiner, Mason Dixon Knitting, Mike Stelzner, Rand Fishkin, Robert Rose, Social Media Examiner, The Economist
