Best length for a B2B marketing asset, eBook, or whitepaper? Discussion on how long your assets, eBooks, and whiteoaoers should be.
When I moved to Chicago in 2002, I knew very few people and had time and energy to explore my new hometown. I felt ready to step outside of my comfort zone — so, I signed up for an acting class. Which was ironic, because I’d just vacated the city where everyone is an actor. […]
These days, you can follow a movie’s production schedule for months or even years before it’s released. Director and casting rumors, set photos, interviews with the right entertainment magazines and websites, social media campaigns — no rock is left unturned for a movie that wants to build incredible anticipation. However, there’s one movie-marketing tool in particular […]
Q: I’ve created an amazing new product, but no one understands how it works. What’s the best way to educate and excite potential users? A: We frequently work with large companies and start-up clients offering products and services that are relatively new to the world. But no matter how cool a product or service — […]
What do you mean by integrated marketing? A new client asked me this the other week. He’s a smart guy with a lot of experience, so I paused to try to give him a more thoughtful answer rather than just barfing out a definition gathered from Wikipedia (of which there are at least three). In […]
One of our clients had a bit of a surprise encounter with a Twitter follower a few weeks ago over an email they’d sent. Our client had referred to a user within their target demographic with a generic “he,” pronoun, and the Twitter follower was offended that our client assumed their target demographic was male. […]
Two years ago, my inbox was at 28k+ unread messages. Forget overwhelming — my inbox was simply un-addressable. If something fell below the fold (50 emails), it was effectively gone forever, unless I remembered and specifically searched for it. This led to dropped communications, forgotten tasks, and a constant anxiety that I was missing something […]
MarketingProfs featured our article about glassCanopy’s content marketing project on their homepage this morning and we’ve seen a deluge of traffic. So, I thought I’d offer a quick update. It’s been three months since we published “Content Marketing Lessons: 30 Articles in 30 Days.” Since then, we’ve posted 59 additional articles to bring us to […]