How Relentless Pursuit of Content Marketing ROI Guarantees Mediocre Content

Measuring the ROI of content marketing can be tricky. While companies white-knuckle the roller coaster ride from outbound to inbound marketing, many rightly ask for data to back up the hype. “Where are the best practices?” they ask. “Where is the research…the numbers that prove all this actually works?” Meanwhile, new media pundits struggle toContinue reading “How Relentless Pursuit of Content Marketing ROI Guarantees Mediocre Content”

Is Your Content a Bridge or a Wall?

I wish I could say that my love for content marketing originated from some positive, inspiring experience. I can’t. The truth is, it was born out of fear. Fear of calling on strangers. Fear of rejection, of coming off as too pushy, of doing things I was uncomfortable with. Fear of losing face. Marketing allowed meContinue reading “Is Your Content a Bridge or a Wall?”

Why Great Content Without Persistence is Worthless

Ray Kroc built the McDonald’s empire from a single prototype in San Bernardino into a business behemoth that serves around 64 million customers every single day. While I’m not a fan of the food, I am a fan of the man behind it. Here’s one reason why… There’s a plaque inside a sealed glass case at PetcoContinue reading “Why Great Content Without Persistence is Worthless”

Engaging Content is More Poetry than Personas

“Excrement! That’s what I think of Mr. J. Evans Pritchard! We’re not laying pipe! We’re talking about poetry. How can you describe poetry like American Bandstand? “I like Byron, I give him a 42 but I can’t dance to it!” This was English professor John Keating’s (Dead Poets Society) response to J. Evans Pritchard, accordingContinue reading “Engaging Content is More Poetry than Personas”