I’ll be honest, it’s not always easy to convince VPs and CMOs that digital content marketing is much more effective than mass reach ad spends. It can be daunting to reverse the course of traditional thinking. However, if you’re armed with real-world examples, you’ll probably be more successful.
The $52,000 Customer
By Brad Schwarzenbach | Published October 13th, 2009
The Online Brand Value Chain Explained
By Brad Schwarzenbach | Published October 6th, 2009
Word-of-mouth Marketing can be much more powerful than TV ads. But making it work isn’t as simple as buying air time. The Tippingpoint Labs Online Brand Value chain demonstrates how brands can produce and distribute content online that reaches their audience better.
Get on Get Satisfaction Now
By Brad Schwarzenbach | Published August 17th, 2009Normally my Life Cycle Updates include some fancy graphs and some basic statistical analysis. However, I’d like to get a bit more personal this week. A brief digression. I just had an unbelievably bad restaurant experience. Inattentive service, attitude, incorrectly cooked food (that I could not send back due to an absent server), and plenty…
Shake Hands with SEO and SEM. But Embrace Aggregated Reach.
By Andrew Davis | Published June 9th, 2009There is value in SEO and SEM as part of a larger strategy to drive the right traffic to high-quality content. But if these last two components are left as afterthoughts in a “traffic strategy,” then you are wasting your efforts. Concentrate on driving quality traffic through increasing the quality of your aggregated reach.