The democratization of knowledge is a real phenomenon — thanks to the internet. Your company should be playing on this field in a big way. You should be mining your entire workforce for content and promotion. Don’t close your employees off from social media, empower them to do social media right.
14 Things Everyone Should Know about Writing for eCommerce Sites
By Josh Cole | Published June 28th, 20101. Understand: the web is not print Writing for the web is different from writing for other media. Different types of sites have different types of goals. On an eCommerce or catalog site, users have two main goals of use: Research and Purchase For both of these use cases, you want to help users get…
The 40-Hour Content Marketing Challenge
By Brad Schwarzenbach | Published November 24th, 2009We were recently asked how we would craft an online content strategy if we only had 40 hours a month to do it. It’s an interesting idea. The most important thing is identify, identify, identify.
Do You Really Need a Gimmick?
By Josh Cole | Published October 14th, 2009If you’re creating great content, there’s no point in trying to trick people into consuming it. Distraction is one type of attention, while engagement is quite another.
The $52,000 Customer
By Brad Schwarzenbach | Published October 13th, 2009
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.
Online Marketing Is for Everybody!
By Andrew Davis | Published August 18th, 2009Budget Strategy and ROI (Part 5 of 6) This series asks the tough questions about evolving marketing strategies and the benefits and returns you should expect and plan for. Who’s in charge here? When I speak to potential clients about how to craft a comprehensive online marketing strategy, I’m usually talking to a CMO, VP…
Sowing the Seeds of Promotion
By Brett Virmalo | Published August 5th, 2009Your most targeted promotion will be directly through your personal network. Interpersonal content promotion is more likely to result in a conversation through comments or an e-mail exchange. You may even invite contacts to participate.
An Organic Alternative to Cropdust Marketing
By Andrew Davis | Published July 21st, 2009Budget Strategy and ROI (Part 2 of 6) This series asks the tough questions about evolving marketing strategies and the benefits and returns you should expect and plan for. If somebody told you that you could reach nearly every potential customer directly, engage them meaningfully, and spend less money, would you do it? And what…
2010: A Marketing Budget Odyssey
By Andrew Davis | Published July 14th, 2009Budget Strategy and ROI (Part 1 of 6) By Andrew Davis and Scott Loring This series asks the tough questions about evolving marketing strategies and the benefits and returns you should plan for and expect. Step right up and place your budget bets! Let’s start the dialogue about how marketing will be dramatically different in…
Your Website Is Not the Center of the Universe
By Andrew Davis | Published June 30th, 2009Search is at the center of the web and should be driving your marketing. In fact, within the Galilean model, your corporate dotcom is just a distant satellite. But search itself is evolving. In order to be a real player in the new search, you have to participate outside of your domain.
TippingpointLabs.com: New Look, More Changes to Come
By Brett Virmalo | Published June 17th, 2009You’ve probably noticed that the TippingpointLabs.com interface has changed. This current deployment is part of our perpetual makeover. Please let us know what you think by commenting below. Design, navigation, user experience, feature enhancements, whatever tickles your fancy. Or comment on where the design is headed and give us your feedback. We approach many interactive design problems just…
De-Fragment Your Marketing when Working with Agencies
By Brett Virmalo | Published June 15th, 2009The big three are scrambling to supply services that address this newest evolution. PR and Advertising are offering interactive. Interactive is claiming that advertising is dead. All are offering social media.