Category: Content Marketing

Pay-per-click advertising has become more expensive, and prospects only provide a Gmail address if they opt in—and that’s if they opt in at all. As mentioned earlier, the notion of getting someone to opt in to your content and calling that email contact a lead is common practice. In our view, it’s not an optimal…

A Brief History of Google As the dominant search engine for business users, Google accounts for 90% of all search engine traffic worldwide (April 2018). And for the purpose of brevity, whenever I mention Google, I am also including Bing, Yahoo, and other search engines. In the beginning of the transformation from broadcast marketing to…

Status Equals Authority In social situations and society, there are three sources of status: wealth, power, and celebrity. This is a good thing to know when sizing up people in a meeting, at a convention, or in a boardroom. In the virtual world of content marketing, status plays a role as well—but in a different…

In order to get optimal results, it’s important to understand who you are speaking to, where you have leverage, and what to talk about. Create Content for Prospects in One of Two Mindsets The first mindset is made up of Buyers who are looking for a solution. These prospects are looking to buy and have done…

You have probably read a few articles on what a good content marketing program should have. But a lot of conventional practices are not necessarily the best strategies for European technology companies.  There are many reasons why what is thought of as “best practices” are not the best anymore. One reason is the large industry…

You’re not alone in having concerns about how effective your content marketing is going to be or about the amount of work (and resources) it will take to produce it. There are many success stories and many ways to utilize the strategies and techniques content marketing offers. Here is some of the good news: 1.…