It seems everyone in business is talking about “content marketing” these days. You read articles and hear buzz about it everywhere. But, is it worth seriously considering or just one more thing for you to do? And, what exactly is it? Let’s answer the second question first. Content marketing is the strategic marketing activity focused on consistently creating highly…

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More brands and organizations are launching or accelerating their content marketing programs each day. As they do, the need for specialized talent to provide the components of the strategy, like written content, increases. In fact, among the first type of contractors that firms will hire are strategic content writers. These specialized professional writers have a…

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Frankly, content marketing is mainly about the writing. It just won’t work if the writing isn’t exceptional. That makes finding top writing talent a priority. But, one of the significant content marketing talent gaps that marketing executives must fill in their content marketing teams is in expert strategic content writers. These are not “just writers.”…

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Jenna* had always been bright and ambitious. A precocious child, she’d established big goals early in her life. One of them was being an entrepreneur, a global consultant. Determined to make that reality, she launched her consulting firm right after attending a top-tier business school. She operated lean and mean and, because of her business…

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  Most businesses that publicity is one of the most effective communications tactics they can use. In fact, many experienced professionals trust press coverage more than other content forms. I’m sure that’s why I get regular calls from prospective clients who want their story told by the media, which now includes bloggers. Some want me…

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The Buyer’s Journey Begins Online When people are experiencing some pain or challenge, they go looking for solutions, usually online first. That includes B2B purchasers. In simplest terms, marketers describe this process as “the buyer’s journey.” While this isn’t often a linear process, it has three stages: awareness stage, consideration stage, and decision stage.  Firms…

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