These soft skills will make or break your content marketing team

Content marketing sounds simple. Deceptively so. In fact, to be done well, content marketing is a team pursuit and one which requires a complex...
If you're forging a career in law firm marketing you must make a meaningful contribution.

Compare the Pair: Do clients read your legal updates?

Last week, in A lesson for lawyers in content marketing, I wrote about thought leadership, the highest quality form of content, and how to...
Unless you include a written transcript your video's a lemon

5 irrefutable reasons to pair text with video content

If there’s one thing to be said about video, it has a killer PR machine. Never before has one format received so much attention....
Finding curation-worthy content can be a challenge for B2B marketers

How to smartly manage B2B content curation

There are benefits to be gained from including curated content in your B2B content marketing plan. Among other things, curated content builds trust and relationships, provides...
It's worth investing in content creation

B2B Content Creation: Put Your Money Where Your Mouth Is

Why should B2B marketers invest in content creation? It's complicated.   Though relatively new, content marketing is already a fiercely competitive category. Our scan of LinkedIn...
If you upcycle content you're a winner

Upcycle your content for superior results

Modern day content marketing is barely 20 years old, yet one of the challenges marketers already face is how to create new and original content. The...
Actress Lucille Ball seated behind a desk and reading a brochure

Ten quick lessons in content marketing (for those who are pushed for time)

If you follow us on LinkedIn or Twitter, you might be familiar with our 'Want a lesson in content marketing but pushed for time?' series of...
Most B2B content cannot be measured

Content marketing measurement is impossible without a call to action

B2B marketers have long understood content. But how valuable is the content we're creating? It's impossible to know as most content lacks a call...
To be a thought leader takes nerve

Do you have the nerve to be a thought leader?

It’s not difficult to become an expert. All it takes is commitment, application and, if you are a follower of Outliers author, Malcolm Gladwell,...
Professional services firms are failing in their content marketing.

10 reasons professional services firms are failing with content marketing

A newly appointed Chief Marketing Officer recently asked for my opinion about his firm’s content marketing. He was surprised when I questioned whether his...