Sword and the Script

Off Script #9: Steveology on PR, Content and Net Neutrality



steveology

A few years ago, I met him out on the social media trail. How it happened, I can’t quite recall, but over time, we just sort of took to each other.

Of all the things that Steve Farnsworth is – a man who counts IBM as a client, a regular on social media power lists, and ubiquity on the web – one that stands out for me is his approach-ability. He’s brilliant — and a genuinely good guy.

One of the most amazing things about the web – indeed one we take for granted today – is the opportunity to meet people we might not ordinarily meet.  Steve and I are on opposite coasts, and what’s amazing is how a few hundred social media exchanges over the course of several years can lead to…a real friendship.   Read More…

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Quotable: The Difference between Selling and Marketing



by Frank Strong

difference selling marketing

Click to enlarge image.

When I left my previous gig, which was focused on the PR and marketing industry, one of my concerns was losing a step.  That’s partly proven true, since my day-to-day now, while still marketing, is focused on an entirely different industry.

However, it’s also proven wrong because moving onto a different vertical market has also helped me look at marketing problems in new ways.  Last week, I found myself at an IT conference for the legal industry and one of the sessions focused on how to sell, or rather “market” IT project internally began with a quote I had never heard before and found it quite compelling. Read More…

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Infographic:  Nurturing the Gap between Marketing and Sales



by Frank Strong

Infographic- A Data Link between Marketing and Sales-header
Sometimes the things I learn in the Army are applicable in business.  A few years back I was fortunate to have been with a First Sergeant, the senior enlisted advisor for a company grade commander, who was king of the follow up.

I hate following up. I cannot comprehend why sometimes people say they’ll do something and then do not. Often I do perhaps the worst – especially from a leadership perspective – possible thing:  I go make things happen myself. Read More…

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Small Business Negative Reviews are a Gift; Here’s What to Do



by Frank Strong

Small Business Negative Reviews are a Gift

She was unhappy with a small businesses service, so she left a negative review.  She gave the business two stars in Google.

The business owner was outraged by the review. “You will be hearing from our attorney,” he allegedly wrote in response.

And there, in just a few paragraphs, one negative review went from zero to sixty in a game of chicken that isn’t likely to benefit the business.  It’s generally not a good idea fight with customers, let alone angry ones, and it’s downright dismal to do it in public.

Sure, such a public debate might draw attention, but it’s certainly not desirable attention. Even if a case winds up in court and the small business wins, it still loses.  It’s called the Streisand Effect, which The Economist sums up as follows: Read More…

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The Buyers Journey and Why Content Marketing is a Thing



by Frank Strong

The Buyer’s Journey is why Content Marketing is a Thing

In January 2013, I was licensed to skydive.  For a variety of very good reasons, it had taken me roughly 10 months to complete the accelerated freefall (AFF) course at Skydive Orange.

As newly licensed skydiver, I needed to think about buying my own gear.  While rental equipment is available, every jump will cost roughly double, there’s always a chance the dropzone (DZ) will need that gear for other AFF students and by design, it’s intended to meet a variety of sizes; it’s not fitted well.

I wasn’t about to rush into buying gear either. It’s expensive and if a skydiver makes a mistake ordering gear, the chances are good it’s going to be an expensive mistake. Read More…

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Infographic: Sales Struggle with Marketing Content Deluge



by Frank Strong

Sales Struggle with Marketing Content Deluge-header

These particular posts didn’t have many social shares and yet the analytics demonstrated someone had been looking at them.  The traffic was noticeable.

Generally I’ve found – both on personal professional sites – that for every social share, there are three visitors. So why were there so many page views on these particular posts?

With just a little more thought, the catalyst became obvious.  The sales team had found these posts and were emailing them to customers and prospects as a touch point. Read More…

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8 Epic Takeaways from Joe Pulizzi’s Epic Content Marketing



by Frank Strong

8 Epic Takeaways from Joe Pulizzi Epic Content Marketing

There are a lot of business books that claim to have something for everyone – from beginner to expert.  Epic Content Marketing, by Joe Pulizzi, is one of the few that fulfills that promise.

Recently I finished his book, and as it is with many books I consume these days, I listened to the audio version – all 8.5 hours of it – over the course of several long drives. It was well worth the time invested and I’d recommend it to anyone in marketing, if you consume one book by year’s end, make Epic Content Marketing that book.

Pulizzi says he first started using the phrase “content marketing” in 2001 when working for a custom publisher.  Few marketing executives had an interest in “custom publishing” but the term content marketing seemed to resonate. Read More…

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Improve Marketing ROI 700% with this One Weird Trick!



by Frank Strong

One wierd trick morpheus
There’s one weird trick that can solve all of your marketing problems. It’s a magic bullet that’s so incredibly effective, it’s amazing that more people don’t know about it.

Marketing agencies HATE this psychologist!

After more than 10 years of rigorous study, a psychologist has discovered how you can improve marketing:

  • Create massive awareness
  • Drive astronomical traffic
  • Develop thousands of leads
  • Convert more 80% of your leads

It requires no upfront investment, very little effort and you’ll start converting leads to sales in a week.  Best of all it is absolutely guaranteed. Click this link now to find out this amazing secret. Read More…

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Off Script #8:  Mitch Joel, How a Period Begins a Conversation



by Frank Strong

 

The period used to be the end of the story. Period.  End of story.

Today, it’s just the beginning.

In many ways Mitch Joel has built a business around this concept and recently he (and his partners) sold that business to WPP.  There may have been a period or two in the acquisition agreement, but again the conversation is just getting started.

Typically, Off Script interviews are conducted by email, but this will be the first conducted by Google Hangout. Moreover, I asked Mitch – a blogger, author, podcaster, speaker and entrepreneur – for 15 minutes and he ended up giving me about 30. Read More…

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Infographic:  Content Marketing Strategy Conundrum



by Frank Strong

Content Marketing Strategy Conundrum

If you don’t know where you’re going, then any road will take you there as the old adage says.  The challenge for many businesses is they do know where they want to go, but they aren’t sure – or there isn’t consensus – on how to get there.

Conceptually, strategy is pretty simple and follows a logical flow:

1. Business strategy first
2. Then marketing strategy
3. Then functional strategies, like content strategy

Ideally, each child strategy is nested with the parent. In reality, strategy is far more complex, requires research and the time to metabolize that research into meaningful and executable plans of action. Read More…

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