7 Reasons Your B2B Content Marketing Program Fails to Deliver that You Probably Haven’t Heard Before
The surveys have started. There are several industry organizations that field annual surveys about content marketing and they are gearing up. Last year, the data overwhelmingly found every business says they are doing content marketing. This year, I predict satisfaction...Read More
How Creative, Agile and Metrics can Sing in Marketing Harmony [UML]
Agile marketing is not a marketing strategy but rather a management technique for executing a marketing strategy — getting the right priorities done. Years ago, I spoke to a CMO that said, “I don’t invest in anything I can’t directly...Read More
Here’s Why GDPR is Good News for PR and Content Marketing
Like many American marketers, I didn’t pay too much attention to the General Data Protection Regulation (GDPR) until recently. However, the noise level grew so loud and so hysterical over the last six weeks, that, deadline notwithstanding, I could no...Read More
Compounding Returns: 5 Financial Analogies that Explain Good Content Marketing
The idea behind long-term investing is straightforward: put a percentage of your earnings aside consistently over time and leave it alone. This allows interest, dividends and other capitals gains to be re-invested again and again so that it grows with...Read More
4 Takeaways from a Good Podcast on Content Marketing
Survey research suggests almost everyone is doing content marketing these days, but I’m not convinced that’s completely true. It’s my observation that many marketers have latched on to the term because it’s trendy without really understanding what it means. I think...Read More
Is the Buyer’s Journey Becoming Passé?
A few years ago, a big story in B2B suggested the buyer’s journey was nearly complete by the time a prospective customer engaged a vendor. More precisely the statistic read something like this: “Today’s buyers might be anywhere from two-thirds...Read More
Can you Profit Directly from Content Marketing? Maybe.
Regular readers know I bought into the concept of “content marketing” many years ago. It was in effect the coining of a term that characterized a strategy my team and I was already working on across traditional PR, digital marketing...Read More
![top-15 Takeaways from Killing Marketing [Book Review]](https://www.swordandthescript.com/wp-content/uploads/2017/11/top-15-Takeaways-from-Killing-Marketing-Book-Review-600x500.jpg)
15 Takeaways from Killing Marketing [Book Review]
Marketing has made so many small incremental changes over time – think social, digital and content – that we’ve forgotten to pause and examine the effects. More importantly, we haven’t examined how all these little changes through the years, have...Read More
The 4 Engines You Need to Pull Off Content Marketing Successfully
Everyone is doing content marketing these days. In fact, some 80% of respondents say they are doing content marketing according to 2017 survey data. Yet I worry about some of the efforts I’ve seen or heard about. This is because...Read More
![The Essential Characteristics of an Effective CMO [UML]](https://www.swordandthescript.com/wp-content/uploads/2017/08/The-Essential-Characteristics-of-an-Effective-CMO-UML.jpg)
The Essential Characteristics of an Effective CMO [UML]
To say the role of the CMO has evolved is an understatement. In some ways, CMO often seems pulled in opposing directions. On one hand, a core competency in analytics and automation are a prerequisite. Yet on the other, businesses...Read More
