LinkedIn Has Opened the Content Marketing Floodgates

Linkedin Centipedes at 2010 Bay to BreakersLinkedIn has gone Tumblr on us and B2B content marketers are drooling. Finally, you can publish directly on LinkedIn, along with people like Bill Gates and Richard Branson.

It seems like the perfect opportunity, but it is brand new territory. What should you expect going in? How should you approach it?

Although it has only been available for two weeks, and only to a handful of people, here are my initial expectations. [Read more...]

Why Your Content Will Never Be Good Enough

Desert RoadQuite simply, the marketing content you create will never be good enough. You will need to produce better content every single day.

Today, someone trumped your content. Just now, they become a more useful source of information to your audience.

How Your Content was Trumped

Content quality is relative. As more companies focus on developing and producing quality content, the overall quality of content will improve and the expectations of content will increase. Your content may have been good when it was created, but now it’s merely average. [Read more...]

Email Marketing 2.0 is Facebook and More

The Changes to Email Marketing will Not End with Facebook.

Jay Baer proposed in a blog post on Monday that Facebook for  Business is Email Marketing 2.0, and that email can then be used to value marketing efforts on Facebook. It is an excellent approach, and I think most comments missed the point. Facebook marketing and email marketing are both about developing an audience that allows you to engage over time.

Facebook is (part of) Email Marketing 2.0.

The most important part of the heading isn’t Facebook, it is Email 2.0. Both Facebook and email are used by companies to distribute information. But email marketing is a one-way blast channel.

Email Marketing 2.0 should look vastly different from today’s email marketing. With all due respect to the email providers integrating social sharing into email, that does not make email marketing a platform for sharing and discussing. It continues to be a one-way channel, at times simply promoting discussion or sharing elsewhere.

[Read more...]

What Comes After Lead Generation?

Steering WheelTwo weeks ago, I wrote Five Reasons Lead Generation is on its Last Legs, exploring the reasons why today’s common lead generation tactics are beginning to fail. However, the requirement that marketing deliver leads will not change.

Marketers need to move beyond today’s content for contact information exchange and embrace new ways to drive demand and capture more interested and qualified contacts. Underlying the new demand generation activities will be two key changes.
[Read more...]