Category Archives: Content Marketing

Ready to Lead with Content?

If you’re researching how a content marketing program can build your brand, generate demand for your solutions, and equip your sales force for consultative selling, read my 10-part series: Ten Steps to Marketing Relevance Step 1: Structure For Success Step 2: … Continue reading

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Content Marketing at Vantiv 2011-2014

After developing robust Content Marketing at ADP and Convergys, I developed my most successful thought leadership program for Vantiv.  Like the others, it centered around primary research on customer experience within the industry – in this case payments.  A thought leadership program builds the brand, positions … Continue reading

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Content Marketing at Convergys 2007-2010

Content Marketing has been an area of significant focus in my roles since 2005. At ADP, Convergys, and Vantiv I developed successful thought leadership campaigns centered around primary research on customer experience within each industry.  A thought leadership program positions … Continue reading

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Forbes Has It Right

Jayson DeMers’ recent contribution to Forbes, “The Top 7 Online Marketing Trends Dominating 2014,” covers a lot of the themes I’ve been writing about.  If you like what Jayson has to say about Content Marketing, Image-Centric Content, and Simplicity, then take a look at “Be a … Continue reading

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Be an Agent For Change

Steps Nine & Ten of Ten Steps To Marketing Relevance Be the one singing Marketing’s praises — and leaning forward Step nine in this series is really self-help advice…. Sing Your Own Praises. As we discussed in the previous post, many … Continue reading

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Are Brands Dying?

Do you agree that Brands are rapidly losing value in our information society?  In the February 17 issues of The New Yorker, Financial Page contributor James Surowiecki’ writes, in his article, “Twilight of the Brands,” about the theories of Itamar … Continue reading

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Integrating With the Sales Process

Step Seven of Ten Steps To Marketing Relevance Your MAS must be linked to your CRM and other sales tools – and your sales force must understand how it all works In our last discussion, we discussed the value of implementing … Continue reading

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The Age of the Customer

I recently listened to a Forrester webinar, and wanted to share these two slides from it… First, we’ve all heard this, but the landscape has changed shape with the digital revolution.  Now it really is all about the customer. Second, … Continue reading

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Remember: It’s About Revenue

Step Five of Ten Steps To Marketing Relevance Don’t Get Caught Up in Making Nice Marketing…It’s About Making Money How many of you know marketing managers who get lost in the weeds?  Every team I’ve seen has members who get so … Continue reading

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Think Omni-channel

Step Four of Ten Steps To Marketing Relevance Be There With Relevant Content When & Where Your Clients Are Looking For It Even if you create relevant content, customers aren’t going to just appear.  You have to put that content where … Continue reading

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