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Best-Practices Are Mythical (but They Do Serve a Purpose)
After interviewing Maddie Grant back in May, I wrote a post that asked, “Are best-practices evil?” I was prompted to ask the question because Maddie and her co-author Jamie Notter had said as much in...
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Business Is Not a Democracy: You Need a Decider
“Everybody should have a voice, but not everybody should have a vote.” That’s what Tom Fishburne told me when I asked him about ways that organizations could harness the creative potential of their...
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How Large Brands Can Scale Social Media [ebook]
Pity the large brand, at least when it comes to social media—because social efforts can be a tricky thing. At the enterprise level, consistent engagement on social platforms is often considered too...
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Beyond Segmentation: Aim for Engagement Marketing
The central question of modern marketing is: What do customers want out of branded touchpoints, and how can we, as marketers, meet their needs? Increasingly, consumers demand offers, outreach, and an...
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Who Does Your Marketing Serve?
What if people were willing to pay you for the privilege of receiving your marketing materials? A while back, I spoke with Laura Fitton about the idea of “useful” marketing, and we thought that, if you...
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Just Reusing Your Content Isn’t Working Anymore
As long as I have been a marketer I have always focused on reusing content cross channel, and I am pretty sure you have, too. But as content marketing becomes a true discipline in its own right, it’s...
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Building a Business Means Building a Community
A few weeks back, Becky McCray got me thinking about the difference between building a community and building an audience, and the idea that most businesses think they are doing the former when they...
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Four Must-Haves for Enlightening Your Customers
If you want customers to converse with you, and about you, you’d better enlighten them first and foremost. (No, I’m not talking about bringing your customers up to a mountaintop so they can converse...
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SXSW Interactive 2013: Six Takeaways for Marketers
The South by Southwest (SXSW) Interactive Festival had more than 24,000 registrants and offered hundreds of sessions. There were more panels for B2B marketers than ever this year. We braved the lines...
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iStrategy Miami: Crucial Takeaways From the Digital Marketing Event
iStrategy Miami in April brought together an all-star lineup, including Facebook marketing expert Mari Smith, business development and marketing media executive Dorothea Bozicolona-Volpe of Social...
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Content Marketing World 2013: Eight Takeaways for Marketers
Content Marketing World 2013 brought more than 1,700 marketing professionals to Cleveland, OH, to discuss the future of marketing. Between featuring Jay Baer at the beginning and actor William Shatner...
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Are You Using the CBD Model to Understand Your Customers’ Buying Decisions?
Companies continue to shift money to content marketing and content “experts” abound. However, many marketers still miss the mark with content strategy because they don’t understand their target...
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