WORKWEEK

An email back to my welcome message this week said that their biggest content challenge was getting larger team buyin so that content efforts aren’t wasted or, as they put it, a “frivolous pursuit.”  I wish I had a more effective answer here…but the reality is that figuring out how to get larger team buy-in…

Not just because its hard to measure results (which it can be… but that can also be solved!). Not just because a lot of people think writing is easy (which they do, and for a lot of people, it is!). Not just because the industry is quickly changing and how content folks distribute content in…

If technology buyers (i.e. me and you!) still use Google search on their buying journey, but don’t trust content from B2B brands––where does that leave content marketing teams?  I have a lot of thoughts on that but one in particular that I’ve been thinking about for years and haven’t yet brought to fruition, and I…

We did a survey Everyone has theories about search. People like X. People don’t like Y. It’s hard to validate or disprove these theories! I had theories and questions about how B2B buyers are influenced by—and perceive—SEO and Content. So . . . I asked them via a professional survey.  This article is about the…

Start with your team’s needs First things first, you need to talk to your team. What kind of content do they need to do their jobs better? Do they have a wish-list of topics or formats? In what channels do they use their content––email, social media (paid or unpaid), etc? Even better if you have…

Before we dive into what you might do if SEO wasn’t a distribution channel, let’s understand what SEO does for us as content marketers: It drives traffic (Woohoo!). That’s the main goal of SEO––to drive traffic back to your pages. And ideally, you want the traffic landing there to be prospects who searched for a…