6 strategies to get better content marketing ROI

Posted on Jan 28, 2015

Everybody seems to be anxious about content marketing ROI. Some have a clear strategy and the latest tactics, some, like Lewis the marketing dinosaur from our new book … not so much. If you’re among the not-yet satisfied, there are 6 areas for you to diagnose: 1. You haven’t segmented your prospects. They’re not just a […]

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“Marketers should ignore customers.” Well, that pokes a hornet’s nest.

Posted on Dec 8, 2014

A number of readers were upset when I challenged the dogma that “customers are your best prospects.” That cliché is routinely accepted as reasonable, but is in fact lazy and limited thinking, particularly for marketers. If you’re a marketer, prospects should be your focus. Customers, a distant second. Ignore might be too strong a word, […]

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