Artisan Blog
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Over the past few weeks, I've been talking to some of those "old school" traditional media folks-- niche magazine editors. If you read the headlines, you might think these people are a dying breed, but in fact, they're alive, well and talking regularly to your customers and clients. If you're starting out with a new content marketing plan, or working content marketing principles into your existing plan, you can learn a lot from how these folks (and those who get paid to build...
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B2B marketing fundamentals don't change. The tools change. The technologies change. The business climate changes. But marketing your business has always been about being visible, being remarkable, communicating what you do to the people who care and building those relationships. That's pretty much what it's about today, too.
It's a message that bears repeating, especially in these times of crazy social media hype, technology overload and economic challenges. Your clients still want their...
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When we write something, we want people to read it.
When my clients pay me to write something, they want people to read it. Usually, a very specifically targeted group of people.
But really, we want more. We want them to think about something, to know something they didn't know before, to change their behavior. We want them to DO something with that information. Often, we also want them to buy something we're selling.
Sometimes we spell this out for them in a call to action. Sometimes...
