In his blog, Joe Pulizzi recently wrote, “As our recently released 2014 B2B Content Marketing Benchmark research tells us, the majority of brands out there have absolutely no documented content strategy.” CMI found that only 44% of marketers have any type of content marketing strategy. But I think even those results are suspect, because there […]
Capturing Return On Investment With Content Marketing
A prospective client asked me how much return on investment (ROI) is realistic for a content program (or what we lovingly call a buffalo program). Of course, it depends on the buffalo strategy, relevance of your content themes, how well you promote the content, market demand for your product or service and your pricing strategy […]
Marketing Strategy Is Not A Collection Of Tactics
The other day we met with a financial technology vendor who shared their 2013 marketing strategy. The strategy included a vague set of objectives around increasing awareness and decreasing average cost per lead and a positioning statement that could have been produced by the B.S. Generator (if you’ve never heard of this, check it out. […]
