Month: March 2021

A couple of years ago, I had the chance to present a session about marketing ROI to a room full of marketing and salespeople at an industry event. My co-presenter (Steph Holland, who leads an award-winning marketing and revenue generating sales team at C&EN for the American Chemical Society) and I joked that it was […]

  • Posted in Content Strategy
  • Comments Off on How to drive better content marketing ROI by embracing the sales process

Your subject-matter experts are basically geniuses. They are solving complicated problems with nuanced and well-developed points of view. They understand the context, background, ancient history, pros, cons, landmines, tripwires, roadblocks and hurdles surrounding all the challenges your audience (read: your prospective and current customers) may face. Of course they do. This is what makes them […]

  • Posted in Content Strategy
  • Comments Off on The life-changing magic of solving just one audience pain point with each piece of content.

  Have you ever tried to find information about an embarrassing health issue? Something you wouldn’t want to share with your friends or acquaintances? Of course you have — and like most people, you probably did it through a search engine. Google is a repository of a seemingly uncountable number of queries on topics we’d […]

  • Posted in Audience Insights
  • Comments Off on Health content, stigma and the impact on your channel strategy