Insourcing Your Content Marketing: Should You Take on the Challenge?
According to the 2013 B2B Content Marketing Benchmarks, Budgets and Trends annual report, the majority of companies say that they will increase their content marketing spending in the next 12 months....
View ArticleOutsourcing Your Content Marketing: Homework Required
Content marketing is indisputably hot. Budgets are up. Business awareness is up. Demand for information and services is up. Look no further than the Google Trends charts below, comparing search...
View ArticleOutsourcing Your Content Marketing: Homework Required
Content marketing is indisputably hot. Budgets are up. Business awareness is up. Demand for information and services is up. Look no further than the Google Trends charts below, comparing search...
View ArticleTwo Birds, One Stone: Using Social Media to Build Professional and Company...
A few weeks ago, we visited our friends at Ringio to deliver a social media workshop. As a startup inhabited by almost exclusively engineering types, social media marketing rarely rises to the top of...
View ArticleTwo Birds, One Stone: Using Social Media to Build Professional and Company...
A few weeks ago, we visited our friends at Ringio, a virtual PBX provider, to deliver a social media workshop. As a startup inhabited by almost exclusively engineering types, social media marketing...
View ArticleThe 7 Key Skills for the Modern Marketer
Gentlemen, we can rebuild him. We have the technology. We have the capability to build the world’s first modern marketer. Better than he was before. Better, stronger, faster … able to write, edit,...
View ArticleThe 7 Key Skills for the Modern Marketer
Gentlemen, we can rebuild him. We have the technology. We have the capability to build the world’s first modern marketer. Better than he was before. Better, stronger, faster … able to write, edit,...
View ArticleDon’t Buy Content Marketing from a Content Marketing Shop
I cringe when I hear terms like “content marketing shop.” Shops are where you go to buy things—commodities. You can put the “things” in your cart, check out, and use them when you get home. Content...
View ArticleDon’t Buy Content Marketing from a Content Marketing Shop
I cringe when I hear terms like “content marketing shop.” Shops are where you go to buy things—commodities. You can put the “things” in your cart, check out, and use them when you get home. Content...
View ArticleHow Good Are Your Blog Posts? 10 Tips for Making Them Remarkable
Over the past month or so, when Right Source staffers have asked me to provide feedback on a piece of content, I have begun to respond with the question, “Is it remarkable?” Sometimes the answer is...
View ArticleHow Good Are Your Blog Posts? Ten Tips for Making Them Remarkable
Over the past month or so, when Right Source staffers have asked me to provide feedback on a piece of content, I have begun to respond with the question, “Is it remarkable?” Sometimes the answer is...
View Article5 Types of Content That Deserve More Attention
Content marketing is not a marketing tactic. It’s not SEO. It’s not email marketing. It’s simply…bigger than all that. It’s an all-encompassing approach to how you handle your entire marketing mix, and...
View Article5 Types of Content That Deserve More Attention
Content marketing is not a marketing tactic. It’s not SEO. It’s not email marketing. It’s simply…bigger than all that. It’s an all-encompassing approach to how you handle your entire marketing mix, and...
View ArticleBuilding a Content Marketing Budget: 5 Tips
How much should I budget for content marketing? When some companies answer that question, it looks something like this. “We spent $40K on the website and $15K on that new marketing automation software....
View ArticleBuilding a Content Marketing Budget: 5 Tips
How much should I budget for content marketing? When some companies answer that question, it looks something like this. “We spent $40K on the website and $15K on that new marketing automation software....
View ArticleJumpstart Your 2014 B2B Marketing Plan with 5 Critical Questions
I love strategic planning. That might make me one of the crazy ones, but when done with the right people, strategic planning can be revealing, inspiring, and dare I say it – fun. In most companies,...
View ArticleJumpstart Your 2014 B2B Marketing Plan with 5 Critical Questions
I love strategic planning. That might make me one of the crazy ones, but when done with the right people, strategic planning can be revealing, inspiring, and dare I say it – fun. In most companies,...
View ArticleHow to Build an Effective Content Marketing Plan
According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketing is on the rise, with 93 percent of marketers using content marketing, compared to 91 percent last...
View ArticleHow to Build an Effective Content Marketing Plan
According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketing is on the rise, with 93 percent of marketers using content marketing, compared to 91 percent last...
View ArticleHow to Outsmart 90% of Marketing Job Seekers
Lazy. Entitled. Disloyal. Coddled. Arrogant. Sloppy. Does this sound like the type of person you’d want to hire? Me neither. Call them stereotypes or misperceptions, but if you’re curious about why...
View ArticleHow to Outsmart 90% of Marketing Job Seekers
Lazy. Entitled. Disloyal. Coddled. Arrogant. Sloppy. Does this sound like the type of person you’d want to hire? Me neither. Call them stereotypes or misperceptions, but if you’re curious about why...
View ArticleRight Source Turns Five: Past, Present, and Remarkable Future
Show, don’t tell. Educate, don’t sell. Write for your audience, not for your ego. And by all means, don’t talk about yourself too much. Today, I get to break the rules. After all, it’s Right Source...
View ArticleContent Marketing Without a Plan: Marketer Beware
“Can’t we just plan as we go?” “Why do we need a plan? I can give you some ideas right now.” “Is a plan really going to help?” No. Whatever. Yes. In that order. I hear a lot of objections to doing...
View ArticleHow to Make Content Marketing Your Recruiting Machine
Ask any growth-minded entrepreneur, and he will tell you that people are the lifeblood of his business. Dig a little deeper, and that same entrepreneur will tell you that hiring, retaining, and...
View Article5 Painful Truths About Content Marketing
On maybe a half dozen occasions this year, I’ve had the opportunity to sit in a conference room full of people whose enthusiasm for content marketing is at an all-time high. Having just been exposed to...
View Article6 Questions to Ask Before You Outsource Your Marketing
Running a marketing department has become a more complex endeavor over the past couple of decades. With the introduction of the Internet came dramatic changes in consumer behavior, followed by dramatic...
View ArticleMessaging Before Content: What Belongs in Your Messaging Guide
Stay on message. The phrase is often used in politics and by politicians, some of whom — even the most skilled and polished — can’t resist the temptation to engage in a discourse that takes them far...
View ArticleThe 7 Flavors of Content Marketing: What’s Yours?
According to the B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America report, B2B marketers with a documented content marketing strategy are more effective than those without...
View Article5 Content Marketing Trends to Fuel Your 2015 B2B Marketing Plan
According to a Right Source Marketing study (based on survey responses from a whopping 11 B2B-oriented companies) conducted in November 2014, you, Mr. or Ms. Marketing Leader, either have not finished...
View Article5 MORE Marketing Trends for Your 2015 B2B Marketing Plan
If you read my last post, which spurred this follow-up post, then you know that you have nine business days to get your B2B marketing plan done for 2015. Get on it, slow guy. Like now. While the...
View ArticleChoose Your Marketing Firm: Sheep, Wannabes, or Leaders
[With the exception of Right Source employees, clients, and prospective employees and clients, I don’t care if anyone reads this post. It’s written with that in mind. You’ve been forewarned. Let’s...
View ArticleIt Takes a Motley Crew to Make a Marketing Automation Team
The pioneers of the marketing automation industry were — not surprisingly — very smart marketers. They slapped the word “automation” next to “marketing,” and boom, their targets instantly started...
View ArticleWhy No One is Reading Your Content and How to Fix It
Two quarters down. Completed: 24 blog posts, 6 email newsletters, 4 checklists, 3 drip email campaigns, 2 eBooks, 1 webinar. Victory is yours. Except no one is reading your content. This happens,...
View ArticleSo You Wanna Be a Content Marketer…
Over the last 30 days, I’ve interviewed all types of wannabe and real-life content marketers. I’ve interviewed the accomplished-but-burnt-out journalist who is ready to make the transition into the...
View ArticleWhy Your Website Project Is So Off Track and How Fix It
Ask your friendly neighborhood head of marketing about her new hires, and she is chock full of enthusiasm. Ask her about her 2016 marketing plan, and she is raring to go. Ask her about her shiny new...
View ArticleWhy Your Website Project Is So Off Track and How to Fix It
Ask your friendly neighborhood head of marketing about her new hires, and she is chock full of enthusiasm. Ask her about her 2016 marketing plan, and she is raring to go. Ask her about her shiny new...
View ArticleWhy Your Website Project Is So Off Track and How to Fix It
Ask your friendly neighborhood head of marketing about her new hires, and she is chock full of enthusiasm. Ask her about her 2016 marketing plan, and she is raring to go. Ask her about her shiny new...
View ArticleMeet the New Website. Same as the Old Website?
I’ll admit it. I’ve been known to ridicule companies, in particular business-to-business services companies, for treating their website launch as if they just unveiled the Apple iPhone 6S to the world....
View ArticlePartner to Partner: Marketing Your Professional Services Firm in 2016
I’ve read and then revisited the book Managing the Professional Service Firm by David Maister four or five times. It captures the seemingly simple, yet sometimes complicated, nature of running a...
View Article13 Content Marketing Plans in 12 Months: The Takeaways
A few years back, I became Right Source Marketing’s chief content officer. While that has meant a lot of different things to a lot of different people, for me, one of the key things it has allowed me...
View ArticleAre You Engaged in Content-Driven Marketing or Just Content Marketing?
Gatorade. Keurig. Under Armour. Salesforce. Redbox. All are category creators, companies that grow faster and receive higher valuations than others who might innovate within an existing category. In...
View ArticleDoes Your Company Have the Culture for Content-Driven Marketing?
Last week, I found myself rocked back in my chair, eyes to the sky, taking deep breaths, hoping and praying for a miracle. I wasn’t searching for a real miracle, but rather a minor business miracle. I...
View ArticleAnswer These 5 Questions to Ace Your Content Marketing Interview
A couple weeks back, I was a guest on the This Week in Marketing radio show, hosted by Mihali Stavlas. Over the course of an hour, we covered many important aspects of content-driven marketing — its...
View ArticleWant to Be a Modern Marketing Organization? Think Like an Agency
Having worked in and led both a corporation and an agency, I consider myself equipped to advise recent college graduates with an interest in marketing on where they should start. Although some...
View ArticleBeyond the Basics: 5 B2B Branding Elements You Might Be Overlooking
B2B branding is a critical driver of lead generation and customer acquisition. Here are five essential branding elements that go beyond the basics.The post Beyond the Basics: 5 B2B Branding Elements...
View ArticleWhy Calling Yourself a Thought Leader Doesn’t Make You One
Calling yourself a thought leader doesn’t automatically make you one. Here’s what you need to know to be an authentic thought leader.The post Why Calling Yourself a Thought Leader Doesn’t Make You One...
View ArticleIf Strategic Thinking Is Not Your Nature, How Can You Nurture?
Strategic thinking is often more nature than nurture — but with a few shifts in mindset and a lot of hard work, you can become a more strategic thinker.The post If Strategic Thinking Is Not Your...
View ArticleWhy Customer Insights Will Improve Your Strategic Marketing Plan
Interviewing your clients and gaining customer insights can help you take your strategic marketing plan to the next level. Here’s why.The post Why Customer Insights Will Improve Your Strategic...
View ArticleWant a Successful Marketing Team? Hire These 7 Types of People
To be successful, a marketing team must include a variety of people. As you build your team, make sure to look for these 7 types of people.The post Want a Successful Marketing Team? Hire These 7 Types...
View ArticleTrash the Elevator Pitch: Finding Your Unique Company Story
Your unique company story should roll right off your tongue. If it doesn’t, you’ve got some work to do. Here’s how to get started.The post Trash the Elevator Pitch: Finding Your Unique Company Story...
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