I write about strategies to turn fans into customers and customers into fans. I also share ways to use real-time strategies to spread ideas, influence minds, and build business.
I frequently talk about the value of free content as way to reach buyers. Offering valuable information at the moment that people are looking is a great way to showcase your expertise. But most “free” offers are not free at all.
A reader asks: “Should white papers have a named author? Or can it simply state a company name or department as author?” This seemingly small issue has big ramifications so I’m sharing here.
Best Practices | Brand Journalism | Business to Business | Marketing | Research and Analysis | white papers
One of my favorite riffs is: "Ebooks are the hip and stylish younger sister of the nerdy white paper."
Brand Journalism | Case Studies | Research and Analysis | Thought Leadership | Viral Marketing | ebooks | white papers
Brand Journalism | Corporate blogging | Marketing | Public Relations | Thought Leadership | ebooks | white papers
On the speaking circuit when I talk about The New Rules of Marketing & PR (including thought leadership based marketing) and when I show examples from innovative organizations, nearly everyone in the audience enthusiastically embraces the ideas. Many people see the poten...
Last night I took my teenage daughter to the Orpheum Theatre in Boston to see two of her favorite bands: Breaking Benjamin and Three Days Grace. We had a great time. This was one of the first concerts I've been to recently where the audience was in their teens and twenties. ...
Advertising | Business to Business | Marketing | New Rules of Marketing and PR | Public Relations | Viral Marketing | ebooks | white papers
As many smart marketers know, a well crafted white paper, e-book, or Webinar contributes to an organization's positive reputation by setting it apart in the marketplace of ideas. This form of thought leadership based Web content brands a company, a consultant, or a nonprofit...