September 13th, 2024
I found a recent news story interesting because I was just writing a piece on impending copyright issues related to GenAI for my “Let’s Get Strategic” column in Information Today.
The makers of Star Wars’ Rogue One: A Star Wars Story are being sued over the use of Peter Cushing’s image. The use of the image occurred back in 2016—long before generative AI, or GenAI, hit the scene—but I’m sure GenAI and its sudden popularity had something to do with the renewed interest. Read the rest of this entry »
Tags: artificial intelligence, chatbots, ChatGPT, content marketing, copyright, copyright infringement, copyright law, GenAI, generative AI, Perplexity, Winston.ai
Posted in AI - Artificial Intelligence, Content Marketing | No Comments »
August 27th, 2024
In Part 2 of this three-part series, we took a deep dive into successfully monetizing website content. Here, we take a look at some key considerations and best practice recommendations from digital marketing experts. Read the rest of this entry »
Tags: content marketing, internet marketing, making money from your website, monetization, website analytics, website best practices, website marketing
Posted in Internet Marketing, Marketing and Branding | No Comments »
August 22nd, 2024
In Part 1 of this three-part series, we took a look at how website content can be optimized to deliver a relevant audience as a first step to successfully monetizing that content. Here, we take a deeper dive into how to deliver content designed to be monetized. Read the rest of this entry »
Tags: content marketing, effective content marketing, making money from your website, monetizing web content, web content monetization
Posted in Internet Marketing | No Comments »
August 13th, 2024
While many people may not think of it this way, Amazon is likely one of the most successful—if not the most successful—websites from a monetization standpoint. Initially, it started as an online bookseller, but today, much of Amazon’s revenue comes through payments received from third parties selling products on its site—a practice referred to as affiliate marketing. Today, more than 60% of its sales come through independent sellers, the company reports.
Amazon, the gorilla in the room here, is the Read the rest of this entry »
Tags: content marketing, content marketing effectivneess, internet marketing, monetizing websites, website monetization
Posted in Content Marketing, Internet Marketing | No Comments »
August 7th, 2024
As I work with people on strategic planning activities—once we get over the initial resistance to strategic planning—one of the biggest barriers I find is concern about implementation. Too often implementation just doesn’t happen and organizations find themselves in an endless loop of planning without achieving measurable results.
Part of the problem, I believe, is that Read the rest of this entry »
Tags: communication strategy, Complete Idiot's Guide to Strategic Planning, content marketing strategy, strategic planning assistance, strategic planning best practices, strategic planning consultants
Posted in Uncategorized | No Comments »
July 29th, 2024
Rosser Reeves, an advertising guru, was active from the 1930s through the 1960s, with significant contributions in the 1950s and 1960s. His phrase “unique selling proposition” (or USP), is a concept that is still relevant today. A USP is exactly what it sounds like it is—a unique selling proposition–something about you, or your product or service that is different from competing products and services in important ways that represent value for your potential customers. In addition to being unique, it’s important that your USP Read the rest of this entry »
Tags: advertising best practices, advertising founders, giants of advertising, historical ad men, Rosser Reeves, unique selling proposition, USP
Posted in Marketing and Branding | No Comments »
July 22nd, 2024
Popular wisdom has it that people like to read stories and that storytelling is a very important skill for content marketers to have—even if they work in the B2B realm. But what if your content team is hesitant about storytelling? How can you convince them of its importance?
This is a question I responded to recently on LinkedIn.
Read the rest of this entry »
Tags: Aristotle and rhetoric, content marketing, ethos, influence, influencing audiences, logos, pathos, persuasive copy, persuasive speaking, storytelling
Posted in Content Marketing, Strategic Communications | No Comments »
July 17th, 2024
Creating marketing communications materials can be challenging. After decades in the business (yeah, I’m “seasoned”… ), I’ve had multiple experiences with review processes—some great, some good, some not so good, and some absolutely horrendous and extremely frustrating.
Over the years I’ve come to identify a number of best practices that can help to both streamline the content review process and minimize frustrations along the way—for both content creators and subject matter experts.
Read the rest of this entry »
Tags: client input, client review process, content marketing, editing, proofreading, review processes, SEO, SEO review, slave to SEO
Posted in Content Marketing, Publishing | No Comments »
July 11th, 2024
Loyal fans are loyal fans. The more loyal they are the more they feel a sense of ownership over the brands they’re loyal to. Just ask Harley motorcycle owners. Because of their loyalty and sense of ownership, they can often be quite put off when brands make changes they don’t like. Like changes to the brand names they’ve become accustomed to.
Case in point: Read the rest of this entry »
Tags: aligning your brand, brand advocates, Brand Management, changing brand names, consumer loyalty, customer engagement, customer loyalty, name change, rebranding
Posted in Marketing and Branding | No Comments »
July 9th, 2024
In my last blog I talked about what I’ve observed as a disconnect between how businesses often talk about their own products and services and how their prospects and customers talk about them. This disconnect can become a significant obstacle when it comes to SEO designed to get audiences to your website. If you’re not using the same words and phrases that your target audience uses when they’re looking for products and services like yours, they’re not likely to find you. Read the rest of this entry »
Tags: content marketing, search engine optimization, SEO, understanding your audience, writing copy
Posted in Content Marketing | No Comments »
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