Content & Message

Making Your Marketing New-Normal-Proof – Andigo – B2B Marketing Article

Many of us are focused on how drastically things have changed in our worlds. Enormous numbers of people have lost income, or jobs, or even companies they’ve built over decades, to say nothing of the loss of life.  And yet, when it comes to marketing, there are ways that the “new normal” won’t have changed anything at all, no matter what shape it takes.  Most specifically, I mean that marketing works best when it connects on a human level. When we drop the jargon,…

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Love and Content Marketing in the Time of Coronavirus – B2B Marketing Article

Yes that’s a reference to an absolutely fantastic novel, Love in the Time of Cholera, by Gabriel García Márquez. If you’ve read just about anything I’ve written about over the past 10 years (when you’re not reading great novels, of course), you know that I’m a big fan — and practitioner — of content marketing. So it’s a little odd for me to say that now is the time for content marketing. It’s always the time for content marketing in…

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Website Marketing Effectiveness Checklist for 2020 – B2B Marketing Article

If you’ve already missed two days at the gym and the wine bottle is calling your name even though you promised yourself a Dry January, you may be feeling a little blue. Cheer up! I’ve got just the New Year’s resolution to get you back on track. It won’t help you lose weight or get your body beach-ready, but it will improve your website’s marketing effectiveness. Though you should be doing many of these things as part of your regular…

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Using WordPress to Power Your Digital Marketing – WordCamp NYC 2019 Presentation – B2B Marketing Article

Please click the link below to download the slides from Andrew Schulkind’s presentation at WordCamp NYC 2019. It includes tips on powering your digital marketing with WordPress and related tools, as well as general digital marketing strategies. Using WordPress to Power Your Digital Marketing (PDF) A video recording of the presentation will follow when it is made available by WordCamp NYC organizers. (It’s an all-volunteer event, so please be patient.)     This is only a snippet of a B2B…

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Why Your Digital Marketing Can’t Afford a Cheap Website – B2B Marketing Article

Over the past 10 or 15 years, I’ve tackled some pretty big household projects, including building turned-leg desks for my daughters and adding crown moulding throughout the first floor of our house. So I get the DIY impulse — it can be fun and rewarding, and it can save you a lot of money. But as well as that equation works at home, it doesn’t necessarily translate well to the office. For example, your company website. If all you need…

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Using Case Studies in Your Digital Marketing – B2B Marketing Article

The classic case study format — problem, solution, outcome — is tried and true and it’s tough to beat. But there are ways that you can make your case studies work harder as part of your digital marketing. Here are a few: Photo by Kristin Klein Make Your Client the Star of Your Case Studies Of course, your case studies need to help prospects understand the value of the product or service you provide. But takes paragraphs — or pages…

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Your Website’s About Us Pages Matter More Than You Think – B2B Marketing Article

There is real digital marketing value to a well-constructed About Us page on your website. Too often, though, marketers pay short shrift to the impact this content can have. I’ve written in the past about errors and lost opportunities related to the About Us page(s) on your website. So I was excited to see an article on the Nielsen Norman Group website offering their take on much the same topic. Photo credit The NNG article goes into much greater detail and…

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