Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Collaboration integration and people

Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. No matter how you look at it: no business can succeed if it doesn’t make sure that its customers can make their customers succeed. In the social era we […]

Optimize: a Holistic View of Content and Marketing Optimization

Optimize by Lee Odden

Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. In an interview, Lee outlines some key takeaways of his book, that is yet another appeal for a more customer-centric and holistic (digital) marketing approach, this time around content marketing, social media and search […]

Is Touchpoint Marketing the Only Marketing Left?

touchpoint marketing

Content marketers like to use Seth Godin’s famous saying that ‘Content marketing is the only marketing left’. Content is obviously crucial in marketing. It has always been. Or should have. It just took businesses a really extremely very long time to realize it. In that regard, it reminds me of social media. It seemed a […]

Blogging and Content Marketing: Results Versus Personality

blogging and the balance between personality and efficiency

A corporate blog has a purpose. In fact, it can serve several purposes. So, it’s obvious you want to get results with your blog. However, the rules and best practices of efficient blogging should not undermine vision and personality. Business blogging and content marketing are a balancing act. Content is produced by people for people, […]

Joe Pulizzi On Content Marketing: Content Is The Essence Of Marketing

Joe Pulizzi

An interview with content marketing evangelist Joe Pulizzi on what makes great content and the key success and failure factors in content marketing. Last week, Joe Pulizzi and his team at Junta42 and the Content Marketing Institute, organized the first edition of Content Marketing World. The event was a huge success and, obviously, resulted in […]

Content Marketing as a Process: Three Rules Before Starting

three content marketing rules

Content marketing requires a thorough analysis of what people need that goes far beyond their content needs. Three elements to consider before deploying a content marketing strategy. Content marketing is an umbrella term covering a broad set of techniques and tactics for marketing purposes. However, it’s also  a process that it is very connected – […]

The Single Most Important Success Factor of Inbound Marketing

inbound marketing is about helping people find the way

Inbound marketing is not about ‘being’ found. It is about helping people to find what they are looking for by being relevant and keeping your promises. It’s about their context and intent and how you facilitate it. Inbound marketing is a ‘hot’ topic among marketers, as are its good friends content marketing, social media marketing, […]

Content Marketing: Should Content Be Created In-House or Outsourced?

content production

Earlier this week, Sharon Flaherty wrote a post for Econsultancy, titled “Want quality content? Produce it in-house”. I bookmarked it, which usually means I disagree on several points so here are some reflections and tips on deciding whether your content (and what content exactly) should be created in-house or not. I also added my thoughts […]