Category: Editorial Strategy and Planning


How to Create Unified Content That Works in Diverse Global Markets

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If you work as a marketer in a global company, this conundrum is all too familiar. On the one hand, your content must be unified: Everywhere in the world, the messaging must be consistent, and people must recognize the brand. On the other hand, rigid consistency across cultures can backfire or undercut your business goals. […]


Thinking of Creating Original Research? 8 Things to Consider

By admin 2 0

If you’re thinking about conducting original research to use the data for your content marketing, there are important questions to ask before you get started. I’m talking about collecting data to produce various types of content (e.g., blog posts, e-books, webinars, videos) for content marketing purposes. It’s helpful (versus promotional) content. It’s research-informed content that […]


The New, Critical Role on Your Content Team

By admin 2 0

Ready for a new job? No, I don’t mean that. Unless of course I do – but then that’s a different conversation for different beverages. I mean are you ready for a new role in addition to the one you have now? Our content marketing research this year illustrates that one of the key differentiators of those […]


17 Questions to Break Free From Competitive Content Issues

By admin 4 0

In 1998, I became the investment club guide for My responsibilities included the creation of at least one original article per week on the topic of investing or investment clubs, as well as development of the e-newsletter for the subscribers of that channel. I absolutely loved it. Every piece of content I created scored […]


How to Capture Captive Audiences With Content

By admin 1 0

Imagine having your audience tied to your content with an 8-foot rubber hose for five minutes on a regular basis. “We’ve got this very, very captive audience – and they’re bored – there’s really no super magic. When people pump gas they have nothing to do,” David Leader, then CEO of Gas Station TV, told […]


17+ Guest Blogging Rules All Blog Managers Wish You Knew

By admin 7 0

Miss Manners hasn’t written the handbook on how to be a good guest blogger. Yet, anyone who manages an organization’s blog likely has run into guest bloggers (or wannabe guest bloggers) who focus too much on the “blog” part and not enough on the “guest” part. Writers focus too much on the “blog” part and […]

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