Your tactical content strategy should only emerge after you’ve articulated your business goals and are crystal clear on the audience(s) you plan to reach.
Surprisingly often, people undertake content creation without doing either of these things. [Read more…]
Once you have documented the business challenges you must overcome to be successful, you need to specifically define who the target audience will be for your campaign.
This is a critical step for several reasons. [Read more…]
Marketing is marketing. The basic fundamentals are as true today as they ever were.
You must understand your audience – their hopes, their desires, their problems, and their fears.
You must differentiate your offering and strive for a market position that is unique, sustainable, and profitable.
All other strategies and tactics build out from those premises. [Read more…]
Early in 2015, I was inspired to write a book that solved a very specific problem. After many years of launching and marketing products in B2B companies of all sizes, I noticed that, in most cases, they usually encountered many of the same stumbling blocks. These usually had to do with a lack of planning or reflection on their part before they went to market with them.
So, I decided to write down many of the lessons I learned and offer a roadmap that could help companies launch faster and with fewer mistakes.
The Product Launch Primer was born. [Read more…]
Any professional marketer can tell you that it’s difficult to get all of the things done in a day that you need or want to. That’s why I’m honored to have contributed a class to MarketingProfs University Marketing Project Management Essentials series. [Read more…]