Hostage negotiators at the FBI developed a model for creating a relationship between the bureau’s negotiators and their counterparts, which culminates in the FBI negotiator influencing decisions of his or her counterpart during the negotiation—like “let her go” or “put down the gun.” The bureau calls this the behavioral change the stairway model: The model […]
What Marketers Can Learn From Hostage Negotiators Read More »
“These buyer personas will help you craft killer content for our client’s audience,” they told me. They were wrong. You see, “Marketing Agency X” (unnamed for reasons which will soon become clear) would send us four-page buyer persona descriptions. Each one delved deep into the fictional lives of the characters they had created for their
“We’ve updated our privacy policy.” Seen much of that sentence lately? I’m writing this May 28, three days after the enforcement date of new European data privacy regulations – commonly known as the GDPR (General Data Protection Regulation). One of the unintended and more humorously ironic consequences of the much buzzed about May 25 deadline
The Biggest Gift to Content Marketers in a Decade Read More »
It’s no surprise that seasonality and holidays have an effect on a brand’s marketing tactics. E-commerce businesses run specials online, brands create Christmas-themed campaigns for holiday lovers. What about the holidays that are commonly recognized as “drinking holidays?” Think Superbowl Sunday, Fourth of July, Cinco de Mayo and even Halloween. Does the fact that more
Retail Seasonality: How Drinking Holidays Can Increase Conversions Read More »
Editor’s note: The following is adapted from the author’s book, Digital & Marketing Asset Management: The Real Story of DAM Technology & Practice, published by Rosenfeld Media and copyright by Real Story Group. Since the turn of the millennium, digital media of all kinds have become an increasingly significant part of our everyday experience. Every
I’ve been in the content marketing space long enough to be familiar with the saying, “If you create all this great content and yet no one sees it, what’s the point?” This simple question helps those starting in content marketing stay focused on the big picture. Today, though, that saying should go something like this:
4 Paths to Better Content Management and Strategy [New Research] Read More »
A website without great navigation can be like the clearance rack at Urban Outfitters. It is full of hidden gems, but sizes and types of apparel are all mixed up. You’re often left wondering if the effort of sorting through the options is even worth scoring that great deal. Navigation is crucial for both users
How to Organize Your Site’s Navigation Based on Audience Insights Read More »
If many people view life’s value in relation to its impact on others, what if you viewed the content your company creates in the same way? How does your content actually impact your end users, and what value does it provide to their decision making process? How can you best answer this question, and what
Enhanced Tracking for Analyzing Your Content’s Impact Read More »
Choosing a category from a million possibilities for your digital asset is more than enough to drive us crazy. But it doesn’t have to be! Follow these six steps to making sure you’re choosing a category that’s inspired by data, has high success potential, and most importantly is in line with your whole team’s goals.
How to Win With Guided Selling, Part 1: Prioritizing a Topic Read More »
We all have experience in our industries, but that can sometimes give us blinders into thinking we know everything about our audience. It’s important to get the audience’s perspective and see what they’re really looking for and need. Sometimes, we can also have the tendency of cycling one anecdote or another any time a subject
How to Win With Guided Selling, Part 2: Audience Interviews Read More »
