Jeanne

Recent Posts

How Do You Know When You Need Content Scoring Technology?

There are a lot of great tech tools available right now for marketers. All you have to do is look at the Marketing Technology Landscape Supergraphic 2015. There are over 1,800 vendors in 43 categories. That’s an overwhelming amount of choice. Even more mind blowing than walking down the cereal aisle at Target.

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What Score Do The Top Posts on LinkedIn Pulse Achieve?

For a while now I've been curious about how the top articles on LinkedIn would score when analyzed by the Atomic Reach platform.

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How To Justify The Cost Of Your Content Marketing Program

There really is no question mark around content marketing anymore.  Content Marketing is crucial for every brand whether you are a B2B or a B2C brand.

A report by Edelman brings to light many of the key reasons why content marketing is essential for marketers.

EDELMAN BRANDSHARE 2014: A MANIFESTO FOR BRAND SURVIVAL is a study that proves the importance for brands to survive and thrive today and into the future.

Two big questions that remain: 1) how to measure return on investment and 2) how to justify the cost of content marketing.  These are both questions you want and need to answer since Content Marketing is a meaningful investment in time and money.

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The #1 Best Tip for You from Content Marketing World And Social Shake-Up

In September, I attended both Content Marketing World and Social Shake-Up, which Atomic Reach was a sponsor for.

I found both conferences energizing, interesting and super exciting.  And I only saw two key note speeches and one session across both events combined.

Since we were sponsors at both events, my primary responsibility was at our booth speaking with potential customers.  Needless to say I didn't get out much to participate and attend the sessions.  Then what was so exciting and interesting?

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10 Great Examples of Brands as Publisher

Back in the late 90's there were a few brands that saw the internet as an opportunity to create their own information and entertainment destination to better serve their customers and define and promote their brand.  At the time I thought they were crazy and I was wrong since they were actually ahead of their time.

Fifteen years later, Content Marketing is growing at break neck speed with no hints of slowing down.  Brand marketers are continuing to shift gears and adopt this discipline as a key element of their marketing strategy.  Some brands have gone as far as creating entire divisions of the company devoted to content and essentially becoming their own publishers or even buying digital publishers that are in-line with their brand identity.

Here I will share some of the companies that I think really "get it" (unlike I did back in 1998) and are doing a great job of providing their targets audiences with information and entertainment that not only meets their customers needs but provide them with a deeper connection to the brands themselves.

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The Best Kept Secrets to Making Your Emails Great!

Email marketing is alive and well and is a powerful and effective tool for Marketers.  Today I read this article by McMurryTMG that talks about some of the stats that prove how effective email marketing continues to deliver results Email Marketing Isn't Dead And We Have The Stats To Prove It.

If we are going to continue to use email marketing as a key tool in our marketing toolbox then we need to stay focused on the best practices to leverage. It will help us a) drive better open rates and action from our emails and b) we build better relationships with our customers and c) avoid negatively impacting those relationships by mis-handling our email communications.

Here are some of the best kept secrets and best practices to keep in mind and implement around your email marketing:

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What Are The Best Questions To Ask When Developing Audience Types?

As marketers when we talk about Audience Personas we are trying to "paint a picture" of our customers as well as industry thought leaders and influencers that are important to us.  We think about a whole list of questions we need to answer about these people such as:

What role do they play in the decision making/buying process?  Are they an Initiator, an Influencer, a Decision-maker, a Buyer, a User or even a Gatekeeper?

What do we know about them?  What are their responsibilities, frustrations, pressures, concerns, needs, likes, dislikes?  What are the demographics - male, female, age and even location?

How do they access content and information?  Do they subscribe to emails newsletters, do they read content on the web or mobile, what time of day do they read content, what days of the week, do they use social media, what content do they consume and why and how often do the consume content?

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How Do You Get To Know Your Audience The Best?

Posted on July 21, 2014
By Jeanne

Audience, Customers, Consumers, Readers.  No matter what "label" you put on them, they are the people you are thinking about when you are writing your content whether it's being published on a website, blog, in email or even somewhere else on the web.  They are real people with varying interests, knowledge, time, needs, desires and so much more.

Many bloggers, Brands and Publishers go to great lengths to understand the people they write content for.  And there is so much data available today. As you well know, we are in the age of "Big Data".  Back in the early days of the internet (which was really not that long ago at all), the promise of "Big Data" was there but not yet at our fingertips and we saw it as the "holy grail" from a marketing perspective.  And what's so great about all this data is that it can translate into insight.  Insight is what gives us the ability to understand and ultimately act on all that data.

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5 Of The Biggest Mistakes To Avoid In Your Content Marketing

Posted on July 10, 2014
By Jeanne

There are lots of checklists and best practices around the best ways to implement your content marketing strategy and plan which are great and super useful.  Here's a great one I always refer to:  Content Marketing Best Practices.  In addition, I believe having some reference points around avoiding the pitfalls is equally beneficial.  There are several potential pitfalls (definitely more than the ones I'll cover here) though these are the most important in my humble opinion.  Here are my top five:

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Are You Listening? Why Should I Care About Your Brand The Most?

Posted on July 02, 2014
By Jeanne

Years ago I worked with an amazing marketing consultant and sales trainer, Linda Pogue. Anyone who was in publishing back then will remember her. She started her career in marketing before becoming a consultant, trainer and coach. She was way ahead of her time in terms of her philosophy around sales and marketing. She is also an amazing lady in many other ways. She no longer coaches and is happily enjoying a leisurely life by the sea. I do miss her though and I'd love to know what she thinks about social selling and content marketing.

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