If A Content Marketing Tree Falls In The Forest


It fell. But did anybody hear it?

Chances are, probably not.

A lot of product/services marketing folks are reaching out for new solutions today and many are coming back with the same one: content marketing. And there’s nothing wrong with that. In fact, if you are not utilizing content marketing as a fundamental leg on your marketing “stool”, you are probably missing the boat.

It is surely to your advantage to position yourself as an authoritative source in your chosen marketplace while providing your prospects with valuable information that will benefit their businesses. Content (good content) truly is “king” and the development and/or curation of such content should be an important part of your marketing strategy.


We’re not in Iowa anymore.

But the bigger issue lies in the promotion of this content. And that’s where digital marketing platforms come into play. Yes, I know, many will shrug off the entire notion of “paying for traffic”. And don’t even mention the old school tactics of advertising: direct mail, print media, broadcast, etc. After all, if we build it (and it’s really, really good), they will come, right? In most cases, not so much.

And while no one can suggest that the traditional forms of promotion are dead, content marketing does lend itself more effectively promoted via digital formats. Each channel or platform has it’s own application and you’ll need to choose those that best fit your particular market or niche.

To that end, I recently discovered a great post by Jeff Bullas, one of my favorite marketing bloggers, that does a great job of summarizing the pros and cons of each of the major “paid ad” type platforms. Please feel free to check it out here.

So write on, you content marketers, with pride and conviction in the value of your contributions to the markets you serve.

Just don’t forget to actually tell someone about it!



Is Lead Gen Dead?

Most businesses with a sales staff of more than one utilize some type of lead generation and opportunity tracking system. And usually there is a version of the sales “pipeline” somewhere in some responsible sales manager’s hands. It probably looks something like this:


The Lead Gen Problem

The problem many business owners face is that either (a) there’s not enough lead generation being done to fill the pipeline to begin with, or (b) the pipeline seems full, but not enough sales are being generated from those leads. They usually think this is caused by either gathering too many unqualified (not real) leads, or poor closing techniques by the sales staff.

The real reason this occurs is that too much focus and effort is placed on the extremes of the pipeline (top and bottom) and not enough in the middle. This is called “pipeline marketing” or “pipeline management”.


How Does Your Grass Grow?

About ten years ago in late May, as I was working and sweating, trying to do everything I could to improve my lawn’s slim chances of survival during the hot summer months to come, a neighbor (who’s lawn just happened to be the envy of the neighborhood) strolled by and said: “You know, if you’ll work this hard on your lawn in September and October, next spring you won’t have to work half this hard and your grass will look great all summer.”


The Key To A Greener Sales Forecast

The key to improving sales is not just in what we do on the front end filling the pipeline, or in what tactics we take to convert those leads to sales. If we’ll commit to working half as hard on pipeline marketing, we’ll find it takes a lot less lead generation activity (and dollars spent) or sweating out closings to generate a lot more “green” in the end.