Last week we looked at the inconvenience and embarrassment of poor website housekeeping, and the uncomfortable truth that all content is findable and that is not always good news. Here’s the disturbing flip side of that coin: while all content may, ultimately, be findable, some of your best stuff is probably invisible and that, my […]
Just Because It's Content, Doesn't Mean It's Good
It must have been about June when Linda called. “Do you know a good B2B writer?”, she asked. I did but not one I was willing to hand over to Linda’s nasty content factory. A few weeks later it was Alex with this observation: “Every decent writer in this city is either on maternity leave […]
Why Marketing Briefs are a Circle of Hell
A friend asked me recently to review a marketing communications brief he had drafted to help his internal customers, mostly product managers, get something meaningful out of his group. It had all the usual sections: communications goal, target audience, budget, timelines, fries with that, and so on. My friend was also planning a series of […]
OK, Who Outsourced our Corporate Soul — Again?
On a recent bender with some marketing buddies the subject of marcom (aka the marketing communications department) came up. And through our collective whining, I made a horrifying discovery. At some point in the three years since I was a marketing communications person, the skillset has gone away. Consider this: my friend needed a sell sheet created for a new product. […]
Why Do Small Business Buyers Act Like Consumers?
In any gathering of B2B marketers, the topic of small business inevitably comes up. After all, those of us who work for large companies collectively discovered them just a few years ago. I’m pretty sure they didn’t exist until we found them. Or if they existed, they certainly didn’t buy complicated things like computers and […]
