Posts by Deana Goldasich

Why Are Fewer Corporations Blogging?

Kevin McNulty (@netweave), an esteemed friend and colleague in the industry (I can see his eyes rolling — he’s so humble), asked me for my thoughts on this week’s Marketing Profs Report showing that Social Media usage among Inc. 500 companies was up, while blogging was down. Although I am far from a bandwagon jumper,…

Read More

Will Your Content Even Matter in 2012?

Happy 2012! Did your online content create leads in 2011? Or just a lot of work? Let’s get real. Online content is NOT a magic marketing bullet. Sure, you may get a short-term “sugar rush” of traffic with certain content. However, for businesses with a longer, more complex sales process, that sugar rush simply won’t…

Read More

Even LinkedIn is Spreading the Holiday Cheer!

By now you’ve probably seen Google’s very cute hidden holiday treat. No? Okay, let’s cover that first. In Firefox or Google Chrome, visit Google’s Search page and perform a search of the words Let it snow to see a flurry of snow fall from the top of your browser, rapidly filling up (and fogging up) your display. Use your mouse to…

Read More

What Makes Content Effective?

Like all marketing efforts, Content Marketing has one ultimate goal — to produce new customers or clients. That’s a given. However, HOW content achieves this goal is a different story. In fact, there is no one magic recipe for creating effective content that sells. That’s actually what makes Content Marketers’ jobs so much stinkin’ fun! Content has to be…

Read More

Content Marketing: 5 New Rules We Can’t Ignore

This week I had the surreal honor of attending Content Marketing World 2011 in Cleveland. I say “surreal” because I was surrounded by people who didn’t just chant “Content is King.” These people are actually running the kingdom. The overall message that emerged from the conference was simple but refreshing: Keep it Real. Make it…

Read More

Content Approval in Gridlock? How to Break the Cycle.

The creative process in Corporate America can be chock full of…oh…shall we say…”challenges.” Last week I heard a respected colleague mention that the challenges of gaining project approvals are even worse now because of the economy. Seriously? Don’t worry. I’m not about to jump on the “blame the economy” bus. But, I will say that the…

Read More

Top 5 Reasons I’ll Be Sticking With Google+

I was invited weeks ago, but put off joining Google+ until recently. Then, I waited `til I had a few dedicated hours to delve into the network. I confess, part of me really wanted Google+ to fail. After all, it’s just one more Social Network I have to learn. And Facebook’s hype-machine has desensitized me…

Read More

5 Questions to Ask Before Publishing B2B Content

We’ve been considering an “Infrequently Asked Questions” series—covering the most common mistakes B2B content teams make and how to avoid them. For now, we’re going to highlight a few of our favorites. Feel free to add your own or ask for more! 1. Did you remember to use industry jargon and acronyms? That’s right! Unlike traditional…

Read More

Why Your New Website May Never See the Light of Day

Building a successful and impactful web presence is more important than ever—especially for B2Bs and businesses with a complex product to sell or story to tell. Today, the “creative process” is more about solving the visitor’s problem than about whether the masthead should “pop” more. So why do so many well-intentioned, brilliant web projects fall…

Read More

Take the Test: Is Your Content Tone Deaf?

As more companies discover the importance of Content Marketing, many race to the “publish” button without ever determining if their content is in tune with their brand—or diluted and boring. This is increasingly common for those who farm out content to firms or ghost writers who don’t have a proven Voice & Tone Definition process. Does…

Read More

Why Your Blog Is Your Social Media Hub

“Smart social media marketing is always paired with a well-planned and well-maintained blog.” At Well Planned Web, we utter that phrase at least 10 times a week and include it in every presentation we give. Why? It’s simple. The Social Networks are swimming with partiers and elbow-rubbers. As I like to say, “Any Monkey Can Tweet.” But,…

Read More

Is Your B2B Content Getting the Mileage it Deserves?

Business-to-Business (B2B) marketers are forever chasing the challenge of publishing valuable, relevant content to their blogs and websites. And for good reason. Companies with blogs gather 68% more leads than those without blogs (HubSpot). Those who turn a standard blog into a well-produced, highly-relevant content machine may even see that number rise to a whopping…

Read More