The recipe for delicious content includes voice, judgment, expertise, and care. Here’s how to make sure you’ve got the right ingredients. When all of the smart people are saying essentially the same thing, it makes sense to listen. What are you hearing right now from the smartest people in your industry? Here’s what I’m hearing: I could keep going, but …
Authority + Credibility + Expertise Don’t Always Add Up to Trust
Authority, credibility, expertise, and trust are intertwined and involve more than our logical brains. Sometimes you trust someone inexplicably and sometimes even if a person seems authoritative and credible, you just don’t trust them. When it comes to B2B marketing, organizations need all four. It’s easy to speak with authority. All you have to do is sound like you know …
Batman Cameos and SEO—and You
You and your partner are watching an old episode of Batman, and the iconic scene with Batman and Robin climbing up the side of a building comes on. Neither of you recognizes the famous person who sticks his head out the window and talks to them. How do you find out who it is? What words do you use to …
Gift Giving and Content Strategy: Know Your Audience
Understanding your audience is the cornerstone of designing an effective and non-frustrating content strategy.