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More content, less writer's block

July 8, 2015

Do you hate writing? Well, I have bad news and I have good news. The bad news first. Done right, content marketing begins to attract clients to you, lowering your cost of new client acquisition. But, content marketing requires that you create… content. Most folks automatically think writing when they think about creating educational content.…

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Demonstrating expertise

July 8, 2015

OK, enough high level stuff. Let’s get into the nitty gritty. The #3 job of your content marketing is to help prospects understand if you’re the right fit by showing what it’s like to work with you. The #2 job of your content marketing is to increase familiarity by appearing regularly in front of your prospects. For software development…

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The success is in the plan

July 8, 2015

This article won’t be very actionable. You’ll be tempted to skip it, which would be a huge mistake. You’ll be tempted to skip it because planning a successful content marketing campaign is hard stuff. It seems much easier and more productive to get busy writing some blog articles. But without a good plan, any effort…

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The #1 problem with content marketing

July 8, 2015

The #1 problem with content marketing is that it’s a job. Doing content marketing well and consistently is. a. job. It takes specialized skills, time, effort, and a calendar. This crash course is here to: Show you all the shortcuts I know about Help you avoid wasting time doing content marketing activities that won’t work Build…

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The True Purpose of Content Marketing Might Surprise You

July 8, 2015

I’d like to tell you what the true purpose of content marketing is. First, you should understand what content marketing is not: A quick win that produces overnight results A band-aid for a broken sales process or other business problem The least expensive marketing channel I expect by now, you’re saying to yourself, “wow, Philip, you…

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Is Positioning Professional Services Different Than Products? Al Ries Explains.

July 3, 2015

The term “positioning” was coined in 1972 by Al Ries and Jack Trout, and big product brands have used positioning to gain competitive advantage ever since then. I interviewed Al Ries (the co-author of Positioning: The Battle for Your Mind, The 22 Immutable Laws of Marketing, and many other gold standard marketing books) about how the…

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Can you build a list even if you have NOTHING to say?

June 30, 2015

You can listen to this post instead of reading it: Or… you can read it: In my coaching and consulting work, I’ve encountered several situations where my client sees the benefit of building a list but feels quite nervous about putting themselves out there by writing content for a list. I have an idea that…

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Content Marketing: The Success Is In the Plan

June 5, 2015

This article won’t be very actionable. You’ll be tempted to skip it, which would be a huge mistake. You’ll be tempted to skip it because planning a successful content marketing campaign is hard stuff. It seems much easier and more productive to get busy writing some blog articles. But without a good plan, any effort…

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The WordPress Plugins I Use For a Lead-Generation Website and Why

May 20, 2015

It’s kind of a lot, but there are some important jobs that have to be done on a lead-generation site: https://wordpress.org/plugins/broken-link-checker/ Because broken links suck. (Edit: my WordPress expert buddies tell me to disable this except when needed because it breaks stuff.) https://wordpress.org/plugins/404page/ lets me create a custom 404 error page with valuable resources and…

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A Suggested Interview Question List for Content Marketing Articles

May 17, 2015

I frequently interview my clients in order to produce articles and big ‘ole series of educational content that attract leads and build trust. This is the question list I usually use: Background/Setup What do things look like today for the reader that needs the help this article will deliver? Why is the problem this article…

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