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  They Say Everybody Has One 

  Writing

  Point of fact: One of the most alluring things about Facebook is its infinite capacity to find us a new distraction—be it Farmville, virtual gift-giving or browsing through an old flame's recent family photo shoot (major creepiness factor, BTW). Second point of fact: Some companies know this about Facebook, and are already ... more
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  Getting to Know You, You, You, You 

  Writing

  A recent Nielsen study found that global consumption of social media increased 82 percent from Dec. 2008 to Dec. 2009 in the 10 countries surveyed, with users spending an average of 5.5 hours on their sites of choice per month! US and Australian addicts are among the heaviest users of all, spending 6 ... more
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  Good, Good, Good, Good Vibrations 

  Writing

  Dudes: Are you ready to give off some fresh new surfer vibes? Search engines are constantly looking for new signals they can use to improve the quality of the results they provide to Internet surfers, says Eric Enge in a recent post at Search Engine Watch. "Search engines continue to ... more
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  Charm 'em Like Rhett and Scarlett 

  Writing

  Let's face it: If your marketing approach consists of sporadically touting your company's greatness via the overpopulated social mediaverse, you're about to get absolutely nowhere—except ignored. Or hated. Blacklisted, even.  Frustrated with today's confusing social-media etiquette? Well, don't be! There are sassy methods for making your outreach simply ooze old-fashioned Southern ... more
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  I've Got Your Back 

  Writing

  "I have a friend in Florida who owns six Subway franchises," writes Barry Densa in an article at MarketingProfs. "He's rolling in dough, whole wheat, and greenbacks." Lucky guy. But few businesses are so recession-friendly, we suspect. So, for the rest of us, Densa has a five-point strategy for helping our customers, ... more
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  The Next Big Thing Is Already Here 

  Writing

  "In the technology industry," writes Morgan Stewart in an article at MarketingProfs, "we are constantly focused on the next big thing." And there's often an assumption that whatever comes next will wipe out whatever came before. Do you remember, for instance, when computers were going to make paper obsolete? Or ... more
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  Five Risks to Take in '10 

  Writing

  In a recent Search Engine Land article, Andrew Goodman predicts that the biggest risk in 2010-2011 for search marketers may lie in working with outdated assumptions about the size and potential of target markets and the paid-search channel. As a remedy, he suggests five investment or expansion "risks" that could ... more
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  Move Over, Night Rider 

  Writing

  We like to emphasize that mobile is probably the most personalized technology available so far in the 21st century. And these days, finding ways to incorporate yourself into users' daily rituals is crucial to maximizing brand exposure on their up-close-and-personal handhelds. That's one reason for taking a look at GM's new ... more
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  Cover the Spectrum With Whitepapers 

  Writing

  "Since white papers are among the most popular pieces of content for [many] buyers," notes Cheryl Goldberg at the High Tech Communicator blog, "you'll want to create a lot of them. But coming up with new ideas for white papers can be a daunting task." To ease your brainstorming efforts, ... more
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  Stay Trendilicious! 

  Writing

  Looking to make your brand trendier? Get a load of Trendistic, a clear and simple way to watch the ebb and flow of buzz on Twitter. A visit to the Trendistic homepage gives you a quick glimpse at what keyword is hottest on Twitter right now. In addition to the most current ... more
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  Most Journalists Use Social Media for Reporting 

  Writing

  Most editors and reporters depend on social media as a source: 55% of print and Web journalists say social media is important or somewhat important for reporting and producing the stories they write, according to a survey conducted by George Washington University and Cision. more
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  Mix It Up, Baby 

  Writing

  In May 2009, Omniture and The CMO Club asked 102 CMOs to rate the relative effectiveness of digital-marketing media. The vast majority (78 percent) gave top marks to email marketing, but a sizable minority (33 percent) reported success in emerging social-media channels, too. That's because, these days, consumers "engage with a ... more
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  National Lampoon 

  Writing

  Are you on pins and needles waiting for satirists to create YouTube videos that mock your earnest marketing efforts? Probably not. But in a post at his blog, Seth Godin says there's actually a good reason to embrace jokes made at your expense: It means that people have not only ... more
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  You Can Climb This Pyramid 

  Writing

  Before you start soliciting links and becoming active in online communities, it's best to first ensure that your site's content, structure, and design are in peak condition, Virginia Nussey advises in a recent post at the Bruce Clay blog: "Before you can expect a site to develop inbound links, you have ... more
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  When Pizza Turns a New Leaf 

  Writing

  It'd be an understatement to say 2009 was a tough year for Domino's Pizza, what with the awkward employees-abusing-food scandal. A quick recap: two bored employees recorded themselves doing unpleasant things with food, and the video wound up on YouTube. Domino's responded swiftly enough, both terminating the employees and releasing an apologetic YouTube video ... more
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  I Chat for a Good Cause 

  Writing

  The Great Recession has certainly not spared nonprofit organizations. With contributions down an average of nine percent, many charitable organizations have been forced to cut services. Some even face closure. Fortunately, though, the news is not all bad. "With the right marketing mix, savvy nonprofits are able to leverage social-media marketing ... more
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  First of All, Don't Suck 

  Writing

  "[I]n our quest for ever more hard problems to solve," says Avinash Kaushik at the Occam's Razor blog, "we forget that the number one goal of every website is not to suck. Especially at the really simple and basic things." To illustrate his point, he recounts a recent conference that ... more
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  All in Good (SEO) Time 

  Writing

  "They say an Internet year is … equivalent to seven normal years," says Kevin Gibbon in a post at SEOptimise—meaning that we can witness seven real-world-years' worth of change in one year online. To help search marketers keep up, Gibbon offers seven ways to stay on top of the competition in the ... more
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  Now There's an Owl for That 

  Writing

  Sweet news, hardcore Twitter users! Hootsuite—the Twitter management tool developed with marketers in mind—just released an app for the iPhone. That means you can now access the handy features of Hootsuite in any old roost! We first covered Hootsuite shortly after Canadian company Invoke Media launched the adorable owl-themed service. It made ... more
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  Time for Tea and Tweets 

  Writing

  Remember when we told you about Twitcam, the service that lets you stream live video via Twitter? This is kind of like that, but with more oomph and less lag. Say hello to tinychat, which lets you host live Web meetings, TV shows, music jam sessions—or whatever else you wanna do ... more
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  Hurry Up or You'll Be Sorry! 

  Writing

  Some companies seem addicted to email campaigns that shout breathless, time-sensitive offers. Each week, it seems, they tell subscribers about special deals that simply can't be missed—only to make a similar offer the following week. In a post at the Email Marketing Reports blog, Mark Brownlow provides a screenshot with 19 emails ... more
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  You Were Right Here All the Time? 

  Writing

  We recently encouraged businesses to expand their local search horizons and add more local flavor to their national search campaigns. Now, in a post at the Content Rich blog, Jon Wuebben offers more arguments for growing local roots in your search campaigns.  Wuebben quotes Neg Norton, president of the Yellow Pages Association, who ... more
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  The Birth of a Blog 

  Writing

  When building an online community, there are some underlying principles that hold true whether a company is large or small, and among those is a genuine commitment to openness and fostering a dialogue. When starting a blog, companies need to be prepared to embrace those principles; they must also be ... more
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  Lessons of the Little Mermaid 

  Writing

  You're probably familiar with the story of The Little Mermaid. In this classic tale of unrequited love, a girl exchanges her voice for the chance to be close to a prince. It's a parable about finding the right voice amid the melee. Faced with a plentitude of uncertainties about social media, ... more
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  I No Robot. Hear Me? 

  Writing

  Too often, argues Julia Rubiner in the Editorial Emergency newsletter, automated email messages lack the human touch. "They frequently sound like they're coming from a robot for whom English is a second language," she says. "If you're trying to connect with people and persuade them to take action … you ... more

Writing: See all 351 items

Writing articles by the best and brightest in the field

• When Best-Practices Aren't: Five Ways to Break the Rules of Email Marketing and Still Win the Game by DJ Waldow
  A best-practice is the generally preferred practice, one that will make your company more money, thus making your boss happy, which in turn will make you happy. If it were only that easy. more
• The End of the Long-Copy vs. Short-Copy Debate by Barry Densa
  Which converts better and drives more sales: long-form copy or short-form copy? "The more you tell, the more you sell," claim the adherents of long copy. "No one has time to read below the fold," counter short-copy partisans. Of course, both sides are right... more
• A Five-Step Guide to Take Your Campaign Global by Dina Paglia
  How can you ensure that your translated campaign carries the impact of the original? More important, how do you avoid the enormous cost (new creative, photography, design) of having to launch a new marketing campaign for each local market? more
• A 10-Question Lead-Generation Checkup Checklist for Your Website by Bob DeStefano
  Is your website a lead-generation machine? Your website can be your most powerful marketing tool, delivering a steady stream of new business leads and filling your sales pipeline. Find out your website's lead-generation potential by giving it a lead-generation checkup. more
• Five Simple Link-Building Tips by Oliver Feakins
  Link-building services are the most commonly outsourced aspect of SEO. The process involves finding qualified and thematically relevant one-way linking partners who will link to your website. Spammy, automated products seldom cultivate valuable links and tend to do more harm than good. Doing it right means link-building by hand. Here ... more
• Six Keys to Writing a Great Proposal by Doug Stern, Jaclyn Landon
  Looking for ways to create a proposal that sets you and your company favorably apart? Ways that capture the great things you have to offer? Here are six suggested best-practices intended to not only maximize your chances to stand out and land the job but also manage the risks. more
• Problem Solved: How Do I Keep My Website Interesting, and Keep Visitors Coming Back? by Claire Coyne
  We've created a cool website. The bell and whistles are working well—not too little, not too much. We're getting lots of visits from lots of cool folks. But now that we're up and running so well, we're panicked about keeping content fresh! How do I keep it interesting, and keep ... more
• Selling Like Billy Mays: Five Essential Character Traits That Make a Product Easy to Sell by Barry Densa
  Billy Mays, who, sadly, passed away at age 50, was a potbellied, black-bearded Atlantic City carnival barker who wore a blue long-sleeve shirt and a white undershirt. And direct marketers loved him. According to Mays, to be great and an easy sell, a product must have these five essential character ... more
• How a B2B Company Went From Zero Brand Awareness to 190 Leads With Its First-Ever Direct-Mail Effort by Pete Savage
  With Q4 looming, along iwth company revenue targets for the year ahead, this company faced the perennial dilemma common to B2B marketers: how to fill the sales funnel with quality leads now to get a jump on sales-cycle activity in January. A classic direct-mail package and a brilliantly simple strategy ... more
• Is Your Homepage Overwhelming and Underperforming? by Kathryn Roy
  Are your website visitors like tourists strolling through Times Square on their way to a matinee with little time to spare, or are they a captive audience willing to watch and absorb all you hope to communicate? Websites increasingly appear to assume the latter, but Web-analytics data prove the former. more
• 10 Best and Worst Internet Company Names of the Decade by Laurel Sutton
  Like the internet phenoms they trumpeted, Internet company names of the last decade have been, by turns, wildly inventive, deeply troubled, breathtakingly silly, serviceable (if dull)—and, occasionally, brilliant. Here are the trends and names that rose to the top (and sank to the bottom). more
• How to Capture Your Company's Essence in 15 Words by Kathryn Roy
  As a B2B company, you may never air a 15-second message on NPR. But distilling your company description to its essence is a powerful goal. It will force you to jettison the jargon and superlatives. And your message will resonate all the more with prospects. more
• Bearing Bad News: Six Ways to Reduce the Sting When Your Message Stinks by Jonathan Kranz
  I can't promise you that by following these suggestions you'll recover from bankruptcy or resurrect your business. But you can move on with dignity. And, sometimes, when your organization faces its darkest hour, choosing dignity may be the best, last business decision you can make. more
• Don't Make These Value-Proposition Mistakes by Kathryn Roy
  You think your value proposition is as strong as it needs to be because you are making sales, right? But you may be selling in spite of, not because of, your value proposition. more
• Five Ways to Improve Your Landing Pages Right Now by Anna Talerico
  Only about 3% of paid clicks convert, on average. That's a lot of conversions left on the table. Here are five things you can do to turn more of your clicks into customers. more
• Write From Your Reader's Perspective by David Fideler
  When potential customers arrive at your website or look over your marketing materials, they immediately want to know what's in it for them. If that's not obvious, chances are they will move on quickly. By using the word "you," you begin to establish a connection with readers because you address their ... more
• Eight Ways Marketers Can Benefit From Using Alltop by Mack Collier
  In aggregating and organizing content from top sites around the Internet, Alltop goes a long way toward solving the filtering problem that many of us have. Alltop can be an invaluable tool for marketers. This article shares eight ways that we can benefit from using Alltop. more
• Is Anybody Following Your Thought Leadership? Five Best-Practices by Paul McKeon
  A big part of making market leadership pay off is an ability to convey and promote thought leadership. Thought leadership is the outward expression of market leadership. It conveys your views on where your market-space is heading (or should be heading), and by communicating in that way, you show confidence ... more
• Email Marketing Tips for the 2009 Holiday Season by Alex Williams
  The holiday season is the most important time of year for retailers, when aggressive goals are set for increased traffic and sales, both in-store and online. Email marketing is a powerful tool that retailers can use to build their brands and increase sales during that crucial period. more
• Three Strategies for Inspired Holiday Email in Tough Times by Karen Talavera
  The pumpkins come out, the days grow shorter, the weather cools, and there's no mistaking that the holiday season is upon us, even though we're barely past the back-to-school rush. Already, it's holiday marketing time. Yet, in recessionary periods, what is normally a festive season is not all sweetness and light—for consumers ... more
• Top 5 Elements of an Annual Business Plan by Donna Bletzinger
  It's that time again: the end of another fiscal year. Time to assess this year's successes and start planning for next year. What does that mean? It means it's time to write your business plan. A business plan can be hundreds of pages or just a few. Whatever the volume, however, ... more
• Improving Campaign Deliverability for PC and Mobile Users by Wendy Lowe
  All the time spent planning your campaigns seems like a waste if a large number of your email messages are not making it to your subscribers' inboxes. Moreover, the constant evolution of technology means more people are checking their email with their mobile devices. For email marketers, that means one thing: ... more
• 'Hypey' Copy That Converts, and How to Write It by Barry Densa
  Hypey copy is like a fine wine. It has great legs, a fine body, and a rich nose. Hype excites the emotions, stimulates the buying glands, and ultimately converts better- than-dull; drab; "only the facts, Ma'am" marcom-style copy. The challenge, of course, is how to differentiate bad hype from good hype. more
• Seven Questions Local Businesses Should Answer Before Investing in SEO by Kenton Newby
  In the current economic climate, many local businesses are seeking more-effective ways to market. Since their potential customers are increasingly using the Web as a way (and sometimes the first and only way) to find products and services, local businesses realize that their marketing efforts should include at least some aspects ... more
• 10 Practical Tips for Creating Blockbuster E-Books by Jonathan Kranz
  Without careful planning, your e-book may become a sinkhole of confused agendas, missed opportunities, and poor distribution. Here are a few key things that might help you avoid the pains and achieve the gains. more

See all Marketing Articles

Writing case studies, deconstructing real life examples and illustrating lessons learned.

• SEO and Sex: A Recipe for SuccessDr. Helaine Smith, DMD
  CASE STUDY: How does an SMB owner run a business day to day, do his/her own marketing and promotion, and make sure the biz keeps going and growing? Just maybe, SEO+Sex=Success! more
• How a Small Company Went Global (Without Breaking the Bank)Lingo24.com
  CASE STUDY: In the age of globalization and the Internet, extending your reach beyond you home market is easier than ever... if you put some strategic thinking behind it. more
• How One Company's Content Marketing Improved Qualified Lead Generation, Boosted Revenue 38%Intellitactics, Inc.
  CASE STUDY: Good content can position your company as an expert in its field, delivering more and better-qualified traffic to your door. Here's how one company leveraged its vendor-neutral whitepapers, podcasts, and more to increase leads, conversion, and (ultimately) revenue. more
• How a Controversial Book Became a Bestseller via an Aggressive Web CampaignVanguard Press
  CASE STUDY: When the current POTUS is the villain of your book, it doesn't matter that you're a best-selling author... because the mainstream media will find it too hot to touch. So what do you do? You go to the Web. more
• How Weekly Reader Boosted Renewals by Altering Its Direct Marketing Package and CollateralWeekly Reader
  CASE STUDY: Weekly Reader, a publisher of materials for elementary and secondary schools, needed to improve direct mail renewal rates, which had been trending downward. A simple redesign and copy change worked to increase the response rate and orders for the fall school year. more
• How Sherwin-Williams Used Digital Collateral for a Newly Launched Product to Engage Retailers and ConsumersSherwin-Williams Company, Krylon division
  You have a snazzy new product and need marketing collateral to show it off. You want to rally your sales force around it, and at the same time excite the retailers who'll carry it. Print won't do. But digital will. more
• How One Whitepaper Generated 500 Leads and Significant PR for a B2B ManufacturerJER Envirotech
  JER Envirotech, a manufacturer of environmentally friendly thermoplastic biocomposite materials, needed to stand out in the green manufacturing industry. Its solution: create a white paper to both explain and build credibility for its offerings. Here's how that led to 500 new leads over 60 days. more
• A Niche E-tailer Sizes Up Glamour... One Customer at a Time, Boosting Sales with a Personalized Web Site ExperienceSydney's Closet
  Five years ago, Sydney's Closet sold only plus-size prom dresses. Since then, however, the company has significantly expanded its lines, and it sought to segment its customers to help deliver content and offers that would be specific to their interests and needs. Here's its approach. more
• How a Bed & Breakfast Inn Boosted Its Bookings with One Video AdMorning Glory Inn
  As a B&B in the highly competitive historic Pittsburgh area, the Morning Glory Inn needed a way to attract more recreational and business travelers. Its Web site, the Yellow Pages, and direct mail initiatives continued to bring in some new customers. But here's how the inn boosted its online visibility through rich media, and learned three valuable lessons on the way. more
• How a Finance Director Left Her Day Job and Launched an 'Engaging Brand' Online via a Podcast and BlogThe Engaging Brand
  A finance director, feeling stifled by the corporate world, launches her own business based in branding and egagement... with only $1,000 to spend. Two years later, she's a blog and podcast star with a successful business. more
• How an Online Business Increased Conversions (Sales) on Landing Pages by Up to 12%AutoAnything.com
  AutoAnything.com, which sells custom-made automotive accessories and performance parts, designed its homepage almost a decade ago. But as e-commerce has become more competitive, the site needed a strategy. After testing different versions of landing pages, AutoAnything.com increased landing-page conversions by up to 12%. more
• How a Marketing Consultant Significantly Increased His Client Base via Social MediaL&G Business Solutions
  Marketing executive and consultant Lewis Green wanted to re-establish his company in January 2004 after moving across the country. With no professional network in place, he figured the best way to promote his business would be a blog. His first attempt failed. But not his second. more
• How a Patient-Support Program Increased Therapy Participation 20%, Upped SalesActelion Pharmaceuticals US, Inc.
  Tracleer won approval in 2001 as the first oral treatment for pulmonary arterial hypertension, an illness difficult for patients to grasp. Tracleer helps patients control the symptoms, but it has drawbacks. Faced with high patient-dropout rates early on in treatment, the drug's maker needed to change patient perceptions. more
• How an Ice Cream Company Increased Revenue More Than 8% a Year With Low-Cost BlogsDenali Flavors
  Denali Flavors creates and licenses premium ice cream flavors for regional and store brands. Its most popular flavor is Moose Tracks, which is made by more than 80 dairies nationwide—but many consumers have have never heard of it. The company needed to generate awareness at a little cost. So it turned to (where else?) blogs. more
• How a B2C Web Site's Landing-Page Tests Resulted in a 67% Jump in ConversionsBabyCenter
  The landing page for a top Web site's most popular search term converted about 30 percent less frequently than the company's general landing page. By simultaneously testing four new versions of the landing page, the site was able to ensure relevance, increasing conversions 67%—and decreasing abandonment rates. more
• How the Kimpton Hotel Group's Affinity-Based Email Program Boosted Bookings Revenue FivefoldKimpton Hotels
  Kimpton Hotels had successfully created a loyalty program, but its email program was lagging. By implementing an email strategy that focused on segmentation and targeting individual preferences, and by adding a corporate branding strategy, the company increased email bookings fivefold. more
• How a Seasonal Business Increased Off-Season Sales With Five Simple Email TacticsBlooms Today
  Business for Blooms Today boomed around Mother's Day and Valentine's Day. But the company needed a way to drive sales during non-peak times. Via a new email strategy, it increased non-seasonal sales—as well as open and clickthrough rates—and grew its email list 40% in just over a year. more
• How Siemens Medical Proved That a Landing Page with a Single, Compelling Offer Is More EffectiveSiemens Medical Solutions
  Siemens Medical Solutions wanted to elminate links that were secondary to the main offer on landing pages. But Marketing needed to prove its case to other departments. The approach? Test, test, test. more
• How Garden Fresh Realized a Huge Gain in Web Traffic and Longer-Term Loyalty via EmailGarden Fresh Restaurant Corp.
  Garden Fresh Restaurants sought to increase customer engagement with its "Club Veg" loyalty club, totaling more than half a million opt-in members. Its two interactive email campaigns worked like a charm -- leading to huge increases in site traffic and boosting customer loyalty. more
• How a State Agency's Anti-Smoking Campaign Effectively Reached Teens via the Web, TV and Live EventsColorado State Tobacco Education & Prevention Partnership (STEPP), a division of the Colorado Department of Public Health & Environment
  One of the more successful tobacco control programs is the "Own Your C" campaign commissioned by the state of Colorado, which has effectively found ways to resonate with this hard-to-reach demographic. more

Writing: See all 35 case studies

Writing online seminar broadcasts from the best minds in marketing

• Word Perfect: Rewrite Your Website to Engage Customers and Inspire Their TrustAttendee rating:  - Oct 29, 2009
• Create Once, Deliver Twice: Spreading Content Across Social NetworksAttendee rating:  - Sep 3, 2009
• Extreme PowerPoint Makeover: Transform Your Data-Driven Presentation Beyond Bullet PointsAttendee rating:  - Apr 9, 2009
• Lose Control of your Marketing: The NEW New Rule of Marketing & PRAttendee rating:  - Jan 7, 2009
• Content Marketing: How to Position Your Company as a Trusted Expert ResourceAttendee rating:  - Dec 4, 2008
• Email Customization: Getting Personal to Deepen Relationships, Generate Additional Sales, and MoreAttendee rating:  - May 22, 2008
• Identity Marketing: Using PR to Reach the Minds (and Wallets) of Today's Diverse ConsumersAttendee rating:  - Apr 24, 2008
• Telling a Story that Sells: Case Studies with HeartAttendee rating:  - Feb 14, 2008
• Generating Leads With Compelling White PapersAttendee rating:  - Feb 8, 2008
• Promotions: Instant Gratification for Small Business MarketersAttendee rating:  - Dec 14, 2007
• Customer Carewords: Words on the Web that Make the SaleAttendee rating:  - Dec 13, 2007
• Get More Customer Mindshare: Developing a Rock-Solid Value PropositionAttendee rating:  - Nov 29, 2007
• Publicity Power Tool: Building a Great Online Press KitAttendee rating:  - Nov 15, 2007
• Post-Click Marketing: How to Make Your Landing Pages Hit, Not MissAttendee rating:  - Sep 13, 2007
• Small Business Series: Positioning, Naming and TaglinesAttendee rating:  - Jul 20, 2007
• Arm Your Sales Team with Collateral That B2B Prospects Really WantAttendee rating:  - Jul 19, 2007
• Customer Message Management 2: Confuser or Clarifier? Creating Customer-Relevant MessagingAttendee rating:  - Jun 8, 2007
• Customer-Centric Communications: It's All Different NowAttendee rating:  - May 24, 2007
• Delivering Presentations That Make the SaleAttendee rating:  - May 3, 2007
• How to Develop Quality e-Newsletter Content Without Breaking the BankAttendee rating:  - Apr 19, 2007

Writing: See all 35 seminars

Writing marketing downloads for the busy professional

• Lead Generation How-To Guide
  Great product, great sales team, great marketing collateral - now what? People to sell to, of course. Put your lead generation tactics under the microscope with this enlightening how-to guide. Get more and better qualified leads, faster today.
• Paid Search Advertising Template
  If you're a little intimidated by the prospect of Paid Search Advertising, seriously, join the crowd. Here it is though -- a guiding light through the complex waters of Paid Search Advertising. We assembled a 30-page template to make learning and implementing a successful paid search advertising campaign for your firm as easy as possible.
• Benchmark Survey: Communication Skills
  Link directly to the raw (aggregate) data in this 2005 survey about the skill level survey respondents have in various ways of communicating. With access to the raw data, you can view the results, and even filter them to see how a subset of companies in your country or industry answered. In this way, you can interpret the data in the most meaningful way for you.

See all marketing downloads