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This Week's Marketing How-To

Do You Need a Social Media Consultant?

By Mack Collier. Does your business really need a social media consultant, or can you go it alone? Get the full story >

What Works in Marketing!

How a Medical Imaging Company Helped a New Sales Team Establish Client Relationships and Surpass Sales Goals

Company: Toshiba America Medical Systems, Inc.
Location: Tustin, CA
Industry: Medical technology, B2B
Get the full story >
This Week's Top Articles

Mobile Marketing: What is UR txt msg str@tegy?
By Alan Berrey. Where R U? Or, where is your text message strategy? Get the full story >

Effective Online Marketing in a Recession
By Adam Boydens. When budgets are tight is the best time to try new (and less-costly) Web 2.0 technologies. Get the full story >

Email Marketing Insights From Obama and McCain
By Morgan Stewart. What lessons can be learned from both campaigns? Get the full story >

Blueprint for Online Success: Understanding the Fundamentals of Web Site Design, Part 1
By Peter Sena. Good site design starts with an idea—not with a technology. Get the full story >

MarketingProfs Online Seminars

Content Marketing: How to Position Your Company as a Trusted Expert Resource
December 4

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A Note to Readers
from Ann Handley
Chief Content Officer

It's All About the Content

Lately, I've been hearing lots of conversation about the concept of Content Marketing. First, I thought it was a little odd: In my mind, Content Marketing is nothing particularly new – I've been writing about it and creating it for years, both here and in past lives, back when it was still known as custom publishing, or branded content.

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But lately, it seems that there's been a seismic shift in thinking. These days, marketers are embracing the idea that marketing is so much more than broadcasting campaigns and messages that pitch a company's products and services.

Instead, marketing is increasingly about consistently delivering great information to your customers and prospects. It's about giving them stuff they actually want to read, or view, and pass along to others. It's about teaching your customers something, about helping them do their jobs better. It's about you and your company being a reliable and trusted source of information – a kind of beacon among the broadcast noise. It's about engaging customers with your content – not interrupting them with your messages.

You help them, you make them feel better, you might entertain them. And, in the midst of this, you are rewarded with business and loyalty.

These ideas aren't only mine. I learn a lot from Joe Pulizzi, who runs a rich and amazing site that's dedicated to content marketing. And next week, December 4, he'll bring his wisdom to the MarketingProfs audience as well, in his online seminar, Content Marketing: How to Position Your Company as a Trusted Expert Resource. I'm moderating – so I hope to see you there!

p.s. I was at Hubspot's Cambridge office last week to talk about Content Marketing (and some other stuff). See the video here.

p.p.s. Are you on Twitter? Be sure to follow me there at twitter.com/MarketingProfs.

Upcoming Events

ONLINE SEMINARS
YouTube for Business, Part 1: Making YouTube Part of Your Online Marketing Strategy
December 11 with Michael Miller

YouTube for Business, Part 2: Creating Effective YouTube Business Videos
December 12 with Michael Miller

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