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You're redesigning your website. Fabulous! Who's taking care of the Yes, yes, of course, you need more intuitive navigation, and your design is tired and needs a facelift, but what about your content? In too many web redesigns, planning for content comes last, when it should come Users visit websites for content – to read, to

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"Won't this content that we're publishing be giving away too much to our or "Our customers are going to take this great information that we're publishing and use it to shop our Are two very common objections that I often hear when introducing an organization to Thought Leadership Marketing. They are both logical concerns, I agree,

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You probably receive your fair share of pitches from vendors at work. Nothing wrong with pitches. A well-crafted pitch is brief, polite, and written taking the seat of the person who is going to read it. It should really answer the question "so what?" better than anything else you do. After all, you're trying to make

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The Academy of Motion Picture Arts and Sciences chooses the Oscar for the "Best Picture" each year based on a host of subjective criteria, including (I'm guessing) the quality of cinematography, the brilliance of the screenplay, and ethereal performances delivered by outstanding actors. Great stories beautifully told get Oscar This works for the Oscars. It doesn't

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If you are like me, it can get incredibly overwhelming to keep up with business books. So many publish in any given year (well, before the economy hit the skids, at least), how can you really know which ones are worth the time And yet - the knowledge nuggets and new perspective, when you do sit

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Perhaps your spending has spiraled out of control and your conversions haven't budged. Or, like many of us, maybe your performance is fine but your budgets have been slashed, forcing you to produce the same results with less spend. Before you scrap everything and start from scratch, pull out this trusty first-aid kit for PPC campaigns.

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Over the past two years "green" has become part of nearly every serious business discussion. But what will happen now in this damaged economy? Some of the green pressure on companies will lessen, but the underlying forces driving the green wave will continue over the coming years—from volatile commodity prices (which will rise again aggressively after the recession) to a rise in transparency to tougher questions from key stakeholders (such as your business customers, consumers, and employees). Those big picture trends will continue over years, but here now a few specific predictions for 2009.

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What are the seven most important words in Web marketing? Here's a hint: Search, engine, and optimization don't make the cut. So what words do make the list? What are the seven words that will make your Web site worth viewing?

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Getting your permission-based email marketing emails into the inbox and ensuring that your email design is just right are closely related. Here is some useful information on the nexus between the two as well as on doing both well.

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About one month ago decided to put some effort into becoming a Twitter devote and, sometimes even a fanatic. Given the buzz about this tool for social media, I thought it was a worthwhile endeavor and a chance to see what all this is about. Our Chief Content Officer, Ann Handley ), has also been gently

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Marketers of all stripes are often tasked with forecasting–sales for next quarter or year, inventory levels to meet demand, or marketing budget to meet corporate goals. However, the process of forecasting is often rife with bias, data quality issues, mathematical error, poor planning assumptions. While no forecasting technique is perfect, predictions can be drastically improved through

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The annual Super Bowl buzz-buildup and ensuing flurry of analysis about game day ads is all just part of the entertainment. And it's continuing now, almost a full week later. These attention-getting moments on one fun-filled winter's eve reflect little, if any, true marketing wisdom. Instead, such flash-in-the-pan attempts at reaching millions of eyeballs (whether they

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Okay so you are comfortable with getting your personal brand out there on the web. But periodically you are going to have to monitor, prune and synchronize it to keep it fresh. Here are a few tips for keeping your personal brand clean, organized and bold;" Tons have been written about monitoring technologies for brands and

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There is a great deal of talk these days about social media companies and their need to find a business model. Even my recent PC talked about how Twitter and others will need to find a business model in 2009. This whole discussion seems to be looking for some elusive business model, like there is model

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Score one for ... at the expense of Starbucks and all of the other high-brow coffee shops peddling pricey lattes, cappuccino, espresso and all manner of caffeinated concoctions. Marketing message? You don't have to be a snobbish, artsy type–real or affected–to enjoy a good "cultured" brew. You don't have to spend a lot of money to

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Believe it or not, there's one ride at Disney World that never has a long It features one of the greatest comedic talents alive, Eric It was designed by the most talented "imagineers" on the planet, the ones at And its subject is one we associate with Disney itself -- Yet the ride, Journey Into Imagination,

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The current financial meltdown prompts another, larger catastrophe in the works: the change in the earth's climate and what it will do to business and society. Although those two challenges may seem worlds apart, there are three critical attributes of the financial crisis that are eerily similar to those of the climate crisis.

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Dear CEO: Welcome to the blogoshere! So, umm, how do you really start? How do you get started blogging, and do it well? Let's avoid the technical requirements. (You've got people who can figure that stuff out!) Instead, let's focus on creating the right mindset.

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Digital marketing isn't just an ever-growing collection of components anymore (if it ever was). Don't limit your perception of it to adding the latest Web 2.0 gadget to your site or playing in the newest online community. It's not simply about befriending the Johnny-come-lately of the Web 2.0 family, ranging from YouTube to Twitter to podcasts, blogs, MySpace, Facebook and SecondLife. There is no "connect the dots," because digital marketing is geometric, not linear. What's it all about then? These days, it's about creating fusion.

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Okay, I admit the title is a bit over the top. These ten tips aren't exactly secrets and they won't, in and of themselves, turn you a social media Stated more accurately, these are practical guidelines that will make you a better member of social networking communities in which you participate. (But, if I used that