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Vol. 5 , No. 48     November 28, 2006


In this Newsletter:

  1. Ten Steps to Starting a Company Blog
  2. Seven Steps to Building a Strong Nonprofit Brand
  3. The 10 Biggest Mistakes Marketers Make—No. 6: Ignoring Your Company's Business Model
  4. Ten Key Questions for Your Web Copy
  5. Creating Momentum: Guide Site Visitors Forward to the Next Page
  6. Your Baby's Ugly... and You've Got Bad Breath
  7. Marketing Challenge: Hire Experience or Potential?

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Premium Content

Mack Collier
Ten Steps to Starting a Company Blog

Blogs are continuing to grow in popularity, and they are no longer merely a way for angst-ridden teenagers to express themselves. Today, progressive companies are communicating with bloggers in their industries—and even creating their own blogs as marketing communications tools.

A weblog is a wonderful tool for not only better serving your community of customers but also improving your bottom line. But that can only happen if you are willing to enter this space after due diligence and with the commitment necessary for your blog to achieve its full potential. These 10 steps will help walk you through that process before you jump into the blogosphere and start setting up your company's blog.

Get the full story.

Please note: This article is available to paid subscribers only. Get more information or sign up here.


B2B Marketing Roundtable: Hot Trends for 2007

Pull up a virtual chair to see what 2007 holds for B2B online marketing. This free Webinar features experts from SiriusDecisions, Bulldog Solutions and National Instruments.

Register now!

Laura Ries
Seven Steps to Building a Strong Nonprofit Brand

In the nonprofit sector, marketing is often considered a dirty word, a necessary evil that no one admits spending too much time or money on.

But to build a successful nonprofit organization to help people, you still need to follow the laws of branding. Why? Because powerful nonprofit brands will raise more money, attract more volunteers and help more people.

Get the full story.

Roy Young
The 10 Biggest Mistakes Marketers Make—No. 6: Ignoring Your Company's Business Model

Regardless of the business model that predominates in your company, you can help your superiors and colleagues see your connection to cash flow by actively supporting that model through your marketing strategies.

Get the full story.


A Note to Readers

Strictly for Amusement

Maybe because I’m heading to Orlando, Florida, tomorrow to attend the American Marketing Association’s Mplanet event, but this question in the MarketingProfs Know-How Exchange caught my eye.

Mattias wants to know how to make an amusement park educational as well as fun. He writes that he’s currently “working on a marketing plan for [an] amusement park, where the educational aspect will be important.” He wants to keep investment and labor costs low, and says that space is limited.

I’m fairly certain Mattias’s request is serious – although it does feel like a tall order, doesn’t it? Regardless, if you think you can offer some advice, feel free to weigh in on his question or any of the many others that have been posted of late, including: Survey Timing - December vs. January, Marketing/PR Tips For When You Have No Budget, What Should We Charge To Provide Leads?

Check out these and more on the home page of the richest of MarketingProfs resources, the Know-How Exchange.

And by the way, be sure to read my coverage of the Mplanet event on the MarketingProfs blog, the Daily Fix. I’ll be covering the event as one of several embedded bloggers. If you are attending, too, be sure to drop me a line or hunt me down in Orlando.

Until next week,

Ann Handley
Chief Content Officer


Last Issue's Top 5

  1. Engaging Millennials - How to Win Their Brand Loyalty
  2. The Myth of the Elevator Speech
  3. How to Turn Complaints Into Brand-Loyal Customers
  4. Five Proven Ways to Waste Money With Pay-per-Click Advertising
  5. Product Marketing at Motorola: Q&A With Marketing Champion Wendy White
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What can YOU learn in 90 minutes?

Thursday, November 30
Crash Course #3: How to Craft a Compelling Offer and Call-to-Action
Cyndi Greenglass demystifies the key to getting better direct marketing results.

Wednesday, December 6
Killer Web Content: Make the sale. Deliver the service. Build the brand.
Gerry McGovern is back with his fresh take on web content, in the first of two back-to-back virtual seminars.


Jonathan Kranz
Ten Key Questions for Your Web Copy

Today, your Web site is more than just a media source where people find information about your business; it's the place where many customer relationships begin. In your prospects' minds, their experience of your site is a foreshadowing of their experience with your company or organization.

Establishing a favorable relationship is quite a challenge. But you can improve your odds by challenging your site with these 10 important questions.

Get the full story.

Nick Usborne
Creating Momentum: Guide Site Visitors Forward to the Next Page

All too often, Web pages, even homepages, provide readers with a variety of choices, but don't really provide a clear way forward. This is particularly true when a site has multiple products or services to sell.

If visitors read your homepage and become interested in something you are selling or offering, what should they do next? Where should they click? Are they ready to go directly to the order page? Would conversions be higher if visitors first read a full sales page?

Get the full story.

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Steve Baker
Your Baby's Ugly... and You've Got Bad Breath

It takes an incredible amount of intense drive, determination, and a strong ego to breathe life into a business and create products from scratch, but it's also that same ego that won't let a business owner be objective about what their business needs to succeed.

Get the full story.

Meryl K. Evans and Hank Stroll
Marketing Challenge: Hire Experience or Potential?

This week: Should you hire experienced marketing professionals, or those with less experience but more potential?

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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