The HPC Process for Content Marketing that Works
Do you know who you’re marketing to? When I ask this question, most companies respond quickly with, “Yes, Jessica, our marketing team has created buyer personas and that’s who we market to.” But when we start to dig into what a company understands about its customers...
Why Content Marketing Strategy Is Like Kale
Creating a content marketing strategy can be like eating vegetables. It’s important — critical, even — but it’d be nice if you could cut straight to dessert. The part of my job I like the most is the writing. In my experience, that’s where the rubber meets the road....
Human to Human Outreach: Your Content Has to Work for Your People, Too
Customer experience may be the most critical aspect to your company’s success … but not all customers are external. Recently a long-time client reached out to me for help with a new project. “We hired [a big-name agency] to write these sales outreach email sequences...
Does Your Content Marketing Program Need a Diet or a Nutrition Plan?
In 2018, I decided I wanted to lose 10 pounds. So I did what any reasonable person would do. I went to more yoga classes and ate less sugar. Three months later, the scale had moved! … In the wrong direction. Yes, I gained weight. So after I sobbed over half a pint of...