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Why Content Marketing Alone Won’t Work


At our agency, we have decided to stop calling ourselves content marketers or online marketers and start calling ourselves “digital engagement marketers.” This isn’t just a new buzzword that makes us feel important. We have truly come to believe that simple content marketing is not enough to grab and hold the attention of prospects online and—most importantly—keep them coming back for more.

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Jun 30, 2015 9:00:00 AM
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What Should You Write About on Your College’s Blog? 3 Great Topic Areas

You’ve launched a blog in hopes of attracting qualified applicants to your college’s website. You’ve wrangled a group of enthusiastic and knowledgeable writers. Now comes the hard part. Everyone’s looking to you—pens in hand—to tell them what to write about.

As a concept, blogging for your college is a no-brainer: turn out a steady stream of content, attract website visitors, and watch the qualified applicants roll in. It’s that “steady stream” part that trips everyone up, though.

At my agency, we usually recommend to our education clients that they blog at least twice a week—more often is even better. How can you possibly keep pace without running out of topics?

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Jun 24, 2015 8:00:00 AM
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3 Steps to Transform Your Sales Funnel From Awful to Amazing

How to Build A Great Online Sales Funnel in 3 Steps

Do you have a sales funnel? I’m not sure who to attribute the original idea of a sales funnel to but the notion that you want to cast a big net and capture the interest of as many curious people as possible and then filter their interest over time so that some smaller number choose to make a purchase (enroll, subscribe, etc.) is universal.

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Jun 19, 2015 10:27:16 AM
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Who Should Write for Your College’s Blog? 4 People You Should Ask

Colleges, universities, and specialty schools are all jumping on the inbound marketing bandwagon, and for good reason. The modern college applicant has one and only one source they turn to when researching schools—or, anything really—the Internet. If your college isn’t reaching applicants online, you’re not reaching applicants.

So you’ve launched a blog in hopes of attracting qualified applicants to your college. Now who’s going to do the writing?

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Jun 11, 2015 8:00:00 AM
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Demystify Your Low Lead Volume With These 50+ Questions

What’s the point of thousands of site visits if few of them ever turn into leads for your business? It probably feels great to have 4,000 people on your site this month, but it probably sucks when you try to predict how many customers you can close this quarter and next.

Building out a lead generating machine is one of the critical goals of nailing inbound marketing. The better you generate leads, the more likely that you have a repeatable, predictable, and exponentially growing pipeline.

So if your lead volume is lower than you’d like it to be, how can you push it up? That’s the premise of today’s article.

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Jun 11, 2015 7:30:00 AM
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3 Reasons B2B E-commerce Solutions Are Different Than B2C

Thanks to the success of Amazon and other e-tailers, $1.7 trillion will be transacted in business-to-consumer (B2C) e-commerce in 2015. That’s trillion with a “T.” By comparison, Forrester Research projects business-to-business (B2B) e-commerce in 2015 at just $780 billion. B2B e-commerce isn't as large as B2C but it's growing quickly and has some very unique requirements that savvy marketers have discovered. 

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Jun 4, 2015 8:09:12 AM
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Where Are People Clicking on Your Website? This Visual Tool Will Tell You

Let’s say you are running a PPC campaign for a particular landing page selling a particular product or service. Wouldn’t it be nice to know where people are clicking when they arrive on this page?

Well, with apps like SumoMe, now you can see where website visitors are clicking.

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May 28, 2015 9:00:00 AM
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Writing Emails That Convert is Easier Than You Think

An upcoming HubSpot broadcast promises to transform your email marketing based on “Maslow’s Hierarchy of Needs.” Do you really have to understand complicated psychological theories to create good inbound marketing emails?

Nope.

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May 22, 2015 8:00:00 AM
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The McDonald's Brand: Contrived and Confused

 


Ever hear the expression, "You should stick to what you know?" Well, I strongly feel that way about McDonald’s, a corporation that has long been known for its quick service of cheap food. In fact, it is still known for peddling inexpensive food at an incredibly fast rate.

But more people are beginning to turn elsewhere for fast food alternatives since the McDonald’s service model is often equated with having lower quality ingredients compared to companies like Chipotle, which markets itself as fast food with higher quality and fresher ingredients. 

As an occasional consumer of McDonald’s, I understand how bad it is for me and what I am getting into every time. Like most McDonalds customers, I don't really care about how unhealthy their food is.

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May 19, 2015 9:00:00 AM
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4 Stupid Content Writing Mistakes (and How to Avoid Them)

Remember that particularly nasty college professor who threatened to dock a letter grade from your papers for every misspelling he found? What was his problem, anyway? Shouldn’t the content of your writing matter more than a few spelling mistakes here and there?

Like it or not, your grouchy prof was trying to teach you a valuable lesson. In writing, image matters. Sloppiness reflects poorly on a writer and, by extension, whatever argument the writer is trying to make.

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May 15, 2015 8:00:00 AM
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