Last week I had the pleasure of attending a portion of Content Marketing World, held right here in Cleveland. I went with the intention to soak up as much knowledge as I could about B2B content marketing, and I definitely accomplished that mission. After pouring through the notes I took during the B2B track sessions I attended, I noticed some common themes.
1. Be an expert
One of the sessions I attended, “Implementing a B2B Content Marketing Strategy from Scratch,” talked about Symrise’s content marketing quest to be seen as a thought leader in their industry.… Read the rest
Fathom Education is proud to announce that the first annual Giving on the Green charity golf outing raised nearly $3,000! Fifty-five people participated in the event, which was held at Mallard Creek Golf Club in Columbia Station, Ohio on Saturday, August 22nd. All of the proceeds from the outing will go to two non-profit organizations, Mary’s Meals and Open Doors Academy.
Brittany Amato hands baskets to the winners.
Giving on the Green was the first public event reflecting Fathom Education’s recent efforts to nurture a culture of giving.… Read the rest
“People love what is grand, spectacular and larger than life.”
–Robert Greene, The 48 Laws of Power
Greene’s Law 37—”Create compelling spectacles”—is a great marketing companion to Law 6 (“Court attention at all costs“). With buyer attention being such a prized object for marketers, these two laws combined may be the most important for marketing power. Considered together, they represent the primary need for visibility and engagement with customers. Before anything else, we need to capture our audience’s attention—you can’t buy what you don’t know about.… Read the rest
My post, below, was also published by The Search Monitor on September 4, 2014.
When it comes to paid search, every college and university wants the same thing: more leads at a lower cost per lead. Although competitor monitoring is one small piece to the puzzle, it’s an aspect of paid search that will help you increase your market share. During the peak season, we do a lot of competitor monitoring. Below are 5 things I’ve learned from The Search Monitor (TSM) to help increase leads and decrease cost per leads during this time.… Read the rest
You’ve seen these images online. The smiling face of a call center representative. The happy grins of satisfied customers ordering a product on their laptop. The epic hero shot of a generic warehouse or factory building.
Look closer. That call center representative is sitting in front of a massive CRT monitor, circa 1999. The laptop is from 1995. The headquarters shot has cars from 1979 in the parking lot.
Welcome to the world of stock photography.… Read the rest