Most people I know have already kicked 2020 to the curb and are eager to watch it disappear into the rearview mirror. I can’t blame them. At the same …
Are Doing Enough to Educate Your Prospects and Earn Their Business?
Earlier this year, I was interviewing a senior executive of an IT company for a thought leadership article. He had just wrapped up a series of virtual webinars …
B2B Content Marketing Study: Website Content Refreshes and Value Drive Success
Each year, the B2B Content Marketing Benchmarks, Budgets, and Trends report from the Content Marketing Institute is packed with valuable insights into what …
Live Interviews Over Questionnaires, Hands Down. Here’s Why.
Two days ago, I was speaking with a new client – the owner of a small, boutique accounting firm here in New Jersey – about her website content. She started the …
If Your Product Is Complicated, Focus on How It Helps, Not How It Works
Simplicity sells. No doubt about it. The easier a product is to understand, the more comfortable someone will be with their purchase decision. If they “get” …