YOUTILITY

Why Smart Marketing Is About Help, Not Hype

The difference between helping and selling is just two letters. But those two letters are critically important to your company’s success.

You’re not competing for attention only against other, similar products. You’re competing for attention against everything. To win in this hyper-competitive environment, you must ask “How can we help?”

If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. This is Youtility.

Includes interviews with dozens of companies practicing Youtility, and provides 6 blueprints for building Youtility in your company.

Available for pre-order soon (get up to 7 exclusive bonuses) at http://YoutilityBook.com
Agency Promotion 34  |  Add Yours

The Only 4 Reasons Agencies Should Care About Their Own Content Marketing

Mimicry is not a strategy. Compulsion is not a strategy. Yet, far too many agencies are devoting resources to content marketing and social media solely because they feel they have to do so. Other agencies have a blog, and Webinars, and an active Twitter feed, so we need some of that too! To what end? [...]

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Content Marketing 15  |  Add Yours

The 6 Stages of Exposing Yourself with Content Marketing

In just 10 years we’ve moved from laggards pondering whether they even wanted a website, to a circumstance where “content marketing” and “corporate storytelling” are garnering serious budgetary resources. But have we let the pendulum swing too far? Is it always a net positive to create and give away content on behalf of your company? [...]

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Content Marketing 17  |  Add Yours

The Science and Results of Real-Time Content Optimization

I’ve been writing Convince & Convert for more than three years, and I continue to be grateful and delighted that you choose to spend time here, when faced with a tsunami of blog options. I continue to find it fascinating, however, that even though this blog is probably considered successful within its very small niche, [...]

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Content Marketing 28  |  Add Yours

The 4 Types of Content Metrics That Matter

In a post last week, I talked about turning your content marketing upside down and focusing first on what behaviors you want your content consumers to perform. Once you’ve done that and created content that you think will drive the desired actions, you can start measuring the efficacy of your content program. Content cannot be [...]

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Content Marketing 39  |  Add Yours

Why You Need to Turn Your Content Marketing Upside Down

All companies now find themselves in two industries: the business they are actually in, and the publishing business. The death of the information intermediary is upon us, and companies need to tell their own story with speed and aplomb. But let’s not go overboard. Yes, you’re in the publishing business, but only as a means [...]

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Content Marketing 9  |  Add Yours

Accelerate the Convergence of Social, Search, and Content

This is my video interview with Arnie Kuenn about his excellent new book Accelerate. It’s a playbook for integrating your social media, search, and content marketing. I wrote the forward for the book. Video production, editing, titling by my friends at Candidio. If you need your raw video footage tidied up good, fast, reasonably priced, [...]

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Content Marketing 35  |  Add Yours

Don’t Be a Content Marketing Grinch

This is the first of what I hope will be a regular series of Webinines: short Webinars of 9 minutes or fewer. Because it’s seemingly 150 degrees throughout most of the country, I went with a cool weather holiday theme on this one. Your Content Should Be Centralized and Decentralized The default state for most [...]

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Content Marketing 20  |  Add Yours

Content Without Advocacy is Just Words and Google Bait

Mike Stelzner knows a little something about building a successful company from thin air. He’s the founder of Social Media Examiner, currently ranked the #8 marketing blog in the world on the AdAge Power 150 (we’re lagging at #19 here at Convince & Convert). In just one year – from a standing start – SME [...]

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Content Marketing 15  |  Add Yours

Google, Social Media, and the Wisdom of Enigmas

Guest post by Daniel Lemin of marketing innovation consultancy Social Studio. He provides brands and agencies with the research, insights and good old-fashioned know-how needed to be more effective marketers. In the early part of my career I was fortunate to land a job on the corporate marketing team at Google. At the time I [...]

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Content Marketing 1  |  Add Yours

Value + Offer: The 3 Levels of Blended Content

Guest post from Russ Henneberry, who writes, speaks and executes on content marketing plans for small businesses. He writes a daily blog about how tiny businesses can make mighty profits using a personal computer, a little imagination and a few well placed dollars. Companies must now create their own attention to promote products and services. [...]

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