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Blog

Great Content Is More Than Writing

Great Content Is More Than Writing

Ross Beyeler

We all know that the best marketing efforts are supported by awesome content, but “content” can be a whole lot more than just the words you write. To create a total narrative that supports your company’s style, message, and the products you want to sell, your content should expand beyond language alone. In an article for The Future of Commerce, I put together a list of five ways online companies can create content that is going to solidify their brand identity and provide valuable information to customers and prospects. Check out the list here!

Your Content Needs Strong Bones

Your Content Needs Strong Bones

Ross Beyeler

Developing quality content is important, sure, but so is getting it in front of the right audience. Since both take a fair amount of time and effort to accomplish, you can shave off some writing time by repurposing your best content to suit multiple audiences. In a recent article for The Agency Post, i discussed my strategies for doing just that. One of the key components of my approach is building content skeletons - creating a framework for an article or presentation that remains consistent across different versions, ready to be “fleshed out” to be presented to a specific audience....

Marketing has made a big shift toward content and customer/prospect education, but even that kind of information can fall into a couple of big categories. In a recent article for Branding Magazine, I dig into two major types of content: Theme-Driven and Campaign-Driven. Both are important, but the intended purpose of the content will be the driving decider for which approach your pursue. One looks at the present, the other to the future. Read the full article here.

A Culture of Learning Spurs Company Growth

A Culture of Learning Spurs Company Growth

Ross Beyeler

Most organizations want to grow in one way or another. Whether it’s more personnel, more profit, more customers, a larger social impact, upward movement is just in the DNA of most businesses. But no matter what type of growth your organization wants to achieve, one thing has to come first: knowledge.To grow, companies need new ways of doing things, and that only comes with either training in new fields, or learning from past mistakes. Instilling personal and organizational learning as a part of company culture helps keep everyone in the mindset of improvement - and that improvement is essential to...

More and more online businesses are turning toward subscription-based models, and there are some huge advantages to be had for both the customer AND the business providing the subscription. A few models seem to be more successful than others, and with that in mind, I recently wrote an article for Retail Online Integration about implementing this type of program into your own online business.There are some important tips we can learn from the companies already successful in this arena…Read the full article here.