To convince your customers you need to show expertise, use facts and capture their hearts. In other words, you need to use what the ancient Greeks called ethos, logos and pathos in your content marketing. Read more
To convince your customers you need to show expertise, use facts and capture their hearts. In other words, you need to use what the ancient Greeks called ethos, logos and pathos in your content marketing. Read more
Most content being produced is a waste of time and money. The reason is that it suffers from the number one reason content marketing fails – it has an inside-out perspective. It’s the content marketing equivalent of a selfie. Read more
Recently there was this great thread in the Content Marketing Institute’s LinkedIn group, asking about golden rules for creating content. I came up with five points, that I’d like to share with you. There are certainly more, check the thread for some very good ideas, but these are the ones that struck me as key. Read more
Monologues about yourself and the stuff you’re interested in is one surefire way of boring others to tears. We’ve all been there, seated at the dinner table beside the self-absorbed drone, just waiting for the moment coffee arrives to politely excuse ourselves. And communication works the same way. If a company just talks about itself, its potential customers will lose interest and look somewhere else. Thankfully, there’s a cure Read more