eBooks & White Papers


Quit Blowing Smoke. Start Listening.

Am I that guy?

As much as you may not want to hear this, chances are your business has been (or still is) that guy at the party — you know, the self-centered one who only talks about himself, who figures his interests are your interests, and who doesn’t let you get a word in. If you are that guy, it’s safe to assume people aren’t gathering around to hear what you say or see what you’re offering. In fact they’re probably running in the other direction — most likely to somebody who really does have something to say.

What is content marketing?

Content marketing is the polar opposite of what the guy at the party is doing. He’s talking, talking, talking without even knowing or caring if you’re interested in what he has to say. A content marketer always has something interesting and meaningful to say because she truly understands what information appeals to her customers and prospects. And because she knows what they’re interested in and what information they thirst after, her content engages them emotionally with the brand. Because of that engagement, her brand becomes a trusted resource, a product leader and a thought leader. And that combination makes her brand the “go-to brand” at purchase time.