I was recently at a large annual event in the tech industry. While there were several big-name speakers and some very creative presentations, one stood out above the rest. Everyone was talking about it after the event. It was by the former CEO of a major insurance broker (who would have thought!). What did he do differently? He spent his entire speech – the better part of an hour – just telling stories. There was … [Continue reading]
Try this one-question test to gauge the appeal of your content
You’re creating content. Maybe it’s a blog post. A whitepaper. Anything. There are lots of ways to measure its effectiveness after you’ve published it. But what about before? How do you know if the stuff you’re writing will actually move the needle? There’s a great rule of thumb for creating content that prospects will actually read. And it all comes down to one question: “Who would want to read this in their free time?” If … [Continue reading]
Four lessons from 120 years of successful content marketing
In 1895, John Deere launched a magazine called The Furrow. It was not a typical catalogue to sell tractors, but a publication to educate farmers on how to be better at farming. The magazine took off and became one of the leading information sources in the agricultural community. Today, The Furrow is still going strong, with over 1.5 million readers around the world. It has played a significant role in John Deere’s success. Among content … [Continue reading]
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