When it Comes to Content, Who Cares if there’s an App for That?

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One of the more satisfying aspects of the more than 8 years of publishing Copyblogger has been the renewed praise for email marketing. Misguided pundits had proclaimed it dead for years.

Email, of course, is alive, well, and had never left the building. That’s because email still converts to sales at the highest rate of any online medium, while social media barely registers.

Email may be “old,” but it works.

The other favorite target of the doomsday punditry is the web itself. Specifically, the tried-and-true website.

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Thought Leadership is a Synonym for Attention

I’ve been thinking about thought leadership lately.

Many smart people, including venture capitalist Brad Feld and Marketo cofounder Jon Miller, equate content marketing with becoming a thought leader.

Personally, I’ve never liked the term. It signifies some exalted guru status, and my 15 years of online content marketing suggest something much less exclusive.

Anyone can achieve business authority with content, if they truly want to. I’ve done it in several industries, starting as a complete unknown in each.

Still, when smart people speak, I listen. I decided to dig a little deeper into the concept of thought leadership, especially since I don’t think I’ve ever mentioned it before on Copyblogger.

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The Return of Audience Optimization

The word optimization is funny, you know? At least how we use it online.

Search engine optimization. Social media optimization. Over-optimization.

(By definition, it’s impossible to over-optimize. Going beyond optimal is no longer optimal. But I digress).

Optimization is a good thing, if you think about it the way copywriters did before the Internet. It wasn’t about algorithms or social sharing button placement. It wasn’t about “big data” beyond what people responded to.

In other words, the optimization of online content is about making it near-perfect for the people you’re trying to reach. Everything else follows, including the all-mighty traffic.

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How to Raise Money for Your Business

You know what sucks?

Talking to money people. Whether they want to buy you or invest in you, it’s just no fun.

And that’s if you can get their attention in the first place.

We’ve had those discussions ourselves earlier this year, and our answer is still no. It may always stay that way.

But I’ll tell you what doesn’t suck.

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Last Day to Save on Our Small Business Marketing Summit

Small Business Summit at Content Marketing World

NOTE: Today is the last day to save $100 off registration with the code COPYBLOGGER. See you next month!

We’re only a month away from Copyblogger’s first ever Small Business Summit, but there’s still time to attend and save!

That’s right … we’re hosting the Small Business Summit on September 12, 2013 at the Cleveland Convention Center, as part of this year’s Content Marketing World. This one-day event features me, Sonia Simone, and some of the finest minds in content marketing, all drilling down into the tactics and strategies that actually work for small businesses.

The Small Business Summit is a completely stand-alone event — you don’t have to attend the rest of Content Marketing World. But it does perfectly complement the broader sessions if you want to enjoy a truly immersive experience.

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21 Content-Related Business and Revenue Questions Answered

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Note: This podcast is syndicated from my Entreproducer project.

In this third edition of our content marketing Q&A series we focus on your questions about business structure and revenue models.

Getting your head around the practice of regular and valuable content creation can be tough, but once you do … you’ve only just started building your business.

What kind of products or services should you offer? How do you hire the right people so you can scale? How do you actually build revenue?

In this 58-minute discussion, Robert Bruce and I cover …

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