The Communicator’s Playbook – Book Interview

Heidi Cohen Interviews Gini Dietrich

The Communicator’s PlaybookThe Communicator’s Playbook: a Step-by-Step Process for Implementing an Integrated PESO Model Program.


Q: What’s your best piece of advice for readers looking to improve their marketing?

I’ve been spending a lot of time of late focused on WHY people buy. As marketers, we tend to focus on the logical or rational reasons someone SHOULD buy, but that’s not how humans make purchase decisions. We buy on emotion so marketers should focus on that and not on the great features and benefits of their products or services. Continue reading

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Blog Post Idea Generation You Can Use

Blog Post Idea GenerationHave you ever found yourself praying for inspiration to strike while you stare at your computer’s blinking cursor the night before your blog post is due?

Don’t worry—You’re not alone.

Did you know that if you learn how to generate blog ideas on a regular basis, you can avoid the curse of the blank page while providing a starting outline for your post? Continue reading

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Annual Content Planning: How To Kickstart Filling Your Editorial Calendar

Annual Content PlanningAre you back from the holidays facing an empty editorial calendar?

Instead of sitting with your fingers hovering over your keyboard waiting for words to magically appear on your screen, tap into the power of annual content planning.

To get your content marketing on track to succeed, use annual content planned around specific times and events. Continue reading

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5 Top 2017 Marketing Trends And 2018 Marketing Implications

2018 Marketing Implications - 2017 Marketing TrendsTo understand the 2018 marketing implications, let’s examine the 5 Top 2017 Marketing Trends.

The 2017 Top Marketing Trends were driven by 3 key challenges (Hubspot 2017):

  • Generate traffic and leads
  • Prove marketing ROI
  • Secure sufficient budget

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Top 2017 Facebook Content – How You Can Improve Yours

2017 Facebook ContentWhile organic Facebook reach is declining, as a marketer, you still need to be actively engaged on the platform.

The best way is to understand what kind of Facebook content ranks best for shares and engagement. Steve Rayson of BuzzSumo has crunched the numbers to get you this information. Continue reading

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Chief Marketing Officers at Work – Book Interview

Heidi Cohen Interviews Josh Steimle

Chief Marketing Officers at Work

Chief Marketing Officers book coverQ: What’s your best piece of advice for readers looking to improve their marketing?

Get empathy.

The CMOs I interviewed in my book “get” their customers in a visceral way that allows them to create marketing campaigns that could never come from a focus group, market research, or data. Not that those tools aren’t valuable, but empathy trumps all.

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2018 B2C Content Marketing Trends [Research & Analysis]

2018 B2C Content Marketing Trends-Research2018 B2C Content Marketing Trends reveal that business use of content continues to evolve.

Research by Content Marketing Institute and MarketingProfs shows that B2C marketers are paying attention and improving their processes to achieve measurable objectives. (BTW—Here’s our analysis of 2018 B2B Content Marketing Trends.) Continue reading

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Audio Content Marketing: How To Reach Your Busy Audience [Research]

Man Ear-Audio Content

When my sister, who battles Los Angeles traffic for over an hour each way to get to work, mentioned she listens to podcasts I realized their power.

Podcasting and other audio content marketing is no longer a sideshow to video and other trendy content format.

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