Content marketing is an investment in your business and, like any business investment, you want to make sure you get a good ROI. I see many organizations struggle to make the numbers work. And I’ve seen the anxiety this can provoke. If you spend money on strategy, is...
Do you know who you’re marketing to? When I ask this question, most companies respond quickly with, “Yes, Jessica, our marketing team has created buyer personas and that’s who we market to.” But when we start to dig into what a company understands about its customers...
Creating a content marketing strategy can be like eating vegetables. It’s important — critical, even — but it’d be nice if you could cut straight to dessert. The part of my job I like the most is the writing. In my experience, that’s where the rubber meets the road....
Customer experience may be the most critical aspect to your company’s success … but not all customers are external. Recently a long-time client reached out to me for help with a new project. “We hired [a big-name agency] to write these sales outreach email sequences...
In 2018, I decided I wanted to lose 10 pounds. So I did what any reasonable person would do. I went to more yoga classes and ate less sugar. Three months later, the scale had moved! … In the wrong direction. Yes, I gained weight. So after I sobbed over half a pint of...
Writing a successful email nurture sequence is a lot like having a successful conversation with that really interesting person everyone wants to talk to at the cocktail party. While it can be intimidating at first, you can actually break it down into a few simple...