preparation

How to create a content marketing plan — without any content!

When somebody talks about “content marketing,” they’re really talking about “content engineering” — scientifically optimizing documents such as blogs, case studies and white papers to create search engine results and sales leads.

This can be an extremely complicated, time-consuming and expensive proposition! So I started thinking about this in the context of my friends and small business customers who simply can’t afford that kind of effort. It led to this idea: micro-content, or marketing content when you don’t have time to produce content!

Let’s examine ideas about micro-content that even a time-starved business owner should be able to master in 15 minutes a day …

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How IT Services Companies can prepare for Social CRM opportunity

In one of my earlier post, I highlighted the Social CRM opportunity for IT Services Companies. In this post, I want to elaborate further on it by explaining HOW they can leverage this opportunity.

First step is to understand how customers of clients are using various Social Media channels (like Facebook or Twitter). And since this varies by the industry, IT services companies will need to come up with industry specific Social CRM approach and solution. Domain experts in each industry segment (called Verticals) need to evaluate ways their clients can:

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