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Marketing Trenches Blog

Posts by Mike Sweeney

  • Meet the New Website. Same as the Old Website?
    Mike Sweeney | October 7, 2015

    Meet the New Website. Same as the Old Website?

    I’ll admit it. I’ve been known to ridicule companies, in particular business-to-business services companies, for treating their website launch as if they just unveiled the Apple iPhone 6S to the world. After all, the typical website launch is not in any way newsworthy. Yay — you changed your look and feel. Yippee — you have […] read more

  • Why Your Website Project Is So Off Track and How Fix It
    Mike Sweeney | August 13, 2015

    Why Your Website Project Is So Off Track and How to Fix It

    Ask your friendly neighborhood head of marketing about her new hires, and she is chock full of enthusiasm. Ask her about her 2016 marketing plan, and she is raring to go. Ask her about her shiny new marketing automation tool, and she is six flavors of hopeful. What about the launch of the new website, […] read more

  • So You Wanna Be a Content Marketer…
    Mike Sweeney | July 15, 2015

    So You Wanna Be a Content Marketer…

    Over the last 30 days, I’ve interviewed all types of wannabe and real-life content marketers. I’ve interviewed the accomplished-but-burnt-out journalist who is ready to make the transition into the big, bad business world. I’ve interviewed the public affairs lifer who — even after given three chances — could not identify the difference between public affairs […] read more

  • Why No One Is Reading Your Content
    Mike Sweeney | May 21, 2015

    Why No One is Reading Your Content and How to Fix It

    Two quarters down. Completed: 24 blog posts, 6 email newsletters, 4 checklists, 3 drip email campaigns, 2 eBooks, 1 webinar. Victory is yours. Except no one is reading your content. This happens, people. It happens to well-intentioned, smart people, and it happens to dopes. In other words, it can happen to you. If you made […] read more

  • Who Belongs on Your Marketing Automation Team
    Mike Sweeney | April 2, 2015

    It Takes a Motley Crew to Make a Marketing Automation Team

    The pioneers of the marketing automation industry were — not surprisingly — very smart marketers. They slapped the word “automation” next to “marketing,” and boom, their targets instantly started thinking that these tools could run chunks of their marketing programs… automatically. Set it up, let it run, make millions, retire. No humans need apply. Nothing […] read more

  • Mike Sweeney | February 20, 2015

    Choose Your Marketing Firm: Sheep, Wannabes, or Leaders

    [With the exception of Right Source employees, clients, and prospective employees and clients, I don’t care if anyone reads this post. It’s written with that in mind. You’ve been forewarned. Let’s begin.] “Those guys made it from $2 million to $10 million in just a few years.” “They are now working with Google and Microsoft.” […] read more