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Marketing Trenches Blog

  • 5 Reasons We Think Hiring for Attitude Will Grow Our Company
    Yvonne Lyons | September 3, 2015

    5 Reasons We Think Hiring for Attitude Will Grow Our Company

    At Right Source we’re constantly searching for and recruiting new talent, and we recently hired both a marketing manager and a writer/content strategist. We looked long and hard for just the right people — months and months of searching — because we are very picky about the quality of new Right Sourcers. But if we […] read more

  • Using a Ghostwriter Why the Byline Choice Matters
    Right Source | August 20, 2015

    Using a Ghostwriter? Why the Byline Choice Matters

    Companies that use ghostwriters to assist in their content marketing efforts can often be vexed by a deceptively difficult question: Who gets the byline? That is, in any company that has multiple public-facing employees and executives, which of them should get credit for a ghostwritten piece? How do you decide? And how much does it […] 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

  • Brand Journalism: Better Than the Real Deal?
    Right Source | July 30, 2015

    Brand Journalism: Better Than the Real Deal?

    Brand journalism. Maybe you’ve heard the term and wonder what it means. Maybe you’ve also heard that it’s really only meant for the big guys — companies like Nike or Coca-Cola — who can afford to set up true newsroom-style publishing environments in-house. Actually, if you consistently publish and push out quality content that engages […] read more

  • How Competitive Research Can Improve Your Content Marketing
    Right Source | July 23, 2015

    How Competitive Research Can Improve Your Content Marketing

    Are your competitors kicking your butt with their content marketing? Most executives have no idea how well their content marketing efforts are performing compared to their rivals. They don’t pay the slightest attention to their competitors’ content (and many forget to keep an eye on their own). But this is a terrible mistake. First, not […] 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