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Marketing Trenches Blog

  • 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

  • How Long Should a Blog Post Be? It Depends.
    Right Source | July 2, 2015

    How Long Should a Blog Post Be? It Depends.

    A little pet peeve of every editor (especially this one) is an article that is artificially long, with lots of fluffy filler words that don’t really say anything. Drives me nuts. So when I edit a piece, I imagine that I’m a ruthless management consultant for a cost-cutting corporate behemoth, and that each and every […] read more

  • Stop Publishing Generic Content A Case for Authenticity
    Right Source | June 25, 2015

    Stop Publishing Generic Content: A Case for Authenticity

    In the mad rush to create content — and more content — much of what gets published makes me stop and wonder: Haven’t I read this already? Generic content is everywhere, and certainly no stranger to content marketing. But with all the content on the inter-tubes, generic won’t grow your business or help you generate […] read more

  • 9 Ways to Spice Up Your Boring Blog
    Yvonne Lyons | June 19, 2015

    9 Ways to Spice Up Your Boring Blog

    Feel like your blog is stale? Does it seem like you’re writing about similar topics all the time, or linking back to the same things because your topics are all related? Or maybe you just can’t think of anything new to say? Fresh thinking is hard. You won’t get an argument from me there. I […] read more