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Marketing Trenches Blog

  • Story Structure Rut
    Right Source | February 5, 2015

    Stuck in a Story Structure Rut? 5 Tips for Breaking Out

    Whether you write content regularly or just on occasion, it’s easy to fall into the rut of structuring your story the same way — time and again. Maybe all of your blog posts dispense “three key takeaways” or your eBooks outline “eight essential tips.” Perhaps you struggle to organize your content, or just don’t understand […] read more

  • How to Trust An Outsourced Agency
    Right Source | January 29, 2015

    Vetting an Outsourced Marketing Agency? 6 Questions to Use

    I recently had a prospective client ask me where one of my team members went to college. We then got into a deeper discussion about why we hired this person above other candidates, and what we looked for in candidates when hiring new employees. This struck me as odd at first, but then I realized […] read more

  • Finding Writers for Specific Verticals
    Right Source | January 20, 2015

    Finding Freelance Writers for Specific Industries

    For content marketers, finding a writer is easy. You can’t shake a tree these days without a freelance writer falling out. But finding a writer who knows how to write about a particular industry vertical? And do so authoritatively — or at least knowledgeably? That’s often very tough, especially when that vertical is obscure, technical, or, […] read more

  • What I Learned in 2014
    Yvonne Lyons | January 15, 2015

    What Did 2014 Teach You About Content Marketing?

    The end of one year and the beginning of the next always brings lots of posts about trends and predictions for what might be. Those are important to pay attention to, because as marketers, we need to be ahead of the curve, don’t we? But possibly more important than trying to understand what is coming, […] read more

  • Yvonne Lyons | January 13, 2015

    10 Steps to a Successful Content Marketing Plan

    You’re using content marketing, right? I’m sure all your content marketing pals are hard at work, as well. In fact, according to the latest Content Marketing Institute research, 86 percent of B2B marketers and 77 percent of B2C marketers use content marketing. Great! Everyone is successful and happy, right? Well, maybe not exactly. It seems […] read more

  • Design Or Content First
    Yvonne Lyons | January 8, 2015

    What Should Come First? Content or Design?

    Let me count the number of times someone has told me that design needs to come before content. Hundreds. Now let me count the number of times that someone else has argued that content needs to come before design. Also a lot. I’d have good statistical evidence if I had really kept track of this. […] read more