Marketing News & Expert Advice
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This Column Half Off!: Adventures in Monetizing Content
May 28, 2002 - Now that information no longer wants to be free, how much is it worth? Comments
Shades of Gray
Dec 4, 2001 - Marketing may not have its own Ten Commandments, but ethics are involved. Have you ever strayed from the straight and narrow? Here are some examples of gray areas for your consideration. Comments
Write Smart, Write Simple
Nov 20, 2001 - What can a hillbilly with a sixth-grade education teach you about writing online? Learn how to cook up content as tasty as a mess of grits and hog jowls. Comments
Misteaks Get Made
Nov 6, 2001 - Hundreds of thousands of words issue forth from our computers every day, so it's not surprising when an error pops up. But what should you do to repair the damage? Comments
When the Belt Tightens
Oct 23, 2001 - Marketing dollars are in short supply. Consider ways to tighten your own belt -- before someone tightens it for you. Comments
The Tendo Touch
Oct 9, 2001 - Usually, I tell organizations to write their own copy and to hire good writers who can do the job in-house. I've always held that if you use an agency or so-called "content provider" for the job, you risk the stench of canned, impersonal content. This... Comments
When Posting the Stars and Stripes
Sep 25, 2001 - We watched the television news for nights on end, numb and unable to concentrate on anything else. Then we went to the Web, trying to make sense of it all; and we saw almost every American Web site post the now ubiquitous stars and stripes. Comments
Its an Outrage?
Aug 28, 2001 - Confused about "its" and "it's"? Need some helpful grammar hints? Susan suggests some useful sites you can boldly go to -- or is it "go to boldly"? However you go, learn to judge for yourself whether its -- oops, it's -- all about splitting infinitives... Comments
Don't Take Me Back to Norwalk... and Other Observations on Creating Content
Aug 14, 2001 - Ever find a Web site that seems to drive business away rather than reel it in? They're all over the Net and becoming even more of a scourge since budgets have plummeted. And the content is almost as tortuous (and torturous) as, well, a walking tour... Comments
CRM for Your Site -- on the Cheap
Jul 31, 2001 - Truly customer-friendly organizations make the customer experience a high priority. They build e-commerce sites around the customer's shopping and buying process, not the organization's process for selling stuff to unwary consumers. Comments
How to Manage It All
Jul 17, 2001 - What exactly does a content management system do? Sue rarely takes readers on technical tours, but indulge her for a moment. Besides, it's not that technical at all. Comments
Loyalty Lessons
May 14, 2002 - Your customers may be loyal, but don't kid yourself. There's no such thing as 'my brand, right or wrong.' Comments
Excellence by Design
Apr 30, 2002 - Susan shows us a site that's both a fabulous escape and a serious lesson in really well-developed content. Comments
Tuning Out 'That 90's Show'
Apr 16, 2002 - In case you haven't noticed, it's the 21st century. Does your site reflect today's realities? Comments
Manage Your Intranet: Don't Leave It to the Beav
Apr 2, 2002 - Communication between your company's employees may seem trivial, but it's as critically important as outbound messaging. Comments
Content for Fun and Nonprofit
Mar 12, 2002 - Nonprofits online: Raise money for your cause and earn donors' trust. Comments
Does This Meet With Your Approval?
Feb 26, 2002 - For corporate writers, the approval process is just another roadblock that must be hurdled. Susan shares tips for sailing over the barriers. Comments
Listen Up for Content
Feb 12, 2002 - What's next for your site? Your users are probably telling you. Are you listening? Comments
A Progressive Approach to Content
Jan 29, 2002 - A lack of good content may not get you dumped by your significant other, but it may cause your customer to break off your relationship. Comments
Start Smart in '02
Jan 15, 2002 - Make this the year you pursue something that inspires you to bound out of bed every morning. Comments
...And a Better New Year
Dec 18, 2001 - It's been a bumpy ride. Here are Susan's tips for a happy, healthy, and prosperous New Year. Comments
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