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19Sep

Book Review: Could Your Marketing Become a Profit Center?

If the title Killing Marketing doesn’t grab your attention, nothing will. It’s the latest page-turner, released today, from Joe Pulizzi and Robert Rose — and one that if taken to heart, could stand to transform an industry. The premise of the book is that traditional marketing — campaign-centric, product-led operations — is more than holding

14Jul

You Developed User Personas — Now What?

No doubt you’ve been urged by marketing leadership, your communications agency or both to develop user personas that represent who your buyers are and what their journey looks like. Maybe you’ve heeded their advice, and dedicated resources to carefully research and flesh out half a dozen personas that provide the perfect portrait of your customer

23May

5 Ways to Attract the Masses to Your Content

Launching a robust online content hub. Updating your blog weekly with rich new posts. Religiously posting valuable and interesting information on your social channels. Surely that’s enough to grab the attention of your audience, right? Wrong. The “if you build it” mentality isn’t enough to guarantee content engagement, let alone getting eyeballs on your content.

15May

Six Ways to Boost Content Engagement

As long as organizations create content, organizations will look for new ways to make it more engaging. What good is your content, after all, if your audience isn’t paying all that much attention to it? How can you convince your audience to share your blog posts, spend more time clicking around your website or pass

26Jan

Associations: Uncover Your Hidden Content

It’s a common problem among associations: You don’t have the manpower or budget to create new content on a regular basis. Your blog sits dormant for sometimes months at a time. Your monthly e-newsletter has found itself on a bi-annual cadence. You get the picture. The good news is that quality content can multiply, not

09Nov

Turn Your Publishing Expertise Into Content Marketing Magic

“Content marketing” is fast becoming a buzzword and losing some of its clarity along the way. That’s unfortunate, because it’s worthy of your notice. It isn’t something that only big-budget brands are doing. And it’s not just for marketers, either. As a publisher, you are exceptionally well positioned to practice content marketing — whether for

12May

Persuasion and the Power of Story

In her video “Persuasion and the Power of Story” Stanford University professor of marketing, Jennifer L. Aaker states, “When data and stories are used together, they resonate with audiences on both an intellectual and emotional level.” The logical and emotional sides of the brain are both satisfied. Is your content infused with both? A story

02May

GLC Wins 6 Hermes Creative Awards

This year, GLC received six Hermes Creative Awards for content marketing collaborations with five of our client partners. The Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of marketing and communication programs and print, visual and audio materials. Entries come from corporate marketing and communication departments,

21Apr

Why You Need a Killer Content Strategy

93% of marketers are using content but less than half have a content strategy in place. Are you one of them? And if so, are you confused where to start? Content strategy is the plan around content creation, execution, delivery, distribution and measurement. Content strategy isn’t about more content. It’s about smart content and strategic

05Apr

Giving New Life to Old Content

Pushing out new content daily can be a difficult task, especially when you have a variety of categories and topics to cover. But there’s nothing in the rules that says you can’t tweak older content and publish it anew, as long as it still provides valuable and relevant information to your audience. Here are some

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