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"Content Development"
ID Word of the Day: Scareducate Scareducation is an allegedly altruistic but ultimately manipulative strain of “thought leadership” whereby a consultant innocently informs the prospect about various options and their terrifying consequences in order to scare the crap out of the recipient into doing the (hopefully) right thing. In the wrong hands, scareducation can cause [...]
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ID Word of the Day: Annoyture If your “nurturing program” is actually an automated spam-blasting brochure geyser filled with “WE’RE GREAT!!! BUY NOW !!!! messaging, you’re not nurturing. Sorry. You’re annoyturing. If this is happening, you might be able to deliver more ROI by simply turning that campaign OFF. Take a deep breath. And then [...]
Read More →ID Word of the Day: Asstruct If your instruction is taking the form of asking a question, you might be asstructing. Asstruction often manifests as a passive aggressive application of the Socratic Method — i.e. when you ask an allegedly innocent question but are actually instructing the hell out of some one. Sample uses: “Not [...]
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It turns out that when the clock’s running at work, your audience actually prefers utterly boring, mind-numbingly pedestrian messaging and content. A recent report by the prestigious Kochler Group found that once people clock in, their standards for effective and interesting advertising and marketing decline at an alarming rate. “We were shocked,” said the report’s [...]
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What factors (under a marketer’s control) have the greatest impact on conversion? We ask ourselves that question a lot here at ID. And over the course of all of the many campaigns we’ve designed, launched, managed, measured and optimized, we’ve learned a few things about conversion that have proven themselves to make a significant impact [...]
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A few days ago, I made an editorial decision. In a sentence in one of our Guides, real world was being used as an adjective, in this case, “real-world experience.” I removed the hyphen and space between real and world, making it one word. I sent it out for final approval, which I failed to [...]
Read More →Crawl – Walk – Run (Usually) Whenever I speak with a company new to demand gen and content marketing, that’s what I preach: crawl – walk – run. Start slow and incrementally increase speed and complexity, guided by experience and metrics. “This isn’t a sprint. It’s a marathon.” True enough. But we all know that [...]
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