CCO Blog

The Trick to SEO-friendly Headlines? Play it Smart

Jul 21, 2014

Back in my very early days as a journalist, the daily newspaper I worked for held informal, internal headline writing contests, and I’m happy to say that I won more than my fair share. A “look back” article on the newspaper's website this past weekend reminded me what a really special headline can do: Last in your memory for nearly 25 years.

By Sue O'Keefe

Four Ways to Use Infographics the Right Way

Jul 7, 2014

Infographics. Yeah, they’ve been around for a while, but are they still effective as a B2B marketing tool? I’ll admit to becoming a little bit annoyed recently at certain infographics that just don’t meet the mark or that I feel were done just for the sake of creating a visual. That being said, when you look at infographics as a form of content marketing and apply the same rules, the answer is yes, they’re still a great marketing tool. However, infographics need planning and a purpose to be successful.

By Sue O'Keefe

Automating Content: Just Say No

Jul 2, 2014

I’ve been reading a lot about marketing automation recently, and the advances that have taken place over the past few years have been eye opening. Truly, we’ve come a long way, and many in the marketing realm can’t imagine doing their jobs effectively without some sort of automation tool in place.

By Sue O'Keefe

Four Ways to Revamp Your Trade Show Strategy Before the “Season” Starts Again

Jun 26, 2014

Ah, summer! Longer, warmer nights, beach vacations and—if you’re lucky—a hiatus from “trade show season” for several weeks. However, it’s not time to take off that trade show hat just yet. This lull is a perfect time to give your trade show strategy a summertime makeover.

By Sue O'Keefe

Five Content Marketing Pitfalls to Avoid

Jun 17, 2014

Buzzwords, amiright? They certainly do wear out their welcome. But content marketing—though it’s all the rage right now—is different than the typical “learnings” we “take offline” to “socialize” further. Content marketing has actually existed all along. (Think Ikea’s catalogs, Trader Joe’s Fearless Flyers and Southwest Airlines’ blog.)

Brand Publishing: Moving Beyond Content Marketing

Jun 4, 2014

Businesses today are discovering that content marketing only gets them so far. Content for the sake of content is basically a pointless exercise. It needs to do more. That’s why many companies are now focused not so much on simple content creation, but on brand publishing.

By Roland Goity

4 Ways to Structure Your Blog Content So People Actually Read It

May 29, 2014

Readability is a huge factor in the success of your post; you could write the most eloquent, insightful article on the Internet, but if it’s not delivered in a digestible format, you’ll lose readers faster than you can say, “bounce rate.” Here are some pointers for structuring your blog content.

Customer-Centric Content Saves Time and Makes Money

May 21, 2014

Two of the biggest barriers to creating compelling content are time and ideas. Your customers are a way to overcome both. Take blogs. HubSpot’s recent “State of Inbound Marketing” survey shows that the more frequently a blog is updated, the more effective it is for attracting customers.

By Tim Kridel

The Press Kit Isn’t Dead, It’s Just Gone Digital

May 14, 2014

Traditionally, one of the most important activities of a company’s PR team is to produce a comprehensive and insightful press kit that compels journalists to write about the company and its products and services. Times change, and now the bulk of activity in publishing and business communications has moved from print to the territory of the World Wide Web. Considering such changes, are press kits still essential? Yes, indeed. Absolutely.

By Roland Goity

Implementing an Editorial Calendar Program to Manage Company Content

May 7, 2014

Creating content is one thing; managing its use is something else altogether. Companies need to think strategically not only in terms of what they write and publish, but also in terms of how and when and where their content is freed for scrutiny by the outside world. Whether it’s handled internally (or through a third-party, such as a PR agency), company content must be consistent...

By Roland Goity