Content strategy for a new business is a plan that defines what you will say, who you will say it to, where you will say it, and how often.
Continue reading “Content Strategy for a New Business: Where to Start”
Your personal brand is what people say about you when you’re not in the room.
Continue reading “Building Your Personal Brand Through Content: A Practitioner’s Guide”
Why Email Is Back—and What Content Marketers Should Do About It
Specialists go deep. Generalists go wide. Both are valuable.
Continue reading “How to Write About Anything: The Generalist Content Creator’s Advantage”
The right publishing frequency is the one you can sustain indefinitely—not the most ambitious schedule you can manage for a month.
Continue reading “The Long Game: Why Consistent Content Beats Viral Every Time”
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
A case study is a detailed, evidence-based account of how a specific client or customer achieved a measurable outcome using a product, service, or approach. Case studies are told in narrative form to help prospective buyers understand what results are possible and how they might be achieved in their own context. A well-written case study is one of the most persuasive content formats available to B2B marketers because it combines social proof (‘someone like me has done this’) with specificity (‘here’s exactly what happened and what it produced’).
I’ve written a lot of case studies over the years for clients across industries, in formats ranging from one-page snapshots to 3,000-word deep dives. Over that time I’ve read even more: the ones clients show me as examples of what they want, the ones competitors publish, the ones that show up as thought leadership assets in B2B sales cycles.
Continue reading “How to Write a Case Study That Actually Converts”
Fifteen years ago I interviewed a half-dozen experts about LinkedIn Groups. Here’s how their advice has aged.Continue reading “LinkedIn Groups in 2026: What My 2011 Article Got Right — And What Changed”
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
Content marketing metrics are the quantitative and qualitative measures used to evaluate whether a content program is achieving its intended business objectives. They include audience growth, lead generation, search visibility, and revenue attribution. The distinction between meaningful metrics and vanity metrics is critical: vanity metrics (page views, social media likes, follower counts) may look impressive but reveal little about business impact, while meaningful metrics connect content activity directly to outcomes that matter to the organization.
Every content marketer I’ve worked with has felt the pull of the vanity metric. The blog post that got 2,000 views. The LinkedIn post with 150 likes. The social media following that crossed a round number.
Continue reading “The Content Marketing Metrics That Actually Matter (And the Ones to Ignore)”
By Linda Pophal, MA, SPHR · Strategic Communications, LLC
Interviewing subject matter experts for content marketing is the practice of conducting structured conversations with domain specialists like executives, practitioners, researchers, or clients to gather original insights, stories, and perspectives that form the foundation of high-quality written content.
Done well, the expert interview is the single most powerful tool available to content marketers for producing material that is genuinely authoritative and distinctively voiced.
Continue reading “The Art of the Interview: How to Get Better Stories from Subject Matter Experts”
