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)”
You should be using this cost effective marketing toolLinkedIn suggests that LinkedIn Newsletters are one of the most effective features for content distribution, and they’re certainly growing in use but individuals and companies. But, do they really offer value, and in what way?
We sought input from LinkedIn experts who are using LinkedIn Newsletters—some with a great following and some just starting out—to get their insights, best practices, and actionable tips on how to make the most of this platform to grow and engage with a LinkedIn audience.
Continue reading “LinkedIn Newsletters: Best Practices for Success”
Pinterest rolled out new controls this week.The new controls are user-centric, allowing users to reduce AI-generated content in their feeds. The move has prompted a collective sigh of relief from creators and users alike that speaks volumes.
The stats tell the story:
Continue reading “Pinterest Just Did What Every Platform Should Do: Put Users in Control”
There have been plenty of notable changes in the social media landscape as of late. New channels (like TikTok) are popping up. Legacy channels (like Facebook and Twitter) are cracking down on users and APIs whose approaches have been more spammy than strategic. Continue reading “Social Media and Your 2020 Marketing Strategy”
Social media marketing is an inexpensive and effective way to engage with your target market and position yourself as a thought leader. But to make it an effective tool, you need to be diligent in keeping your content up-to-date and post regularly. An infrequently-updated blog or social media page with stale posts can actually do more harm than good to your brand and engagement efforts. But many small business owners struggle to find the time to keep their social media profile up to date.
One solution to this is to use a content calendar.
