Carolyn Hansen

Recent Posts

If They’re Not Interested, You’re Not Interesting

Posted on Jul 14, 2017 3:07:20 PM by Carolyn Hansen

There are certain products and services that are just fun to market. But there are many more products and services that just aren’t, well, sexy. Does that mean that they should have boring marketing content? Absolutely not. All content has the potential to be interesting. In fact, it needs to be interesting to be effective.

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Posted in Content Marketing, Storytelling, Buyer Personas

Beginners Analytics: Five Fundamentals of Tracking Marketing ROI

Posted on Jun 30, 2017 3:46:25 PM by Carolyn Hansen

Return on investment (ROI) is simple in theory: How much are you spending on your marketing, and how does that expense compare with how much business you are getting in return? You should always get more out of marketing than you’re putting into it. Simple.

From there, however, things get much more complex. As marketers and business leaders, it’s easy to get bogged down in the details – often because this internet age allows us nearly unlimited access to data. We can measure everything and, because of that, there is great pressure to measure everything. Some people find themselves reporting on vanity metrics that don’t matter. Others find themselves bogged down with deliverables or spending hours on tactics that yield few results. 

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Posted in Marketing Analytics

Quit Copying Everyone and Actually Make Something New

Posted on Jun 27, 2017 2:52:48 PM by Carolyn Hansen

My mom hated modern art, but she was a good mom and dutifully went with me to look at some of my favorite pieces. As we stood in front of one of Jackson Pollock’s massive drip paintings, she complained that she didn’t see what was so special about the work. “I could do that,” she said. “I could splatter paint across that canvas.”

And she had a point. She could have re-created a Pollock if she’d wanted to.

Years later, I realized something. Of course, my mom could have created a drip painting like Pollock – she’s seen it before. But that’s the thing, when Pollock created it, the artists before him were working representationally. He broke away from accepted conventions in both technique and subject matter, and he created something new. That’s why his work is so important.

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Posted in content strategy, Content Marketing, content creation

Stop Creating High-Level Fluffy Content That No One is Reading

Posted on May 11, 2017 2:31:23 PM by Carolyn Hansen

It’s an ongoing problem: marketers and business leaders are creating content that isn’t thought through properly. It is too high level, too fluffy, and just rehashes other messages already on the internet.

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Posted in Blogging, Journalistic Content

5 Steps to Sourcing Content that Makes Your Posts Better

Posted on Apr 5, 2017 2:14:29 PM by Carolyn Hansen

All great ideas are made better when they are supported by other great ideas. This is especially true in inbound marketing, where we aim to spark conversations around our clients’ businesses. When we produce blog posts, we build on others’ successes and – ideally – we credit them with their brilliance, invite them to the discussion, and benefit when they share our thoughts, too.

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Posted in Content Marketing

Creating a Content Strategy That Will stand the Test of Time

Posted on Mar 14, 2017 3:29:32 PM by Carolyn Hansen

In a meeting with a client a few weeks ago, we reviewed potential blog post titles. We were excited — the topics looked informative and helpful and had tons of potential. In our enthusiasm, we almost missed something that would have shortened the lifespan of one piece by at least a year and severely limited how we could use it as part of our overall content strategy.

What was that big problem? It didn’t appear big on paper. In fact, it was only four numbers: the year, 2017.

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Posted in content strategy, Content Marketing

How to Create an Effective Content Calendar for Your Team

Posted on Feb 17, 2017 5:44:45 PM by Carolyn Hansen

Content calendar problems fall into two categories: either there’s not enough content or too much. Some businesses start blogs, only to abandon them weeks later when blog posts get deprioritized and eventually forgotten altogether. Other businesses inundate users with tons of content on random things submitted from throughout the organization. Anytime the boss has a good idea, it immediately goes on the blog. And nobody reads it or cares.

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Posted in Content Marketing