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How to Build Trust – 10 Lessons from Content Marketing World

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As I continue to digest everything I heard at this year’s Content Marketing World in Cleveland, themes have begun to emerge. Because it’s my fourth visit to the conference, I’ve been able to view what I’ve learned through a lens of comparison. What were the new trends this year? And what hasn’t changed?

The overarching theme that stands out to me is – TRUST. Trust must exist for any transactions to take place. But how do we as content marketers, public relations professionals and social media managers work to establish that trust that we seek with our audiences?

Here are 10 of the lessons I learned at CMWorld related to trust: Continue reading How to Build Trust – 10 Lessons from Content Marketing World

How Social Media Lurkers Can Boost Your Business

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Tracking the effectiveness of social media has caused many a marketer to shake his or her head in frustration. How can we PROVE it’s effective so that clients will see the value?

While much has been written about tracking its value, I’m going to make another argument – maybe the most significant benefit of social media comes from the views we CAN’T track. I refer to these as “lurker” views. Lurkers – you know, the people who see and read your content – they just don’t like it, comment on it or share it.

While that can be frustrating, its benefit still needs to be taken into account. Why? Because the lurkers may be the ones hiring you or buying your products or services.

Why should we care about social media lurkers?

Continue reading How Social Media Lurkers Can Boost Your Business