Zachary's Blog

The primary goal of a lead-generation-focused content strategy is to get the right content into the right prospect's hands at the right time. That's no small task, and the success of that effort typically rests on how well you've defined your targets; the deeper you dig into your prospects, the better chance you have of determining their needs, motivations, and hangouts.

Automated marketing often is a misunderstood concept, particularly as many think it just takes the form of email autoresponders. These are the awkwardly distant "I'm out of the office and having more fun than you" kind of replies or robot-like missives that come with return addresses beginning with things like "DONOTREPLY." They rarely communicate something of value and often sound like they were written for a...

If we had more room in our header areas, I'd tack "for you" onto the end—that's one of the crucial points of this post, after all. In the course of doing what I do, I come across all kinds of email templates, and one truth emerges: the perfect email template is what works best for your organization and your readers. There's no one-size-fits-all solution.

Finding your own sweet spot, however, can be...