A Sound Strategy that Marketers Could Learn from Colin Powell.

A Sound Strategy that Marketers Could Learn from Colin Powell.

In his professional life, Colin Powell has been a lot of things, but chief among them is disciplined. In fact, if anybody has ever been “in the zone,” it’s him. Literally. Powell believes that leaders have an “information zone” of 40%-70% to make decisions: If you make a decision with less than 40 percent of the information you need to know, your chances of being right aren’t very good. But if you wait for more than 70 percent of the information, your window of opportunity closes.

How to Generate Engaging Content (and Separate Yourself from Those Who Just Engage in Generating Content).

How to Generate Engaging Content (and Separate Yourself from Those Who Just Engage in Generating Content).

We talked about the guardrails of good content last month, so today we’ll address the architecture of buyer engagement.

I like to follow a proven ideal framework:
Objective: Which area of the buying cycle are we influencing?
Strategy: From which angle are we most likely to interest readers/viewers?
Structure: How do we tell the most compelling story?
Style: What is the appropriate voice and tone?

What Makes Good Content? (or, Why Howard Gossage Was an Absolute Master of the Obvious).

What Makes Good Content? (or, Why Howard Gossage Was an Absolute Master of the Obvious).

To understand what makes good content today, all we have to do is look back to the ’50s and ’60s—when it was called copy. Back then, advertising’s primary focus was copy. Copy, it turns out, sold—and sells—products.

And while it has evolved into this thing we now call content, the principles that drive its creation haven’t changed:

People read what interests them, and sometimes it’s an ad.
—Howard Luck Gossage, advertising icon

You Can Keep the Clicks. (and You’re Welcome to Some of Mine.)

You Can Keep the Clicks. (and You’re Welcome to Some of Mine.)

At Red House, we sell something that just might come back into fashion soon: measurable results—and we’ve been doing it for over a decade, before it was popular. That sounds ridiculous, but it’s true: since the dawn of internet marketing, “results” have been sold as a pleasant consequence of clicks.