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It may seem strange to compare an e-newsletter with a blog. But it's not so strange at all, because it wasn't long ago that we turned to online newsletters -- not static Web sites -- to find interesting, engaging, timely and topical news and information. The best e-newsletters share many of the same qualities as good blogs. Here are four.

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Establishing credibility is one of the most critical elements in securing a new customer. The customer must see you as a credible and trustworthy resource. Here's how to establish credibility with a prospective customer.

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Most adopters of search engine optimization have been B2C companies operating in an e-commerce environment. However, as business-to-business marketers recognize the potential of search, many are seeking ways to implement an effective B2B search engine optimization strategy. To be successful, however, you need to understand the critical differences between B2C and B2B SEO.

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No matter how you feel about PETA, as an entity or a cause, you probably know its marketing. Even those don't admire it, in other words, are likely aware of it. Pointed, outrageous, admired and criticized, PETA's messaging is the type that makes the audience sit up and take notice.

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Here's a popular way to generate online leads: Buy a keyword ad on a search engine site. In your ad, offer free content -- such as a white paper -- to respondents who complete a short form. In theory, this type of campaign works well: The people who respond get something of value. You get leads. Everyone's happy. Not so fast... .

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Today's leading companies don't rely on chance for market success. They take a scientific approach -- just as they do for product development -- to align company resources and activities for maximum launch impact. As margins grow razor thin and competition comes from anywhere, scientific product launches can help your company not just survive, but thrive.

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Small businesses don't often have the resources for the amount of effort needed to succeed with the likes of Google, Yahoo and MSN Search out there. Luckily, the Internet offers lots of free tools to maximize marketing and search engine efforts. Readers offer three ways to take advantage.

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Marketers, by the very nature of their job function, must juggle numerous campaigns, a range of portfolios, multiple channels, and various corporate, political, and personnel issues—all simultaneously. Do you have multiple action lists running concurrently in your brain? Or great ideas buried within files, folders, emails, Post-It notes, and to-do lists? If that sounds like you, join the club! But I have to warn you: This is one club Stephan will be resigning from soon. Here's his plan.

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Walk through any bookstore and you'll find dozens of books about the marketing and branding efforts of corporate America. The process of corporate communication has been thinly sliced and diced over and over, but what you won't find is a book about the one truly essential characteristic in our 21st century world: the company persona -- and how words that work are used to create and sustain it.

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Some of you may think "scent marketing" and identify with a company like Yankee Candle, which understands the power of scent—but today's technology goes beyond melted wax, potpourri, and fragrant oils. And most significantly, scent technology today reaches far beyond the home. Increasingly, scent branding is being broadly deployed in major retail and boutique stores, airlines, museums, and other marketing venues across the globe, and in a neighborhood near you.

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Here are three new ways for you, and your creative team, to trigger some gigantic ideas.

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Conventional wisdom would have many executives believe that social responsibility is in conflict with revenue and profit growth. It's true: A company's responsibility is to increase profits. Yet social responsibility doesn't have to be a drag on the bottom line. Today, you can actually make money by giving.

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The delicate relationship between management and marketing is a dance roughly akin to that between fox and hen, but with far less goodwill. To management, you're only as good as your last campaign. So let's look at the 12 tenets of Social Media Marketing to see how you can up your success rate.

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Ah, sales and marketing. They're like two siblings fighting in the back seat while mom, pop—or a company executive—drives the car. Jonathan doesn't know how to stop all this bickering (and he's not interested in "who started it"), but here he suggests a few ways those of us on the marketing side can ease the tension by better serving their sales brethren with more productive collateral.

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Marketers, for better or worse, need to find meaningful ways to measure their effectiveness. Within the organization, a marketer can earn respect, and be appreciated, by speaking a language that other employees understand: the language of sales and profits.