Avitage - Content Operations Management

Creating microcontent first might resolve your content problems

by Jim Burns

Content Marketing, Content Operations, Featured, Tips & Techniques

Looking back, I’ve been involved with microcontent for 25 years in the content business with Avitage. Although we never called it that. The name Avitage was created from “audio-video montage”. A montage is a picture created from many little source images. Microcontent is each slide in your PowerPoint decks. If...
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Three focused actions improve your B2B sales effectiveness

by Jim Burns

Featured, Sales Conversations, Sales Effectiveness, Sales Ready Content

This article introduces the discovery of a simple and practical approach to improve B2B sales effectiveness. It is especially important for B2B selling organizations with, or trying to adopt, a value selling model. And it’s an approach few organizations have thought about. The Sales Effectiveness Problem and Core...
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Small moves, smartly made, improve (unified) content strategy

by Jim Burns

Featured, Knowledge, Marketing and Sales Strategy, Strategy

An effective content strategy is a challenge most B2B organizations face today. The maturing use of content, along with competitive market factors, means the bar is constantly rising. Effective knowledge, information, and content are key business drivers. They impact top business objectives, especially: Organic revenue growth through new customer...
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Marketing and Sales Content – Differences That Matter

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Ready Content

What IS the difference between marketing and sales content? This is a good question to ask across your organization. The answers will reveal people’s thinking and understanding about “content” in general. Notice how clear, specific, consistent and actionable the responses are. Or not. Why does this matter? Effective sales...
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What is a Leveraged Content Supply Chain?

by Jim Burns

Content Operations, Featured

In What is a Content Supply Chain? I identified the shortcomings of the traditional and still prevalent process by which B2B organizations create content. I concluded by saying the question is, How do you design a content supply chain process that will optimize 10 essential content criteria, especially the...
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Why Content Operations Is Your Next Focus Area

by Jim Burns

Content Operations, Featured, Strategy

Business-to-business selling organizations that have adopted inbound and content marketing strategies to deliver relevant, useful, educational content to prospective buyers should give this question serious consideration. Four factors implicate this as a possible requirement: Universal business drivers Each company’s go-to-market goals, strategies and plans Content strategy and requirements Challenges...
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