Avitage - Content Operations Management

Micro-content — the most important content type you don’t manage

by Jim Burns

Content Marketing, Content Operations, Featured

Micro-content isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Micro-content is simply what the words imply. The term is credited to user experience...
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Modular Content Creation vs. Traditional and Structured Content Approaches

by Jim Burns

Content Operations, Featured, Tips & Techniques

As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance. Numerous studies have shown business outcomes improve significantly when content delivers highly targeted, useful and relevant insights...
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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 need...
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Getting Sales Content Right

by Jim Burns

Featured, Marketing and Sales Strategy, Sales Effectiveness

As B2B selling organizations attempt to transition from a product to solution or value sale, they must deal with the new realities of selling in a digital era characterized by self-educating teams of buyers. This new reality has made high-performing, situation-ready content a strategic imperative for B2B organizations...
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What is a Content Supply Chain?

by Jim Burns

Content Marketing, Content Operations, Featured, Marketing and Sales Strategy

The genesis for this is an article by Jake Sorofman at Gartner, “The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity.” “Targeting and personalizing experiences requires content—lots of it, in many different forms, for many different audiences, engaging across many different channels. Managing this madness becomes an...
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B2B Sales Conversations — By Design

by Jim Burns

Featured, Sales Effectiveness

To paraphrase David Packard, sales conversations are too important to leave to sales people. B2B sales conversations for key touch points should be designed. This optimizes conversation effectiveness and simplifies selling. It provides a common baseline that makes feedback and continuous improvement possible. How have you designed the sales conversations...
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Micro-content — the most important content type you don’t manage

Modular Content Creation vs. Traditional and Structured Content Approaches

What is a Leveraged Content Supply Chain?

Getting Sales Content Right

What is a Content Supply Chain?

B2B Sales Conversations — By Design

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