1. How to execute content marketing

    by
        What would improving the way you execute your content marketing initiative look like? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? What functional and business outcomes would improve? Want some help? No problem. We (and others) can help. But first, we’ll need a copy of your marketing plan, including: Business Strategy, Goals & Plans:  Make sure it contains your primary business goals and associated metrics. Include your go-to-customer (sales) strategy, plans and metrics. If you sell through the channel, make sure you include them in your marketing and content plans. Marketing Strategy, Goals and Specific Plans: It will be important to align your content marketing investments and priorities to your sales, channel and marketing plan. In addition to your core strategy we will need your demand generation and management plan. If...
  2. Sharing a customer’s story

    by
    I’m just back from a client review meeting. We assist our customer with lead management and content. This week they started a campaign, here is their story. As a result of our customer’s ability to track and score buyer consumption of content, initially delivered through an outbound campaign, and supported by a content microsite, our customer identified several people whose content consumption behavior indicated heightened interest. This triggered a move of this “lead” in their (Marketo) lead management system from the initial “inquiry” status to “marketing qualified lead” (MQL). The lead scoring algorithm also triggered their inside sales person to conduct an immediate phone follow up. All of this was communicated automatically within their Salesforce.com system, virtually in real time. The “buyer” turned out not to be the actual buyer at all, but the administrative assistant for the President of the company. She indicated they found the content so valuable they...
  3. Repurpose Content, Important, Not a Panacea

    by
    The tactic to repurpose content is a hot topic right now among marketers as they look to reduce content development time, effort and costs. Our company has repurposed content for customers for over fifteen years, and developed several techniques. But first, a warning. Repurposing content is not a panacea to creating the right content the right way the first time. We suggest, if you can repurpose content, it wasn’t designed and created to be targeted and relevant in the first place.  This is why a content strategy that develops a content engine to continuously create content like publishers is so important. If content is not relevant, remarkable or compelling, repurposing won’t necessarily make it so. If content is all about the vendor and their products, it can be difficult to repurpose into effective customer educational content that is high demand today. Think of house renovations. This works well when it’s...
  4. A Content Engine Drives Lead Management

    by
    I was walking my dog past the school playground recently and watched a dad with a young child playing on the monkey bars. The boy could barely jump up and reach the rungs, but seemed paralyzed at the distance between the rungs to begin his navigation. Then I heard him command his father: “swing me, Dad, swing me.” The father gave the boy a gentle push and, using the momentum created by the swinging, the boy navigated his way across the remaining bars. However, whenever he ceased his momentum and stopped on a rung, he was unable to restart. He dropped to the ground to return to his father for a lift and a swing. This got me thinking about lead management. We know that initial inquiries begin to go cold within hours. But too often our follow up connections are “one and done:” a phone call, landing page, white...

B2B Marketing Zone