1. How to execute content marketing

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        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. Avitage Master Content Publishing Briefing

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    Through our consulting projects and content workshops, many people have asked us for copies of our content publishing briefing to share with colleagues and executives. Taking a page from Tom Peters, we’ve published our Master Content Publishing Briefing on our SlideShare channel, and it is available to download. You can share this page link, or links to the Slideshare PowerPoint version or the video version below. Segments in this show address: Why Content Publishing Content Requirements and Challenges marketer face Publishing Process versus the traditional Production process A Specific Content Project Example A Model for Applying the Publishing Process to All Content Projects This is the native PowerPoint version. It contains extensive builds and audio with each slide. When you play the PowerPoint as a slideshow (outside of SlideShare) the audio will play and slides will advance automatically. For preview purposes, we have included the video version below as well (18...
  3. Best Practice B2B Resource Center as a Hub for Relevant Content Delivery & Lead Nurturing

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    A B2B web site resource center is a key hub for any B2B marketer looking to transform their web site from a billboard which prospects view but bounce off – never to return again – to a trusted resource where prospects engage over time as they move through their buying process. This can be an important vehicle for delivering relevant content, and through this capturing useful information about prospects that is used to manage the ongoing nurturing of these prospects in order to accelerate their buying process. We saw an opportunity to develop a best practice framework for B2B web site resource centers by examining existing resource centers from best in class companies such as Marketo, HubSpot and Eloqua; online publishers such as newspaper web sites; and other sites that manage large volumes of content (e.g. recipe sites). With our company’s location in Waltham, MA – we are privileged to...
  4. A Content Engine Drives Lead Management

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    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...
  5. Risk of User-Generated Video Content

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    I’m really interested in John Jantsch’s new book The Referral Engine. But I’m not sure I’ll be reading it. I have a full reading list and limited time. I primarily read material referred to me from a trusted source. It’s a new book, so I’m waiting for reviews to emerge. That’s why today I jumped on the Twitter link to this “review” by Jim Kukral. Warning: there is some negativity in this blog, delivered in the spirit of feedback and insight, born of disappointment and frustration. A Review IS a Referral Think about it. A “review” is a referral. I would hope that a book about referrals would teach someone how to provide a referral. This glaring omission in this particular review has me questioning whether it’s missing from the book as well. I’m making these criticism because we’re dealing with professionals here. Not some geek … oops, after writing...
  6. Think Like a Publisher

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    Marketing automation for lead nurturing raises the stakes and the complexity of the content creation process. To feast this voracious beast, we recommend you think like a publisher. Why? Buyers want to view relevant content based upon their: role, specific needs or issues, stage of the buying process, industry, alternatives, and information purpose (attention, general education, customer stories, vendor point-of-view, vendor capabilities, proof points, technical explanation and more.) To create physical documents to respond to this requirement would require hundreds, perhaps a thousand documents (4 variables for 5 factors is 4 to the 5th power). Daunting, if even possible. Business publishers need content to be available immediately when buyers, or their sales staff, require it. But budgets are tight and quality standards must be preserved. Volume and the ability to tailor content — perhaps even personalize it — really ups the ante. Business publishers need to shift their thinking from...
  7. 7 ways to take your webinars to the next level

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    Webinars are a key component in generating compelling and relevant content to feed your lead generation, lead nurturing and content marketing programs. We see all too often however that companies take a “show up and throw up” approach to webinars, and therefore are only scratching the surface in terms of capitalizing on the opportunity. Webinars should not be a random act of marketing or a point production, but rather fall within a webinar strategy with consistent execution and production. These are seven things you can do right now to take your webinars to the next level, and increase your ROW (Return on Webinars, of course). 1. Pre-produce the webinar Pre-producing the webinar greatly improves the webinar experience for both viewers and presenters. When pre-producing the webinar, the webinar will still be presented as if it’s live (it has just been pre-recorded and edited), followed by a live Q&A.  The pre-production...
  8. Implement a content marketing program – not random acts of marketing

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    The potential payoff for content marketing and lead nurturing has been well documented by marketing research firms, analysts, marketing automation vendors and (most importantly!) businesses that have successfully implemented lead management. However in the marketplace we see a wide gap in the success businesses have in implementing lead management; we see time and again the difference in results can be predicted based on the answer to a simple question – are you implementing a lead management program, or are you implementing “random acts” of marketing? Said another way, are you relying on your marketing automation software as your solution, or is your software enabling a well-managed program? Here are some ways to determine if you are taking the program-driven approach required to generate the desired revenue growth from lead management. Are the following items documented and understood by your internal teams and vendors/partners involved in managing your marketing? Clear goals...

B2B Marketing Zone