1. Move Beyond Concept to Create Content Like a Publisher

    For marketers who have embraced the publishing mindset in support of inbound and content marketing strategies, execution has emerged as the new barrier to success. You understand the need to think like a publisher. You have shifted content focus from vendor and product collateral, to customer educational content. You blog, create whitepapers or e-books, conduct webinars and even dabble in videos. Linked-in and Facebook pages (and now Google Plus) have led to YouTube and Slideshare channels. You have a Twitter account and are learning about new social media platforms every week. Keeping up with demands for content is daunting. Think like a publisher tells us what to do. But can it help us understand how to do it better? You bet. Understanding the deeper implications of what it means to think — and create content — like a publisher can lead to a new operational model. With a fundamentally different...
  2. Rethinking “Why do you do webinars?”

    In our recent blog post “7 ways to take your webinars to the next level”, we discussed some specific techniques that can help you get more out of your webinars. The blog post was well received with engagement through our inbox, blog comments, LinkedIn, Twitter and was requested as a guest blog post by Shari Weiss (@sharisax). As we engaged in this dialog, it occurred to us that if you are running a webinar program or thinking about doing so, there is a fundamental “step forward” that you can take to best leverage the medium for your organization. Several years ago, if you asked a marketer why they run webinars, 10 times out of 10 the answer would be for two reasons – “one, to get our message out” and “two, to generate leads”. Today, while these are still important outcomes from a webinar program, we believe that they are trumped...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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