1. Ready or Not, Here’s Your Content Challenge

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    To capture attention and deliver value, your content challenge is to be relevant to your buyers and readers. It might be cliché to say buyers are inundated with information, but I don’t see organizations really committing to strategies that deal with this reality. While many have changed the way they market over the last three to five years, I don’t see corresponding changes in the way they create content. I call the traditional approach a “point production” method. Sometimes this is referred to as “one and done.” I put the emphasis on “one” — one blog, article, webinar, whitepaper, video, etc. If we are committed to creating relevant content that works for our organization and our readers, it must be created to speak to a specific individual, specific interest or issue, buying stage, industry, competitive context and other relevance factors. Not all of them together. If we believe it’s important to make our...
  2. 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...

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