1. Objectives-Based Content Strategy Framework

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      With guidance from SiriusDecisions and other analysts firms, many B2B organizations have evolved their go-to-market, messaging and content strategy. They have shifted from a product-based to a persona-based content framework. This is often in support of a solutions selling model. “As b-to-b organizations place greater focus on both inbound marketing, and optimizing content for the sales force, the skills and behaviors required for content ideation, writing and delivery are rapidly changing. To survive and thrive, product and solution marketers must evolve their competencies.”  The premise of the brief is: “The shift toward inbound marketing is forcing marketers to support continuous buyer conversations via the Web and virally through social media channels and influencer marketing. These conversations require topic-driven content focusing on industry and business issues that concern key buyers personas.” SiriusDecisions, Building a Persona-Based Content Framework. (Client portal access required) This guidance has convinced organizations to shift their emphasis from...
  2. Understanding the True Cost of Content in B2B Organizations

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      There’s a familiar expression used to describe some people. They “know the cost of everything, but the value of nothing.” When it customs to B2B marketing and selling content, it appears most organizations don’t know either. The rhetoric of “data driven decisions” has become a business imperative and key B2B competency. In addition to being a driver of marketing and selling outcomes, content plays a critical role in acquiring data on customers, buyers and other key audiences. Given the strategic imperative of content in the digital age, and the significant, mostly hidden spend on content, this new reality warrants executive action. Research from the analyst firm SiriusDecisions (B-to-B Content Creation Costs and Outputs) shows B2B organizations are challenged to identify their true content spend. Even SiriusDecisions was surprised by the results. They discovered total customer content spend was anywhere between 3 and 10 times known spend.   Framework to Identify Your...

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