1. Modular Content Creation vs. Traditional and Structured Content Approaches

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      As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance. Numerous studies have shown business outcomes improve significantly when content delivers highly targeted, useful and relevant insights to audiences. Yet marketers currently struggle to produce content tailored even to relatively simple relevance factors, such as specific industry verticals or personas. Demand campaigns and nurture tracks seldom are targeted to those factors. Lack of data, list segmentation and relevant content are three primary reasons we usually hear. As marketers move beyond content for marketing tactics, and step up to support sales and the sales channel’s content requirements, the ability to deliver highly targeted, situation-relevant content will be an essential capability. Sales engagement is essentially a one-to-one activity. When B2B buying teams are made up of 5 to 6...
  2. Repurpose Content, Important, Not a Panacea

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    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...
  3. Creating Relevant Content

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    The shift from building content about a company and it’s products and services, to building content that speaks to specific interests of target audiences, raises the issue of content relevance. What makes content relevant? How would we gauge the degree of relevance of a content item? This shift is being driven by new customer buying processes enabled largely by internet availability of information traditionally provided by vendors. As buyers begin their buying process with online research, content becomes more critical than ever before. Content is what helps companies get discovered during this research process. Used properly, content can help companies discover potential buyers before they decide to contact vendors. Search engine optimization (SEO), internet syndicated articles, and marketing automation technology (among others) have changed the marketing game. Buyers are not interested in vendor products and services until quite late in their buying process. At the start, they are primarily interested...
  4. How I Created Content Like a Publisher When Speaking at Bentley University

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    This coming week I have two presentations at Bentley University – first, guest lecturing at Terry Skelton’s class Fundamentals of Content Development as part of the Information Design & Corporate Communication department, and then speaking to Marketing and IDCC majors as part of a spotlight for careers in digital content marketing, hosted by Alyssa Hammond. To prepare, I followed a process that we use with our customers to ensure that both speakers and audience get the most out of an event experience, by creating content like a publisher. My presentation includes an overview of B2B Sales & Marketing today – concepts such as inbound marketing, content marketing, digital body language, marketing automation, lead management and the revenue engine. Then I explain how Avitage takes the concepts and puts them into practice through a specific approach and set of processes. Finally I review customer examples and recent case studies with BNA...

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