1. Content and Social Media Marketing Predictions for 2011

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    I’ve just read this compilation of insights and predictions published by the Content Marketing Institute (CMI). Two strategic insights I found especially helpful: Must have a real-time mindset (David Meerman Scott) The “consumerization” of B2B marketing (Tom Pisello) This summary of especially salient points looks like a pretty good content checklist: Content will get shorter (Doug Kessler) Relevance will become the new standard (Sandra Zoratti) Must become better storytellers – Some brands will understand that they are nothing more than a story and brands that tell their story will win (Simon Kelly) Create original high value content (think unique) (Valeria Maltoni) Education oriented better than humor (Russ Henneberry) Frequency, quality and relevancy not only matter, but will be essential to maintaining a competitive edge (Barbara Rozgonyi)   Ability to generate content that engages audiences and motivates them to take action (Paul Roetzer) Quality over quantity Content strategy and planning–By the end of 2011,...
  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. 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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