breakthrough content marketing idea7 Oct 2015

One Simple Step Will Increase Your Meetings Set From Webinars by 20%

Webinars are a great lead generation tactic. People that register for webinars are committing their time to attend which is a much stronger predictor of their potential as a future sales opportunity than a search query or white paper download. Because of this, as well as other positive characteristics, lots of marketers have incorporated these virtual events into their marketing mix. While webinars are great at delivering qualified leads, they do take a significant investment

1 Oct 2015

Q: What Happens When You Put Legal In Charge Of Content?

A: You get lifeless drudge that fails to engage. Uggghhh.   I received an email from HP notifying me of their upcoming bifurcation, the names of the new entities and letting me know that I had opted-in to receive marketing emails.  Therefore, I should expect to continue to receive emails from one of the two new entities and I can unsubscribe at any time via a link. And here is a link to our privacy statement in the event

B2B Content Marketing Infographic16 Sep 2015

4 Building Blocks for High Performing B2B Content

Get Your Content House in Order for 2016 If you want to accomplish your marketing objectives in 2016 then you need to get your content house in order. While content ranks high in terms or priority and marketing spend, when it comes to planning and execution, many content marketing plans look something like a teenager’s bedroom; with an eclectic mix of items strewn about and those of fleeting interest and lacking engagement being relegated to

Lead user generated content25 Mar 2015

Discover the Power of Lead User Generated Content Hidden Within Your Customers

Lead Users and Lead Customer Advisory Boards are often critical components of product innovation engines. Capturing valuable insight from these resources allow product marketing organizations to identify new product opportunities that are not too far in front of the general market which maximizes market acceptance and early product adoption. Insight from these customers is critical for maximizing the chances of new product success by ensuring products address key pain points that are emerging in the

5 Mar 2015

When it Comes to Content Marketing Strategy, Timing Can Be Everything

In today’s world of infobesity, the current generation of content marketing calendars, found in marketing automation, social media and CRM platforms, often fall short of helping marketers effectively execute a content marketing strategy that will break through the clutter while engaging and converting target audiences into customers. While they provide the utility of scheduling, persona targeting, channel distribution and theme designation, they just scratch the surface in helping brands with precision timing of execution, content positioning relative to the competitive set and relevant content that engages and delivers maximum value.

Why content strategies fail6 Aug 2014

Why Most Content Marketing Strategies Fail

Unfortunately, most content marketing strategies are not developed with the same amount of rigor, effort and resources that are applied to their product strategy counterparts. With the commencement of the content wars and the companies with the best and most effective content, gaining market share, you’d think that more CMOs would pay closer attention. Here are three common areas where content marketing strategies are failing today: 1. Competitive Content: Attack and Shielding Strategies Less than

brand vocabulary develop and content marketing4 Aug 2014

5 Tips for Developing a Powerful Brand Vocabulary for Rich, Engaging Stories

It’s no surprise that the days of ruling a category with a good product and a great tagline have come to an end. Today’s highly educated consumer (B2C or B2B) requires a deeper connection, social proof and thought leadership before they give you the honor of calling them a customer. In order to capture the required cognitive real estate of today’s highly educated B2C or B2B consumer, it is important to create a brand vocabulary

Connecting Content Marketing to Business Value27 Jul 2014

Connecting Content Marketing to Business Value

B2B Marketers are struggling to connect content marketing to business value according to a recent press release from Forrester published in the Wall Street Journal. Unfortunately, this is not a new dilemma. B2B Marketers have struggled with effective content marketing for a multitude of reasons as depicted in The Content Marketing Institutes' / Marketing Prof's annual research on the challenges of B2B content marketing. However, with a little focus, strategy and analysis of purchase behavior,

Top 10 Email Marketing Tips for Successful Campaigns7 Jul 2014

Top 10 Email Marketing Tips for Successful Campaigns

Email marketing is such a critical component of the marketing mix for a lot of businesses, yet, I continually receive poorly executed emails from great brands. Here are 10 tips that will help you execute a successful campaign. The list doesn't stop here; there are a bunch of email marketing best practices that will help you break through the clutter of the inbox and engage at a much higher percentage and I'll cover those in

No Channel Conflict? Uh-Oh!1 Jun 2014

No Channel Conflict? Uh-Oh!

Many marketers that I talk to believe channel conflict is a bad thing because they get beat-up by their internal channel managers when it escalates. However, there is a much bigger problem if you don''t have channel conflict. As a marketer, if you don't have channel conflict, then you’re nowhere close to having enough market coverage. Channel conflict is a healthy barometer of how well you're attacking the served addressable market and growing it within