| | | Marketing to Business Executives Blog | | | | 4 articles |
| Page 1 of 1 | Previous | Next | MARKETING TO BUSINESS EXECUTIVES BLOG DECEMBER 5, 2011  Top Eight Reasons B2B Marketers Use Content Curation Reason 1: Many of the marketers who have stepped into curation on an enterprise basis are thinking about getting closer to their customers by providing an information service that draws people with similar interests and keeps them coming back. Marketers view content curation as a social as well as a content initiative. Visitors often click through to the company website. | MARKETING TO BUSINESS EXECUTIVES BLOG DECEMBER 9, 2011 Finding the Information You Need Quickly, Reliably and Cost-Effectively Someone raised the question on Quora a month ago: Would most users rather have content delivered to them based on interests or by their social connections? Then Arnold Waldstein started a Conversational Rant a few days ago on his blog, pointing out that he would like to “parse my world by conversations, by topic, by trusted connections daily.” ” Then Romain Goday of Darwin Ecosystem laid out five different approaches to content curation : Expert approach: curators. Crowd approach: popularity. User behavior approach: personalization. Relationship approach: social graph. | | | | | |
| MARKETING TO BUSINESS EXECUTIVES BLOG DECEMBER 2, 2011 Choosing the Right Topic for Your Content Curation Initiative Pawan Deshpande’s post on Crafting the Perfect Content Curation Strategy raised the important issue of how one chooses the right topic for a content curation initiative. The topic choice drives actions and investments. Moreover, Moreover, the topic lays the foundation for engagement and becomes the focus for reputation building. Pawan points to three factors to consider in selection of the right topic: competitors’ content strategies, the volume of content on a subject, and audience interest. These three are definitely important. But some refinements are in order. | MARKETING TO BUSINESS EXECUTIVES BLOG DECEMBER 6, 2011 Today’s Rant: Why Marketing is Harder — and More Fun A salesperson who is face-to-face with a prospect can vary his or her dialogue to accommodate the prospect’s needs and interests. The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle. She can assess the prospect’s level of knowledge and fill in gaps. Most importantly she can use the prospect’s responses to guide the discussion. Today the salesperson doesn’t get a face-to-face meeting until much later in the buying cycle. Yet the marketer isn’t sitting across from a single prospect. He | |
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