2010

The Content Factor

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What did Don Draper know that we may have forgotten? (Part 1)

The Content Factor

Most of you know Don Draper as the iconic, chain smoking, hard driving, client schmoozing ad man on the show "Mad Men." Being in marketing, I’m always amazed that in every pitch to a client, Don always hinges a million-dollar contract on one or two simple things, such as a tag line or a visual. read more.

It's Time for Alacrity

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a·lac·ri·ty [uh-lak-ri-tee] –noun 1. cheerful readiness, promptness, or willingness. read more. B2B Lead Nurturing Business to Business (B2B

Love Your Vendors, Get Tough with Your Clients

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I recently heard this advice from an experienced business consultant: instead of loving your clients and being tough on your vendors, it's time to love your vendors and get tough on your clients. His rule-of-thumb is contrary to conventional wisdom ; I was intrigued and asked him to elaborate. read more. Business to Business (B2B

Switch: Motivate the Elephant.to Buy

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Coincidental to Paul's "Don Draper" series on using emotion in marketing content , I am reading Switch: How to Change When C read more.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

B2B Marketing: The Fine Line Between Doing It Right and DIY

The Content Factor

The title of this blog post by Dianna Huff caught my attention: " DIY Marketing No Longer Cuts the Mustard. " (DIY=do it yourself.) She makes a convincing case that the tools and techniques of marketing, like the computer-enhanced motors of cars, are no longer the domain of the shade tree mechanic. read more.

Dig Deep with B2B Buyer Personas

The Content Factor

Every B2B marketer I talk to is on board with the concept of user personas to guide their web content strategy. Now our team is working with several clients to really drive this concept home, and apply personas more aggressively to the content they are creating. The results are paying off in content that truly speaks to the buyer. read more.

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Fulfilling a Content Strategy for the Enterprise: It's Much More than Writing

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I'm frequently approached by writers looking for work, and the first thing they want me to see is a sample of their writing. In ten seconds, I can tell whether a writer can put a decent paragraph together. But writing is only the first of many skills needed to produce content for an enterprise. read more.

Avoid Paralysis of the B2B Buyer

The Content Factor

I need a new laptop. also know that I won't be happy until I have done exhaustive research to assure myself that I have purchased the perfect machine for me: the right compromise of weight and power, the best video for my needs, the right-sized keyboard, and so on. read more.

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B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Create More Content--With Less

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The toughest part of a B2B marketer's job? 73% say: doing more with less. A new survey from Genius.com and BtoB Magazine is quoted in MarketingProfs (" B2B Marketers Struggle with Changing Roles "). read more.

Craft Content to the Buying Cycle: Stage 1, the Unaware Buyer

The Content Factor

Does your prospect need a whack on the head? If he is an Unaware Buyer, he doesn’t care about your product, even if he needs it. And he certainly doesn’t care about your webinar or your trade show booth. The challenge with the Unaware Buyer is that he goes out of his way to avoid any sales pitch, because he doesn’t think he needs to buy anything. read more.

Remedy for the Overworked B2B Marketing Director

The Content Factor

B2B Marketing Directors are particularly busy these days. While the economy shows signs of improving, they are skeptical and cautious. They will believe there's an upturn when their budgets and headcounts go back up. Until then, they are running as fast as they can on the tightest resources. read more.

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Whose Marketing Plan Is It, Anyway?

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There’s a chronic disconnect between the motivations of B2B marketers and their prospects. Until marketers fix it, they will contending with their prospects instead of influencing them. Does your marketing organization suffer from this disconnect? To find out, take a look at your marketing plan for the upcoming quarter. If it is like many, it is driven by internal events like these: read more.

Are You Interesting To Me?

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Once tweeting and checking-in have become mainstream, the next trend in communications will be "passive conversation discovery," blogs Eloqua's Steve Woods. read more.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Edit Twice, Measure Once

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There are people who think with numbers, and people who think with words. Numbers people—I will call them the Quantifiers—come off as business focused because they have their eyes on the bottom line: a number. They are the results managers. Words people—you guessed it, the Qualifiers—look for the substance, the meaning, and the integrity behind what is being said. read more.

New Rules of B2B Engagement

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Mark W. Schafer does an excellent job on his {grow} blog in engaging his readers in discussions in the comments of his posts. participated on the post, “ Wait a minute. read more.

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Branding Outside-In

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Most marketing is all about communicating externally. I'm working with a client who needs internal branding. In fact, I suspect that her customers hold a deeper impression of her brand by coming into her brick-and-mortar store than do her employees, who are inured to the environment. read more.

Great Content, But Does It Have Legs?

The Content Factor

Found an interesting post on the MLT Creative blog titled, " Why Top-of-Mind Matters in B2B Marketing. Being memorable, through a consistent message and integrated marketing channels, certainly does help a B2B marketer be "top-of-mind" when it's time for the buyer to buy. But the post got me thinking about one of the most powerful channels: positive word-of-mouth, particularly personal endorsement. read more.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Great Content, But Will it Stick?

The Content Factor

Found an interesting post on the MLT Creative blog titled, " Why Top-of-Mind Matters in B2B Marketing. Being memorable, through a consistent message and integrated marketing channels, certainly does help a B2B marketer be "top-of-mind" when it's time for the buyer to buy. But the post got me thinking about one of the most powerful channels: positive word-of-mouth, particularly personal endorsement. read more.

Don Draper Wins with Emotion (Part 3 of a series)

The Content Factor

In Part 2 , I started my list of ways B2B marketers can charge our campaigns with emotional engagement. It’s a technique that Don Draper uses in every pitch ( as in this clip on YouTube ), and that we can learn from in today’s world of analytical marketing techniques. Here are some additional techniques for content marketers. read more.

Your Great Content Isn't Great Enough

The Content Factor

Please retweet: You can get more retweets now. Ask me how. The following headline on today's SmartBrief on Social Media caught my eye--which it was carefully designed to do: Why great content is never enough As one who works for an outfit called "The Content Factor," my interest was piqued. Dan Zarrella has researched the characteristics that make content retweetable, and quality isn’t one of them. read more.

Don Draper Wins with Emotion (Part 2 of a series)

The Content Factor

In Part 1 , I described the contrast between 2010 and Don Draper’s 1964 in B2B marketing. Today, marketing is largely a numbers game. But Don Draper understood the “delicate, yet potent” value of emotional engagement with the buyer. How can we marry emotional engagement with today's analytical tools that help us manage our efforts? read more.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Building Trust in the Digital Age of B2B Marketing

The Content Factor

According to this short piece on MarketingProfs last week , B2B marketers should get ready to move their entire sales process to the mobile phone. At least, that's what the synopsis at the end seems to say. Fortunately, the original post by Robert Lesser goes more in-depth. read more.

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Multimedia Content on the Web: No Longer "New" Media

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A popular video about social media quotes the statistic that YouTube is the #2 search engine after Google. read more.

Why Outsource B2B Content Marketing? Reasons Abound.

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Our friend Junta Joe blogged recently about the reasons to outsource, not in-source, your content marketing. The thrust of Joe’s post is that marketing managers need to focus their energy elsewhere. He plugs an upcoming report, but I’d like to elaborate some thoughts in the meantime. read more.

On Toys, Tenure, and the Comfort Zone of B2B Marketers

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Seth’s recent post titled “Senior Management” got me thinking about how experience can backfire when it gets us in a rut. As a “free agent,” I find myself on either side of the experience paradox, depending on the gig. read more.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

One-Purpose Email Marketing: The Golden Rule

The Content Factor

A simple but important principle of email marketing has emerged from recommendations we are developing with a client. This principle is one of those fundamental techniques that everybody knows but few put into practice. That principle is: Don’t boil the ocean. Allow each element to have one, and only one, purpose. read more.

How to Shine: a B2B Personas Case Study

The Content Factor

Last week I met a B2B solopreneur who performs visual facilitation. She leads meetings and synthesizes group-think by illustrating discussions on a large mural, in real time. Julie's recent blog post is a perfect case study for B2B personas. read more.

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Crusaders and Shepherds: Lessons for B2B Marketers

The Content Factor

I'm enjoying Steve Woods's post today on Digital Body Language , on the ways Marketing departments can and should be "doing" social media. read more.

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Dirty Jobs: Public Relations for BP

The Content Factor

Last week’s AdAge poll posed a fascinating question: As someone employed in marketing, advertising or public relations, would you work on the BP account in a professional capacity at this point? read more.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

Branded Terms? Or the "Regular" Ones Everyone Searches On?

The Content Factor

I took part in an interesting discussion today regarding how much effort and resource organizations should put toward developing and "owning" unique creative terms. Every marketer wants to be the Jerry Maguire that is associated with "show me the money," but the internet rewards the common and most commonly searched terms: "images of money?" read more.

Branded terms vs. the "regular" ones that everyone searches on.

The Content Factor

I took part in an interesting discusion today regarding how much effort and resource organizations should put toward developing and "owining" unique creative terms. Every marketer wants to be the Jerry Maguire that is associated with "show me the money," but the internet rewards the common and most commonly searched terms: "images of money?" read more

Commoditized Content: Is B2B Next?

The Content Factor

Two major events make a trend. Now that Yahoo has purchased Associated Content , in the wake of AOL launching Seed.com , it is official that the major Internet portals see big profits in the ads they can sell on pages of cheap content. read more.

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It's Still B2B to Me

The Content Factor

Marketing expert David Meerman Scott blogged last week about Boeing's new web site as a stellar example of brand journalism --a term he defines thus: Brand Journalism is not a product pitch. It is not an advertorial. It is not an egotistical spewing of gobbledygook-laden corporate drivel. read more.

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B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.