What Works - What Doesn't

Trending Sources

Stop the WordPress Madness!

What Works - What Doesn't

One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system. My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever. Isn’t “Skins” a TV show?

12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

The frigid cold along Route 128 the other morning didn’t keep a standing-room-only crowd from Schwartz Communications’ Breakfast Roundtable on content marketing (using information shared on the Web to drive sales.) Featured speakers were Ann Handley, Chief Content Officer at online marketing site MarketingProfs , and Brian Halligan, CEO of inbound marketing software vendor HubSpot.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

When drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature. These included dramatic government budget cutbacks, a scramble for funds among richer and poorer regions, and how the vendor’s solution helped bring affordable IT services to all. Trade pubs don’t have the staff or time to do that follow-up reporting these days.

Press 23

Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

Back when the earth was young and so was I, feedback on my writing came from a grizzled, chain-smoking editor throwing a story back at me and growling “What the hell does this mean? Clean it up.” Now that I’m doing content marketing for clients, the feedback is a pop-up suggesting I tweak the title or juice up the metadescription. Or, rather, tries to tell us what readers want.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

What B2B Readers Want, Circa 2010

What Works - What Doesn't

I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. The impetus is a competitive analysis I’m helping do for a publisher, which includes asking readers about everything from what they read, how they get it (print or online) to how they use content to do their jobs better. Paper is NOT dead. While most of the readers I surveyed just want the daily email update with links to a Web site, a stubborn significant minority still want that hard copy – particularly for “airplane reading” or for reading longer stories. Social networking?

Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

Trying to Get the Big Mo A recent post by Jeff Pedowitz argues that marketing automation vendors – selling tools that automatically send and track responses to marketing material to target prospects – are floundering, or at least not growing as quickly as they should. As someone trying to grow his own use of these tools, all of these shortcomings sound correct. First, the lack of education.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Head out to Paine Field in Everett, Washington, and you’ll see 20-25 brand new, nearly finished 787 airliners sitting on the flight line. Boeing can’t deliver them to customers (or get fully paid for them) until they perform more than 140,000 fixes. Just tracking which plane needs which changes is a major challenge, as is juggling the repair schedule to match the delivery slots airlines paid for.

How We Can Help

What Works - What Doesn't

By creating compelling white papers, case studies, blog posts and other content based on an in-depth understanding of your competitive differentiators. We can create anything from full-fledged email marketing campaigns to white papers, case studies, ghosted articles and blog posts. Here are some of the ways we’ve recently helped our clients win in the marketplace.

RFP 2

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Stop the WordPress Madness!

What Works - What Doesn't

One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system. My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever. Isn’t “Skins” a TV show?

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

When drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature. These included dramatic government budget cutbacks, a scramble for funds among richer and poorer regions, and how the vendor’s solution helped bring affordable IT services to all.

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

Click Image To Download. IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? world.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Quality content is critical because prospects are paying with their most precious commodity – time. If you’re not giving them valuable information, they’ll click on to your competitors. In the age of content marketing, you’re a publisher and you need to attract eyeballs to survive – in other words, to sell. Pretty specific custo mer base, eh?

PPC 2

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

About Us

What Works - What Doesn't

Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry. We are veteran IT trade press journalists, IT marketers and public relations professionals who are dedicated to not only producing superior marketing content, but using that content to find and nurture prospects until they are ready to become customers.

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. Here’s why. Yes, StatSheet of Durham, N.C. has developed software that writes (or, rather, assembles) stories based on statistics from college football and basketball, NASCAR and other sports. and stitches them together using a choice of pre-defined phrases. But am I worried?

B2B 2

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. For those old enough to remember ink.). Marketing automation vendor Eloqua has gone a step further and hired Jesse Noyes , formerly a business reporter for the Boston Herald , as a “corporate reporter.” How would you respond?

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped. Turns out that, just as with so many other IT initiatives, that having the right people and processes is as important as having the right software. Lack of good content was cited by 32%, but that’s such blatant self-promotion I shouldn’t mention it. Except I just did.

Definitive Guide to Planning a New Content Initiative

Are you kicking off new content initiatives this year? This comprehensive ebook from DivvyHQ asks the 10 most vital questions that should be answered (before you start executing anything) to ensure the success of each new content initiative.

Finding the Mythical C-Level Exec

What Works - What Doesn't

Like the unicorn , whose horn was said to cure illnesses and neutralize poison, the C-level executive is a mythical creature, though long hunted by IT sales rep looking for a cure to their late-quarter sales slump. But, as Forrester Research points out in a recent report , “.no but no generic “C-level executive.”. Hoping to find the CFO? Looking for the CSO? Does this take time and money?

Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users

What Works - What Doesn't

Some customers are pushing back on software maintenance agreements, threatening vendors with the loss of their most predictable, profitable continuing revenue stream.   Priced at 15% or 18% (or more) of the up-front purchase price of the software, maintenance agreements provide customers with updates and enhancements as well as support.

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. Now, it’s official – or at least corroborated by a Forrester Research Inc. report. When it's too difficult, the executive will choose to switch priorities” to something easier to understand.” (My emphasis.). In other words, if you baffle them with your BS, they’ll tune you out. That’s a good idea.

B2B 2

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

What Works - What Doesn't

  One of the biggest blunders tech marketers make is not clearly explaining what their products do. recent ad from Toyota makes this thunderlingly obvious mistake, and shows why it’s so important to get an outsider’s eye to review your copy.   As everyone knows, Toyota has had some major quality and safety issues. You can't, because it doesn't.

5 New B2B Sales and Marketing Strategies

The traditional B2B sales and marketing model is typically depicted in the shape of a funnel; flow starts with marketing and then transitions to sales. Pretty standard, right? The model has now shifted to focus on the customer and their buyer journey.

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read. If your marketing collateral doesn’t say anything new and interesting, they’ll move on quickly.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. The folks at marketing automation software vendor HubSpot seem to agree, judging from a recent blog post on “Seven Reasons Social Media is Bad for Marketing.”. Which they are.   Did HubSpot shoot itself in the foot? The implied solution?

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise. But is asking prospects to spend the time playing an online game good for all parts of the sales cycle? OK, World of Warcraft it ain’t.   Maybe.

B2B 2

Time to Kill the Press Release?

What Works - What Doesn't

While writing a press release for a client the other day, I got to thinking about what I was doing. Dangerous idea, thinking too much. Because the more I thought, the less reason I could find for a company to issue a traditional “press release.”     What with the long decline of the trade press, there is less “press” out there to “release” information to.  

PR 2

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read. If your marketing collateral doesn’t say anything new and interesting, they’ll move on quickly.  

Real Editors Don't Just Retweet

What Works - What Doesn't

“Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.    One common refrain I keep hearing is that marketers should “think like an editor” in deciding what information to give to customers. That’s what real editors do. 

To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office? It’s tough to get people to part with their money, or their time, to attend conferences these days. But one way to do it is to give them a sample of what they’d get if they attended. Tip 3 – Tips for working with SAP NetWeaver variables in Crystal Reports.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things. Even stripping out the paper and distribution costs, producing quality content like this isn’t cheap.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Downloads

What Works - What Doesn't

[contact-form