Avitage

SEPTEMBER 4, 2017

In our 20 year content creation business we discovered the answer in a different approach, process and set of techniques we refer to as a leveraged content supply chain process. What drives the need for a leveraged content supply chain is a content strategy based on: A strong believe in high-value content as a strategic business imperative.

Content 120

Content Software Google Process 120

Avitage

JANUARY 28, 2016

Asset and campaign performance measures are not useful for an executive level business case. It doesn’t align with executive business parameters, or inform the kinds of decisions they make. These new realities have made content a strategic imperative of the business. But don’t confuse performance with ROI.

ROI 120

ROI B2B Content Urgency Marketing 120

Avitage

JANUARY 12, 2016

Few companies have a universal, business level content strategy. This makes content a strategic imperative for your business. As a result of over 20 years creating content for B2B sales and marketing organizations, we developed a 6 Competency Framework for B2B Business Level Content Strategy.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Acquisitions 120

Avitage

NOVEMBER 21, 2012

Video Vignettes business video Video vignettes' “We need: cameras, lights, production people, someone to shoot, where, when is it needed, how long will it take, what will it cost, how will we use it, …? This feels […] The post Video — it doesn’t have to be this way appeared first on Avitage.

Video Marketing 120

Video Marketing Cost Business Product 120

Avitage

FEBRUARY 9, 2017

This makes knowledge and content strategic imperatives for any business. This is a foundation to breakthrough business results. Asking Better Questions Our clients must improve their sales and marketing performance and productivity in order to achieve top business results. Knowledge is actionable information.

Lock-In 120

Lock-In B2B Sales Paid Search Agency Order 120

Avitage

OCTOBER 17, 2012

Content Publishing PowerPoint and Video Management business video powerpoint to video user generated video video assembly video asset management video creation techniques video hosting' And yet, we wonder why this content […] The post Who’s going to stock the (content) pond? appeared first on Avitage.

Content 120

Content User-Generated Content Video Marketing Generation 120

Avitage

JUNE 27, 2015

The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients. The many new content requirements of digital era audiences and business strategies further exacerbates this reality.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120

Avitage

JUNE 12, 2015

Content is a strategic business imperative because it is a key driver of top business and functional objectives. But most executives have never given serious consideration to customer content as a business asset. In this digital era, the nature and role of customer content has new meaning and significance.

ROI 120

ROI B2B Content Acquisitions 120

Avitage

MAY 7, 2016

Companies struggle to keep up with the content demands of a digital business environment. In the content business, create vs. curate is similar to the traditional business decision of make vs. buy. To the degree companies develop a formal B2B content strategy, deciding this mix is one decision output.

Marketing & Strategy 120

Marketing & Strategy B2B Curation Content 120

Avitage

SEPTEMBER 27, 2017

These conversations require topic-driven content focusing on industry and business issues that concern key buyers personas.” That is the distinction between offers that are well understood and sold into mature markets, and offers that introduce a new and different way of solving a business problem.

Marketing & Strategy 120

Marketing & Strategy B to B Buyer Personas Content 120

Avitage

SEPTEMBER 27, 2017

These conversations require topic-driven content focusing on industry and business issues that concern key buyers personas.” That is the distinction between offers that are well understood and sold into mature markets, and offers that introduce a new and different way of solving a business problem.

B to B 120

B to B Buyer Personas Viral Marketing Content 120

Avitage

APRIL 7, 2016

I was influenced by the writing of British cybernetician Stafford Beer who wrote: “The question that asks, ‘given my my business, how should I use the microprocessor?’ A better question would be, ‘given the microprocessor, how should I design my business?'” ’ is fundamentally the wrong question.

Process 120

Process Content Customer Surveys ROI 120

Avitage

FEBRUARY 24, 2016

” The answer to this question has significant, if usually unconsidered, implications for tactic selection and business results. They have a good understanding of the problem and it’s impact or cost on the business (reason to change). They know they have a problem. Find opportunity prospects are actively searching.

Trigger Marketing 120

Trigger Marketing B2B Sales Marketing Prospects High Quality Lead 120

Avitage

JUNE 28, 2017

The impact and costs are high — to individual productivity, functional results and to strategic business goals. They’re also accelerating with the exponential rate of change. As Mckinsey says in the two minute video in this article: “The future waits for no one. The biggest risk, is being left behind.”

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

NOVEMBER 21, 2012

Today, it’s about practical business video. People haven’t adopted new approaches based on these new capabilities. Too many people are stuck thinking of video as high production value, traditional production techniques and cost.

Video Marketing 120

Video Marketing Bandwidth Mobile Marketing Cost 120

Avitage

FEBRUARY 12, 2017

This is part of a persistent struggle to raise marketing credibility and awareness of its impact in the business. You work hard to figure out how to track and measure asset performance and business impact. Too many executives, and especially the sales organization, still don’t see it. This is not a simple challenge.

Marketing & Strategy 120

Marketing & Strategy Content Tactics Paid Search Agency 120

Avitage

MARCH 11, 2014

In the business world, Michael Porter of Harvard Business School is a preeminent authority of business strategy. He points out “most businesses don’t have a strategy for their organization.” Lack of clarity about content strategy might have roots in a universal confusion about strategy. And why don’t they?

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 120

Avitage

MARCH 15, 2016

We had just completed ten intense weeks creating a business level content strategy for a client. The role and importance of content on business outcomes isn’t clearly […]. This kind of work produces many work products. Two relate to this story. What’s Going On Here? Short answer, human nature is playing out.

Marketing & Strategy 120

Marketing & Strategy Content Paid Search Agency Marketing Prospects 120

Avitage

MARCH 12, 2016

Michael Porter from the Harvard Business School is considered the dean of business strategy. So content also includes conversations delivered by sales people, by referral sources, and even buyers. Strategy (See What is Strategy?) His definition is: Strategy is the creation of a unique and valuable position.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

MARCH 10, 2016

Pre-requisite to use case definitions are two competencies we identify in our 6 Competency Framework for Business Level Content Strategy. This post will step you through a process to define and document requirements. These are Understand Audiences and Buyers Competency and Conversation Support Competency.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Paid Search Agency 120

Avitage

JANUARY 28, 2016

The rhetoric of “data driven decisions” has become a business imperative and key B2B competency. But we seldom see this number aggregated and reported as a line item in functional or certainly top business level financials. Sanctioned and Unknown are sanctioned content expenditures that are not captured.

Cost 120

Cost Organization B to B B2B 120

Avitage

OCTOBER 31, 2013

What functional and business outcomes would improve? But first, we’ll need a copy of your marketing plan, including: Business Strategy, Goals & Plans: Make sure it contains your primary business goals and associated metrics. Want some help? No problem. We (and others) can help. We’ll need your lead definitions.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

OCTOBER 31, 2013

What functional and business outcomes would improve? But first, we’ll need a copy of your marketing plan, including: Business Strategy, Goals & Plans: Make sure it contains your primary business goals and associated metrics. Want some help? No problem. We (and others) can help. We’ll need your lead definitions.

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

APRIL 30, 2018

That gap is your business risk gap. Kevin Kelly Outdated or immature knowledge sharing and learning practices keep you off the exponential curve. You are on the bottom, slow, incrementally rising line.

Paid Search Agency 136

Paid Search Agency Content Training Practices 136

Avitage

JUNE 8, 2014

This article is written for small and mid-size businesses, but also for groups within larger organizations that are constrained by poor enterprise infrastructure. Businesses should have strong presence and active participation on both platforms. You’re being a publisher. Or maybe you’re like me, mostly a listener.

Google 120

Google Paid Search Agency Companies Content 120

Avitage

JULY 23, 2015

McKinsey On Digital Marketing Operations This post was inspired by the McKinsey Insights article: How digital marketing operations can transform business. Here’s McKinsey’s assessment of current state: “Marketing operations are certainly not the sexiest part of marketing, but they are becoming the most important one.

Paid Search Agency 120

Paid Search Agency Digital Transformation Content Marketing & Strategy 120

Avitage

JULY 17, 2015

Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you think your marketing content is any better?

Content 120

Content Webinar Metrics Acquisitions B2B Sales 120

Avitage

FEBRUARY 14, 2014

Post Header Summary: Content marketing advice outside the context of understanding your business, goals, strategies and plans can be misleading, even dangerous. 1) Business Goals, Strategies, Plans I know, you’re reading a lot about this. More importantly, you do too!

Content Marketing 120

Content Marketing Planning Content Work Management 120

Avitage

MARCH 19, 2015

Strategic — Principles The conventional approach to content delegates content responsibility to each business function. They define, budget for, and create the content they require to meet their business obligations. We find it useful to consider causes, or challenges, in three categories, Strategic, Operational and Technique.

Content 120

Content Vendors Custom Publishing ROI 120

Avitage

OCTOBER 27, 2014

We have identified a solvable challenge that immediately improves productivity, efficiency, and, most of all, business outcomes. Your Content Constituents When this ability is missing, business outcomes suffer. This is a basic and solvable challenge.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 120

Avitage

SEPTEMBER 26, 2017

New Paradigm Offers Require a Different Go-to-market Strategy New paradigm solutions provide a different way to solve business problems than existing solution methods. But for what analyst firm SiriusDecisions terms “new paradigm and new concept” solutions it is a significant challenge.

Lead Ranking 120

Lead Ranking Startups Marketing & Strategy B2B Sales 120

Avitage

MARCH 4, 2014

Long time, serious content practitioners, the technical pros in this business, use the term “intelligent content” deliberately. This isn’t just a cute phrase. So much so it’s the name of their conference. They also call themselves “content strategists”.

Enterprise Management 120

Enterprise Management Content Marketing Content Conference 120

Avitage

SEPTEMBER 19, 2017

Significant impact on job performance and business outcomes across your entire organization can be realized by applying the uses introduced below. It can also be source for any new content. Either way, microcontent is an under-used content type. And it’s not limited to marketing.

Content 120

Content Social Media Social Marketing Google 120

Avitage

SEPTEMBER 19, 2017

Significant impact on job performance and business outcomes across your entire organization can be realized by applying the uses introduced below. It can also be source for any new content. Either way, micro-content is an under-used content type. And it’s not limited to marketing.

Content 120

Content Social Media Social Marketing Promotion 120

Avitage

SEPTEMBER 7, 2017

Numerous studies have shown business outcomes improve significantly when content delivers highly targeted, useful and relevant insights to audiences. As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance.

Content 120

Content Verticals B2B Sales Tactics 120

Avitage

AUGUST 8, 2017

” I have written, useful high-value content is a strategic business imperative in this digital era because it is a primary driver of: New customer acquisition and profitable revenue growth Marketing and sales productivity and lower selling costs Data acquisition about customers and buyers (DBL) Consistent, exceptional customer experience.

Content 120

Content Gartner Acquisitions Custom Publishing 120

Avitage

SEPTEMBER 5, 2012

In his classic book Brain of the Firm, Stafford Beer made the observation (paraphrasing) that the question that asks, “given my business, how can I use this new technology?” He recommended the question, “given this technology, how should I design my business?” ” is fundamentally the wrong question.

Video Marketing 120

Video Marketing Fulfillment Mobile Marketing Demand 120