Avitage

OCTOBER 31, 2013

What would improving the way you execute your content marketing initiative look like? What functional and business outcomes would improve? We (and others) […] The post How to execute content marketing appeared first on Avitage. We (and others) […] The post How to execute content marketing appeared first on Avitage.

Content Marketing 120

Content Marketing Content Marketing & Strategy Marketing 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. I’ve stopped reading all content marketing articles that purport to tell me what to do. Two points: 1) What to do is widely understood and generally accepted.

Content Marketing 120

Content Marketing Planning Content Work Management 120

Avitage

MARCH 4, 2014

Long time, serious content practitioners, the technical pros in this business, use the term “intelligent content” deliberately. Given the importance – and confusion – of content strategy for content marketers, I wanted to see for myself what could apply to our content operations practice. So much so it’s the name of their conference.

Enterprise Management 120

Enterprise Management Content Marketing Content Conference 120

Avitage

JUNE 24, 2015

When it comes to content marketing, there’s near universal agreement on “what to do,” what actions organizations must take. This articles provides a deeper understanding of a business or enterprise class content strategy. “How to do it” advice tends to focus on tactic-specific techniques.

Content Marketing 120

Content Marketing Paid Search Agency Class Content 120

Avitage

AUGUST 21, 2012

Having participated in the making of business innovation history with category management the emergence of content marketing is a Déjà vu experience for me. I recently heard his famous phrase, “It’s like Déjà vu all over again.” It reminded me that there are lessons available in history that we can all benefit from.

Content Marketing 120

Content Marketing Merchandising Content Lead Ranking 120

Avitage

AUGUST 6, 2012

The “new producers” on the front line of business – marketing campaign developers, bloggers, inside sales, presales, direct sales and channel partners should be able to custom assemble content just as it is needed. They should be able to do this every day without consuming their day.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

NOVEMBER 12, 2014

Business-to-business enterprise marketing executives are accountable for uniting all customer facing activities associated with capturing new customers, growing revenue, and creating exceptional customer experiences across all touch points and the entire customer lifecycle. appeared first on Avitage.

First-Mover Advantage 120

First-Mover Advantage Content CMO Acquisitions 120

Avitage

SEPTEMBER 27, 2017

With guidance from SiriusDecisions and other analysts firms, many B2B organizations have evolved their go-to-market, messaging and content strategy. To survive and thrive, product and solution marketers must evolve their competencies.” They have shifted from a product-based to a persona-based content framework.

Marketing & Strategy 120

Marketing & Strategy B to B Buyer Personas Content 120

Avitage

SEPTEMBER 27, 2017

With guidance from SiriusDecisions and other analysts firms, many B2B organizations have evolved their go-to-market, messaging and content strategy. To survive and thrive, product and solution marketers must evolve their competencies.” They have shifted from a product-based to a persona-based content framework.

B to B 120

B to B Buyer Personas Viral Marketing Content 120

Avitage

JANUARY 28, 2016

Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI. While difficult to measure, marketers need performance measures to tweak execution.

ROI 120

ROI B2B Content Urgency Marketing 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

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

JUNE 28, 2017

Without mechanisms to make the complex simple, people experience the feeling as “complicated” This is the condition B2B sales and marketing leaders experience when it comes to defining and executing sales, marketing, content and data strategies. They’re also accelerating with the exponential rate of change.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

FEBRUARY 12, 2017

A Different Approach to Content Marketing Justification B2B content marketers must continually defend budgets and tactics, especially content investments, by proving performance. This is part of a persistent struggle to raise marketing credibility and awareness of its impact in the business. Or does it?

Marketing & Strategy 120

Marketing & Strategy Content Tactics Paid Search Agency 120

Avitage

FEBRUARY 24, 2016

One of the early questions I ask prospective B2B clients is: “When you go-to-market through your marketing and sales functions, what percent of your target prospects are find vs create opportunities?” They have a good understanding of the problem and it’s impact or cost on the business (reason to change).

Trigger Marketing 120

Trigger Marketing B2B Sales Marketing Prospects High Quality Lead 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. See McKinsey – Why digital is a core leadership issue) However marketing executives are not immune.

ROI 120

ROI B2B Content Acquisitions 120

Avitage

OCTOBER 17, 2012

And a poor blog that takes someone a couple of hours to write, and few people read, has a relatively minimal impact on the business. Consider webinars, enthusiastically rated high by marketers as content and lead generation tools. Consider webinars, enthusiastically rated high by marketers as content and lead generation tools.

Content 120

Content User-Generated Content Webinar Metrics Domain 120

Avitage

OCTOBER 17, 2012

And a poor blog that takes someone a couple of hours to write, and few people read, has a relatively minimal impact on the business. Consider webinars, enthusiastically rated high by marketers as content and lead generation tools. Consider webinars, enthusiastically rated high by marketers as content and lead generation tools.

Domain 120

Domain Webinar Metrics Video Marketing Organic Leads 120

Avitage

SEPTEMBER 19, 2017

When it is, it’s usually by marketing for social media content. And it’s not limited to marketing. Significant impact on job performance and business outcomes across your entire organization can be realized by applying the uses introduced below. Microcontent isn’t widely understood or consciously used.

Content 120

Content Social Media Social Marketing Google 120

Avitage

SEPTEMBER 19, 2017

When it is, it’s usually by marketing for social media content. And it’s not limited to marketing. Significant impact on job performance and business outcomes across your entire organization can be realized by applying the uses introduced below. Micro-content isn’t widely understood or consciously used.

Content 120

Content Social Media Social Marketing Promotion 120

Avitage

MARCH 15, 2016

We had just completed ten intense weeks creating a business level content strategy for a client. We carefully defined the client’s marketing and sales use case requirements. The rep came back and asked the Vice President of marketing “what do we have I can send to this prospect?” Two relate to this story.

Marketing & Strategy 120

Marketing & Strategy Content Paid Search Agency Marketing Prospects 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

APRIL 7, 2016

The refrain we hear today about return-on-investment for content marketing is very similar to complaints in the 90’s about lack of evidentiary ROI on investments in personal computing technologies — hardware and software. A better question would be, ‘given the microprocessor, how should I design my business?'”

Process 120

Process Content Customer Surveys ROI 120

Avitage

APRIL 18, 2017

This is undoubtedly a contributor to quality problems experienced with marketing and especially selling content. Sales tells marketing, “we need better content.” ” Marketing replies, “what kind of content do you need?” ” Sound familiar? .” ” Sound familiar?

Design 120

Design Content Verticals B2B Sales 120

Avitage

JANUARY 28, 2016

” When it customs to B2B marketing and selling content, it appears most organizations don’t know either. The rhetoric of “data driven decisions” has become a business imperative and key B2B competency. They “know the cost of everything, but the value of nothing.”

Cost 120

Cost Organization B to B B2B 120

Avitage

MARCH 19, 2015

Marketing leaders, and the executive team to which they are accountable, understandably want to improve performance of customer facing content, get better outputs from content operations, and better returns on content investments. At the recent Content Marketing World, content ROI was a prominent topic.

Content 120

Content Vendors Custom Publishing ROI 120

Avitage

NOVEMBER 21, 2012

Video is one of the fastest growing content formats that interest both audiences and marketers. Today, it’s about practical business video […]. Video Vignettes business video Video vignettes' It would be nice, but ….” ” Now ask yourself: what if it doesn’t have to be this way?

Video Marketing 120

Video Marketing Bandwidth Mobile Marketing Cost 120

Avitage

AUGUST 8, 2017

The genesis for this is an article by Jake Sorofman at Gartner, “The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity.” ” “Targeting and personalizing experiences requires content—lots of it, in many different forms, for many different audiences, engaging across many different channels.

Content 120

Content Gartner Acquisitions Custom Publishing 120

Avitage

OCTOBER 27, 2014

People responsible for sales and channel enablement, marketing and content operations, or supporting groups that use content, face many challenges. We have identified a solvable challenge that immediately improves productivity, efficiency, and, most of all, business outcomes. This is a basic and solvable challenge.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 120

Avitage

MARCH 11, 2014

See Robert Rose in Content Marketing Institute.) 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.” Well, no wonder we struggle with content strategy.

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 120

Avitage

MARCH 12, 2016

It is for people in marketing and sales who must collaborate to get these strategic assets right. Michael Porter from the Harvard Business School is considered the dean of business strategy. When it comes to content and strategy, few people share a clear and common meaning of each word. Strategy (See What is Strategy?)

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

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. Content Operations Marketing and Sales Strategy Tips & Techniques'

Google 120

Google Paid Search Agency Companies Content 120

Avitage

SEPTEMBER 7, 2017

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

Content 120

Content Verticals B2B Sales Tactics 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

APRIL 30, 2018

This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. That gap is your business risk gap. A category of sales content I highlighted is Sales Knowledge and Performance Support. You are on the bottom, slow, incrementally rising line.

Paid Search Agency 136

Paid Search Agency Content Training Practices 136

Avitage

APRIL 1, 2016

Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience. Customer facing content is not created on purpose.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

NOVEMBER 21, 2012

Video is one of the fastest growing content formats that interest both audiences and marketers. Today, it’s about practical business video. It would be nice, but ….” ” Now ask yourself: what if it doesn’t have to be this way? So a lot is at stake to figuring this out.

Video Marketing 120

Video Marketing Bandwidth Mobile Marketing Cost 120