| | | The Content Factor | |  Companies | 12 articles |
| Page 1 of 1 | Previous | Next | THE CONTENT FACTOR APRIL 20, 2010 How To Craft Content to 4 Stages of the B2B Buying Cycle I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start. What makes content "good" for their particular buyers? And how can their content be more compelling than their competitor's? They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. read more. | THE CONTENT FACTOR MARCH 15, 2013 When you don’t have time for an elevator pitch. As the article points out: “Storytelling is at the heart of content marketing No matter the company or the communication goals, every brand has a story. A recent story entitled Five Lessons on Compelling Content from Australian Football from the Content Marketing Institute caught my attention. With an intriguing title like that I couldn’t resist. One of the lessons discussed was about the power of storytelling to attract and retain loyal fans. And telling that story in a compelling and engaging way should form the crux of all the content you’re producing. All yes. | | | | | |
| THE CONTENT FACTOR MARCH 1, 2011 Sales and Marketing: Let Worlds Collide Marketing people think of their company’s prospects as a either a homogenous group or grouping of groups (segments), and they communicate with these groups through vehicles that are designed to reach masses of people. At a recent Focus Roundtable on Sales and Marketing alignment (or the lack thereof), we acknowledged the frequently discussed differences between the people who work in sales jobs and the people who work in marketing jobs. read more. Business to Business (B2B) Sales and Marketing Alignment | THE CONTENT FACTOR MAY 3, 2010 Craft Content to the Buying Cycle: Stage 4, the Invested Buyer Have you ever been solicited by a company that you already do business with? Don’t these companies know that I am already part of their value chain? It happens to me all the time. So, why are they spamming and cold calling me? feel like I am being taken for granted, and I look for an excuse to “escape” through the bottom of their sales funnel. Don’t let this happen to your customers by neglecting their content. read more. | THE CONTENT FACTOR JANUARY 18, 2011 Case Study Winners: It’s About the Client Our new white paper, “Secrets of Case Study Winners,” outlines quite a few specific strategies for B2B companies to create successful case study programs. The idea for this white paper was borne from my observation that case studies are remarkably difficult for most B2Bs to generate, yet they are usually the most valuable marketing content a B2B can provide for its sales force. read more. B2B Case Studies Business to Business (B2B) Content Marketing | THE CONTENT FACTOR DECEMBER 7, 2009 The "new" AOL is trying to become a pay-to-play content company Last week the Wall Street Journal broke a story about AOL and CEO Tim Armstrong's new strategy to create a content company that is more attuned to what people are searching for and what advertisers want to promote. The plan is to create a network of freelancers that will write copy based on popular searches. Much of the freelancers' compensation will be based on how many times the content is | | | | | | | |
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THE CONTENT FACTOR | WEDNESDAY, DECEMBER 30, 2009 Great Web Content Raises the Hairs a Bit
It raises the hairs a bit.Whether you’re selling financial services to consumers or databases to businesses, remember: Companies don’t buy things; people do. Here's #6 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #6: Great Web content is emotional. So their purchase decisions. MORE >> -
THE CONTENT FACTOR | FRIDAY, JANUARY 8, 2010 Great Web Content is Authoritative
Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #7: Great Web content is authoritative.Great Web content puts your company’s best foot forward. It is original and demonstrates your company’s expertise, not lifted from outsiders or distilled from brochures. Here's #7 of a 10-part series on the "The 10 Hallmarks of Great Web Content." It is in-depth. MORE >> -
THE CONTENT FACTOR | FRIDAY, NOVEMBER 20, 2009 B-to-B Marketers Will Press the "Reset" Button on Thought Leadership in 2010
This week, BtoB Magazine published these two stories, and it is up to me to connect the dots.Public companies shedding b-to-b mediaIncompatibility with volatile ad cycles has big publishers selling off propertiesThe global downturn has underscored advertising's cyclicality, with ad pages plunging an average 30% this year. Custom content is up, and trade publications are down. The decline's. MORE >> -
THE CONTENT FACTOR | MONDAY, MARCH 1, 2010 Getting out of the B2B Marketing Manager's Muddle
had, at my fingertips, some powerful tools to share my company's message with the world. A year ago, I was a B2B marketing manager in a muddle. But I had nothing new to say. read more. MORE >> -
THE CONTENT FACTOR | THURSDAY, DECEMBER 10, 2009 Score One For Old School Marketing
Jonathan Weber's interesting story about how that coolest of social media companies--Apple--relies on old media marketing techniques is well worth reading. According to Weber, Apple doesn't tweet, use facebook or do any of those other cool things. They do buy a lot of television, magazine pages and billboards, however MORE >>
- Enough is Enough. Or Is it? THE CONTENT FACTOR | WEDNESDAY, JANUARY 6, 2010
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