How Manchester United Revolutionized Sports Marketing
APRIL 3, 2014
Fantasy league members generally view about seven times more content – text, video, and data – on NFL.com than non-fantasy users. . Web/mobile content. Ask me which English soccer, uh, football team I would support and I would say Liverpool. According to a controversial poll commissioned by the team, 650 million people worldwide say they support the team. Have a Backstory.
9 attributes of the best thought leadership content
SEPTEMBER 29, 2011
Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Some time back, I blogged about the attributes of a thought leader. Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom. Differentiated. No “me too” ideas allowed. Relevant. Timely. Has a narrative.
What the slow death of B2B publishing means for marketers
MARCH 4, 2011
This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. That drives publishers to produce a lot of short content designed to reach the broadest possible audience (at least one online story about Apple per day for a technology pub, for example). Try all of them.
Is ghost writing in social media right or wrong?
JUNE 18, 2012
The posts won’t be controversial so much for the content itself (although I hope that that happens eventually) as for the way I’m presenting it. I’m going to channel other people’s ideas, not my own. This week, I posted the first of what may prove to be a series of controversial blog posts on the SAP community network (known to members as SCN). You can read the entire post here. It introduces me to the community and explains what I’m planning to do. They may not like it and you may not either. Others call it ghost writing. Social media is biased toward English.
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
Actually, I’m not a slut. I’m more of a snob. I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. They planned for it and tried to stanch the bleeding with a steady stream of relevant content to try to hang onto the minority who came for the contest but also had some level of interest in and need for marketing automation. If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. You can read synopses of the programs here and here.)
The last of the anti-social marketing tactics
NOVEMBER 11, 2011
Unlike traditional taglines, which generally hang on the corners of websites like misplaced socks, with no discernible connection to anything around them, Smarter Planet is paired up with a lot of interesting thought leadership content that lines up with IBM’s business strategy—it’s a business theme rather than a tagline. Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. Not that the defenses were much more than Maginot Lines to begin with. Agility made possible. Applying thought.
Does integrity make you a social media loser?
OCTOBER 14, 2011
What a ridiculous notion, that someone’s content is worth tweeting every time. I don’t know anyone whose content I would recommend to my followers every time (and I have 135 feeds I follow in Google reader). tweet links to content, not quotes from famous people. tweet at least 5:1 ratio of other people’s content to my own. Lots of people seem to be having Twitter identity crises these days. Another popular blogger, Mitch Joel, worries that he sucks at Twitter because he doesn’t follow everyone back. Do you? tweet thank yous to people who mention me in their tweets.
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
Mobile is just a content channel. We’re dismissing mobile because we can’t see ways to pump content through phones to buyers. Buyers don’t like looking at content on smart phones. I don’t know about you, but I don’t have many friends (I know, shocking), so when I use my mobile phone, I’m mostly using it to catch up on work in down moments (like when I’m waiting for my wife and daughter outside Delia’s). Optimize your content for phones. We need to close the loop on what buyers do with our content and use that insight to predict what they will do next. Mobile.
Evangelizing a Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.
How to use social media for B2B
MARCH 19, 2010
Social media are repositories for discussions and content on every possible topic. Social media is all about sharing—whether that be pointing to good content (yours and others’), or sharing expertise and experience. By engaging, we can share links to the various other forms of marketing content that we produce, such as white papers, events, Webinars, etc. Engage. Manage.
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. I’m not saying that you should stop measuring consumption; but it’s clear that those kinds of metrics don’t give business people the answers they’re looking for when they ask about the value of marketing. Too much of our content just tries to look and sound smart—great focus on ideas, but no real connection to how our companies can solve the problem. Creating good idea-based marketing content is hard and takes a long time if done right.
4 Reasons Why Facebook Stinks for B2B Marketing
AUGUST 5, 2011
So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. It’s yet another channel for reaching customers and the effort required to set up a Facebook page and create RSS feeds of your content to update it is pretty small. If the only way to get people interested in your content is by giving them stuff instead of wisdom, how are you supposed to sustain that connection over the long term? Recently, I was preparing a workshop on social media for an ITSMA client. think every company should be on Facebook. Why not?
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
Few go so far as to specify the number of ideas or idea-based content that these people are expected to produce each year, but they have made idea development a part of the yearly review discussion. At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. What do I mean by an idea organization?
Content Marketing Playbook: Strategy and Roadmap
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.
How to write blog posts from a white paper
MARCH 23, 2012
If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. So this week I went back to the white paper writer and asked for a series of short blog posts based on the content in the white paper. It’s an important part of social media management. Eeewww!). decided to write down the ways.
2011: The year of personal brands
JANUARY 28, 2011
Testing the popularity of content. One of Forrester’s former analysts, Jeremiah Owyang, developed a big following on his personal blog “Web Strategy” in part because he hits on all cylinders of blogging: frequent posts, engaging content, and an active audience that contributes interesting and insightful comments. What happens to that content when he leaves? Do you really want a former analysts’ content to dominate your corporate brand’s search rankings after he or she leaves? This is the year that the personal brand begins to do battle with the corporate brand.
I have seen the future of B2B marketing. It’s on Forbes.
NOVEMBER 7, 2012
agree (journalism’s future will be determined by its ability to create a business model that pays better than the current one: giving away content for free and charging way too little for ads), but I think he missed the more important disruptive power that platforms like BrandVoice really do have: to disintermediate traditional marketing. This Is Bringing Me Joy… My family and cycling (in that order!). I’m Running From… Crappy, self-serving marketing content. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). Why Forbes.
How to make social media add up to thought leadership
DECEMBER 16, 2010
You’d save yourself a lot of time if you made this part of your content strategy from the beginning. Needing to create a larger linking logic gives new life to older content. know I’ve been telling you to reuse and re purpose content, but now I realize that there’s another important opportunity in this strategy: creating a summation narrative. Have you done this with your content? Among the five different newspapers that covered the same turf as I did was the New York Times, which had a section called “Connecticut Weekly” on Sundays. Motivate yourself to write.
Definitive Guide to Planning a New Content Initiative
to plan and produce effective content for their respective companies. content initiative planned, launched and firing on all cylinders. In today’s noisy digital world, it’s more important than ever that marketers have a well- defined strategy for each content initiative. 11 Have we chosen a content topic or area of focus that we can sustain? Countless content.
The 2 questions on every buyer’s mind
SEPTEMBER 9, 2011
We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Marketing and sales must agree on the alignment of content to the various buying stages so that sales will get the right signals about when and how to approach customers for a sale. Do you segment your thought leadership content? At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? Practical.
Why you need to turn your customers into stalkers
JANUARY 21, 2011
All through 2010, marketers have been telling us that they are having a harder time getting their content noticed. The characteristic that stands out is that these channels are all more personal than more traditional content. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. The social media noise is personal. But let’s look at the social media noise more carefully.
3 factors in winning the social media horse race
AUGUST 23, 2011
It’s easier for tweets to flow across all the various social networks because of their short nature and the fact that they usually contain links to longer content that can show up on Facebook and G+. There are only two types of content in social media. One of the reasons that Twitter is compelling is because its content is so short. All the social networks allow for various kinds of real-time, texting style conversation, but when it comes to commenting on content, there’s little true conversation. Seems everyone has an opinion about Google’s G+. to explain it.
The crisis of buyer information in B2B and how to fix it
AUGUST 16, 2011
Anecdotally, we hear that content gets exponentially more clicks when there’s no registration form attached to it. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local. If you would like us to stop calling you press…”. Don’t ask.
Staffing and Launching Your Content Marketing Program
ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.
Stop doing PR. Start doing visibility.
NOVEMBER 12, 2010
PR tries to influence the placement of subject matter experts, content, and interviews in third-party channels (articles, conference and trade show speaking engagements, etc.). Thanks for the great comments on last week’s post, “Is the Era of PR Over. Okay, so if the traditional model for PR is failing, what do we do instead? Most journalists have discovered social media as an important research tool. And research shows that even the stodgiest C-level executive does at least three web searches per day. Every company needs a guard dog or two to be around in case of a PR disaster.
Thought leadership is still dead; long live idea marketing
FEBRUARY 5, 2010
Idea marketing is not purely about the nature of the content (Gartner’s definition sounds like it intends the output to be white paper to me). There are two parts to idea marketing: idea development and content dissemination. An idea network provides a reliable source of content for marketers to package and disseminate. Create a content development process. Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). Yikes. What a mouthful.
Is the era of PR over?
NOVEMBER 5, 2010
Nobody reads your content. They dug deeper and created original content. Press releases are not substitutes for real content. The process of getting subject matter experts placed in publications or other third-party content channels is awful for everyone involved. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., Guard dog PR. Placement PR.
13 qualities of a good social media voice
AUGUST 3, 2010
Rarely do those links lead to paid content. Those who make their content freely available will have many more readers than those who don’t. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. That means we need a new standard for ourselves.
Content Methodology: A Best Practices Report
Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.
13 questions about social media and thought leadership
OCTOBER 1, 2010
Content is replacing salespeople in the earliest stages of the buying process. If buyers find your content you’re a step ahead. Q. Content builds intimacy between the company and the prospect until you can put them in touch with a salesperson. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B. I can’t wait. So they are all here for your enjoyment.) link].
Is Twitter “social?”
SEPTEMBER 23, 2011
99% of the time, they’re sharing links to content—blogs, research papers, news stories, etc.—that Then I click through to see if the content is something that I think B2B marketers might learn from. If it is, I re-tweet it or rewrite the tweet if I think there’s a better point to be made about the content than what the original tweeter said. If I disagree with the content I’ll say so and ask others what they think. But I’m left wondering, is sharing content being social? For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers.
Koch to S(blank)0s: Drop Dead
DECEMBER 16, 2011
Do you use this S(blank)0 crap to write your content? In 1975, New York City was a real s—thole (I should know, I was a teenager growing up in the area at the time—yes, I’m that old). Dangerous, dirty, rundown, corrupt, without a trace of its current chicness and style, and, most significantly, broke. Image via Wikipedia. Now, this isn’t a political blog so I’m not going to take sides, but the rap on the city down in Washington, D.C. at the time was that the pain was all self-inflicted (a raging recession notwithstanding). The (blank) in this case is “E” for “engine.”
There is no social media strategy, only marketing strategy
FEBRUARY 24, 2010
What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. Looking at social media in isolation distracts us from the real revolutionary trend, which is that marketing strategies need to shift to an emphasis on content and relationships. Social media is no silver bullet. What do you think?
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.
There is only one objective in social media: create learning networks
JANUARY 8, 2010
That means social media are extensions of our content development and dissemination processes. By creating content that offers relevant, timely, and useful ideas and education for buyers at all stages of the buying process, we create the incentives for buyers to engage with us in conversation and community. Create a content development process. Using ideas from the learning network, marketing needs to develop content. Marketing needs professional content developers who know how to collaborate with thought leaders to develop clear, compelling packages. little.