Stories that Sell

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5 Tips for Tweeting Your Customer Case Studies

Stories that Sell

In spreading the word about new content, marketers clearly see the value of social media. In fact, 93% of B2B marketers use social media to share their content, with 87% of them choosing to do so on Twitter. 2016 B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America). And on Twitter, posting a written or video customer case study is pretty quick and simple.

The Small Marketer’s First Steps to a Customer Advocacy Effort

Stories that Sell

With zero to little budget as a small organization, you can start a sustainable advocate marketing program that will help create extraordinary content. Social media and web traffic stats make it easier to measure the impressions that advocacy content generated. A few years ago, I delightfully observed as a client started a customer advocacy program. What’s that, you might ask?

The Risk of Stripping Down Customer Case Studies

Stories that Sell

We''re not debating the content of the article. Will busy business people - on a mission to solve their challenges - read marketing content if it''s more than a page? White papers, typically 4-8 pages, consistently take the top honor for most desired content in the annual Eccolo Media survey and in many others. In this age of content marketing, they want content.

5 Trends in Customer Case Studies – An Interview with Projectline

Stories that Sell

Audiences want "snackable" content. What's new with customer stories and where are we headed? That's the question I recently asked Erica Hansen, director of customer engagement at Projecline. The fast-growing marketing services firm has built a solid reputation by assisting companies like Microsoft with customer references and evidence. With five offices in the U.S. How about you?

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

Supercharge Your Sales Conversations with Story

Stories that Sell

Digging for potential story content is StoryMining , and anything can be considered: your past experiences, product success stories, borrowed stories from teammates, and of course, those case studies your marketing team gave you. A guest post by Andrew Nemiccolo. We hear a lot these days about the importance of storytelling in business – especially for sales people. You get the idea.

Customer Case Studies: More Effective, Loss Costly

Stories that Sell

But now, there's more evidence that they not only work, but also that they're one of the least expensive content marketing options out there. In a 2011 survey by TechValidate , 126 B2B marketing and sales professionals weighed in on their challenges and strategies for content marketing. The highlights: Question : How does the source of marketing content affect its effectiveness?

Customer Videos 101: How to Score a Killer Sound Bite

Stories that Sell

Types of Sound Bites: Stick with emotional content sound bites versus complicated factual bites. People seem SO articulate on television, right? News flash: We’re not including Honey Boo Boo here.) Flip on the Amazing Race, Real Housewives, or the Voice - and you rarely see any of the characters stumble, stutter, or slur. Not to mention patience. Excited? Positive? Life-changing?

The Ugly Duckling of Case Studies – The “Not-for-Public-Use” Story

Stories that Sell

For companies wanting to leverage the rich content of a non-public case for public use, there''s always the option of removing the name and any other identifying info. I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Take the story of the Ugly Duckling, a tale released by Hans Christian Andersen in 1843. Here''s how. How about you?

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Survey Says…Case Studies Still Influential in B2B Tech Purchases

Stories that Sell

We all work hard to create attractive content. Each year, I look forward to The Eccolo Media B2B Technology Collateral Survey Report , which opens the lid on how B2B technology buyers consume marketing content. The survey asked about multiple types of content: - White papers. That list alone shows the diversity of marketing content that buyers consume. Podcasts. Video.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

And site after site I got stopped on the threshold – unable to access content without first filling out a registration form. In their journeys of seeking new solutions and service providers, prospects also don’t expect or want to arrive at a locked door - especially for content that markets a vendor''s solution. For major purchases in the B2B world, marketing content helps buyers in their journeys (the sales funnel) by drawing them in with valuable insight and resources. Locked. Let''s suppose, for a moment, that you''re in the market for a new car. 10 fields!

How HP Case Studies Cater to Readers and Skimmers

Stories that Sell

And remember, prospective customers aren't just reading your content online. Over and over, we hear that most buyers don't really read marketing copy, but rather skim it. So how does that affect the way you present customer stories? First, that may not always be true. Some skim while others want to read more. On a web summary, do the same. Skimmers have all the info they need right there.

The Resume is Dead: The (Story) Bio is King

Stories that Sell

Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Michael Margolis. Gone are the days of “Just the facts, M’am.” Instead we’re all trying to suss each other out in the relationship economy. How do we relate to each other?

Happy Customers Tell Their Stories – Live and In Person

Stories that Sell

As you've heard here before, a customer's story can be used for much more than just collateral or for website content. If so, you’ve got content from a satisfied customer that can likely be turned into other forms of customer story collateral, if the customer agrees. How does it work and what do you need to take into consideration? Here’s how this might play out.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Chasebuzz Site Features 2000+ ICT Success Stories

Stories that Sell

So far, the site has focused on building content to be as attractive as possible to users. What if buyers had just one place where they could find customer success stories across multiple vendors? No more visiting 5-10 different vendor sites, some of which might require they fill out a form first. For ICT (information and communications technology) buyers, it's now possible.

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Quiz: Is it a Case Study or a White Paper?

Stories that Sell

You can reuse the content in a dozen or more different ways. 7. However, if a white paper mentions a customer by name, and that content has not been approved previously by the customer, then it will also need approval. 6. Contains content that can be used in a dozen or more different ways. In my narrowly focused case study world, I see them as distinctly different. Answers. 1.

How to Cue Up Hard-Hitting Customer Quotes

Stories that Sell

To a certain extent, the personality of the person you interview drives the content of the comments. One of the awesome things about customer case studies is that it is content that''s approved by the customer. There are times when, magically, customer quotes are exactly what you dreamed they would be. The rest depends on the person you’re interviewing. Ask the right questions.

Why Companies Need to F-R-E-E Their Case Studies

Stories that Sell

So what content should be "curtained?" It’s a tough balance that marketers face, giving away some content freely and requiring registration to access other things. You’re balancing drawing people to your content-rich website with trying to capture names as lead sources. But do case studies really belong in the category of locked content?

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

This Case Study Trend is HUGE

Stories that Sell

Case studies, and most marketing content, are going BIG. think the expanding formats also reflect that most people consume content electronically. It''s true. My eyesight isn''t as good as it used to be. But I must not be the only one who’s drawn to larger text. Whether it''s the customer success home page on a company''s site. yes">. yes">. Or the actual PDF of a case study.

How to Repackage Precious Case Study Content

Stories that Sell

Picking up from my last post commenting on Hubspot’s " 27 Marketing Lessons B2B Marketers Should Know ," here’s another tip from Hubspot that ties directly with customer case studies: "Content is precious. Repackage existing content into different formats, such as blog posts, podcasts and webinars to drive more leads." You can easily repackage customer case studies and success stories into valuable, reusable content throughout your sales and marketing communications. Here are just a few ways: 1. Blogs. Here’s a great example. Newsletters.

How, When and Where Buyers Want Case Studies

Stories that Sell

Moreover, 93 percent said they clicked to that content. When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales process. Yet, Eccolo Media is about as close as anyone gets. For the past three years, the organization has spearheaded a B2B Technology Collateral Survey , basically asking buyers of B2B technology what marketing materials they consume during the decision-making process. It’s just really good stuff! Clearly, they want detailed stories. Pretty impressive, huh?

Remember, and Be More Memorable – with Stories

Stories that Sell

Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Shawn Callahan. Andi Bell is a lean, 30-something Londoner. He looks like one of those bicycle couriers who zip past you in Soho. How did he do it? Andi has a method. Share

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Avoid ‘The Kiss of Death’ When Asking for Your Next Testimonial

Stories that Sell

Note from Casey Hibbard: While I'm out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Bill Metcalf. One of the most powerful tools in any marketing arsenal is raving testimonials from your happy clients. Asking for testimonials from clients – yuck! Victory?

86,552 Views of a Single Case Study

Stories that Sell

Make it easy to share your content on social networking sites like Twitter. Leverage that content anytime and anywhere that you talk about the value of your products and services. For those who doubt the draw of a customer case study online, here’s your proof. One Microsoft case study, posted online just four months ago, has racked up 86,552 total views. Make them easy to find!

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.

10 Digital Trends to Inspire Your 2017 B2B Content Marketing Strategy

KoMarketing Associates

With 2017 less than two months away, it’s time to start thinking about your 2017 B2B content marketing strategy and how to get the most out of your efforts. With this in mind, we’ve pulled together a list of ten digital marketing trends that should be considered by all when thinking about next year’s content strategy. 1. Content Management Inefficiency Abounds.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Personalized content for more effective content marketing

Biznology

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. Personalizing content will yield much greater results. Persona-Specific Content. Behavior-Based Content. Don’t call them, they’ll call you. How did they find your site?

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. Stats About Content Marketing Use and Trends. 1.

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Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. The Track Maven study found that content engagement decreased by 17% in the same period. 

How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

From Mealy to Meaty: How to Create Better Content

Act-On

Many of us content marketers have been operating under a faulty premise. Every year, we’ve made it a priority to create more and more content. Even this year, 76% of B2B content marketers say they will create more content. But does more content result in better content? We could get more strategic about curating some content. So what to do?  .

How to Create Irresistibly Shareable Content

KoMarketing Associates

Every now and then, a piece of content goes absolutely viral on the internet. And, it’s pretty much every content marketer’s goal to produce that piece of content, the one that gets shared like crazy. Creating shareable content requires taking a step back and thinking about the process. What actually encourages people to share content? What Enjoy! The Place.

The 23 Best Content Ideation Tools

Webbiquity

Great content—the kind that resonates with your audience—starts with great topic ideas. What are the best tools for finding great content ideas? Here are almost two dozen of the best content ideation tools finding and capturing bursts of inspiration. Sample review:  “Turns your content creation into a magazine, while it can also be embedded on WordPress sites too.”

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Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales. This is only a content summary.

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

The annual Content Marketing Institute and MarketingProfs B2B Content Marketing Benchmark Study 2016 is quite startling. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation. Documented Content Strategy Helps. by Aha-Soft.