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12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

The frigid cold along Route 128 the other morning didn’t keep a standing-room-only crowd from Schwartz Communications’ Breakfast Roundtable on content marketing (using information shared on the Web to drive sales.) Featured speakers were Ann Handley, Chief Content Officer at online marketing site MarketingProfs , and Brian Halligan, CEO of inbound marketing software vendor HubSpot.

Stop the WordPress Madness!

What Works - What Doesn't

One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system. The same, by the way, goes for any marketing automation/demand gen/content management/inbound marketing system. If we don’t make things much simpler, we’ll never get mass acceptance for content marketing.

Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

Now that I’m doing content marketing for clients, the feedback is a pop-up suggesting I tweak the title or juice up the metadescription. Among a lot of other features, it continually scans the Web for what content is getting the most hits, and suggests improvements with the the click of an “optimize” button. Tags: Content Marketing Clean it up.”

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Knowing what is the critical “news” you’re communicating to the world is only the first link in the value chain of content creation. Learn the whole chain – and how to use it to maximize your investments in content marketing – in my free ebook.). Head out to Paine Field in Everett, Washington, and you’ll see 20-25 brand new, nearly finished 787  airliners sitting on the flight line.

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

At Schwartz Communications’ breakfast roundtable on content marketing last week, attendees were asked to rank which channels they used to get the news out about their company. Whether you call your news a “press release,” a “blog post” “mutterings from around the water cooler” or just “content” is less important than how you write it. Focus That led one attendee to ask why.

What B2B Readers Want, Circa 2010

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I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. The impetus is a competitive analysis I’m helping do for a publisher, which includes asking readers about everything from what they read, how they get it (print or online) to how they use content to do their jobs better. While our study was done for a publisher, many of the same lessons apply to you vendors out there who are cooking up your own content. Tags: Content Marketing B2B marketing; content marketing; social media; brandtelling

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Knowing what is the critical “news” you’re communicating to the world is only the first link in the value chain of content creation. Learn the whole chain – and how to use it to maximize your investments in content marketing – in my free ebook.). Head out to Paine Field in Everett, Washington, and you’ll see 20-25 brand new, nearly finished 787 airliners sitting on the flight line.

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How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Quality content is critical because prospects are paying with their most precious commodity – time. In the age of content marketing, you’re a publisher and you need to attract eyeballs to survive – in other words, to sell. Quality content is information  about the reader, not about you.  It is advice, tips, observations and insights that help the reader  do their jobs better.

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eBook: Content Marketing: Where To Place Your Bets

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With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? By thinking like an editor, and understanding where in the “value chain&# of content creation you should focus your limited budgets. Don’t keep throwing money at content creation without a plan. world.

Selling Your Weaknesses in B2B Content Marketing

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  Since social media (the use of content-sharing sites such as Facebook, Twitter and LinkedIn to promote a product or service) is one of the main uses for HubSpot’s software   you would expect HubSpot to be a leader in sharing lots of tips about how to use social media and why it’s good. Turn out better content and social media will work better. Which they are.

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.

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

This software goes less than half-way-up the “value chain” of content creation I describe in my ebook “Content Marketing: Where to Place Your Quality Bets.” It captures facts, decides which to present, and polishes their presentation to a very limited extent. Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market.

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

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Getting someone from outside your organization review your marketing content will force you to answer obvious questions such as “Uh, what exactly does this thing do, and why should anyone care?”. Tags: Content Marketing   One of the biggest blunders tech marketers make is not clearly explaining what their products do. You can't, because it doesn't.

First Rule of Content Marketing: Don't Say Anything Dumb

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But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service.   Tags: Content Marketing OK, maybe some people are so dumb they don’t know a heater gets hot. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read. What’s the B2B equivalent of “heater gets hot?”.

Why Marketing Automation is Floundering (Amen!)

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Content marketing? Next, even if you’re sold on the idea of marketing automation, it’s WAY too complicated to implement. I’ve chronicled my hellish experience moving my blog to WordPress, which provides only the content management and presentation side of the puzzle. Developing, delivering and monitoring response to your content is a whole other can of worms. Email marketing?

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.

Stop the WordPress Madness!

What Works - What Doesn't

One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system. The same, by the way, goes for any marketing automation/demand gen/content management/inbound marketing system. If we don’t make things much simpler, we’ll never get mass acceptance for content marketing.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

PR/Marketing Trends best practices in press releases content marketing handling controversy in press releases how to write a press release PR best practices public relationsWhen drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature.

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. So, what's the quivalent of “heater gets hot” in B2B content marketing? OK, maybe some people are so dumb they don’t know a heater gets hot. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read.  

How Much Rope Should You Give a “Corporate Reporter?”

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Tags: Content Marketing B2B marketing trends Bob Scheier content marketing corporate reporter Eloqua IT marketing PR using content for marketing

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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.

How We Can Help

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By creating compelling white papers, case studies, blog posts and other content based on an in-depth understanding of your competitive differentiators. Unsure if you have the time or in-house skills to produce the quality content you need to drive sales? We can create anything from full-fledged email marketing campaigns to white papers, case studies, ghosted articles and blog posts.

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About Us

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We are veteran IT trade press journalists, IT marketers and public relations professionals who are dedicated to not only producing superior marketing content, but using that content to find and nurture prospects until they are ready to become customers. Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry.

Finding the Mythical C-Level Exec

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Tailoring the sales pitch, and your marketing content, to the different flavors of C-level prospects takes time and effort. Tags: B2B marketing Content marketing demand generation marketing segmentation But, as Forrester Research points out in a recent report , “.no but no generic “C-level executive.”. Hoping to find the CFO? Looking for the CSO? Does this take time and money?

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

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I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. And, as Forrester points out, you need to develop sales content geared to the needs of individual industries so buyers in each of them can understand why they should care about what you’re selling. Now, it’s official – or at least corroborated by a Forrester Research Inc. report.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Citations@forrester.com or +1 866-367-7378 Forrester Research, inc., 60 acorn Park Drive, Cambridge, Ma 02140 USa +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com table of Contents The Digital Age Raises The Importance Of. Beyond quantity, advocate content and interactions are more valuable because buyers see them. What they love is exclusive access to content, events, and.

Can PR Firms Find Gold in Marketing Automation Services?

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Lack of good content was cited by 32%, but that’s such blatant self-promotion I shouldn’t mention it. They’re also skilled at creating content for different audiences, either using their own employees or outside help. They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped. Except I just did.

Using Online Games To Sell Complex B2B Software

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  Tags: B2B marketing B2B software BPM marketing business process management content marketing IBM Innov8 online games selling BPM I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise. OK, World of Warcraft it ain’t.   Maybe.

To Sell A Conference, Give Away Last Year’s “Takeaways”

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  It’s a great example of “selling by offering value,” using valuable content that already exists from previous events. What great, usable content is sitting around your organization you could be using to attract conference attendees – or sales leads? Gotten a pitch to attend a conference or trade show lately? Tip 6 – 10 best practices for building Xcelsius dashboards.

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Real Editors Don't Just Retweet

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Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy. As an editor you need to find out what they think is new and interesting, and help them turn those ideas and observations into content customers care about. That’s what real editors do. 

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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.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

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Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things. Even stripping out the paper and distribution costs, producing quality content like this isn’t cheap.

Time to Kill the Press Release?

What Works - What Doesn't

Much as I appreciate the work, being paid to remove value from content can’t be a good long-term business model. While writing a press release for a client the other day, I got to thinking about what I was doing. Dangerous idea, thinking too much.   The editing process also dooms most press releases because every sentence and phrase is agonizingly tweaked by marketing, legal and PR.

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What Is Content Marketing?

What Works - What Doesn't

Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, Sure, people have been doing “content marketing” since the first salesman left the first brochure on the first customer’s desk. What’s new is that the content is distributed over the Internet, and we can track which prospects downloaded or clicked through to which content. The more complex your “sell” and the longer the sales cycle, the more content marketing can help you. Read

Looking for Good Content? Go for Brains, Not Titles

What Works - What Doesn't

Letting marketers choose who can, and cannot, be quoted in your blog or newsletter robs you of the quality content you need.   While rounding up sources for a new, online content marketing effort, my client laid down the law: The only sources I could quote were internal IT people at customers with internal IT titles.   But you draw prospects through content marketing by the quality of your content, not the titles of the talking heads.   Tags: B2B marketing content marketing corporate blogs marketing collateral newsletter marketing

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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.

Software Consultancy: Why MA Is Hot

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Among the main drivers she listed: Buyers’ desire for quality content; an aversion to sales calls (especially before prospects are ready for one), the need for marketing to prove its value to the business and the fact that sales cycles are longer in a down economy. It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work. Recent survey data indicates these are the top three hurdles to companies adopting MA software.

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My Blog: What Works, What Doesn’t

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Download Why good writing isn’t dead and when you should pay for it as part of your content marketing strategy. Offer 2: Got a content marketing challenge or question? Offer 1: Commoditize This! Drop a line or call me at (781) 599-3262 for a complimentary brainstorm

Virtual Trade Shows for Mere Mortals

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SAP talking at them,) but tracked which content prospects viewed to learn about their needs, and will use a content management system to target future info and offers to them based on those actions. More than 30,000 virtual attendees watched and heard content generated by editing studios, satellite trucks and a global broadcast network. That, of course, is the whole aim of content marketing (to help the sales force,) and if a trade show or customer conference isn’t an exercise in “content creation” I don’t know what is. And that costs.

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Amateur Bloggers Jump Ship, Pros Taking Over

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The same is true in creating content to sell IT products and services. That’s why, in at least some cases, you have to pay for quality content rather than leaving it up to your employees (who have other skills) or your customers (who have day jobs or may have other agendas.).   When can you afford to leave B2B content to the crowd and when should you call in the pros?     B2B marketing blogging citizen journalism content marketing new media social media Web 2.0  Welcome to reality, or, rather, back to reality.

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.

Just Say No To "Social Media Press Releases"

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To succeed, the “social media press release” must focus more on content than Web bling. page with hyperlinks to “relevant historical, trend, market, product & competitive content sources…context as-needed, and, on-going updates” as well as blank spots for photos, videos, podcasts, etc.” But focus your efforts, and your spending, on content that explains why the reader – the prospect – should care about what you’re doing.   Tags: Content Marketing IT Marketing PR/Marketing Trends On second thought, my first thought was right. with similar links.