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. They have shifted from a product-based to a persona-based content framework. ” SiriusDecisions, Building a Persona-Based Content Framework.

B to B 120

B to B Buyer Personas Viral Marketing Content 120

Avitage

AUGUST 10, 2017

As B2B selling organizations attempt to transition from a product to solution or value sale, they must deal with the new realities of selling in a digital era characterized by self-educating teams of buyers. Two of the most under-served B2B functions when it comes to content are direct and channel sales organizations. ” Whew!

Content 120

Content B2B Sales Acquisitions Vendors 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. It’s also an example of a practical use of video to deliver educational information, not just to entertain. This operations model is designed to meet new content criteria and challenges.

Content Marketing 120

Content Marketing Paid Search Agency Class Content 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 7, 2012

Marketing professionals who are trying to understand the principle behind content marketing can take a lesson from Clayton Christensen of the Harvard Business School and his “jobs-to-be-done” marketing ideas. Both product design and content share similar problems.

Merchandising 120

Merchandising Content Comparison Demographics 120

Avitage

MARCH 26, 2012

For marketers who have embraced the publishing mindset in support of inbound and content marketing strategies, execution has emerged as the new barrier to success. You have shifted content focus from vendor and product collateral, to customer educational content. Keeping up with demands for content is daunting.

Lead Ranking 120

Lead Ranking Barriers Content Custom Publishing 120

Avitage

JUNE 13, 2012

Content marketing has created a content conundrum. Content marketing is fundamentally about creating buyer relevant, education oriented content, that supports the buying team as they progress through a buying journey. Blogs have emerged as the best way to create for content marketing. Where do you focus?

Video Marketing 120

Video Marketing Content Marketing Best Practices Content 120

Avitage

MARCH 7, 2012

I’ve just read this compilation of insights and predictions published by the Content Marketing Institute (CMI).

Social Media 120

Social Media Microsite Planning Social Marketing 120

Avitage

MARCH 7, 2012

People regularly ask me to clarify the differences and reasons for adopting a content publishing process rather than the traditional “point production” process. Here is a simple list of reasons. There are undoubtedly many other reasons and benefits. These are my top candidates, what are yours?

Process 120

Process Product Content Education 120

Avitage

MARCH 7, 2012

As a result, I suspected that most B2B marketing professionals don’t have a successful framework for thinking about, much less acquiring, effective customer interviews for marketing and selling content. But it’s limited in the grand plan of content requirements. What do you call them? Success stories? Testimonials?

Planning 120

Planning Content Case Study Case Studies 120

Avitage

NOVEMBER 22, 2015

A level one reading risks missing several important but deeper implications for an organization’s go-to-market and content strategy. Background For B2B sellers in this digital era that is characterized by online, self-educating buyers, it’s cliché to talk about the empowered buyer changing the buying dynamics.

B2B Sales 120

B2B Sales B2B Marketing Education Paid Search Agency 120

Avitage

JUNE 12, 2012

When you shift the purpose for video from entertaining or promoting to explaining, proving and educating, different criteria should dominate. The driving principle of the new approach should be to leverage every project, subject expert, previous asset and resource to create content extensions and re-usable assets.

Video Marketing 120

Video Marketing Planning Segmentation Education 120

Avitage

MARCH 7, 2012

Today’s content marketing requirements and opportunities are straining traditional corporate thinking, policies and processes. We typically create content for our customers, to address their buyer’s journey: their issues, challenges, opportunities, options, etc. This content is educational in nature. First, some context.

Content Marketing 120

Content Marketing Content Thought Leadership Paid Search Agency 120