Avitage

MARCH 12, 2014

Before you dismiss this question out of hand, please consider my main point: Most people think of content more as type or format rather than as the information in those containers. This is a major cause of poor content and business outcomes from content dependent marketing and selling initiatives.

Content 120

Content Differentiation Content Marketing Buy 120

Avitage

MAY 7, 2016

Companies struggle to keep up with the content demands of a digital business environment. In the content business, create vs. curate is similar to the traditional business decision of make vs. buy. To the degree companies develop a formal B2B content strategy, deciding this mix is one decision output.

Marketing & Strategy 120

Marketing & Strategy B2B Curation Content 120

Avitage

MAY 1, 2016

Content that addresses each audience interest, persona and situation performs better than generic content. So why not create content based on personality profiles? But I had no idea how to use that information to help me sell. It informs my communication. We know relevance resonates.

Profiling 120

Profiling Relevance Personalization Content 120

Avitage

AUGUST 3, 2015

The requirement to deliver customer content in multiple languages is further evidence of how new realities are introducing new requirements that demand new approaches. It’s also an example of how new requirements raise the importance of the ability to scale content operations. Content in multiple languages isn’t new.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

AUGUST 3, 2015

The requirement to deliver customer content in multiple languages is further evidence of how new realities are introducing new requirements that demand new approaches. It’s also an example of how new requirements raise the importance of the ability to scale content operations. Content in multiple languages isn’t new.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

MARCH 29, 2016

If you sell the way you did 10 years ago, you don’t need a sales content strategy. The new realities of selling to self-educating, digital era buyers has made having the right content an essential tool for sales professionals. The right content addresses every key buyer decision point throughout the customer engagement process.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 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. We see a significant execution gap between these two information categories. The nature of the information delivered in this post is such that it requires explanation with visual support.

Content Marketing 120

Content Marketing Paid Search Agency Class Content 120

Avitage

APRIL 1, 2016

Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience. Customer facing content is not created on purpose.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

JUNE 19, 2012

An article about recent research results on content marketing spend caught my eye. Then my brain fired off a content marketing principle: acquire. Always be acquiring ideas and inputs for new content. I copied the link into our content inventory (you have one of these, right?). My day started like most days.

Curation 120

Curation Practices Content Network Marketing 120

Avitage

MARCH 7, 2012

I’ve just completed reading Rebecca Lieb’s new book, Content Marketing: Think Like a Publisher – How to Use Content to Market Online and in Social Media. This is book for people who want or need an initial understanding of Content Marketing. I read it in a couple of hours on a plane ride.

Paid Search Agency 120

Paid Search Agency Resources Content Marketing Planning 120

Avitage

AUGUST 6, 2012

Content creation in this era, where buyer relevance is a core principle, should leverage that same postponement philosophy. The “new producers” on the front line of business – marketing campaign developers, bloggers, inside sales, presales, direct sales and channel partners should be able to custom assemble content just as it is needed.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

MARCH 28, 2013

B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. ” I believe these insights apply to most content marketers today, and soon to all, even in lagging industries. .” My first observation is this is the estimated spend.

Allocation 120

Allocation Webcast Curation Content 120

Avitage

MARCH 28, 2013

B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 20132. ” I believe these insights apply to most content marketers today, and soon to all, even in lagging industries. .” My first observation is this is the estimated spend.

Allocation 120

Allocation Webcast Content Case Study 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. But what do you do next?

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

MAY 2, 2012

This can be an important vehicle for delivering relevant content, and through this capturing useful information about prospects that is used to manage the ongoing nurturing of these prospects in order to accelerate their buying process. recipe sites). recipe sites).

Lead Nurturing 120

Lead Nurturing Resources Relevance Practices 120

Avitage

JUNE 28, 2017

Without mechanisms to make the complex simple, people experience the feeling as “complicated” This is the condition B2B sales and marketing leaders experience when it comes to defining and executing sales, marketing, content and data strategies. They’re also accelerating with the exponential rate of change.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

FEBRUARY 9, 2017

Knowledge is actionable information. This makes knowledge and content strategic imperatives for any business. Knowledge is locked away inside people’s minds, in content, within repositories, within systems. We are all knowledge workers. But we have a knowledge delivery problem. The challenge is how best to do this.

Lock-In 120

Lock-In B2B Sales Paid Search Agency Order 120

Avitage

AUGUST 8, 2013

This requires new thinking about these professions, the principles and practices that inform best practices. This three minute excerpt can stimulate breakthrough thinking to guide your content strategy discussions. Marketing and Sales Strategy content strategy customer stories' We dismiss this at our peril.

Practices 120

Practices Marketing Strategy Marketing & Strategy Content 120

Avitage

AUGUST 8, 2013

This requires new thinking about these professions, the principles and practices that inform best practices. This three minute excerpt can stimulate breakthrough thinking to guide your content strategy discussions. Marketing and Sales Strategy content strategy customer stories' We dismiss this at our peril.

Practices 120

Practices Marketing Strategy Marketing & Strategy Content 120

Avitage

AUGUST 8, 2013

This requires new thinking about these professions, the principles and practices that inform best practices. Marketing and Sales Strategy content strategy customer stories' We dismiss this at our peril. This three minute […] The post What are your customer’s stories? appeared first on Avitage.

Practices 120

Practices Marketing Strategy Marketing & Strategy Content 120

Avitage

MARCH 7, 2012

We live in a world that prefers to receive information asynchronously. Asynchronous communication rely on content to package and deliver core messages — audio content such as voice mail, text content, or video. But we tend to focus on using live, synchronous delivery methods. First, some simple definitions.

Internet Marketing 120

Internet Marketing Demand Cost Video Marketing 120

Avitage

NOVEMBER 21, 2012

Video is one of the fastest growing content formats that interest both audiences and marketers. He told me: “Our research shows online as well as mobile audiences want useful information delivered in convenient ways for fast consumption. It would be nice, but ….” So a lot is at stake to figuring this out.

Video Marketing 120

Video Marketing Bandwidth Mobile Marketing Cost 120

Avitage

AUGUST 29, 2012

Many years ago Al Ries and Jack Trout, acknowledged experts at the art of persuasion, wrote an article in Ad Age titled A Picture is NOT Worth a Thousand Words (sorry, no link, way before digital and web content.) When you view television advertisements, or any video, turn off the audio and see how informative the visual elements are.

Video Marketing 120

Video Marketing Television marketing Advertising Mediums Paid Search Agency 120

Avitage

NOVEMBER 21, 2012

Video is one of the fastest growing content formats that interest both audiences and marketers. He told me: “Our research shows online as well as mobile audiences want useful information delivered in convenient ways for fast consumption. It would be nice, but ….” So a lot is at stake to figuring this out.

Video Marketing 120

Video Marketing Bandwidth Mobile Marketing Cost 120

Avitage

JULY 18, 2012

This gap is represented by video that is more educational and informative than promotional. But how many really want to be producers, or have the time or expertise to do this effectively? Consider the gap of quality, experience and certainly volume both approaches create. The ad hoc production crafts of.

Cost 120

Cost Process Video Marketing Software 120

Avitage

MARCH 13, 2014

How would the way you create content and manage your content operation change if you didn’t know the: Intended audience Purpose or intended use cases for the content User experience to evoke Key points to include and exclude Desired outcomes and associated calls to action Required length or format?

Design 120

Design Content Education User-Generated Content 120

Avitage

MARCH 7, 2012

To capture attention and deliver value, your content must be relevant to your buyers and readers. It might be cliché to say buyers are inundated with information, but I don’t see organizations really committing to strategies that deal with this reality. I call the traditional approach a “point production” method.

Content 120

Content Webinar Metrics Relevance Video Marketing 120