Avitage

FEBRUARY 18, 2016

Don’t be distracted by the hyperbole associated with this important Accenture report on the state of content. “Marketers are drowning” in a “tidal wave of content,” are phrases from the press release and early articles that have picked this up. Volume of content is a symptom. As it should.

Marketing Report 120

Marketing Report Enterprise Management Marketing Strategy Marketing & Strategy 120

Avitage

SEPTEMBER 7, 2017

As content marketing practices mature, organizations look for new ways to gain advantages and improve content performance. One of the most elusive tactics is to optimize content for audience and situation relevance. Lack of data, list segmentation and relevant content are three primary reasons we usually hear.

Content 120

Content Verticals B2B Sales Tactics 120

Avitage

SEPTEMBER 19, 2017

Micro-content isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Micro-content is simply what the words imply.

Content 120

Content Social Media Social Marketing Promotion 120

Avitage

JULY 23, 2015

Marketing and selling content operations isn’t sexy. But it could be one of the most important focus areas for marketing leaders. See Is Content Operations Your Next Focus Area? While marketers are embarking on a wide array of “digital transformations” to reshape […]. They are operational in nature.

Paid Search Agency 120

Paid Search Agency Digital Transformation Content Marketing & Strategy 120

Avitage

MARCH 14, 2014

What is Content Strategy? This is certainly the case with content strategy. Since the concept “strategy” is challenging in itself, it’s no wonder content strategy seems to mean so many different things to different people. At the Intelligent Content conference (ICC) this reality was in full display.

Marketing & Strategy 120

Marketing & Strategy Marketing Strategy Enterprise Management Marketing Websites 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. And my eyes glaze over descriptions of tactics.

Content Marketing 120

Content Marketing Planning Content Work Management 120

Avitage

OCTOBER 26, 2018

For too many organizations I meet, content quality is assumed. Or, it’s delegated to those creating the content. Defined and documented content quality criteria typically don’t exist. They aren’t part of a service agreement with content creation teams. It also impacts content operations productivity.

Content 120

Content Advertising Agencies Paid Search Agency Tagging 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

MARCH 6, 2013

Take an hour in the next week to objectively assess whether you have created a competitive edge in the way you engage buyers through online content. You may not even become aware of the […] The post One Hour Content Marketing Reality Check appeared first on Avitage. That is the first competitive battle you have to win.

Content Marketing 120

Content Marketing Content Marketing & Strategy Buy 120

Avitage

MARCH 6, 2013

Take an hour in the next week to objectively assess whether you have created a competitive edge in the way you engage buyers through online content. Assess Your Best Competitor Begin your competitive assessment by going to your best competitor’s website to see what content is positioned to engage buyers. Are there customer […].

Content Marketing 120

Content Marketing Urgency Marketing Content Marketing & Strategy 120

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. To survive and thrive, product and solution marketers must evolve their competencies.”

Marketing & Strategy 120

Marketing & Strategy B to B Buyer Personas Content 120

Avitage

JANUARY 16, 2018

At some point B2B executives realize that adding resources and technology to the traditional content operations process produces only marginal improvements. Digital era content requirements are rising exponentially. That’s the time to uplevel content operations. They rely on internal or external content development teams.

Content 120

Content Domain Paid Search Agency B2B Sales 120

Avitage

MARCH 4, 2014

Long time, serious content practitioners, the technical pros in this business, use the term “intelligent content” deliberately. They also call themselves “content strategists”. I learned these are the people who, in some important ways, are technically ahead of many content marketers. What is Intelligent Content?

Enterprise Management 120

Enterprise Management Content Marketing Content Conference 120

Avitage

JANUARY 28, 2016

Despite a plethora of articles recommending methods to determine content ROI, this continues to be a hot and confusing topic for many B2B marketers. Content performance, at an asset or campaign level, is typically the way marketers think of content ROI. Why is this? There are different purposes and uses for ROI.

ROI 120

ROI B2B Content Urgency Marketing 120

Avitage

AUGUST 10, 2017

This new reality has made high-performing, situation-ready content a strategic imperative for B2B organizations in general, and direct and channel sales teams in particular. Two of the most under-served B2B functions when it comes to content are direct and channel sales organizations. There are many reasons for this. ” Whew!

Content 120

Content B2B Sales Acquisitions Vendors 120

Avitage

JUNE 21, 2012

This week I had the privilege of joining Joe Pulizzi of Junta42 and Doug Kessler of Velocity Partners on an online video discussion hosted by Jeff Ogden‘s Marketing Made Simple TV online show. There are clear and agreed upon models for content strategy. This impacts the scale of content and operational resources.

Content Marketing 120

Content Marketing Advertising Agencies Marketing & Strategy Content 120

Avitage

AUGUST 8, 2017

The genesis for this is an article by Jake Sorofman at Gartner, “The Content Supply Chain is the Rate Limiter to Digital Marketing Maturity.” ” “Targeting and personalizing experiences requires content—lots of it, in many different forms, for many different audiences, engaging across many different channels.

Content 120

Content Gartner Acquisitions Custom Publishing 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

AUGUST 21, 2012

Having participated in the making of business innovation history with category management the emergence of content marketing is a Déjà vu experience for me. It reminded me that there are lessons available in history that we can all benefit from.

Content Marketing 120

Content Marketing Merchandising Content Lead Ranking 120

Avitage

MARCH 6, 2013

Take an hour in the next week to objectively assess whether you have created a competitive edge in the way you engage buyers through online content. Assess Your Best Competitor Begin your competitive assessment by going to your best competitor’s website to see what content is positioned to engage buyers. Are there customer.

Marketing Management 120

Marketing Management Content Marketing Content 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. This articles provides a deeper understanding of a business or enterprise class content strategy. 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 15, 2014

Others have written about House of Cards, especially the points about viewer “control” over content, and the importance of stories. But I think a critical content marketing lesson has been overlooked. What are the implications of giving people content “when they want it?” Content Publishing'

Microsite 120

Microsite Content Marketing Content Distribution 120

Avitage

APRIL 18, 2017

I’m done talking about “content.” I believe the word “content” and how it’s used actually causes problems. This is undoubtedly a contributor to quality problems experienced with marketing and especially selling content. Sales tells marketing, “we need better content.”

Design 120

Design Content Verticals B2B Sales 120

Avitage

MARCH 7, 2012

Hubspot Inbound Now Video Interview also a Case Study In Creating Like a Publisher Whether you are new to content marketing or an advanced practitioner you can learn something from the recent Hubspot Inbound Now interview with Joe Pulizzi of Junta42 and founder of the Content Marketing Institute. They then buy from us.

Practices 120

Practices Content Marketing Best Practices Content 120

Avitage

OCTOBER 18, 2016

“We have no good content to serve as door openers, or to nurture target accounts who aren’t ready to meet. ” Sales content for key sales engagement points are the most under-served content requirements in most B2B organizations. The post The most under-served content requirements appeared first on Avitage.

Lead Gen 120

Lead Gen Content Marketing Management B2B Sales 120

Avitage

APRIL 30, 2018

This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support.

Paid Search Agency 136

Paid Search Agency Content Training Practices 136

Avitage

MARCH 15, 2016

We had just completed ten intense weeks creating a business level content strategy for a client. We carefully defined the client’s marketing and sales use case requirements. And for actionable next steps, a carefully considered and prioritized list of content that was required to support those use cases was also developed.

Marketing & Strategy 120

Marketing & Strategy Content Paid Search Agency Marketing Prospects 120

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. To survive and thrive, product and solution marketers must evolve their competencies.”

B to B 120

B to B Buyer Personas Viral Marketing Content 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. How do these expectations differ when you ask marketing vs. sales? What do you call them?

Planning 120

Planning Content Case Study Case Studies 120

Avitage

SEPTEMBER 19, 2017

When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. It can also be source for any new content. Either way, microcontent is an under-used content type.

Content 120

Content Social Media Social Marketing Google 120

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

MARCH 12, 2016

When it comes to content and strategy, few people share a clear and common meaning of each word. This is a sales content strategy guide for the perplexed. It is for people in marketing and sales who must collaborate to get these strategic assets right. Content (See What is Content?) First, a few definitions.

B2B Sales 120

B2B Sales Marketing & Strategy B2B Content 120

Avitage

APRIL 3, 2015

For all the time, attention and investment made in sales enablement tools, it’s a shame a fraction of that hasn’t been invested in solving the core problem: the content itself. And look, this isn’t all on marketing. See Need Better Content? How well does sales define their requirements?

Work Management 120

Work Management Budget Programs Marketing Management Content 120

Avitage

JUNE 12, 2015

In this digital era, the nature and role of customer content has new meaning and significance. Content is a strategic business imperative because it is a key driver of top business and functional objectives. Poor performing content lowers outcomes. One executive expressed what I most often hear: “What is content anyway?

ROI 120

ROI B2B Content Acquisitions 120

Avitage

FEBRUARY 12, 2017

A Different Approach to Content Marketing Justification B2B content marketers must continually defend budgets and tactics, especially content investments, by proving performance. This is part of a persistent struggle to raise marketing credibility and awareness of its impact in the business. Or does it?

Marketing & Strategy 120

Marketing & Strategy Content Tactics Paid Search Agency 120

Avitage

JANUARY 12, 2016

For most B2B selling companies, content strategy is developed and executed at the functional or even tactic level. Few companies have a universal, business level content strategy. These requirements are driven by digital content, online channels and self-educating audiences. The linked post provides an overview explanation.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Acquisitions 120

Avitage

JUNE 27, 2015

The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients. The many new content requirements of digital era audiences and business strategies further exacerbates this reality.

B2B 120

B2B Content Paid Search Agency Lead Ranking 120