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

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 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. However, as many IT marketers are discovering, […] The post IDG On Connecting the Dots Between Content and Sales appeared first on Avitage.

Allocation 120

Allocation Curation Content B2B Sales 120

Avitage

OCTOBER 30, 2014

I read with interest John Jantsch’s Duct Tape Marketing blog Why Content Creation Is Everyone’s Job. The new reality is: the traditional, project oriented, creative craftsman approach to content, cannot meet new, digital content and marketing requirements. It’s a short post, I suggest you read it.

Multi-Channel 120

Multi-Channel Content Opinions Education 120

Avitage

JULY 7, 2015

What if you could assess your marketing content the same way your audiences do? How would that improve content quality, audience relevance, performance? Principle being applied: it’s easier to criticize someone else’s content than our own. The post How Do Audiences Assess Your Marketing Content?

Marketing Management 120

Marketing Management Content Paid Search Agency B2B Sales 120

Avitage

MARCH 13, 2015

Perhaps you’re the sales leader, and your sales people lack the content they need to sell effectively in this age of online, self-educating, stealth buyers. You might manage channel sales and your partners regularly complain they lack channel appropriate content to fuel their lead gen and selling activities.

Wikipedia 120

Wikipedia Lead Gen Lead Ranking Budget Programs 120

Avitage

JUNE 4, 2014

Traditional content creation methods will not meet use case requirements for customer facing digital content (Tweet this) Lack of effective enterprise content strategy practices has masked this problem. It is also a key reason for poor performing content, and low tactical outcomes.

Enterprise Management 120

Enterprise Management Marketing & Strategy Content Paid Search Agency 120

Avitage

MARCH 19, 2015

Marketing leaders, and the executive team to which they are accountable, understandably want to improve performance of customer facing content, get better outputs from content operations, and better returns on content investments. At the recent Content Marketing World, content ROI was a prominent topic.

Content 120

Content Vendors Custom Publishing ROI 120

Avitage

OCTOBER 30, 2013

This post addresses related, but different, content outsourcing and in-sourcing project best practices. Outsourcing Content Creation I have seen many companies struggle setting up outsourced content creation projects due to inadequate preparation and documentation. Content vendors often prefer it this way.

Content 120

Content Vendors Webinar Metrics Optimization 120

Avitage

OCTOBER 30, 2013

This post addresses related, but different, content outsourcing and in-sourcing project best practices. Outsourcing Content Creation I have seen many companies struggle setting up outsourced content creation projects due to inadequate preparation and documentation. Content vendors often prefer it this way. Principles and.

Content 120

Content Vendors Webinar Metrics Optimization 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

JUNE 10, 2014

Enterprise organizations face a serious challenge with the creation and management of content that impacts the success of new customer acquisition and profitable revenue growth, as well as tactical marketing and selling initiatives. Current responsibilities and budgets for content are spread across functions.

Enterprise Management 120

Enterprise Management Marketing Management Marketing & Strategy Content 120

Avitage

OCTOBER 27, 2014

People responsible for sales and channel enablement, marketing and content operations, or supporting groups that use content, face many challenges. Almost every day I have conversations with people in organizations who complain how difficult it is to find, access, deliver, and reuse content that is critical to job or task performance.

Content 120

Content Curation Paid Search Agency Marketing Automation Services 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. IDG reports IT buyers find relevant.

Merchandising 120

Merchandising Content Comparison Demographics 120

Avitage

OCTOBER 29, 2013

The objective of a content publishing operations model is to optimize all key content elements. All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort. And they prefer each type of content format.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

OCTOBER 29, 2013

The objective of a content publishing operations model is to optimize all key content elements. All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort. And they prefer each type of content format. You can’t do it.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

AUGUST 6, 2012

Content creation in this era, where buyer relevance is a core principle, should leverage that same postponement philosophy. To do this requires content that is pre-produced in a modular fashion that anticipates their customers’ need for information. This guiding document, which we call Content Frameworks, defines.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

OCTOBER 17, 2012

Take content, for example. Content creation is undergoing a major shift from a few, centrally managed professionals, to many people, through out the organization, with varying skills, process understanding and techniques, who aren’t often managed in this process at all. And yet, we wonder why this content “sucks.”

Content 120

Content User-Generated Content Webinar Metrics Domain 120

Avitage

MARCH 20, 2012

Perhaps most importantly, what would you do differently if you and your organization were to create content like publishers? If you have embraced these practices you are indeed off to a good start.

Marketing Management 120

Marketing Management Content Storytelling Vendors 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

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

JUNE 21, 2012

Takeaways and Insights Content Strategy — This is the starting point and essential first step for an effective and efficient content marketing initiative. There are clear and agreed upon models for content strategy. This impacts the scale of content and operational resources. Disciplined work is required.

Content Marketing 120

Content Marketing Advertising Agencies Marketing & Strategy 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. 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

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

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 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 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

JUNE 15, 2012

Buyers want relevant and actionable content that enables them to turn big ideas into operating realities. Turning those big ideas into relevant actionable content to meet the buyers’ expectations isn’t what they do. The new realities are also driving a change in buyers’ expectations.

Thought Leadership 120

Thought Leadership B2B Thought Leadership Deliverability Buying Cycle 120

Avitage

OCTOBER 28, 2013

I often see this in organizations when they launch a new product, adopt automated lead management, or deploy other content, social or mobile marketing initiatives. In these environments, producing relevant content for all buyer types, to cover primary use cases, creates the problem of scale for content creation.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

OCTOBER 28, 2013

I often see this in organizations when they launch a new product, adopt automated lead management, or deploy other content, social or mobile marketing initiatives. In these environments, producing relevant content for all buyer types, to cover primary use cases, creates the problem of scale for content creation.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

JANUARY 7, 2015

In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. The problem is, if a B2B buyer is at a different stage in their buying process than the content you distribute suggests, you could miss engaging them entirely.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

JULY 6, 2012

Content marketing would be easy if it didn’t require a steady stream of fresh, engaging, relevant content. It’s not that developing great content is new. What often happens is writers write about what is new and interesting to them even though it is foundational content well known by the audience.

Education 120

Education Demand Resources Optimization 120

Avitage

OCTOBER 17, 2012

Take content, for example. Content creation is undergoing a major shift from a few, centrally managed professionals, to many people, through out the organization, with varying skills, process understanding and techniques, who aren’t often managed in this process at all. And yet, we wonder why this content “sucks.”

Domain 120

Domain Webinar Metrics Video Marketing Organic Leads 120

Avitage

APRIL 17, 2016

Discipline — to execute the right actions in timely manner Database — right contacts, contact info, phone # Messages — what to say Questions — how to say it Stories and Proof points — how to support it Content — situationally relevant and useful Tools and Systems Feedback — system based on reality and data (..)

B2B 120

B2B Sales Cycle B2B Sales Marketing Prospects 120

Avitage

JUNE 12, 2012

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. This starts with images, animations, audio, video, but also includes modules of communication elements that are capable of being re-configured into new content programs.

Video Marketing 120

Video Marketing Planning Segmentation Education 120