Marketing Craftmanship

SEPTEMBER 26, 2023

And based on the way content has been created and applied by most firms over the past decade, the availability of Artificial Intelligence will not make people more effective content marketers. Here’s why: Most firms still don’t understand that marketing content is NOT about sales.

Marketing AI 147

Marketing AI Paid Search Agency Copywriting Thought Leadership 147

Marketing Craftmanship

OCTOBER 25, 2023

Most B2B company websites, across all industries, contain some combination of self-produced “owned media” content, including blog posts, case studies, white papers, podcasts, archived webinars, and event calendars.

Public Relations 130

Public Relations Paid Search Agency Companies Media 130

Marketing Craftmanship

JANUARY 5, 2020

Consistency: Is all your information kept up-to-date, and relevant to current market conditions? Acid Test: What’s the frequency and quality of content generation, as well as the number of direct and indirect “touches” with target audiences?). Are white papers just poorly disguised sales collateral?).

RFP 165

RFP Thought Leadership Opinions Validation 165

Marketing Craftmanship

AUGUST 31, 2018

Inappropriate Follow-up: These companies will send the firm’s standard “package” of sales and marketing materials, and then plug prospects into a mailing list to receive whatever information the marketing department generates…regardless of its relevance to a prospect’s specific needs. Consistent application is critical.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

APRIL 8, 2011

The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.

B2B Thought Leadership 100

B2B Thought Leadership Content Case Study Case Studies 100

Marketing Craftmanship

AUGUST 19, 2011

Most brochureware websites contain no content that requires updating, and other than perhaps a “Contact Us” form, no interactive capabilities. These functions might include: “News”; “In the News”; “Upcoming Events”; “Thought Leadership”; “Case Studies”; “White Papers”; “Webinars”, etc.

Thought Leadership 100

Thought Leadership Paper Press Case Study 100

Marketing Craftmanship

AUGUST 23, 2017

Consistency: Is all information kept up-to-date, and relevant to current market conditions? Acid Test: What’s the frequency of content generation, and the number of direct and indirect “touches” with target audiences?). Are white papers just poorly disguised sales collateral?).

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100