Avitage

NOVEMBER 12, 2014

Content Header Target Audiences: VP of Marketing / CMO VP Sales Product Marketing Sales Enablement Purpose: Introduce a new perspective and suggested approach to improve customer conversations and content, as well as the productivity, effectiveness and efficiency of marketing, sales and content development teams.

Paid Search Agency 120

Paid Search Agency Conversion Marketing & Strategy Content 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

JANUARY 24, 2016

B2B Content Strategy for Messages, Conversations and Content This post speaks to why B2B organizations should elevate content strategy from siloed functions to the business level, with executive accountability. Content has always been considered and treated as an expense for tactical support.

Marketing & Strategy 120

Marketing & Strategy B2B Business Content 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 19, 2013

I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK: Content That Stands Out: A Content Strategy Google+ Hangout. Content Publishing Marketing and Sales Strategy content strategy Google+ Hangout' Content Publishing Marketing and Sales Strategy content strategy Google+ Hangout'

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Google 120

Avitage

MARCH 10, 2016

The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Without well-defined and documented sales use case requirements, effective sales content strategy is not possible. Fundamentally, it must be conversation centered.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Paid Search Agency 120

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

FEBRUARY 19, 2013

I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK: Content That Stands Out: A Content Strategy Google+ Hangout. Content That Stands Out In this morning’s email Ryan Skinner from Velocity responded to a question I had previously submitted.

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Google 120

Avitage

NOVEMBER 13, 2014

To meet new requirements, challenges and business imperatives, enterprises must embrace a new content (digital) mindset. Enterprise organizations need a content strategy, that goes beyond marketing, websites and content projects.

Enterprise Management 120

Enterprise Management Trends Marketing Management First-Mover Advantage 120

Avitage

FEBRUARY 19, 2013

I “watched” last week’s Google+ Hangout lead by the team at Velocity Partners in the UK: Content That Stands Out: A Content Strategy Google+ Hangout. Content That Stands Out In this morning’s email Ryan Skinner from Velocity responded to a question I had previously submitted.

Marketing & Strategy 120

Marketing & Strategy Content Advertising Agencies Education 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

MARCH 11, 2014

Lack of clarity about content strategy might have roots in a universal confusion about strategy. See Robert Rose in Content Marketing Institute.) In the business world, Michael Porter of Harvard Business School is a preeminent authority of business strategy. Well, no wonder we struggle with content strategy.

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 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

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

JANUARY 8, 2018

What IS the difference between marketing and sales content? The answers will reveal people’s thinking and understanding about “content” in general. Effective sales content is a strategic imperative when selling in a digital age of hyper-connected, hard to engage, low attention span buyers. Why does this matter?

Content 220

Content Statistics B2B Sales Webinar Metrics 220

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

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

SEPTEMBER 4, 2017

In What is a Content Supply Chain? I identified the shortcomings of the traditional and still prevalent process by which B2B organizations create content. In our 20 year content creation business we discovered the answer in a different approach, process and set of techniques we refer to as a leveraged content supply chain process.

Content 120

Content Software Google Process 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. See Need Better Content? We want “content strategy” in 5, 6 or 9 steps (depending on your complexity tolerance.)

Work Management 120

Work Management Budget Programs Marketing Management 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

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

NOVEMBER 12, 2014

The traditional, project oriented, creative craftsman approach to content cannot meet new requirements. This post will introduce […] The post Is Content Operations Your Next Focus Area? appeared first on Avitage.

First-Mover Advantage 120

First-Mover Advantage Content CMO Acquisitions 120

Avitage

OCTOBER 31, 2013

What would improving the way you execute your content marketing initiative look like? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? Include your go-to-customer (sales) strategy, plans and metrics. Want some help?

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

OCTOBER 31, 2013

What would improving the way you execute your content marketing initiative look like? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? Include your go-to-customer (sales) strategy, plans and metrics. Want some help?

Planning 120

Planning Content Marketing Content Marketing & Strategy 120

Avitage

SEPTEMBER 21, 2017

Sales performance suffers due to poor or missing situation-ready sales content. Despite significant investments in sales and marketing content management technology, most B2B organizations don’t provide their sales and channel sales organizations enough of the right content. This is flawed thinking.

Content 120

Content Guidelines B2B Sales High Quality Lead 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 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. I’m not really sure.

Content 120

Content Differentiation Content Marketing Buy 120

Avitage

APRIL 7, 2016

When it comes to customer facing content, much is written about content creative and techniques, tools and infrastructure. But there is little thinking or discussion about content process change. ” This is indicated by content challenges reflected in survey results: lack of time, resources and the inability to scale.

Process 120

Process Content Customer Surveys ROI 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

OCTOBER 31, 2013

What would improving the way you execute your content marketing initiative look like? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? We (and others) […] The post How to execute content marketing appeared first on Avitage.

Content Marketing 120

Content Marketing Content Marketing & Strategy Marketing 120

Avitage

OCTOBER 11, 2013

Through our consulting projects and content workshops, many people have asked us for copies of our content publishing briefing to share with colleagues and executives. Taking a page from Tom Peters, we’ve published our Master Content Publishing Briefing on our SlideShare channel, and it is available to download.

Content 120

Content Consulting Video Marketing Conversion 120

Avitage

MARCH 17, 2014

Most business enterprises engaged in B2B selling have adopted content marketing as “the only marketing there is.” This is why we say: Content is a strategic imperative. Content marketing has evolved as new tactics. Content marketers have “re-imagined” their content.

Organization 120

Organization Enterprise Management Cross-Selling B2B 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

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 11, 2013

Through our consulting projects and content workshops, many people have asked us for copies of our content publishing briefing to share with colleagues and executives. Taking a page from Tom Peters, we’ve published our Master Content Publishing Briefing on our SlideShare channel, and it is available to download.

Content 120

Content Custom Publishing Advertising Mediums Video Marketing 120

Avitage

OCTOBER 11, 2013

Through our consulting projects and content workshops, many people have asked us for copies of our content publishing briefing to share with colleagues and executives. Taking a page from Tom Peters, we’ve published our Master Content Publishing Briefing on our SlideShare channel, and it is available to download.

Content 120

Content Custom Publishing Advertising Mediums Video Marketing 120