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 31, 2018

RELEVANT CONTENT — Some firms do a great job on CRM and contact consistency, and then hurt their brand by pushing content that’s overly self-serving or of little interest to their targets. Consistent application is critical.

Work Management 100

Work Management Marketing Management Marketing Automation Services CRM 100

Marketing Craftmanship

AUGUST 23, 2017

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?). Consistency: Is all information kept up-to-date, and relevant to current market conditions?

Paid Search Agency 100

Paid Search Agency Thought Leadership Opinions Validation 100

Marketing Craftmanship

AUGUST 14, 2015

To make matters worse, business owners often engage ad agencies, PR firms and outside (and internal) marketing “experts” who are always ready to prescribe a long list of tactical solutions (white papers, blogs, newsletters, publicity, social media, direct mail, conferences, advertising, etc.)…all Your intellectual capital.

Paid Search Agency 100

Paid Search Agency Advertising Agencies Planning B2B Thought Leadership 100

Marketing Craftmanship

MAY 11, 2016

Without an email pipeline, the marketing value of the content you create is close to zero. Create Meaningful Content. Self-serving, long-winded white papers and research reports have very limited appeal. To accomplish that goal, share your content directly with target audiences on a quarterly basis. A lways.

B2B Marketing 100

B2B Marketing Planning B2B Thought Leadership B2B 100

Marketing Craftmanship

FEBRUARY 6, 2016

White papers and editorial content are poorly disguised sales pitches, and offer no helpful information or insights. My brief adult conversation with them goes like this: Clients and prospects don’t really give a hoot about your white papers, industry awards or client list.

Marketing Management 100

Marketing Management Paid Search Agency Marketing & Strategy Paper 100

Marketing Craftmanship

MARCH 1, 2015

Without this pipeline, the marketing value of the content you create is close to zero. Create Meaningful Content. Self-serving white papers and client case studies have very limited appeal. Generate content that validates your company’s intellectual capital, on topics that target audiences have a genuine interest in.

B2B Marketing 100

B2B Marketing B2B Thought Leadership Planning B2B 100

Marketing Craftmanship

MARCH 27, 2013

The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White papers jumped the shark when they became paid content.

Paper 100

Paper Paid Search Agency Advertorials Allocation 100

Marketing Craftmanship

FEBRUARY 5, 2015

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?). Consistency: Is all information kept up-to-date, and relevant to current market conditions?

B2B Thought Leadership 100

B2B Thought Leadership Enterprise Management Brand Identity Branding 100

Marketing Craftmanship

NOVEMBER 17, 2011

RELEVANT CONTENT – Some firms do a great job on CRM and contact consistency, and then hurt their brand by pushing content that’s overly self-serving or of little interest to their targets. Consistent application is critical. They believe their putt will drop.

Sales Cycle 100

Sales Cycle Marketing Management Lead Nurturing Sales Qualified Leads 100

Marketing Craftmanship

JANUARY 16, 2013

Blogs and newsletters demand original, timely content; not canned information. White papers and case studies become quickly outdated. Schedule ongoing maintenance of the activity. Unfortunately, many B2B marketing tactics are often one-off or plug-and-play solutions.

Tactics 100

Tactics B2B Marketing CPA Cost per Acquisition 100