What Works - What Doesn't

Trending Sources

12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

Hey, did I tell you my knee is acting up again?  7) While HubSpot uses both channels to promote itself, it gets a lot more paying customers from LinkedIn than from Twitter.  8) Both long and short blog posts can work, but about one page (screen) of content seems to draw the most readers.  9) For whatever reason, ebooks draw up to double the downloads of white papers.

Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

There were plenty of MP3 players and smartphones before Apple entered the market, but Steve Jobs and his team brilliantly saw what customers needed but couldn’t describe -- until they saw it.) Back when the earth was young and so was I, feedback on my writing came from a grizzled, chain-smoking editor throwing a story back at me and growling “What the hell does this mean? Clean it up.”

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Boeing can’t deliver them to customers (or get fully paid for them) until they perform more than 140,000 fixes. Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lower customers’ faith in the finished product. Your written product, like those 787s, will need to be torn apart and reworked.

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

Write instead about what’s in it for the reader (whether that’s a reporter, customer, industry analyst, or investor.) Adding HP products to the existing IBM and HP offerings it can provide customers, Joe’s Regional Geek Services today announced it has become an HP Silver Solutions Partner…. That led one attendee to ask why. OK, maybe not for everyone.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

What B2B Readers Want, Circa 2010

What Works - What Doesn't

I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. The results have been an interesting grab-bag of reassuring truths, outright surprises and common-sense dope slaps that show how we in the “content marketing” business can get so caught up in our high-falutin’ notions we forget about the real problems our readers face. I’m saving the best stuff for my client, of course, but some initial findings that might help you decide what and how to publish for your customers. Paper is NOT dead. Social networking?

Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

Pedowitz says they are 1) wrongly targeting marketing executives who lack the clout to make purchase decisions, 2) focusing too much on the software and technology industries, 3) not doing enough to educate customers, 4) requiring customers adopt processes that are too complicated and 5) making their tools too expensive for early adopters. First, the lack of education.

How We Can Help

What Works - What Doesn't

Working from raw copy provided by a multi-national team of subject matter experts, I helped ensure a consistent, professional response that reflected the strategic needs of the customer, as well as my client’s unique strengths. . By creating compelling white papers, case studies, blog posts and other content based on an in-depth understanding of your competitive differentiators.

RFP 2

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Boeing can’t deliver them to customers (or get fully paid for them) until they perform more than 140,000 fixes. Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lowers customers’ faith in the finished product. Your written product, like those 787s, will need to be torn apart and reworked.

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. Click Image To Download. With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? world.

About Us

What Works - What Doesn't

We are veteran IT trade press journalists, IT marketers and public relations professionals who are dedicated to not only producing superior marketing content, but using that content to find and nurture prospects until they are ready to become customers. Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry.

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

found a really, really smart customer doing some leading-edge marketing automation --       but with a competitor’s product. Can I write the story?  I need the CEO or CTO to respond honestly and thoughtfully to a big announcement, but they’re busy talking to customers. For those old enough to remember ink.). will profile brands and the people that work for them. How would you respond?

Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users

What Works - What Doesn't

Some customers are pushing back on software maintenance agreements, threatening vendors with the loss of their most predictable, profitable continuing revenue stream.   Priced at 15% or 18% (or more) of the up-front purchase price of the software, maintenance agreements provide customers with updates and enhancements as well as support.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

The types of services customers need are well suited to what PR can provide. They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped. Turns out that, just as with so many other IT initiatives, that having the right people and processes is as important as having the right software. Except I just did.

Finding the Mythical C-Level Exec

What Works - What Doesn't

This customization is worth it if, having gone to the trouble and expense of getting their attention, you want to keep it and make your pitch. Like the unicorn , whose horn was said to cure illnesses and neutralize poison, the C-level executive is a mythical creature, though long hunted by IT sales rep looking for a cure to their late-quarter sales slump. but no generic “C-level executive.”.

Marketing Technology: 3 Solutions You Can't Live Without

customers, you need technology. customers, standardize customer data, conduct forecasting. about customer relationship management, a CRM platform is an essential component of the. Although sales and customer. better manage their relationships with customers, it’s time that. engagements, customer relationship management and enterprise resource planning.

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

What Works - What Doesn't

So they’re developed something called the “ Star Safety System ” which they’re including in every car and truck they make, and telling customers about it in full-page ads. But all you get from the ad is a vague buzzword. I’ll bet Toyota thinks the ad will raise general awareness of the concept and encourage customers to go on the Web or to a dealer to learn more.

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

Better to give specific examples from customers. Give a brief example of how you sold a customer ONLY what they needed. OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. What’s the B2B equivalent of “heater gets hot?”. And for this I got an MBA?

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

That transforms what seems like an exercise in humility into an opportunity to educate and engage customers and prospects. If integrated into customer service and product development, the post suggests, social media could instead “be an important factor for organizational improvement.”. Which they are.   Did HubSpot shoot itself in the foot? The implied solution?

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

  In Innov8 players are presented with multiple scenarios (tweaking a supply chain or improving customer service) and get to see how business process automation helps the business. I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise. OK, World of Warcraft it ain’t.   Maybe.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Advocate Marketing Creates B2B Customer. Relationships That Last A Lifetime Focus On People, Not Companies, To Increase Advocate Engagement by Laura Ramos September 28, 2015 FoR B2B MaRketing PRoFeSSionaLS FORREsTER.COM key takeaways Customer Testimony Helps B2B Attract. to beef up how you cultivate and deliver customer. Customer Goodwill B2B Marketers Must Showcase Customer.

Time to Kill the Press Release?

What Works - What Doesn't

The obligatory quotes from the CEO, the customer or the new business partner saying how happy everyone is with each other don’t, I would guess, wind up getting much play. While writing a press release for a client the other day, I got to thinking about what I was doing. Dangerous idea, thinking too much. True, they are only doing their jobs.  

PR 2

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

Better to give specific examples from customers. Give a brief example of how you sold a customer ONLY what they needed. OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. So, what's the quivalent of “heater gets hot” in B2B content marketing?

Real Editors Don't Just Retweet

What Works - What Doesn't

“Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.    One common refrain I keep hearing is that marketers should “think like an editor” in deciding what information to give to customers. That’s what real editors do. 

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

The aim, as Randy Tinseth , vice president, marketing for Boeing Commercial Airplanes says in his blog, is to publicize its people and its customer as well as its technology, to make it easier for readers to share content on social media, and to open a “wider, more productive two-way dialogue” with the world. Which leads me to wonder about the business case behind this redesign.

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

New Ways Around An Old Problem: Getting Reference Customers

What Works - What Doesn't

But while doing some research on customer retention for a client, I stumbled on Bill Lee, who blogs and Tweets on the very specific topic of how to get customers to serve as “references” – i.e., to be quoted, interviewed, cited, etc. With every customer source doing two to three jobs, and with legal and PR types more nervous than ever about anyone saying anything , it’s getting harder and harder to get reference customers. There’s much more (including tips for getting more budget for your customer reference efforts) at the full posting.

Who We Are

What Works - What Doesn't

Veteran IT trade press editors and IT marketers… with years of experience understanding the needs of enterprise IT customers… and of the hardware, software and services IT vendors offer those customers… …and  of the marketing automation tools to reach them. Who We Are. Learn more

What Is Content Marketing?

What Works - What Doesn't

Sure, people have been doing “content marketing” since the first salesman left the first brochure on the first customer’s desk. The content can be anything from your existing product briefs and price sheets to custom-written white papers and “e-books” that demonstrate your “thought leadership.” Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, By focusing your expensive sales efforts on the right prospects at the right time, we boost your revenue while reducing your costs.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software , which tracks prospect behavior to determine which products they’re most likely to consider. agree with her drivers, and would add another one: The decline of the trade press which used to be a source of trusted analysis and objectivity for customers. It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine. Not only did it focus on getting customers to talk to each other, (VS. First, get the customers talking to each other and stay out of the way, unless you can really help. I recently recently helped “cover” a customer summit for a multinational services company and was amazed by the amount, quality, and candor of the interchange among customers. What can we in smaller companies learn from giant SAP? And that costs.

Amateur Bloggers Jump Ship, Pros Taking Over

What Works - What Doesn't

That’s why, in at least some cases, you have to pay for quality content rather than leaving it up to your employees (who have other skills) or your customers (who have day jobs or may have other agendas.). A story in the current Newsweek says that interest in amateur (non-profit) blogging and contributing to Wikipedia is falling off rapidly as, frankly, people get tired of working for free. The story mentions, in passing, that according to Technorati , professional bloggers are “a rising class.”.   Welcome to reality, or, rather, back to reality.

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

  The central problem is that this “Social Media Press Release” is still all about the vendor, which is why it doesn’t work in today’s world of “two-way” conversations among customers and vendors. As I argue in my post , the people you need to reach – prospects and customers – want far more candor, insight and context than you can deliver in a press release that’s been scrubbed of all three by PR, legal and marketing. To succeed, the “social media press release” must focus more on content than Web bling. On second thought, my first thought was right. with similar links.

Looking for Good Content? Go for Brains, Not Titles

What Works - What Doesn't

These consultants help very large customers with very complex needs install very large, complicated software.   While rounding up sources for a new, online content marketing effort, my client laid down the law: The only sources I could quote were internal IT people at customers with internal IT titles. The thinking, I’m sure, was that potential customers want to hear from other customers, not consultants with an ax to grind. If you limit yourself to quoting actual customers you’re crippling your chances of finding good sources.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

The reader (or customer) will eventually learn what a government agency did and didn’t do, and what your product can and can’t do. Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.

Find Trend Pitches In Your Earnings Releases

What Works - What Doesn't

That’s when Voltage says one reason for its success is that many customers are using Voltage’s encryption products to reduce the size of their PCI (Payment Card Industry) audits. It’s good news these days to see a company whose revenue grew more than 70% year over year, as encryption vendor Voltage Security announced today. They’re even profitable, more to the point.) It’s an even better story when the earnings press release holds the germ of a trend story, which this does – but not until the sixth graf.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

As it turns out, customers (C-level execs) like everyone else want to own and control their own networks. If customers are increasingly turning to each other for product information, does this leave B2B marketers out in the cold? The customer still has to learn about the vendor's offering somewhere, somehow. But not to talk about the new appetizer they just tried at a trendy restaurant. A new study shows decision-makers, such as business buyers, are increasingly using social media such as LinkedIn and Twitter to make buying decisions. Of course not.

Connecting the customer experience

Conversionation

Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.