Well written content focused on helping prospects solve a problem your product addresses has long-term value. With that in mind, content marketing can help prompt conversations that deliver value to both sides and help buyers to qualify you as well as you to qualify them. By linking topical or progression content together, you can actually help your buyers cross channels and experience content in ways that build deeper engagement, reach and responsiveness. This introduces the content multiplier effect that helps reduce costs over the long term. But it will. MORE >>

But what it will do is help you to find the gaps that you've missed. Help them figure out what content to engage with next, given what web page they're on. What would you add to this list to help marketers start seeing their B2B websites perform up to their potential Seeing that my last post was about a report that showed B2B websites were critical to marketing but not performing up to their potential, I thought I'd share some ideas about what your website must accomplish in order to start climbing that ladder of opportunity. Orient Visitors Immediately. Always. MORE >>

Quite a different proposition, but one that can truly serve to help prospects become predisposed in your favor. Unfortunately, most companies mimick the leaders in their space, thinking that will help them "measure up" in their prospect's eyes. If you message to Helen, she may be most interested in content about how your solution will help her to streamline the effort it takes her to create a resilient workforce that's less susceptible to fatigue. Your corporate positioning should be used as the backbone for your content strategy. " type of posturing. MORE >>

In essence, personas must help us identify how we can help buyers manage and expedite change. And, if you involve them in the process, they'll have an investment in helping to apply them to the business in ways that count. Many of the projects I do for companies start with buyer personas. After all, it's a logical place to start as it's next to impossible to develop a content strategy without a keen understanding of the people involved in buying complex B2B product offerings. But I'm noticing a trend I hadn't foreseen. Yep, it's true. At all. kids)? MORE >>

Create one storyboard for all groups to work from - Yes this will need to be summarized with roll downs for different programs, but it will help each marketing group determine how they can best contribute to building the same story based on their area of expertise. When alignment is discussed in marketing, the usual application is to sales and marketing alignment. This has been an ongoing conversation for nearly as long as I can remember. And I've been in the business environment for quite a while. marketing misalignment. customer misalignment. with a common cause or viewpoint. MORE >>