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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

There is no end of advice around content marketing and marketing as media, but much of it seems simply to highlight general direction and attributes: Be helpful, solve problems, use a human voice, tell stories, re-purpose or "re-imagine" existing content, and so on. We have to focus on providing "readers" and "viewers" (i.e., What kinds of content should you actually create? Who jumped ship?

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

Often this means having a broad-based leadership board or council to help set program direction and to make sure that the rest of marketing and sales understand the strategic value of the program. Having an extended team in place, as noted above, provides an especially helpful group for developing and implementing the necessary communication and education. Benchmarking the Best.

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Sustainability best practices can guide social media too

Reputation to Revenue

Listening to Hampson recount the impressive strides Capgemini has made in reducing the company's environmental impact, though, I couldn't help but think about how relevant his lessons were for B2B social media, as well. Jon Hampson, Environment Director, for Capgemini UK , gave a great presentation last week on the top lessons for building sustainability programs at large corporations.

Is sales enablement dead?

Reputation to Revenue

What they do is help people buy once those buyers have made up their minds it's time for a purchase. . Especially in the world of high-end solutions, sales teams are more important then ever to helping buyers move from defined need and interest to crafting specific solutions that deliver clear value, and then closing the deal. . Sales Enablement is a huge topic in B2B these days.

Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

The four engines of B2B marketing success

Reputation to Revenue

This includes thought leadership content to help build reputation and interest, educational content to support lead generation and nurturing, solutions and customer success content to support sales conversations, and, of course, social media content to support ongoing connections with customers and others. Four Engines for B2B Marketing Success . What do you think? Photo credit: Imnop88a.

HP backs solutions rhetoric with org change and investments

Reputation to Revenue

HP's investments in new groups within corporate and field marketing as well as sales help point the way forward.  . Everyone talks about "solutions" these days but few seem to invest in the changes necessary to move beyond the rhetoric. For example, truly developing, marketing, and selling integrated B2B solutions typically requires both a strong focus from the top down and a new alignment from the bottom up. Far too often, companies talk the solutions talk but fail to walk the walk. Walking the Walk. You have to look outside-in to really understand the key areas to highlight.

Why is customer-centric marketing still more talk than action?

Reputation to Revenue

What amazes me, though, is why B2B marketers aren’t investing more in serious programs to build key customer relationships, generate deeper customer insight, and build stronger customer collaboration at least as a foundation to help drive that necessary innovation. Why do we hear so much talk but see so little action? It is happening to some extent, of course. Am I right to be so critical?

Two cheers for Eloqua's Content Grid

Reputation to Revenue

Indeed, I make a decent part of my living these days helping companies make this happen. promotional" material that, at the end of the day, are still necessary to help make the sale regardless of how effective your inbound marketing is. Nice job, folks! My small beef is with the definition of "content marketing" that underlies the grid. Now if we can just broaden its scope a bit more.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

Bad service blowback - United Breaks Guitars

Reputation to Revenue

Engaging more directly in social media might help, as Comcast is finding out, but the real answer is fix your service and don't give people reasons to shout -- or sing!  Lots of companies are still nervous about participating in social media; they fear negative comments, among other things. Four days after posting the video, and 1.3 Obviously the damage is done.

Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

question can only help in developing a more effective editorial strategy.    A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media. We all know that social media is increasingly central to how we get our news and information. So what's the B2B marketing connection?

Four steps to strengthening B2B customer connections

Reputation to Revenue

We need a baseline to identify gaps and next steps and to help build a vision of where we need to go.   IBM's hot-off-the-press 2010 CEO Study confirms again what solutions marketers already know: getting closer to customers is a strategic priority. An even higher number of the best performing CEOs, 95%, stressed the point.   Is this really news? Isn't this just Marketing 101? Well, sort of.

Lessons from IBM's CIO community program

Reputation to Revenue

The tiered approach helps in organizing IBM resources and responding to different types of CIOs with different levels of relationship to IBM. Everyone selling high value solutions wants to engage C-level executives.  They're the ultimate decision makers. They They can provide deep insight into both their own companies and emerging issues in your markets. They

Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

The brand promise is helping clients become high performing companies; Accenture's thought leadership research and publications flesh out the story with data and case studies of how this actually happens. There is no connecting tissue, or at least none that stands out from the competition and helps frame the larger industry conversation.  Politicians understand this the best.

Aligning marketing and sales.with what?

Reputation to Revenue

I'm all for more agreement between marketing and sales on which leads matter, how to map marketing to the sales cycle, and where marketing can help most with key accounts. Marketing folks in B2B are obsessed with aligning marketing and sales. It's a longstanding pain point, and it always comes to the fore in a down economy. Has the discussion really changed?  What do you think? sales sales2.0

More evidence that give-to-get is the key to success

Reputation to Revenue

The answer was the supplier  most proactive in helping you  [emphasis in original]. Sherman goes on to list some types of help that marketing agencies in particular might be able to provide, including being more nimble, strengthening internal relationships, and rebuilding trust with investors and customers. The executives in the survey are saying "help me."  not sales pitches).

Reengineering the white paper, part 1

Reputation to Revenue

Our basic idea was that, although white papers have flooded the Web for years, and more and more companies are investing in them to help demonstrate expertise and thought leadership, the reality is that most of them are pretty bad. Several months ago, I began talking with colleagues Bob Buday and Tim Parker about "reengineering the white paper." they are developed and marketed the right way.

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

The power of video: Outsourcing reality show illuminates the buying process

Reputation to Revenue

No cash involved, but it sounded like an quick PR hit for me while helping out a great organization.  About a month ago, the good folks at the Outsourcing Institute asked me to contribute some  "lessons" for services marketers based on their web-based reality show, The Transaction. When I checked out the series, however, I realized this was a much bigger deal. Endless

The joy of tweets: Twittering Rocks on Bloomsday

Reputation to Revenue

Bogost says using Twitter "for literary performance art might help shift perspectives on the service" and get people to use it for more than self-centered musings. Normally I write about B2B marketing, thought leadership, sustainability, solutions, and other allegedly useful and important things.  But sometimes you just have to stop and revel in the joy of sheer creativity.  Quite natural."

The hard questions about social media for B2B solutions providers

Reputation to Revenue

To help answer some of the hard questions, my partners and I at Solutions Insights have just published a short report, Socializing Solutions: Tapping Social Media for Solutions Success (PDF). The skepticism about social media for B2B is pretty much gone by now. How do we get their attention? Do we have the skills? Lots of people talk the social media talk, but can they really deliver?

Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

Tough times make it that much more important to get new ideas from anyone and everyone in the organization, but companies too often neglect to ask or provide incentives to help the process along. "A program that actively seeks these ideas and rewards them. Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing." Great. What do you think?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. 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. But brands.

Carrotmobs make my night

Reputation to Revenue

Several Facebook-centered initiatives are in the works as well, including one to help companies distribute social responsibility funds by encouraging Facebook members to choose the recipients. Triple Pundit almost always brings a smile to my face, and for that reason is one of my favorite blogs by far. And it sounds really fun! What do you think?

Smarter marketing at IBM: Big Blue's latest green consulting launch

Reputation to Revenue

Pardon me for talking about IBM yet again, but the company continues to impress me with its ability to ride the green wave with intelligent and high-potential offerings. The latest example is last week's announcement of a new Sustainable Procurement consulting offer.  Marketing Lessons At the same time, the initiative points to a powerful reminder for B2B marketers in today's challenging economy.

The continuing rise of Account-Based Marketing: Four keys to success

Reputation to Revenue

We were going great guns at ITSMA with research, workshops, an ABM Council, annual ABM awards, and, of course, direct consulting and training to help companies get started and succeed. Internally, ABM can help prove the value of marketing, improve relationships with Sales, and strengthen focus on core customer challenges and potential solutions. The real power of ABM comes from digging deep into an individual client's business situation, strategy, options, and operating environment as a precursor to really thinking through how you can help. Don't skip this step!

The lure of cheap content, continued

Reputation to Revenue

With B2B, we need to focus more on content that helps create lasting relationships, not quick sugar highs. I wrote the other day about the lure of cheap content in B2B marketing. A few weeks back, I also wrote about the potential of marketers taking a journalistic approach to marketing.  Now comes news that more mainstream media companies are themselves falling prey to the lure of cheap content. Here I am holding up journalistic standards as something marketers should emulate and the journalists run off to build a "content candy store," as one editor from Thomson Reuters put it. Aargh!

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B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Six steps to differentiating your solutions

Reputation to Revenue

It's not rocket science, but it does take some effort, and a formal process helps. Aargh! Six weeks to launch, and so much to do. The solutions management folks have spent months putting together the new offering, and now we've got about 87 things to do to get ready on the marketing side. Press release.internal webinar for the sales team.customer presentation.special briefings for the top account leads.white paper.update the public site with descriptions.collateral for the trade show. Oh yeah, and all the social media stuff, too: some blog posts, tweet schedule, maybe a few videos. .

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

I love this new effort from Samsung  to generate helpful user questions and answers on the The most popular question during the test was, "Can I hang this TV on the wall?" I love this for three reasons: It's all about helping customers make better purchase decisions. Samsung" appears. Then, visitors can read pages of questions and answers that were previously supplied by other viewers. They can also search the feature to find the content they need or something close to it.

The new, new marketing: Health tech coalition may point the way

Reputation to Revenue

Motivated by the chance to capture government funding for helping doctors convert to electronic health records (EHR), an alliance of large and smaller tech firms, including Cisco , Dell , Intel , Intuit ,  Microsoft , Nuance , Allscripts , and Citrix  is organizing an educational campaign for doctors on the Stimulus legislation and the opportunities and benefits of EHR. The buzz in marketing is all about social media, with Twitter as the flavor of the month and maybe even a tipping point in getting laggard companies to finally take the promise of social media seriously.  responses.

17 Helpful SEO Tools and Tool Reviews


Which SEO tools are most helpful in conducting a site audit? Helpful SEO Tools. Ian Cleary (again) explains how to use Google’s free tools to help out with SEO efforts; not just the obvious ones (e.g., For nearly as long as there have been people working on search engine optimization, there have been SEO tools. Which tools are best for local SEO? Competitive analysis?

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Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Why This Guide 6 III. Marriott, then 76.

Help Google help you optimize your content for search


The post Help Google help you optimize your content for search appeared first on Biznology. It’s really hard to get Google’s attention. Content marketing is indeed a silver bullet — why do you think I’m writing this — but there are ways of wooing search engines beyond starting a blog. Google loves structured data. Bourbon Mashed Sweet Potatoes.