What Works - What Doesn't

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Stop the WordPress Madness!

What Works - What Doesn't

One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system. My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever. And on and on.

12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

The frigid cold along Route 128 the other morning didn’t keep a standing-room-only crowd from Schwartz Communications’ Breakfast Roundtable on content marketing (using information shared on the Web to drive sales.) Featured speakers were Ann Handley, Chief Content Officer at online marketing site MarketingProfs , and Brian Halligan, CEO of inbound marketing software vendor HubSpot.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

These included dramatic government budget cutbacks, a scramble for funds among richer and poorer regions, and how the vendor’s solution helped bring affordable IT services to all. When drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature. PR/Marketing Trends

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How We Can Help

What Works - What Doesn't

Here are some of the ways we’ve recently helped our clients win in the marketplace. Helped a global IT services provider hone its response to an RFP for a multi-million project. Helped attract prospects for a cloud-based systems management offering through a detailed white paper describing what to look for in such a product, and how my client meet those needs.

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B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

These included dramatic government budget cutbacks, a scramble for funds among richer and poorer regions, and how the vendor’s solution helped bring affordable IT services to all. When drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature.

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

To help you create the highest-quality content as quickly as possible, I wrote “Content Marketing: Where to Place Your Quality Bets.&# Click Image To Download. IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. world.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

PR firms already have deep relationships with clients, and understand – and in some cases helped create – their branding messages. They’re also skilled at creating content for different audiences, either using their own employees or outside help. They show that the use of marketing automation software is indeed taking off, but not as quickly as some had hoped. Except I just did.

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

What Works - What Doesn't

Several consultants who help customers negotiate software contracts told me, as part of a story I reported for InfoWorld , that a growing number of customers are ditching maintenance. Some customers are pushing back on software maintenance agreements, threatening vendors with the loss of their most predictable, profitable continuing revenue stream.

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.

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

Vendor use of jargon and their lack of simplifying issue complexity often keep business-oriented buyers from grasping the nuances of how technology can help to solve their problem,” says a post on the Marketing Interactions blog. But doing so won’t help unless you scrub the jargon from the answers to those FAQs. report. Explaining things clearly to your prospects isn’t rocket science.

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

What Works - What Doesn't

  Another is s aying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” 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.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

The rest thanked HubSpot for raising these problems and/or asked for help in solving them. I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. The folks at marketing automation software vendor HubSpot seem to agree, judging from a recent blog post on “Seven Reasons Social Media is Bad for Marketing.”. Which they are.

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.

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

What Works - What Doesn't

  2)   Saying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” 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.  

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Real Editors Don't Just Retweet

What Works - What Doesn't

As an editor you need to find out what they think is new and interesting, and help them turn those ideas and observations into content customers care about. “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. That’s what real editors do. 

What Is Content Marketing?

What Works - What Doesn't

That readership history helps identify where each prospect is in the purchase cycle, what follow-on information or offers we should send them, and who are the most attractive prospects. The more complex your “sell” and the longer the sales cycle, the more content marketing can help you. Read Read on to learn how content marketing is helping IT vendors , and the four easy steps  to getting started with content marketing Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure,

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

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. All of which begs the question: Which of these specific hurdles is most critical, and where do B2B vendors need help getting the benefits of MA software? Help us find the answer by taking a two-minute survey on what’s keeping you from MA heaven, and see instant results on how you stack up vs. your peers. Recent survey data indicates these are the top three hurdles to companies adopting MA software.

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Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

Chief Marketing Officer Marty Homlish says that being able to see who viewed what information, and for how long, goes a long way towards helping SAP “capture demand.”. 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. SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine.

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.

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. Journalism isn’t like marketing, and that isn’t just because journalists supposedly seek the truth, the whole truth and nothing but the truth. Reporters and editors take an extremely pragmatic, “whatever and whoever it takes” approach to getting good stories. That means choosing and quoting good sources based on their knowledge and credibility. Letting marketers choose who can, and cannot, be quoted in your blog or newsletter robs you of the quality content you need.

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

What Works - What Doesn't

  Easily understood specifics help the reader or listener understand what you’re doing, and to weigh it against what should be done. 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

For another sentence or two, Voltage could have explained exactly how their encryption helps trim a PCI audit down to size, and roped editors in even further. 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.

What B2B Readers Want, Circa 2010

What Works - What Doesn't

The impetus is a competitive analysis I’m helping do for a publisher, which includes asking readers about everything from what they read, how they get it (print or online) to how they use content to do their jobs better. I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. Paper is NOT dead. While most of the readers I surveyed just want the daily email update with links to a Web site, a stubborn significant minority still want that hard copy – particularly for “airplane reading” or for reading longer stories.

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.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

The marketer's job is to 1) do an even better job of describing the unique benefits they offer and how they help the customer, and 2) monitor and take part in the conversation on social networks, offering genuine useful advice, answering questions, addressing concerns but skipping inane, clumsy pitches.  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.

17 Helpful SEO Tools and Tool Reviews

Webbiquity

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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Help Google help you optimize your content for search

Biznology

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.

How Does Content Marketing Help with SEO?

Webbiquity

Efficient use of meta data, URL addresses and sitemaps all fall under this category and can help to naturally increase your chances of naturally appearing high in search results. Guest post by Sam Allcock. Content marketing and SEO are often written about and addressed separately. But both are actually essential, and work in tandem as part of a broad web presence optimization (WPO) strategy.

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8 Helpful Resources for Creating Beautiful Infographics

Hubspot

Not only do they make content more sharable -- 40 times as much -- but they help us retain information. Helpful Resources for Creating Beautiful Infographics. 1) Canva. Here's one that helps non-profits visually communicate highlights from an annual report: 4) Easel.ly. However, Infogram also has the option of enlisting professional help with infographic design.

How Predictive Intelligence Helps B2B Marketers with Buyer Targeting

SalesPredict

Predictive intelligence can help identify and analyze behavior and intent data to provide a 360-degree view of prospects and their paths to purchase. Predictive solutions can help your organization uncover hidden "breadcrumbs" of previously uncaptured data from across the web that reveal buyer intent. Improve demand gen results by targeting in-market buyers. How bad is it?

How Event Technology Helps B2B Marketers Increase Customer Engagement [Interview]

KoMarketing Associates

Salespeople are commonly sent to events with no technology to help them keep track of conversations or let them know which of their contacts are there.”. B2B marketers should make events a key focus for 2016, but they need to make sure they have the right technology to help them use events to accelerate the pipeline.”. HOW CRITICAL IS EVENT MANAGEMENT TECHNOLOGY TO MARKETERS?

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Lead Nurturing: How a social business strategy can help you move from selling to helping your prospects

B2B Lead Generation Blog

Tweet At MarketingSherpa Lead Gen Summit 2013 , I had the privilege of sitting in on a session with Todd Wilms, Head of Social Strategy, and Adriel Sanchez, VP, Demand Generation, both of SAP , as they discussed how they use a business model called “social business” to help their teams across the globe engage local audiences. will need help from social media to remain effective.

4 Helpful Tools for Organizing Your Social Media Calendar

Hubspot

In this post, we’ve rounded up some of the most helpful tools and templates for building out an effective social media content plan. So if you're not already using a social media content calendar , hear me out: Calendars help you get organized to avoid the dreaded scramble when things come up. Calendars can help you track performance and plan for future posts. The good news?

How a Content Refresh Can Help You Stay Relevant

Modern B2B Marketing

Fortunately, these indicators will help you determine which gems to polish: It’s evergreen. A lot of your content is probably just as applicable today as it was when you wrote it. That content is clearly already performing well, but a little refresh could put it over the top and really help it climb the rankings. How is a content marketer supposed to keep up with that kind of change?

How Big Data and Marketing Analytics Help Sales

Crimson Marketing

How to use Big Data to help sales. By listening to what information buyers have access to, and studying buyer behavior through B2B marketing technology, CMOs and their marketing teams are in a position to help the sales team directly. The post How Big Data and Marketing Analytics Help Sales appeared first on. Marketing analytics is the answer. Try googling the words “Big Data.”

Tools that help monitor and measure social traffic

Biznology

Media intelligence and monitoring tools can help you make sure that your social media efforts are achieving the goals you set forth. Today we will explore different tools that help monitor traffic and the effectiveness of your social media campaigns. You should choose the tools that help you become the most effective with your social media marketing and press relations.

New Tool Helps Marketers Use Email Deliverability Data

It's All About Revenue

Email Deliverability is one of the most important, but also one of the most overlooked and misunderstood aspects of email marketing. Just about all RFPs that go out in our industry contain multiple questions about deliverability. Marketers know that getting messages to the Inbox is critical to the overall success of their program. Those numbers are right at your fingertips. Product News

Metrics to Help You Track Brand, Demand, and Expand

Act-On

His monthly magazine, annual Poor Richard’s Almanac and various other printings all served to establish him as an authority and help grow his printing press business. It was educational, with the goal of helping farmers be more successful … the quintessential definition of content marketing. The post below generated over 800 likes and helped to build more brand awareness.