| | | What Works - What Doesn't | |  Information | 11 articles |
| Page 1 of 1 | Previous | Next | WHAT WORKS - WHAT DOESN'T JULY 8, 2010  Time to Kill the Press Release? Because the more I thought, the less reason I could find for a company to issue a traditional “press release.” What with the long decline of the trade press, there is less “press” out there to “release” information to. 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. | WHAT WORKS - WHAT DOESN'T DECEMBER 16, 2010  12 Quick Content Marketing Tips and Trends 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.) For more information…”). Among the ideas and tips they tossed out for making the most of your blogs, Tweets, emails, videos, etc.: . edgy) helps. | | | | | |
| WHAT WORKS - WHAT DOESN'T JUNE 22, 2010 Why "Cost Per Lead" Is The Wrong Question Or is it the name, contact information who has indicated (either through a registration form or their readership history) that they’re feeling the pain you can solve, own the hardware and software your product needs to work, and are willing to sit down and talk for ten minutes? Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. ve seen estimates ranging from single dollars to tens of dollars to hundreds of dollars. But you’re actually asking to be bamboozled because you haven’t defined a “lead.” | WHAT WORKS - WHAT DOESN'T AUGUST 10, 2010 Virtual Trade Shows for Mere Mortals 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.”. and then to edit, process and post that information on-line quickly. You share (as SAP did) the information about which customers and prospects viewed which events with your sales force. 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. And that costs. | WHAT WORKS - WHAT DOESN'T OCTOBER 19, 2010 Software Consultancy: Why MA Is Hot Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling. 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. | WHAT WORKS - WHAT DOESN'T MAY 4, 2010  Real Editors Don't Just Retweet One common refrain I keep hearing is that marketers should “think like an editor” in deciding what information to give to customers. “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. | | | | | | | |
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WHAT WORKS - WHAT DOESN'T | TUESDAY, JANUARY 4, 2011  About Us
Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry. 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 has been writing about enterprise IT, and enterprise IT vendors, for more than 20 years. Bob also been a newsman for United Press International and The Associated Press. MORE >> -
WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011 What Is Content Marketing?
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. Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, Sure, people have been doing “content marketing” since the first salesman left the first brochure on the first customer’s desk. The more complex your “sell” and the longer the sales cycle, the more content marketing can help you. Read MORE >> -
WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011  eBook: Content Marketing: Where To Place Your Bets
IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. Based on 20+ years of reporting and writing about information technology, I describe why every vendor must be a publisher in today’s Web 2.0 then explain where they should spend their content creation dollars along the “value chain&# of content creation, from culling, polishing, and “truthifying&# information to adding context and even delight. Click Image To Download. world. MORE >> -
WHAT WORKS - WHAT DOESN'T | FRIDAY, JANUARY 7, 2011  How Quality Content Is Helping IT Vendors
If you’re not giving them valuable information, they’ll click on to your competitors. Quality content is information about the reader, not about you. Quality content is critical because prospects are paying with their most precious commodity – time. In the age of content marketing, you’re a publisher and you need to attract eyeballs to survive – in other words, to sell. It is advice, tips, observations and insights that help the reader do their jobs better. Assume you’re a consultant developing network systems and protocol, as well as distributed object-oriented systems. MORE >> -
WHAT WORKS - WHAT DOESN'T | WEDNESDAY, NOVEMBER 18, 2009 Study: Top Execs DO Use Social Networks
If customers are increasingly turning to each other for product information, does this leave B2B marketers out in the cold? Social networks are another, complementary sales channel where the emphasis is on useful, honest information. But not to talk about the new appetizer they just tried at a trendy restaurant. new study shows decision-makers, such as business buyers, are increasingly using social media such as LinkedIn and Twitter to make buying decisions. Trade publishers have tried, unsuccessfully, for years to build such on-line communities which they could control and mine. MORE >>
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