| | | Marketing Interactions | |  Marketing | 609 articles |
| Page 1 of 7 | Previous | Next | MARKETING INTERACTIONS OCTOBER 10, 2011 Content Marketing Needs More Than Content A lot of companies have embraced the idea of content for use in marketing. This being said, there's much more to the practice of content marketing than just cranking out content. I'm working with a lot of companies who are really trying to evolve the practice of content marketing, but I'm also talking to a lot of companies who just want content and quick-fire campaigns. Which defeats the point of sustainable marketing performance that optimizes the buyer experience for complex sales. I'm not trying to make content marketing hard. | MARKETING INTERACTIONS JULY 1, 2010 Using Editorial Calendars in B2B Content Marketing Why marketers need an editorial calendar: There are many reasons for needing one, as well as benefits to be had. Much more can be said, but I hope this is enough to help B2B marketers with complex sales processes understand the concept of an editorial calendar and how it can help to drive efficiencies and consistency with the development and execution of content marketing This post is due to a Twitter exchange that ended a bit badly because I misunderstood the person's intentions. Everyone is entitled to an opinion and it doesn't need to agree with mine, after all. | | | | | |
| MARKETING INTERACTIONS MAY 4, 2013  Use Content Strategy to Break Into a New Market 'I've been on a number of calls recently with companies that want to break into a new market. They think that content marketing may be the key, but are uncertain if they're right, as well as how to approach this new direction. Content Marketing is definitely a key strategy. Call this personas, profiles or market research — whatever works for you. Who are they? | MARKETING INTERACTIONS JUNE 14, 2012 Put Cost Effectiveness in Content Marketing In line with my recent Shiny Object post , I thought I'd explore another argument in favor of B2B content marketing; namely improving the cost effectiveness of marketing. Considering that content marketing — done well — is a never-ending continuum , one of the obstacles for B2B marketers often times appears to be based on a cost-driven argument from the "con" perspective. Here are a few reasons marketers should look at the cost of content marketing as an investment that will appreciate over time: Content marketing is frontloaded. | MARKETING INTERACTIONS JANUARY 31, 2013  The Cost of Misaligned B2B Marketing When alignment is discussed in marketing, the usual application is to sales and marketing alignment. The issue that comes up for me is that there are some alignment issues before we can even get to sales and marketing alignment that could have major implications for brands, if they took stock. marketing misalignment. Marketing Misalignment. Social media marketing. | MARKETING INTERACTIONS JUNE 21, 2012 Content Curation Sneaks Up on Marketers I've read a lot of articles and blog posts about content curation. have to say that I've been outspoken about not being a fan. Mostly, my reaction is related to the ridiculous notion that a company can become a thought leader through curation alone. Eric Wittlake wrote recently about that with his post, Three Reasons Content Curation is Overated , so I'll let you read his views. tend to agree with him. This being said, I started thinking about curation and I realized that for how outspoken I am, I'm a huge curator. Yep, it's true. And we're all doing it. Sharing is good. | | | | | | | |
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MARKETING INTERACTIONS | THURSDAY, MARCH 29, 2012 Content Marketing: Theory vs. Practice
Sometimes I think content marketing can be made so convoluted and complex that it's nearly impossible to execute. Here are a few things I find true in practice: Marketers must be able to wrap their heads around the why, what, when, where and how. Content marketing never ends, so quit trying to get it perfect before you launch. What I find with most projects is that the marketers taking on content marketing already have a full plate. First, marketers need to build buyer insights and identify personas or market segments. Not before. MORE >> -
MARKETING INTERACTIONS | SATURDAY, MARCH 26, 2011 26 Ways to Screw Up Your Content
wrote a blog post about how B2B marketers need to tune and hone their writing skills. In fact, when I come across a marketer today who doesn't write, doesn't want to write and thinks that content writing is something other people do, I wonder what their next career will be. I work with a lot of writers. Some work for my clients, some are freelancers I hire to help me complete project work and some are colleagues and peers who want a quick editorial take on something they've written. This said, there are a number of things that screw up content. human does that. Really? MORE >> -
MARKETING INTERACTIONS | THURSDAY, APRIL 26, 2012  Designing Calls to Action for B2B Marketing Content
But, this is not helpful during much of the marketing process. Marketers need to reframe the way they think about the CTA, flipping it from what they ultimately want (qualified leads that will buy from their sales team) to what will be helpful to their prospective buyers. But what's even more concerning is that much of the content used by marketing doesn't even nod in the direction of a CTA - demonstrated nicely by a post written by Eric Wittlake — New Research: B2B Content is a Dead End — which he telepathically knew to publish today so I could link to it! MORE >> -
MARKETING INTERACTIONS | SUNDAY, MAY 13, 2012 Can B2B Marketers Become Content Whisperers?
One of the mandates bandied about lately is that B2B marketers need to become listeners. They should set up listening posts and they must listen first, before launching marketing programs. If you've "listened" to all of this, then you know that listening informs (or should) how marketers respond to prospects' online behavior. This is great and dandy for one-to-one relationships or even amongst small groups of people, family and friends, but what happens when you're a B2B marketer with thousands of contacts in your database? How about 10? Or 100? MORE >> -
MARKETING INTERACTIONS | SUNDAY, MAY 6, 2012 Content Strategy Must Reach Beyond Marketing
Arguably, content strategy is most often thought of as a marketing application. The point I want to focus on today is that content strategy must address what lives beyond traditional marketing boundaries. I'm sick and tired of the battle for alignment between marketing and sales. work with marketers everyday that are engaging salespeople in content strategy design and development because they realize salespeople are critical to the process. Marketers cannot provide the same content to salespeople that they provide to prospects. video. articles. blog posts. MORE >>
- Debunking B2B Marketing Buzzword: Engagement MARKETING INTERACTIONS | SUNDAY, JULY 29, 2012
- Why Marketers Must Care After the Handoff MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 26, 2012
- The Ripple Effect of Shiny-Object Syndrome MARKETING INTERACTIONS | THURSDAY, JUNE 7, 2012
- The Role of Content in the B2B IT Buying Process MARKETING INTERACTIONS | SUNDAY, OCTOBER 14, 2012
- Cracking the Code on LinkedIn is For Marketers Too MARKETING INTERACTIONS | WEDNESDAY, MARCH 27, 2013
- Change and the Content Marketing Continuum MARKETING INTERACTIONS | MONDAY, MARCH 4, 2013
- 5 Things a B2B Website Must Accomplish MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 5, 2011
- Working with Marketing Content Writers MARKETING INTERACTIONS | SUNDAY, APRIL 3, 2011
- The Power of Positioning in B2B Content Strategy MARKETING INTERACTIONS | WEDNESDAY, JANUARY 16, 2013
- A Few Thoughts on B2B Marketing Buzzword: Relationship MARKETING INTERACTIONS | SATURDAY, SEPTEMBER 1, 2012
- Convince Execs to Convert to Content Marketing MARKETING INTERACTIONS | MONDAY, FEBRUARY 20, 2012
- B2B Buyer Personas Don't Belong in the Closet MARKETING INTERACTIONS | SATURDAY, FEBRUARY 9, 2013
- Why Marketing Content Needs a Point of View MARKETING INTERACTIONS | SUNDAY, FEBRUARY 12, 2012
- When Thought Leadership Isn't MARKETING INTERACTIONS | MONDAY, SEPTEMBER 20, 2010
- The Job of a Lead Nurturing Email MARKETING INTERACTIONS | WEDNESDAY, APRIL 27, 2011
- Content Marketing Hubs Deliver ROI MARKETING INTERACTIONS | SUNDAY, NOVEMBER 20, 2011
- Are B2B Marketers Missing the Point? MARKETING INTERACTIONS | TUESDAY, AUGUST 31, 2010
- B2B Marketers Need Every-Click Attribution MARKETING INTERACTIONS | THURSDAY, MARCH 22, 2012
- Sending an Email Is NOT Nurturing MARKETING INTERACTIONS | MONDAY, OCTOBER 25, 2010
- Does Your B2B Marketing Content Address Cause? MARKETING INTERACTIONS | TUESDAY, FEBRUARY 14, 2012
- The Biggest Question When Using B2B Social Media MARKETING INTERACTIONS | SUNDAY, FEBRUARY 27, 2011
- Prime Your B2B Marketing Mind MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 27, 2011
- Bullocks to B2B Marketing Buzzword: Relevance MARKETING INTERACTIONS | WEDNESDAY, AUGUST 15, 2012
- Are Shorter Sales Cycles a Wake-up Call for Marketers? MARKETING INTERACTIONS | TUESDAY, JANUARY 24, 2012
- 3 Critical Tips for B2B Buyer Personas MARKETING INTERACTIONS | MONDAY, JULY 2, 2012
- Hello Mr. Customer; It's Me.Your Vendor MARKETING INTERACTIONS | SATURDAY, APRIL 9, 2011
- B2B Content for Customer Retention Tells a Different Story MARKETING INTERACTIONS | MONDAY, NOVEMBER 12, 2012
- 6 Tips for B2B Vendors Becoming Publishers MARKETING INTERACTIONS | SUNDAY, JANUARY 22, 2012
- What Tech Buyers Want From Content MARKETING INTERACTIONS | MONDAY, MAY 28, 2012
- Create Content with Context MARKETING INTERACTIONS | SUNDAY, JUNE 5, 2011
- What Purpose Do Your Buyer Personas Serve? MARKETING INTERACTIONS | MONDAY, FEBRUARY 27, 2012
- Do You Know What Tech Buyers Want? MARKETING INTERACTIONS | FRIDAY, MARCH 11, 2011
- B2B Websites NOT Great At Demand Gen MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 29, 2011
- Why B2B Marketers Must Address Status Quo MARKETING INTERACTIONS | TUESDAY, JANUARY 31, 2012
- Blogs Provide Versatility for B2B Content Marketing MARKETING INTERACTIONS | THURSDAY, JANUARY 5, 2012
- B2B Content Strategy Should Never Be a Wallflower MARKETING INTERACTIONS | WEDNESDAY, MAY 2, 2012
- Is Listening on Social Media is a Waste of Time? MARKETING INTERACTIONS | SUNDAY, DECEMBER 16, 2012
- Buyer Persona Backlash: Right Person, Wrong Company MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 28, 2012
- The Difference Between B2B Leads and Personas MARKETING INTERACTIONS | SATURDAY, APRIL 17, 2010
- Expectations and Experience are the New Competition MARKETING INTERACTIONS | MONDAY, FEBRUARY 6, 2012
- The What Ifs? that Can Derail a Deal MARKETING INTERACTIONS | MONDAY, OCTOBER 31, 2011
- Show Quantity the Door MARKETING INTERACTIONS | MONDAY, SEPTEMBER 5, 2011
- Changing the Conversation MARKETING INTERACTIONS | THURSDAY, APRIL 5, 2012
- The Difference Between Benefits and Features MARKETING INTERACTIONS | THURSDAY, DECEMBER 8, 2011
- Are B2B Salespeople Thought Leaders? MARKETING INTERACTIONS | TUESDAY, OCTOBER 18, 2011
- From B2B Marketing Silo to Buyer Experience MARKETING INTERACTIONS | MONDAY, SEPTEMBER 26, 2011
- Why Should I Care? MARKETING INTERACTIONS | SUNDAY, AUGUST 28, 2011
- Lost the Key to Your B2B Database? MARKETING INTERACTIONS | TUESDAY, MARCH 13, 2012
- Format is Not a B2B Persona Question MARKETING INTERACTIONS | THURSDAY, MAY 31, 2012
- When B2B Buyer's Needs Don't Create Demand MARKETING INTERACTIONS | THURSDAY, OCTOBER 14, 2010
- Marketing Metrics: The Hard and The Soft MARKETING INTERACTIONS | TUESDAY, MARCH 10, 2009
- B2B Content Marketing: Thoughtful or Rote Activity? MARKETING INTERACTIONS | SATURDAY, MAY 18, 2013
- Content Marketing Requires More Than Content MARKETING INTERACTIONS | THURSDAY, JANUARY 3, 2013
- Taking on B2B Marketing Buzzword: Conversation MARKETING INTERACTIONS | SUNDAY, AUGUST 12, 2012
- Lessons Learned from Using Marketing Automation MARKETING INTERACTIONS | THURSDAY, AUGUST 6, 2009
- Content Marketing Should Never Be Advertising MARKETING INTERACTIONS | MONDAY, FEBRUARY 25, 2013
- B2B Marketing: Evolving or Stuck in the Mud? MARKETING INTERACTIONS | THURSDAY, MARCH 8, 2012
- Content Marketers Need a Customer Field Trip MARKETING INTERACTIONS | MONDAY, AUGUST 8, 2011
- B2B Content Marketing as Trojan Horse MARKETING INTERACTIONS | THURSDAY, JANUARY 12, 2012
- The Power of Monotony in Content Marketing MARKETING INTERACTIONS | TUESDAY, JANUARY 18, 2011
- Why I Use Mind Maps for Content Marketing Projects MARKETING INTERACTIONS | SUNDAY, JANUARY 8, 2012
- The Secret to a Longer Life for Marketing Content MARKETING INTERACTIONS | WEDNESDAY, NOVEMBER 2, 2011
- 23 Reasons Why Content Marketing Fails MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 22, 2009
- Making Assumptions About The Buyer's Journey MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 9, 2012
- Marketing Content on a Mission MARKETING INTERACTIONS | THURSDAY, JULY 7, 2011
- The Art of The Ask in Content Marketing MARKETING INTERACTIONS | SUNDAY, JANUARY 15, 2012
- Writing is a Critical B2B Marketing Skill MARKETING INTERACTIONS | SUNDAY, DECEMBER 5, 2010
- Marketing Cloud Computing to Non-Believer CIOs MARKETING INTERACTIONS | THURSDAY, FEBRUARY 2, 2012
- 4 Areas of Challenge in B2B Marketing MARKETING INTERACTIONS | SUNDAY, APRIL 24, 2011
- What Happens When Inbound Marketing Works? MARKETING INTERACTIONS | WEDNESDAY, JANUARY 18, 2012
- Why B2B Content Marketing Themes Fail MARKETING INTERACTIONS | MONDAY, DECEMBER 26, 2011
- The Myth of the Magic Bullet for Content Marketing MARKETING INTERACTIONS | SATURDAY, DECEMBER 31, 2011
- Is Social Selling in Need of Sales Enablement? MARKETING INTERACTIONS | TUESDAY, APRIL 2, 2013
- Considerations for B2B Email Frequency MARKETING INTERACTIONS | FRIDAY, MARCH 18, 2011
- Content Marketing is a Practice MARKETING INTERACTIONS | TUESDAY, JULY 19, 2011
- Inbound Needs Outbound MARKETING INTERACTIONS | SUNDAY, JUNE 19, 2011
- Where Sales Can Lead Marketing Off Course MARKETING INTERACTIONS | SUNDAY, JANUARY 2, 2011
- Who comes first in your marketing content? MARKETING INTERACTIONS | SUNDAY, JANUARY 23, 2011
- Scenarios Add Value to Marketing Content MARKETING INTERACTIONS | THURSDAY, APRIL 14, 2011
- Lead Generation is NOT IT MARKETING INTERACTIONS | TUESDAY, MARCH 8, 2011
- Buyers Set the Pace for B2B eMarketing MARKETING INTERACTIONS | TUESDAY, NOVEMBER 16, 2010
- B2B Marketers Need to Look Beyond Decision Makers MARKETING INTERACTIONS | THURSDAY, FEBRUARY 25, 2010
- 5 Things to Consider BEFORE Using Social Media MARKETING INTERACTIONS | MONDAY, SEPTEMBER 6, 2010
- Revelations from Content Audits MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 31, 2012
- Content Marketing Strategies Conference Wrap Up MARKETING INTERACTIONS | SUNDAY, FEBRUARY 20, 2011
- Redefining Gratification for B2B Marketers MARKETING INTERACTIONS | FRIDAY, NOVEMBER 25, 2011
- 6 Ways B2B Marketers Can "Listen" Effectively MARKETING INTERACTIONS | SUNDAY, FEBRUARY 28, 2010
- Embrace Articles for B2B Content Marketing MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 12, 2010
- Robotic Email Campaigns Miss the Point MARKETING INTERACTIONS | WEDNESDAY, MAY 16, 2012
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